LodgeNet Appoints Derek White to Lead Its Interactive and Media Networks

  • LodgeNet Interactive Corporation
  • 10.06.10
LodgeNet Interactive Corporation, a leading provider of media and connectivity solutions to the hospitality industry, announced the appointment of Derek S. White as president of the company's interactive and media networks.

The promotion expands White's responsibilities beyond his former role as president of The Hotel Networks (THN), which LodgeNet acquired in 2008. He is now responsible for all of LodgeNet's guest merchandising and marketing as well as revenues generated both from in-room entertainment sales and third-party sponsorships. White is also leading efforts to maximize guest engagement and the revenue potential of LodgeNet's new Envision™ interactive TV (iTV) platform through development of iTV services and Web-based apps.

"During his time with LodgeNet, Derek has demonstrated a keen understanding of how to effectively reach and monetize the hotel guest demographic through interactive media and innovative content deployment," said Scott C. Petersen, LodgeNet chairman and CEO. "He has tremendous entrepreneurial experience and skills to develop and execute strategies that will maximize the transactional, advertising and sponsorship revenues from our nearly 2 million-room TV base as well as our new Envision interactive platform."

Notably, during White's tenure at The Hotel Networks, he developed and launched a portfolio of unique VOD and linear hotel programs including: Do Not Disturb TV, Best of The Web, Fashion TV Jet Set Edition, and other lifestyle programs viewed by tens of millions of guests. This programming is supported by an interactive and data-intensive architecture, which confirmed that much of this proprietary hotel programming attracted audience share numbers on par, or better than, many popular cable channels and that its telescoping capabilities created a rich interactive experience that users were not able to experience at home.
This targeted and multilayered guest experience resulted in business advantages for hoteliers as well as new sponsorship and transactional revenue for the company. Additionally, White spearheaded successful international programming initiatives and established THN as one of the larger players in the digital out-of-home (OOH) business and one of a short list of companies measured by Nielsen Research 4th Screen Report.

Before joining THN, White served as executive vice president of Alloy, Inc., one of the nation's largest providers of targeted media and marketing services. In that role he oversaw corporate development and general management of the company's online, OOH, experiential and promotions business units. He originally served as the architect and managing executive responsible for Alloy's $200 million media and marketing division employing more than 700 people, overseeing multiple companies and business groups including AMP Agency, which was named the 2004 Promotion Agency of the Year by PROMO Magazine. Prior to joining Alloy, White was the president of 360 Youth Corporation (later acquired by Alloy), and served as executive vice president of MarketSource Corporation, where he founded and led the development of its Internet business – over a dozen popular entertainment and social networking sites – which he ultimately sold to a public company. He also held roles as president of Graphic Connexions, Inc., a creative agency, and director for Computerware, Inc.

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