Travel Marketing Summit Pt. 3
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Presentations by: Chris Solarz- World Record Marathon Holder Dalia Strum- How fashion trends impact travel decisions Magatte Wade- Tiossan Skin Products- From local to global John Knowles- Roger Smith Hotel- Director of marketing Steve Solosky- The Traveling Professor Mickela Mallozzi- Moderator of changing perceptions panel. Including: Eddie Bergman, Michael Gigl, Ricarda Linder, Rob Mckay
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Travel Marketing Summit Pt. 3
- 1. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 2. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 4. • 500+ running and triathlon races • Won 50+ local and international races • 12X Ironman Finisher, including the double and quintuple Ironman • 2002 Swim Around Manhattan (28.5 miles) in 9 hours • 260 marathons and ultra marathons • Marathons in all 50 states • All 7 continents • 40 countries • All 8 Australian states and territories • 14 of the 28 EU member states • 12 consecutive NYC marathons and 10 consecutive Boston marathons Chris C. Solarz
- 16. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 18. • Teacher at The Fashion Institute of Technology –Intro to Digital Marketing –Blogging for Business –Intro to Social Media –Social Media Marketing –Social Commerce
- 19. • Digital media expert specializing in consumer and business marketing strategy –Digital marketing –Strategy development –Comprehensive online marketing strategies
- 21. To indulge
- 22. Enjoy a hobby
- 24. Babymoon
- 25. Discover new places, experiences and cultures
- 26. Holiday Travel
- 35. Trend Spotting Holiday 2014 • Travel site Kayak found the first week of December is the best time to book domestic holiday travel, with prices about 5 percent cheaper than surrounding weeks. Late bookers could see prices jump by 36 percent over current rates Stats provided from Today
- 36. • The timing coincides with the holiday shopping melee. Airlines, hotels and booking sites weren't shy about promoting sales for Black Friday or Cyber Monday—and many of those are still in effect, along with new batches of weekly and seasonal offers. Stats provided from Today
- 37. • Inspiration based purchases are becoming more prevalent –Shopping and browsing starts much earlier than buying, with nearly one-third of holiday shoppers browsing in September Stats provided from Yahoo Insights
- 39. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 40. From Local to Global: Unlocking the Power of Culture P R E S E N T E D A T : T H E C O O P E R AT I Z E T R AV E L M A R K E T I N G S U M M I T J A N U A R Y 2 0 1 5
- 41. 41 Meet Magatte • Born in Senegal, West Africa • Grew up in Europe • Drawn to the United States – Ended up living, marrying and working in the US – Fell in love with US culture • But, something was missing…
- 42. 42 Meet Senegal
- 43. 43 Where does Senegal compete in international brand market?
- 44. 44 Making Senegal a global brand
- 45. 45 But companies need a clear and unified vision about the brand
- 46. 46 Meet Tiossan
- 47. • The meaning of Tiossan: The Origins of Culture & Humanity • Each product has been carefully crafted using the finest, most healing and nourishing natural ingredients Africa has to offer. • Ellativa(tm): the unique healing complex that combines Black Seed Oil - a focal point of many traditional remedies - with an exclusive blend of essential oils and other natural ingredients to deliver healthy, radiant skin. 47 Bringing Senegal to the world
- 48. One of West Africa's most popular destinations, Senegal is culturally rich, famous for its excellent musicians, artists and story tellers, fine beaches, beautiful colonial towns, lagoons and rivers. Embracing the local spirituality and Senegal’s natural healing plants and botanicals, Senegalese traditional healers have produced effective and gentle healing formulations that Tiossan is offering to the world. The Beauty of Senegal 48
- 49. • Tiossan is dedicated to supporting and healing the Senegalese community, just as it supports and heals the skin of every Tiossan user. 10% of the profits from every Tiossan purchase is devoted to creating innovative schools in Senegal. • Committed to job creation in Africa: progressing toward vertical integration in production. Beauty with Purpose 49
- 50. 50 Imagery, words and sales strategy
- 51. 51 Diverse media coverage focuses on cultural authenticity
- 52. 52 Who and what influences today’s consumers?
- 53. Target market: American “Cultural Creatives” Target market values: unique, authentic but polished experiences Tiossan’s differentiator: something new from an exotic country Why Senegal: beautiful beaches, pink lake, creative culture, healing traditions Tiossan branding: images, stories, and collaborations with other Senegalese brands to establish the culture Tiossan has built it’s brand on these questions 53
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- 55. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 56. John Knowles Director of Marketing Roger Smith Hotel @RSHotel @Pancity www.rogersmith.com
- 57. Miracle (2004) Based on the 1980 U.S. Olympic Ice Hockey Team and their Victory Over the Soviet Union at the Winter Games in Lake Placid, New York.
- 58. “This cannot be a team of common men. Because common men go nowhere. You have to be uncommon.” ~Herb Brooks
- 59. Roger Smith Shorts Film Festival 2009
- 60. Brett Siddell Casting “On the Rocks”, A Roger Smith Short by Sean Cunningham
- 61. Chevy Super Bowl Ad Directed by Sean Cunningham Starring Brett Siddell
- 62. Roger Smith Shorts Film Festival XIII Brooklyn International Film Festival
- 63. RS SHORTS 2010 TRAILER
- 64. THAI ARTIST ALLIANCE ROGER SMITH SHORTS 2012
- 65. We are a Thinking Man’s Hotel. Bob Dylan’s epic song, ‘Like a Rolling Stone’
- 66. We are a Thinking Man’s Hotel. Kurt Cobain watches ‘Smells Like Teen Spirit’ on MTV
- 67. We are a Thinking Man’s Hotel. Buckminster Fuller Conceives the Geodesic Dome
- 68. We are a Thinking (Wo)man’s Hotel. Jane Goodall, a friend of ours.
