This document summarizes the strategies and results of destination marketing organizations (DMOs) in Atlanta and Tampa Bay. It discusses how the Atlanta CVB addressed negative perceptions of the city's appeal through research, branding, and their "I AM ATL" marketing campaign. This campaign improved aided awareness and increased likelihood of planners selecting Atlanta. It also outlines Tampa Bay's targeted incentives and one-to-one marketing to generate new bookings, events, and economic impact. Both DMOs utilized data-driven strategies to strengthen their brands and crack into the meetings market.
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...tnooz
One of the most important initiatives for hotels today is to move up in ranking on TripAdvisor and increase visibility on the world’s largest travel site.
A recent study conducted by Cornell and Revinate, the leading guest feedback and engagement platform, unveiled one simple way for hotels worldwide to improve on TripAdvisor.
This Tnooz and Revinate webinar explored:
The full results of the study, and how encouraging guests to share feedback on TripAdvisor drives significant gains in a property’s performance on TripAdvisor and even increased occupancy. For example, properties using Revinate Surveys solution, which encourages guests to write reviews on TripAdvisor, experienced a 3X average increase in review volume.
How hotels can capitalize on additional revenue opportunities with increased occupancy
Results of related research on the revenue impact of responding to reviews (responding to all positive reviews might actually be detrimental!)
Broader strategies to encourage direct, repeat bookings and build deeper relationships with guests
Panelists for the free, hour-long webinar were:
Chris Anderson, associate professor, Cornell School of Hotel Administration
Brian Payea, head of industry relations, TripAdvisor
Gene Quinn, CEO and producer, Tnooz
Glynis Esmail, VP marketing, Landmark Hotels Group
Tara Peterson, corporate marketing coordinator, IDM Hospitality
Kelly Robb, director of market intelligence, Revinate
Sean O'Neill, editor-in-chief and moderator, Tnooz
Who should watch?
Hotel general managers
VPs and directors of marketing
VPs and directors of operations
Corporate marketing directors
C-level executives
This free webinar took place on Tuesday 12 July 2016.
Tnooz-TripAdvisor webinar - Reputation management and beyondKevin May
Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.
Question: Why should an economic development organization consider branding?
Answer: Branding gets your community considered.
In today’s competitive marketplace, the most successful EDOs are using their brand to change the perceptions of their place. They’re ensuring their brands are relevant, truthful, and appealing to the right audiences, and most importantly, these brands are helping communities tell their stories.
Would you like to know why branding should be a priority? Have you cultivated a brand that’s known outside your community? Is it something that helps your community get considered for projects? Or maybe you’re tired of letting someone else dictate the perceptions and story of your community.
http://www.DestinationMarketing.org - Victoria Isley of DMAI and Scott Beck of Visit Salt Lake discuss what's now and whats next in destination marketing at US Travel's ESTO 2013 Conference in Richmond Virginia.
We’re a team of marketing, creative, brand, and presentation professionals based in Los Angeles. We’re about delivering value through results, pure and simple. We are all about working with clients who understand the combined power of great story and great design, and how this can transform businesses, organizations, and individuals. Let’s Talk!
We have been working with major global brands for over 20 years, from marketing and advertising to creative direction to public relations and sales.
WEBINAR VIDEO: Cornell/Revinate study of how to improve your TripAdvisor rank...tnooz
One of the most important initiatives for hotels today is to move up in ranking on TripAdvisor and increase visibility on the world’s largest travel site.
A recent study conducted by Cornell and Revinate, the leading guest feedback and engagement platform, unveiled one simple way for hotels worldwide to improve on TripAdvisor.
This Tnooz and Revinate webinar explored:
The full results of the study, and how encouraging guests to share feedback on TripAdvisor drives significant gains in a property’s performance on TripAdvisor and even increased occupancy. For example, properties using Revinate Surveys solution, which encourages guests to write reviews on TripAdvisor, experienced a 3X average increase in review volume.
