In the hopes of getting people into its swanky rooms, InterContinental Hotels and Resorts is aiming the camera at what's outside of them.

As part of it's broad branding initiative to promote its personalized concierge services and neighborhood smarts, InterContinental Hotels and Resorts as begun producing short Web films about each of the lodging company's 140 worldwide hotel locations.

The hotel's sponsored mini-movies will spotlight sights and places of interest surrounding each hotel. Keeping with TurnHere's mission to harness the charismatic appeal of neighborhood characters, the InterContinental flicks will be narrated by each hotel's concierge. In the first of the series, Robert Watson, chef concierge at The Willard InterContinental Hotel, offers viewers an insider's guide to his favorite Washington D.C. spots, beyond The White House and other requisite destinations.

"The main objective of this is that we want to provide our guests with authentic and local knowledge of each destination," said Jennifer Ploszaj, global director of brand communications for InterContinental Hotels and Resorts.

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