Marketing Archives - The Travel Vertical

Six DMOs Doing Ultra-Cool Things: Atlanta, Asheville, Louisville, Oakland, NYC, and Florida

August 23, 2022 by Laurie Jo Miller Farr Leave a Comment

Destination inspiration based around the metaverse, food, pro tennis, bourbon, and Broadway shows from DMOs across the USA.

ATLANTA META WORLD

Introducing Atlanta Meta World from Atlanta Convention & Visitors Bureau, the first-of-its-kind metaverse experience of a city destination. This is the first step toward a vision that will provide meeting planners and prospective visitors the opportunity to virtually explore key elements of the Atlanta experience while interacting with other virtual world visitors and representatives of the venues.

WHAT IS IT? Atlanta Meta World is a visually-realistic virtual world representation of the as-built environment. The starting point of the experience is the visitor information center in Centennial Olympic Park. This 22-acre green space on Georgia World Congress Center’s campus lies in the heart of downtown Atlanta, surrounded by attractions, hotels and restaurants. Visitors to the virtual world today can explore the many areas of the park and will soon be able to visit and explore attractions, meeting and event venues throughout Atlanta.

Atlanta Meta World is a truly persistent, photo-realistic representation of a destination where users can select an avatar and navigate the virtual experience, interacting with other users in real time. Atlanta Meta World is accessible through a browser, so anyone with a computer and internet connection can enjoy the experience. Atlanta Meta World allows the destination specialists and partner venue representatives to conduct customer presentations to private and public groups before guiding them around the facilities on a virtual tour.

To read more and enter Atlanta Meta World, click here.

ADVANTAGE ASHEVILLE

The United States Tennis Association has announced Explore Asheville as the official tourism partner for the 2022 US Open on Aug. 29 – Sept. 11, placing the North Carolina destination front and center throughout the event that takes place 700 miles away in New York City.

The partnership with the US Open will provide Asheville with on-court signage in Arthur Ashe Stadium, video boards at the USTA Billie Jean King National Tennis Center and marketing messages on usopen.org and US Open Radio. One evening session during the tournament will be designated “Asheville Night.”

“Explore Asheville is proud to elevate our relationship with the USTA and Asheville’s reputation as a creative, vibrant community for leisure travel, business groups and sports events,” said Victoria Isley, President & CEO of Explore Asheville and the Buncombe County Tourism Development Authority. “Asheville is only the second city in history to host three Billie Jean King Cup matches – and we plan to draw more brand-aligned events to benefit the Asheville community.”

FLORIDA FOR FOODIES

Louis Grayson (Ramen Lab Eatery), Robert Moehling (Robert Is Here), Rick Mace (Tropical Smokehouse), Kim Kelly (Hurricane Alley), and Daniel Salgado (Toro Latin Kitchen + Tequila Library) present their signature dishes and drinks.

“We are thrilled to let people know about the incredible culinary scene that we have in Florida,” said Staci Mellman, Chief Marketing Officer, VISIT FLORIDA. “And who better to tell that story than the restaurateurs themselves?” VISIT FLORIDA and Emergent Media have announced the launch of Florida’s Table to promote the state’s dynamic culinary scene by showcasing a diverse handful of restaurants across Southeast Florida. Each episode features a local chef or restaurateur representing their cultural origins through flavors, culminating in the presentation of a Floridian signature dish, such as Duck Ramen at Ramen Lab Eatery in Boca Raton.

Distribution is driven through Emergent Media’s Paradise audience network, which embodies a curious, go-getter with experiential travel ambitions. Organic and paid social programming runs through mid-September on Web, Instagram, Facebook, and TikTok.

Florida’s Table positions Florida as the perfect destination for modern explorers to satisfy their taste buds, as well as their adventure cravings.

“Travelers already love Florida’s beautiful beaches, iconic theme parks, and hidden outdoor gems, with the launch of this effort they will discover yet another wonderful thing about Florida,” said Mellman.

LOUISVILLE GETS SOCIAL

Louisville Tourism is launching 78 Social, a new and exclusive members-only club that will help advance the city’s brand and assist in rekindling tourism momentum. This new initiative is aimed at encouraging community members to stay informed on the latest offerings in Louisville and act as brand stewards by sharing their passion for the city with others.

There are individual and corporate tiers for business professionals seeking hospitality industry-related education and programming. Topics will include professional development, DEI, Bourbon history, personal branding and more. Members will have access to exclusive events, grand openings, Bourbon tastings and sneak peeks with new city attractions and restaurants, as well as exclusive networking opportunities with key hospitality industry leaders.

The 2019 Louisville Visitor Profile conducted by Destination Analysts shows that visitors are seeking museums, dining, bourbon tastings, and distillery tours as the top activities while in town.