How hotels can capitalize on additional revenue opportunities with increased occupancy
Results of related research on the revenue impact of responding to reviews (responding to all positive reviews might actually be detrimental!)
Broader strategies to encourage direct, repeat bookings and build deeper relationships with guests
Panelists for the free, hour-long webinar were:
Chris Anderson, associate professor, Cornell School of Hotel Administration
Brian Payea, head of industry relations, TripAdvisor
Gene Quinn, CEO and producer, Tnooz
Glynis Esmail, VP marketing, Landmark Hotels Group
Tara Peterson, corporate marketing coordinator, IDM Hospitality
Kelly Robb, director of market intelligence, Revinate
Sean O'Neill, editor-in-chief and moderator, Tnooz
Who should watch?
Hotel general managers
VPs and directors of marketing
VPs and directors of operations
Corporate marketing directors
C-level executives
This free webinar took place on Tuesday 12 July 2016.
Tnooz-TripAdvisor webinar - Reputation management and beyondKevin May
Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.
Question: Why should an economic development organization consider branding?
Answer: Branding gets your community considered.
In today’s competitive marketplace, the most successful EDOs are using their brand to change the perceptions of their place. They’re ensuring their brands are relevant, truthful, and appealing to the right audiences, and most importantly, these brands are helping communities tell their stories.
Would you like to know why branding should be a priority? Have you cultivated a brand that’s known outside your community? Is it something that helps your community get considered for projects? Or maybe you’re tired of letting someone else dictate the perceptions and story of your community.
http://www.DestinationMarketing.org - Victoria Isley of DMAI and Scott Beck of Visit Salt Lake discuss what's now and whats next in destination marketing at US Travel's ESTO 2013 Conference in Richmond Virginia.
We’re a team of marketing, creative, brand, and presentation professionals based in Los Angeles. We’re about delivering value through results, pure and simple. We are all about working with clients who understand the combined power of great story and great design, and how this can transform businesses, organizations, and individuals. Let’s Talk!
We have been working with major global brands for over 20 years, from marketing and advertising to creative direction to public relations and sales.
Destination marketing organizations and economic development organizations discover evidence that alignment and collaboration ultimately achieves the shared goal local economic progress that reaches industries far beyond immediate travel service providers and suppliers.
Research presentation by Adam Sacks, President, Tourism Economics and implications by Andy Levine, President and Chief Creative Officer, Development Counsellors International.
Learn how to jump start your hotel's content marketing strategy with our experts, Adele Gutman, VP Sales, Marketing & Revenue for Library Hotel Collection and Clementine Amiraux, Creative Director for Hotel Josef and Maximilian Hotel.
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How to cash in on the increase in mobile & tablet bookings.
Using your website to target Chinese travelers.
The do's & don'ts of hotel distribution.
Attracting more direct bookings with paid advertising.
Pre- and Post-stay contact for marketing & customer service.
Social media marketing.
Where are other hotels spending their marketing dollars?
www.fastrackg.com
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Data-driven intelligence helps personalize the user experience and inspire travelers’ decisions using wisdom and insights from other travelers.
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Brian Payea, head of industry relations, TripAdvisor
Donna Quadri-Felitti, clinical associate prof of hospitality and tourism management at NY University, Tisch Center for Hospitality, Tourism, and Sports Management
Kevin May, editor and moderator, Tnooz
Gene Quinn, CEO and producer, Tnooz
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Undestands how guests book
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This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
Glasgow City Marketing Bureau partnered with TripAdvisor, the world’s largest travel site, to excite businesses about increase the city’s visibility on channel.
Every month, millions of visitors come to TripAdvisor to research businesses and plan their next trip, so we encourage you to take advantage of the tremendous opportunities offered by this global marketplace.
Destination marketing organizations and economic development organizations discover evidence that alignment and collaboration ultimately achieves the shared goal local economic progress that reaches industries far beyond immediate travel service providers and suppliers.
Research presentation by Adam Sacks, President, Tourism Economics and implications by Andy Levine, President and Chief Creative Officer, Development Counsellors International.
