Sustainable Tourism Marketing
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Sustainable Tourism Marketing

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Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media ...

Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”

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Sustainable Tourism Marketing Sustainable Tourism Marketing Presentation Transcript

  • Sustainable Tourism Marketing
  • A Passion for Excellence Geotourism: A Unique Commitment From A Unique Media Company Travel that sustains or enhances the geographic character of the place being visited – its environment, culture, heritage and the well-being of its residents
  • Geotourism and The American Traveler
    • Top of mind since 2001
    • Landmark Study: Geotourism: The New Trend in Travel
    • Conducted by TIA and National Geographic Traveler
    • First look at travel behavior and beliefs of US travelers
  • A Passion for Excellence 55 Million American Geotourists
    • Sustainable tourism reflects the values of today’s travelers:
      • Crave authentic experiences
      • Support travel experiences that are true to a destination
      • They reward the companies that protect the environment and indigenous cultures around the world
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Down Payment on the Future
    • 35% of all US travelers select a company that makes specific efforts to sustain the environment or the indigenous culture
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Geotourism and Today’s Traveler
    • More than half (52%) are aware of at least one practice used by travel companies with the goal of protecting or preserving natural resources
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Hotels Are Working to Protect the Environment
    • 50% of all travelers believe that use of energy efficient lighting, heating and air conditioning systems will help preserve natural resources . . .
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
    • 46% of all travelers feel that travel companies should use natural cleaning products in order to help protect the environment
  • A Passion for Excellence
    • 45% of all travelers feel that opportunities to take guided tours of local historic sites and neighborhoods will help preserve cultural identity and sustain local communities
    Source: Geotourism Study Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Support and Sustain Local Economies
  • A Passion for Excellence
    • 43% of all travelers say that companies offering local cuisine will help to sustain authentic local culture
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Promote Indigenous Culture
  • A Passion for Excellence Awareness is Key
    • 58.5 million (38% of all travelers) say they would pay more to use a travel company that makes efforts to protect the natural environment
    • The majority would pay between 5% and 10% over existing prices to such companies
    Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006
  • A Passion for Excellence Tailor-Made for Your Message
    • National Geographic Media provides the right environment and a receptive audience
    • Ability to reach and influence aware consumers
  • A Passion for Excellence National Geographic Society: Vital to Today’s Consumer
    • Giving more than 100 million people worldwide the tools to:
      • Understand
      • Experience
      • Learn about
      • Explore
      • Connect with
      • And see . . .
    • The World Around Them
  • A Passion for Excellence National Geographic Channel – Vital to SEEING the World Featuring innovative and contemporary programming of unparalleled quality that pushes the boundaries and takes you as far as you can go. Launched in January 2001, the National Geographic Channel has had the distinction of being both the fastest growing network in distribution as well as the most rapid in ratings growth. Dare to Explore
      • 63 million viewers
      • Median HHI: $52,000
      • National Geographic Channel “On Demand” in over 30 million homes
    Channel Audience Highlights Source: Nielsen Media Research
  • NationalGeographic.com – Vital to CONNECTING to the World NationalGeographic.com serves a vibrant, engaged visually oriented audience of high-income, highly educated consumers eager to connect and interact with the world around them. Our award-winning content includes daily news as well as thematic content and individual brand/genre sites.
      • 14 million unique visitors per month
      • 80 million page views per month
      • Engaging consumers through online content, podcasts, newsletters, video streams and more
    Website Highlights Connecting Our Audience to the World
  • National Geographic Magazine – Vital to UNDERSTANDING the World National Geographic is the world’s magazine, providing a distinct perspective on the planet through compelling photography and writing: It creates both an intellectual and emotional connection, inspiring readers to care and make a difference in their own lives, in the lives they influence and in the lives around the world.
