Intermedia sells hospitality titles to Big Un Limited
Online video company Big Un Limited has acquired the hospitality vertical, which includes 10 media titles, from The Intermedia Group.
Big Un Limited’s operations are run by Big Review TV Limited, which delivers video marketing services to small- to medium enterprises.
The acquisition includes a total of 10 publications and seven specialist industry events, including National Liquor News, Hospitality, Australian Hotelier, Hotel Management, Spice, Bars & Clubs, digital-only The Shout, the A-List Guide and Sauce.
Consumer title Beer & Brewer is also part of the acquisition.
As part of the new ownership, Big intends to monetise the publications by selling video subscriptions to the hospitality B2B customer base as well as through sponsorship and advertising of specialist food and drink review shows, providing video-embedded booking widgets for hotels and restaurants, and utilising Big’s video review application.
In an attempt to dominate the Australian hospitality market, Big will also push its video technology and video subscription packages.
Major advertisers and event attendees will also be given access to Big’s video marketing content, advertising and sponsorship packages.
The acquisition will provide Big with access to advertising clients including Diageo, Coca-Cola, Campari, Bacardi, Nestle, Fox Sports, Accor Group, Intercontinental, Hilton, Hyatt, Marriott and Mantra.
Simon Grover, managing director of The Intermedia Group said it was another “exciting acquisition”.
“Online video is a key business marketing, sales, and advertising tool. Big is at the forefront of this trend,” he said.
“We have experienced a very positive reaction from our advertisers and audiences following Big’s acquisition of the hair and beauty vertical from us earlier this year.
“We are excited at the further potential offered by merging our hospitality business with Big and being able to offer our SMEs and advertisers access to video content and technology.”
Mumbrella understands the acquisition will have no immediate effect on staff across any publications or events.
The news comes three months of Big announced it had acquired the beauty, hair and aesthetics vertical of Intermedia Group, which includes InStyle.
Intermedia Group previously had a majority stake in Time Out Australia, which was recently sold to Time Out Group.
