The Washington Post has come up with a new product with their Slate.com property called “Blogvertorials.”

It is a unique format that blurs the lines a bit between content and advertising, attracting attention and increasing readership. Blogvertorials both expose users to the advertising message and add value through the content that the blog provides.

One advertiser that successfully used blogvertorial is CoolCapitals.com, which provides travel information, packages, deals and articles for various (primarily European) destinations.

Instead of merely running banners on Slate.com, CoolCapitals.com worked with the site to create this blogvertorial that appears to be an individual user’s account of his trip to Amsterdam, with links to the various things someone can do and see in Amsterdam:

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At the end of blogvertorial there is a link to CoolCapitals.com, seemingly where the blogger got all his trip info and travel deals.

In an environment where there is such an affinity for user-generated content and advice, this concept plays well for CoolCapitals.com and positions them as an authority in users’ eyes, not just a corporate entity.