      • Rate Base: 5 million
      • Readership: 31.6 million
      • National Geographic has been a finalist or winner in the ASME National Magazine Awards general excellence category every year since 2002
    Magazine and Audience Highlights Source: MRI Spring 2009, December 2009 ABC Statement The World’s Magazine
  • National Geographic Kids – Vital to LEARNING ABOUT the World Exciting Kids About Their World
      • Rate Base: 1,325,000
      • Readership: 5.5 million
      • The largest magazine in the kids category, and ranked in the top 5 for circulation growth among all consumer magazines in past 2 years
    Magazine and Audience Highlights National Geographic Kids delivers editorial – as diverse as each reader – that is interactive, engaging, informative and just plain fun. Each issue has an appealing mix of articles on wildlife, entertainment, science, technology, extreme sports, adventures amazing kids and world wonders. Source: MRI Spring 2009, December 2009 ABC Statement
  • National Geographic Traveler – Vital to EXPERIENCING The World The ONLY travel magazine that covers all travel, all the time, is number one in reaching travelers who are passionate about experiencing the world. And because we devote nearly 90% of our editorial to the pursuit of leisure and cultural travel, more than 7 million readers consult our pages for the latest on where to go, what to do and how to enjoy it best.
      • Rate Base: 715,000
      • Readership: 7.7 million
    Magazine and Audience Highlights All Travel, All the Time Source: MRI Spring 2009, December 2009 ABC Statement
    • National Geographic Traveler has long held an editorial commitment to sustainable tourism and raises awareness of its importance.
      • Annual Places Rated issue – Nov/Dec
      • Devoted editorial on sustainable travel: Dedicated Geotourism editor, Destination Watch column
      • Travel to a Better World marketing program
      • Geotourism Reader Panel
      • Regional Geotourism map guides of sustainable tourism sites
    Pioneering the Future of Travel Reporting on Destinations of Distinction
  • Devoted Editorial for Sustainable Travel “ National Geographic Traveler reports on destinations of distinction and character, and support efforts to keep them that way – believing that to enhance an authentic “sense of place” will benefit travelers and the locations they visit.” Keith Bellows Editor, Vice President
  • A Passion for Excellence Informing Readers About Responsible Travel Efforts
    • Travel to A Better World Marketing Opportunities
    • Special advertising section with Rainforest Alliance
    • Platform for companies who have demonstrated a commitment to sustainability and the natural environment
    • New advertising opportunity – special section to appear in National Geographic and National Geographic Traveler
  • A Passion for Excellence Tapping Into Reader Passions
    • National Geographic Traveler Geotourism Reader Panel
      • Unprecedented opportunity to speak directly to NGT’s Geo-travelers
      • Advertisers and marketers gain exclusive access to panel members
      • Proprietary questions/exclusive results
      • Valuable consumer insight, opinions and attitudes on travel experiences, preferences, product usage
      • Turnkey, third party measurement, tabulations and report generation for each survey
  • A Passion for Excellence Marketing Destinations With Geotourism Practices National Geographic Center for Sustainable Destinations: Map Guides Arizona/Sonora; Baja; Appalachia; Central Cascades; Montreal; Peru; Guatemala;
      • Experts cartographers from National Geographic produce custom map guide of the destination
      • Destination must meet certain criteria to include sustainable tourism practices
      • Historical aspects and efforts for best practices to maintain and preserve the place are featured on the map along with travel and tourism activities
      • Map contents are placed on the Destination’s web site
      • Map guide is branded with the National Geographic CSD logo/map guide identification
  • A Passion for Excellence Creating Signature Travel Experiences
    • Custom Events Align National Geographic and the Destination
    • Bring to life the culture of the destination through cultural immersion experiences
    • Feature National Geographic photographers and destination experts who shares their travel experiences
    • Guests enjoy authentic foods, drink and music from the destination to further enhance the travel experience
    • Travel and tour operator displays
    • Capitalizing on the National Geographic brand to heighten awareness and visitation to destination
    • Winners photo exhibit
    • Displayed at ICH properties in US and internationally
    • Images used for ICH promotions to further show examples of authentic travel
    Program Overview (2007-2008): An engaging program designed to make travel a more rewarding experience. Align the Intercontinental brand with National Geographic to encourage responsible travel and sustainable tourism. EXHIBITS
    • Dedicated contest site including uploading mechanism, photo gallery, terms, prizing and information
    • Banner promotions on NG.com
    • Identifying supporter of NG CSD on NG.com
    ONLINE MISSION PROGRAMS
    • Support of the CSD
    • Development of Geotourism standards for hotel guests at select destinations
    • Co-branding on all contest material and promotions
    PRINT
    • Custom call-to-action contest ads in NGT , NGM International , Chinese LLE
    • Brand advertising to run adjacent to contest promos
    Intercontinental Hotels & Resorts: “Photo Contest”
    • Custom created in-book units to support key positioning
    • Custom units to promote on-island photo workshop
    • In-book ads for Photo Workshop
    • Custom workshop itinerary produced and distributed to all participants
    • Registration micro site
    • Next Stop promotions
    • .