Learn how to jump start your hotel's content marketing strategy with our experts, Adele Gutman, VP Sales, Marketing & Revenue for Library Hotel Collection and Clementine Amiraux, Creative Director for Hotel Josef and Maximilian Hotel.
Fastrack Group - Hotel Marketing Must Do's 2013-14 WebinarKen Jones
Adrian Caruso & James Hacon from Fastrack Group share their must do tactics for Hotel Marketing in 2013 & 2014.
The tactics discussed include:
How to cash in on the increase in mobile & tablet bookings.
Using your website to target Chinese travelers.
The do's & don'ts of hotel distribution.
Attracting more direct bookings with paid advertising.
Pre- and Post-stay contact for marketing & customer service.
Social media marketing.
Where are other hotels spending their marketing dollars?
www.fastrackg.com
Do the sums: travel reviews + data analysis = better experiencesKevin May
The data from travel reviews is powerful stuff; not only for hoteliers who want to manage their hotel’s reputation, but also for destinations, OTAs, metasearch players and other travel websites.
Data-driven intelligence helps personalize the user experience and inspire travelers’ decisions using wisdom and insights from other travelers.
This FREE webinar by Tnooz and TrustYou will outline the impact of reviews and big data on the travel industry and discuss what this means for your business in 2014.
Webinar presenters are:
Alan Young, SVP marketing and strategic partnerships, TrustYou
Brian Payea, head of industry relations, TripAdvisor
Donna Quadri-Felitti, clinical associate prof of hospitality and tourism management at NY University, Tisch Center for Hospitality, Tourism, and Sports Management
Kevin May, editor and moderator, Tnooz
Gene Quinn, CEO and producer, Tnooz
What is Marketing? The keys are Sharing, Communication and Relationship Building. Highlights include the "Holistic Marketing Strategy" and tactical tools.
#wihpacademy at Hotel Bel Ami
Popularize, Capture, Convert and Share
Undestands how guests book
How do you advertise your hotel?
It's all about reputation!
The Vertical Search Paradox
Brandprotection on search engines and metasearch
Design basics
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This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
Glasgow City Marketing Bureau partnered with TripAdvisor, the world’s largest travel site, to excite businesses about increase the city’s visibility on channel.
Every month, millions of visitors come to TripAdvisor to research businesses and plan their next trip, so we encourage you to take advantage of the tremendous opportunities offered by this global marketplace.
Web and Mobile Payments are gaining traction in Nigeria today. This slide presents the facts and figures behind these channels and seeks to recommend how uptake can be stimulated by consumers
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Sociabuzz is a self-service online marketplace to help Brands connect with Internet Influencers to run effective marketing campaigns.
Contact: rade@sociabuzz.com
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Contact: rade@sociabuzz.com
What impact are fake news and clickbait having on consumer trust in social media? We look to find out and assess the implications for marketers and their media buying.
Raising money can be the hardest step in launching your project, event or start-up.
You can be passionate about your idea and convince a lot of people with your passion, but it takes the right information.
Learn how to ask for what you need, and close the deal.
Join us in Toronto's finest surroundings for 60 minutes of valuable info, links and the tactics you need to start applying immediately after leaving the workshop.
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Presented by Towa Beer, a cause marketing specialist who has been presenting events, causes and great ideas to funders for the past decade. She has personally raised millions for large and small clients. Miss Beer brings all of her fundraising experience, an extensive mentor network, and many free templates to each workshop.
The cost of advertising on social networks continues to increase substantially quarter over quarter. Brands need to become more more agile in their media investments to maintain a sustainable return. In this panel hear how brands are starting to shift some of their attention to loyalty, expanding their reporting scope to include new metrics, justifying continued and future investments.
Presented by Richard Brooks at the ALC conference in Las Vegas NV. Explores the realtionship/importance of strategic sales management, marketing and key account management. Moves on to present models around the life-time value of clients to an organisation and how this changes as firms develop.
