The document discusses strategies for promoting tourism products and trade communications. It outlines Stevan Popovich's role as Account Director at the travel and tourism marketing agency iPR. The agency works with tourism boards, travel agents, online travel agencies, and others in the industry to promote tourism products and destinations through various distribution channels. The document provides an overview of iPR's customer base, trade network, and strategies for trade campaigns, communications planning, and ensuring successful execution of promotions.

1. Stevan Popovich
Account Director - iPR
Promoting Tourism Product
&
Trade Communications

2. iPR -
Travel & Tourism Marketing/PR Agency

3. Promoting & Comms
 Product offering
 Market place
 Trade channels
 Match-Making
 Timescales & game plan
 Showtime (execution)

4. Customer
Base
Trade
Network
Travel
Agents
Online
T.A.
Web
Portal
NTO
LTO
Leaflet
Brochure
Tourism
Product
Press
MICE
Strategic
Alliances
Lobbying
Newsletters
Aviation
Special
Offers
Competitors

5. Confusing, huh?

6. Current Climate

7. Trade Campaign
 Profile & philosophy
 Match-making
 Do little, but do well
 Goal posts change
 Persistence pays

8. Distribution channels
 Leisure and/or MICE
 Travel agents,OTA,DMC
 Strategic alliances
 Aviation sector
 Press & lobbying

9. Gameplan & Comms
 Timescales & deadlines
 Initial contact – mailer
 No reply – no problem!
 Follow up directly
 Persistence pays

10. It’s showtime folks
 Moment of fame & glory
 Networking potential
 Remaining in control
 Positive & courteous
 Always follow up

11. Conclusion
 Economic pressures set to continue – get used to it
 Customer expectations raising – high quality for less
 Competition will remain fierce – be prepared
So.....
 Know where you want to be
 Remain focused
 Never, ever, in a million years think to give up!!!

12. Thank you