OAKLAND STEPS OUT ON THE VEGAN TRAIL

Oakland Vegan Trail is the first destination in the nation to feature this kind of trail (with menus and a map, too). More than 20 vegan restaurants are dotted around town, offering plant-based Filipino to Mexican to Ethiopian and everything in between.

President & CEO, Peter Gamez appeared on the local news along with Imani Greer, Chef & Owner of Oakland’s own Roasted and Raw, to talk about vegan vs. vegetarian and to make a few tasty dishes.

REVIVAL: NYC BROADWAY WEEK

*Michelle Sessoms and Jennifer Wolfe in the North American Tour of Moulin Rouge! The Musical (Photo by Matthew Murphy for MurphyMade)*

Curtain up. “For the first time since 2019, NYC & Company announced the return of the fall edition of NYC Broadway Week, which allows guests to purchase two tickets for the price of one on select Broadway shows for the duration of the deal. This year marks the 11th edition of the biannual program, which is coming back early this fall for shows from September 6 through September 25,” said Janette Roush, Executive Vice President, Marketing & Digital at NYC & Company.

“Since its launch in 2011, NYC Broadway Week has offered visitors and locals alike the world’s best theatrical experiences at a remarkable value,” said NYC & Company President and CEO Fred Dixon. “After a three-year hiatus, we are proud to bring the fall edition of our signature Broadway Week program back to audiences.”

Since its launch, NYC Broadway Week has sold more than 1,900,000 tickets, generating over $100 million in revenue.

Brand New MMGY Survey Reveals What DMOs Think, Technology-Wise

June 14, 2022 by Laurie Jo Miller Farr Leave a Comment

The final results are in. For the fourth consecutive year, MMGY Global has fielded the Destination Marketing Technology Survey for DMOs.

In partnership with Connect Travel, the 2022 survey was conducted at eTourism Summit in Orlando this month and initial results were shared during a live-audience session of The Travel Vertical Podcast with our guest, Robert Patterson, SVP of Marketing Technology at MMGY Global.

DMOs are dissatisfied with the degree to which their websites represent travelers with disabilities; LGBTQ+ travelers; and Hispanic, Latino, and Black travelers. In addition to other information, the report tells us about the top three changes DMOs would focus on to improve a user’s website experience and the top three technologies DMOs wish they could adopt if budget and resources allowed.

To check out the summary highlights and download the full report for free, click here.

Hawaii Visitors and Convention Bureau Loses Multi-Million Dollar U.S. Contract to a Local Nonprofit

June 7, 2022 by Laurie Jo Miller Farr Leave a Comment

Hawaii makes a big change in tourism marketing

The Hawaii Tourism Authority has awarded the contract to market the state to U.S. visitors to the Council for Native Hawaiian Advancement, replacing the Hawaii Visitors & Convention Bureau.

Hawaii Tourism Authority (HTA) announced on June 2 that it has awarded its multi-million dollar US market contract to the Council for Native Hawaiian Advancement (CNHA), which will provide branding and visitor education in Hawaii and on the mainland.

The contract did not go to the Hawaii Visitors and Convention Bureau (HVCB), which has held the US market contract for many years.

In December, the state rescinded the initial offer made to the company that won the contract, and HTA issued a new Request for Proposals in April. Both RFPs were shared in The Travel Vertical.

In addition to the in-market activities conducted in the previous contract, the RFP included coordination, communication, and promotion for initiatives for initiatives produced by the community through the Destination Management Action Plans. It also included support services for the website, app, social media channels, and creative content used for worldwide branding and educational purposes. This new contract will run from June 30, 2022 through the end of December 2024, with the option of extending for two years.

According to the RFP, the contract is worth no more than $16.3 million dollars for July through December of 2022, and no more than $18.8 million for next year. No dollar amount was listed in the RFP for 2024.

“The Council for Native Hawaiian Advancement (CNHA) is humbled that the Hawaii Tourism Authority (HTA) entrusted us as the entity to deliver the change that Hawaii has long demanded of our visitor industry, ” said Joe Kuhio Lewis, president and CEO of CNHA, in a statement released last week. “We understand there remains a process in place, and we will follow HTA’s lead in the days ahead to preserve the integrity of that process.”

CNHA is a member-based non-profit organization whose mission is “to enhance the cultural, economic, political, and community development of Native Hawaiians,” according to its website.

The Hawaii Tourism Authority’s Strategic Plan 2020-2025 may be found here.

Visit Iceland Gets Delightfully Weird Again

May 24, 2022 by Laurie Jo Miller Farr Leave a Comment

Inspired by Iceland has done it again. Another destination video that makes you laugh AND really want to go to the place…this time, featuring horses that trot out your OOO emails while you’re on vacation in Iceland.