Destination management: Experience is the end-game.Rodney Payne
My keynote at Outdooractive 2018, in Immenstadt, Germany. #oac18
More information on Tourism Sentiment Index, here: https://destinationthink.com/tsi-announcement/
Business Advertising PowerPoint Presentation Slides SlideTeam
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
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3. 600
16
$ 2 billion
DMO member organizations
Countries and 14 US States
in annual budgets
Protect and advance the success of
official destination marketing worldwide
4. Advance the DMO professional
Advocate for the DMO industry
ADVANCE THE
DMO PROFESSIONAL
a
ADVOCATE FOR THE
DMO INDUSTRY
a
5. in
Group hotel room nights in
the U.S. influenced by DMOs
million group hotel room
nights influenced by U.S.
DMOs in 2012
Source: 2013 DMAI DMO Group Sales Channel Impact Study, Tourism Economics, STR
10. Original
Content
Face2Face Education
Driving
Engage Raving Fans
Connections
DMO Sales Training
Multiple
Channels
Content
Syndication
Inserting DMO Sales
Pros in other channels:
Cvent, HelmsBriscoe, etc
Webinars
Video
Email mktg
Inserts
Blog posts
SEO/SEM
11.
12. BRIDGING THE GREAT DIVIDE
Atlanta Sales & Marketing
I AM ATL Campaign Case Study 2012 -2013
13. THE ISSUES
EXTERNAL
•
•
•
Destination Appeal perception problem
Competition aggressive in pricing and building share of voice
Future bookings weakening
INTERNAL
•
•
•
•
New Chief Executive setting aggressive sales goals
Siloed Organization
Lack of consistent messaging and brand standards
Marketing historically focused on leisure tourism
15. 2011 MEETING PLANNER SURVEY
Q9. How do you think the ultimate decision maker would rate Atlanta on these areas?
16. 2011 MEETING PLANNER SURVEY
Q9. What would Atlanta need to do to convincingly offer the best location for this meeting?
What would Atlanta need to do to be more seriously considered?
What would Atlanta need to do?
(% of respondents)
Destination Appeal
24%
Cost
21%
Infrastructure
18%
“…do a better job of touting restaurants, nightlife
activities that don't require going to Buckhead…”
“Our attendees have indicated they do not want to go
back to Atlanta due to lack of things to do there and
safety concerns.”
Other
16%
“Lower the room rates & Congress Center space rental.”
None
16%
“Convention center rental is too high.”
Safety
10%
Service
6%
Easy to get to
3%
Availability
3%
“build a hotel on the C concourse side of the convention
center”
“….It is not safe for our attendees to walk to and from
their hotels especially at night. The hotel block we had
was not close proximity to the Convention Center...”
17. FIXING DESTINATION APPEAL
A MULTIFACETED CHALLENGE
DESTINATION MARKETING TO LEISURE AUDIENCE FOCUSED ON SUMMER FAMILY FUN
•
Limited budget created dependency on co-op programs within the SE drive markets
•
Limited reach, frequency, and no national impact
DESTINATION MARKETING TO MEETING PLANNERS UNFOCUSED
•
•
100% co-op funding necessitating merchandising co-op partner messages
Lack of alignment on brand messaging architecture
MULTIPLE TOUCH POINTS WITH CUSTOMER (SALES PROCESS, ADVERTISING, SERVICE)
•
Inconsistent messaging and brand identity
•
Lack of governance over RFP responses, ongoing communications
•
Resource constraints led to reactive instead of proactive sales/service support
18. FIXING DESTINATION APPEAL
A MULTIFACETED CHALLENGE
Silo’ed organization
Sales and Marketing did not share common goals
Sales had experienced limited value of marketing
Marketing was a “NO” department or at best a support function
19. HOW DID WE FIX THE PROBLEM?
ORGANIZATIONAL
•
CEO committed to removing all obstacles to reaching the sales goals
•
Strategic alignment at the executive level – common goals
•
Reorganization of Marketing with a dedicated sales/service Brand Manager
•
Increased funding for Marketing (additional +1% tax)
•
Buy-in from key constituencies (Hoteliers, Board)