- 69. The Window @ 125 Introducing Series The smallest gallery in NYC with the biggest ideas.
- 70. Roger Smith is an idea
- 72. John Knowles Director of Marketing The Roger Smith Hotel www.rogersmith.com jbkpanman@gmail.com @RSHotel @Pancity
- 73. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 74. THE TRAVEL MARKETING SUMMIT STEVE SOLOSKY The Traveling Professor
- 75. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 77. CHANGING PERCEPTIONS Mickela Mallozzi - @TravelBareFeet Bare Feet® TV & Web Series, Host/Producer Eddie Bergman - @AfricaTravelATA The Africa Travel Association, Executive Director Michael Gigl - @AustriaTravel Austrian Tourism Ricarda Lidner - @GermanyTourism Germany Tourism, Regional Manager of the Americas Rob McKay - @ItsInQueens Queens Tourism Council
- 80. MAJOR EVENTS
- 81. Photo Courtesy of: Anthony England / @EbolaPhone
- 82. CHANGING A NEGATIVE TO A POSITIVE
- 83. STEPS TO SUCCESS
- 84. • 20% Organic Farmland • 20,000 Organic Farmers
- 90. CHANGING THE EBOLA NARRATIVE Photo courtesy of: Unite 4 West Africa
- 91. Photo courtesy of: Magical Kenya
- 92. Photo courtesy of: Magical Kenya
- 94. Photo courtesy of: Magical Kenya
- 95. STEPS TO SUCCESS
- 96. ROLE OF MEDIA
- 97. CHANGING THE EBOLA NARRATIVE
- 99. CHANGING PERCEPTIONS Mickela Mallozzi - @TravelBareFeet Bare Feet® TV & Web Series, Host/Producer Eddie Bergman - @AfricaTravelATA The Africa Travel Association, Executive Director Michael Gigl - @AustriaTravel Austrian Tourism Ricarda Lidner - @GermanyTourism Germany Tourism, Regional Manager of the Americas Rob McKay - @ItsInQueens Queens Tourism Council
- 100. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
- 101. A HUGE THANKS TO OUR PARTNERS PRESENTED BY WiFi network: STC_studio pw: snapple1627 THE TRAVEL MARKETING SUMMIT
Editor's Notes
- Why do people travel?
- We’re not consuming just to consume.
- There’s a point of inspiration.
- That’s when the shopping beings Bathing Suits
- Beach bag
- Beach hat, cover-up, etc
- Dinner outfits
- Destinations face unique challenges. Talking to destinations that are challenges or who have overcome obstacles; and see how we can help more destinations follow in the footsteps of good practice.
- Each panelist introduce themselves, short intro to their positions and who they rep.
- Ricarda – What are currently your biggest perception challenges that you are facing? What do you think is causing that perception?
- Michael – What are currently your biggest perception challenges that you are facing? What do you think is causing that perception?
- Eddie – Major events directly impact destinations (Malaysia Airlines tragedy, Arab Spring, etc.), and Africa as an entire continent has been hit extremely hard due to the recent Ebola outbreak.
- MAJOR EVENTS - Overview of Ebola Impact on Africa Tourism
- Ricarda – Sometimes a negative perception from a major event can turn around into a positive. For Germany, any rise in tourism due to the fall of the Berlin Wall anniversary? How did you maximize that campaign? All panelists – any other examples of spinning a negative perception to be used as a positive?
- Rob – Queens, NY has been this anomaly, became the #1 destination tourist destination in the US! What were the initial perceptions and challenges you had to face? Rental market’s appeal for moving to Queens; how did you translate that in the tourism sector? Were there some pivotal moments for making Queens #1? Michael – What have been your most successful campaigns that you hope to have continue to grow? Examples, stats, etc.
- Michael – What have been your most successful campaigns that you hope to have continue to grow? Examples, stats, etc.
- Ricarda – What have been your most successful campaigns that you hope to have continue to grow? Examples, stats, etc.
- Eddie – What are some initiatives that the Africa Travel Association is taking to change its perception? Are there any examples in Africa where the decline is already seeing a jump back up, even if very minor? What campaigns have helped with this incline? STEPS TO SUCCESS – Initiatives ATA has undertaken to counter negative perceptions
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- DESTINATION PHOTOS
- Rob - How can other destinations follow the path of Queens and become #1 in the US in the future?
- All panelists – Obviously the media plays a big part in creating a destination’s perception. Have you seen any positive coverage that has helped in the effort to change the perception of your destination? What is your strategy to receive that authentic, positive coverage?
- STEPS TO SUCCESS – Initiatives ATA has undertaken to counter negative perceptions
- Michael – have there been spikes in interest in Austria from recent 3rd party advertising like Viking River Cruises for Downton Abbey? All panelists – other personal examples of the “accidental positive coverage” like Viking River Cruises ads (was that even accidental?)
- Q&A from audience Closing – 5 minutes What can we expect from your destinations for 2015/2016? 1 sentence answers – what is your number one advice for overcoming or turning around a destination’s wrong perception (initial step, most important focus of energy, etc.)?