    • Custom invitations and eBlasts
    • Gift bags from PRTC
    • Featured NGT photographer Bob Krist at NGS headquarters
    • Photography talk included exhibit, PR food and drink, live music for 200+ subscribers
    • Travel and tourism displays on site
    • (2) Custom NGT Photo Workshops in San Juan for 3 days to deliver people on –island
    • Turnkey event included workshop promotions, itinerary, registration, hotel arrangements on-site details
    • Event promotions in-book, registration micro-site, promo on PRTC web site, E-blast to subscribers
    • In class and experiential field shooting
    • Gift bags for attendees, PRTC info and NGT photo field guide
    • Results – 26 participants, 600+ inquiries
    Program Overview (2008): Create a comprehensive and authentic cultural experience that inspires travelers to visit the island CUSTOM PROMOTIONS PRINT ON-ISLAND PHOTO WORKSHOP CULTURAL IMMERSION EVENT Puerto Rico Tourism: Customer Engagement
    • Custom in-book map unit of Peru in NGM and NGT highlighting top destinations in uniquely designed units
    • Custom-created print ad promoting events and sweepstakes
    • Peru micro-site integration within “People and Places” featuring interactive map with photo gallery
    • Destinations, cultural archaeological sites, and adventure experiences
    • Sweepstakes program
    • .
    • Featured NGT photographers and explorers – experts on Peru to inspire potential travelers
    • Custom events program held in five major US markets included all aspects of program planning and promotions
    • Photo exhibits and décor provided a complete cultural immersion opportunity
    • Travel and tourism displays on site
    • Sweepstakes win-a-trip program included a custom advertising promo in NG Traveler and online micro site
    • Trip for two in an NG Expeditions trip to Peru promoted both of our brands and provided customer engagement
    • Sweepstakes delivered opt-in database and provided qualified leads for Peru Tourism organization
    Program Overview (2008): Create an integrated program that includes custom advertising and a customer engagement component for a cultural immersion experience. ONLINE PRINT NG EXPEDITIONS/SWEEPSTAKES CULTURAL IMMERSION EVENTS Peru Tourism: “Pack Your Six Senses”
    • 48-page editorial supplement
    • 50,000 reprints for distribution
    • 6 pages of brand advertising
    • 3 insertions of custom created events with print advertising support
    • (2) NG GeoTourism maps: Baja and Sonora
    • Distributed in 2 issues in NGT via newsstands only
    • Provided 30,000 of each map for gift bag inclusion
    • Custom web site to promote events in each city
    • Post card mailings, Eblasts, print ads
    • PR Eblasts and releases, press conferences, and on-site interviews with MTB and NGT
    • Nationwide series of 8 live events featuring noted Mexican performers like Los Lobos, Leila Downs, at grand venues reaching more than 35,0000 people
    • Central Park, NY, Hollywood Bowl, LA, Kennedy Center, DC, Massey Hall, Toronto, Millennium Park, Chicago
    • Sustainable crafts villages with authentic arts from Mexico
    • Custom banners and on-site décor
    • Gift bags to include geo-tourism maps, reprint and CD
    Program Overview (2009): “Destination Immersion” or experiential marketing that makes the culture of a place a live and tangible experience. GEO-TOURISM MAPS PRINT EVENTS PROMOTIONS/PR Mexico Tourism: “Mexico Unexpected”
    • Once we get out into the world – and let the world in to visit us – we will see how we are all so similar, yet somehow not the same
    EXTRAORDINARY EXPERIENCES SPIRIT AND TRADITION