20. HOW DID WE FIX THE PROBLEM?
RESEARCH
• Customer and consumer insights
• Sales and service workshops to identify needs and generate buy-in
FUNDING
• Commitment of $1m to a media plan, $0.5m to production elements
• Commitment of $2m to host ASAE
CREATIVE
• New I AM ATL Meeting Planner campaign
MASSIVE ORGANIZATION AND INDUSTRY-WIDE ACTIVATION FOR ASAE
21. RESEARCH PROVIDED INSIGHTS
FOR MESSAGING STRATEGY
MESSAGES WE MUST CONVEY TO MEETING PLANNERS
Key Messaging Pillars
• Atlanta is a Walkable City
• Atlanta is a Collaborative City
• Atlanta is a Great City for Dining
• Atlanta is an Accessible City
• Atlanta has Great Nightlife
• Atlanta has many things to see and do
22. MEETING PLANNER CAMPAIGN
OUR 50,000 FOOT OBJECTIVE
Create an emotional,
anthemic campaign
that has the capacity
to build momentum.
A Rally Cry for the City.
23. CAMPAIGN VOICE / COPY TONE
Our people wear Atlanta like a badge of honor.
The campaign
mark is bold and
simple – allowing
the unique
characteristics of
Atlanta’s people
and places to
shine through.
I AM ATL Won the
Award for “Best
Travel Integrated
Campaign” in 2013
The headlines and copy feature clever plays on
words and double entendre that make the
reader think. The copy sells Atlanta’s assets
through the unique stories of its people, and a
sense of pride in who they are and what
they’ve accomplished. The stories we can tell
are as vibrant and diverse as the people who
live here.
32. 2013 MEETING PLANNER SURVEY
Q: Below are eight samples from recent advertising campaigns.
Please select the samples that reflect campaigns you recall seeing.
60%
51%
Aided
awareness
48%
50%
38%
40%
30%
30%
33%
32%
22%
20%
7%
10%
0%
Atlanta
Chicago
Denver
Houston
Miami
Nashville
Las Vegas
Philadelphia
33. 2013 MEETING PLANNER SURVEY
Q: How would you say this campaign impacts your likelihood to select Atlanta
as a host city for this meeting?
Past Selection &
Consideration
Future Selection
100%
Much more likely
6%
90%
23 respondents
80%
Somewhat more likely
70%
17%
60%
50%
Neither more nor less likely
72%
40%
30%
20%
Somewhat less likely
0%
10%
0%
Total (21)
Much less likely
4%
0%
20%
40%
60%
Percent of Respondents
80%
Aware (20)
Definitely would not meet in
Did not consider
Probably would not meet in
Considered, but did not meet in Might or Might Not Meet in
Probably would meet in
Met in
Definitely would meet in
34. BUSINESS RESULTS
P12mo (September 2012 to August 2013), ACVB has seen noticeable growth
in lead volume compared to the last 12-month period (Sept '11-Aug '12)
+18%
year-over-year in the total number of leads generated
+20%
year-over-year in the number of room nights associated
+24%
year-over-year in leads generated for city-wide
(approx. 2,330 vs. 1,970)
with leads generated (approx. 8.6M vs. 7.1M)
conventions & meetings
35. QUALITATIVE RESULTS
Marketing now a true valued partner of Sales
Consistent messaging and brand identity across all touch points
Significantly improved governance over collateral
Energized Sales force armed with tools they can use
42. Targeted Incentives
Citywide Sale
Discover Tampa Bay with a FREE Convention Center and specials from
our Convention Portfolio Hotels.
Bonus for Bookings
New hotel nights booked receive $1 per room night, up to$1,000.
Discover Tampa Bay
Enjoy a complimentary only‐in‐Tampa Bay experience at The Florida
Aquarium, Busch Gardens, the Historic Latin Quarter of Ybor City,
Yacht Starship, the legendary Bern's Steakhouse, on a sunset sail or at
a Tampa Bay Lightning game.