“Nothing ruins a glacier hike like an email from your boss. Thankfully, Iceland’s very special horses will reply to your work emails so you can enjoy your vacation in peace (Seriously). Visit OutHorseYourEmail.com to try it!”

Sveinn Birkir Björnsson, Director of Marketing Communications at Business Iceland, says, “From the people who brought you the Icelandverse, comes a revolutionary new service. A technological marvel. OutHorse your email. Your boss will never know the difference. Jokes aside – this is one of the weirdest ideas I’ve ever said yes to.”

Here’s the backstory of the horse-sized keyboard, the Icelandic horses, and the video creation.

More!

We’re looking forward to more award-winning digital excellence at the eTourism Summit eTSY Awards announcements and presentation on Tuesday, June 7, 2022 at 1:45 p.m.

DMO Spring Campaigns & Initiatives: Visit Duluth, Visit Philly, Destination Toronto, Rhode Island and More

April 12, 2022 by Laurie Jo Miller Farr Leave a Comment

National Park Week: Saturday, April 16 – Sunday, April 24

Entrance fees are waived on April 16 to kick off National Park Week when parks across the U.S. host special programs, events, experiences. The theme this year is “sPark Connections.”

“Love It Like We Do” has just been unveiled as the destination’s campaign slogan.

Readers will recall the big shakeup last summer when the other Visit Duluth—the one that had the contract since 1935—got axed by the mayor and city council. (The Travel Vertical, 8/17/2021).

“Visit Duluth will now play a reduced supporting role, working to attract conventions, operate a visitor center and promote special events, including sports competitions.” — Duluth News Tribune

The new Duluth Tourism Collaborative includes representatives from the city of Duluth, Visit Duluth, the DECC and two Twin Cities-based organizations, Bellmont Partners and Lawrence & Schiller to lead a multi-million marketing effort for 2022.

When Visit Duluth staged its big marketing rollout on April 11, targeted ads had already begun in markets like the Twin Cities, as well as pitches to national travel magazines. Markets within 200 miles are the main emphasis, followed by those within 400 miles.

There are new players. And, Visit Duluth has a new logo.

Daniele Villa is the newly appointed president of sales and operations for Visit Duluth.
Tricia Hobbs was hired in January by the City of Duluth as senior economic developer, a newly established position within the Planning and Economic Development department to focus on Tourism, Arts and Culture.

Visit Philadelphia has launched a spring marketing campaign in drive markets including Washington DC and New York City. The push: “Pack Light. Plan Big. For Philly.” has a $2 million spend supporting it, the largest since the pandemic hit. Covering Philly’s suburbs, Washington DC, New York City, and is also on Expedia.com, TV and radio spots, print ads in various newspapers: Philadelphia Gay News, The Philadelphia Tribune, South Philly Review.

Tag lines include: “Plan on two days that don’t feel like the other five,” “Plan on being wowed by more than our cheesesteaks,” “Plan on a tiny drive to a gigantic weekend” and “Plan on making WFH, work from here.”

“Travel trends indicate that people are ready to start traveling to big cities again,” said Neil Frauenglass, chief marketing officer, VISIT PHILADELPHIA. “Our campaign aims to show and tell them that a trip to Philadelphia is easy from the planning stage to the doing stage.”

In a partnership with Destination Toronto, “Now Playing Toronto” is the new platform for what’s live. In Toronto, locals think there’s a great arts scene, according to 85% of the respondents in a 2018 survey by Toronto Arts Foundation.

Scott Beck, President & CEO of Destination Toronto says, “Arts, entertainment, and culture feed a city’s vibrancy reflecting the scope and scale of a destination and attracting talented artists, creators, visitors, and businesses. As Torontonians renew their sense of adventure for experiences, we believe Now Playing Toronto will become the go-to calendar for things to do, feeding the vitality of the City and supporting the regrowth of the cultural sector.”

*Photo (L to R):* Rhode Island Convention Center Authority Executive Director Daniel McConaghy, Providence Warwick Convention & Visitors Bureau President & CEO Kristen Adamo, Lieutenant Governor Sabina Matos, Rhode Island Commerce Chief Marketing Officer Anika Kimble-Huntley and Discover Newport President & CEO Evan Smith

Providence Warwick Convention & Visitors Bureau President & CEO Kristen Adamo and Discover Newport President & CEO Evan Smith were among those announcing the relaunch of Recommend Rhode Island. The campaign asks fellow Rhode Islanders to refer events of any size among their personal and professional networks to the Ocean State. “We know most of our residents belong to some sort of group and they’re ready to meet in person once again,” said Adamo. “We expect today’s Recommend RI relaunch to build on the campaign’s pre-pandemic momentum of working with 10-20 residents annually to attract business that generated upwards of $7 million.”

*Image: Courtesy Washington State Wine Commission*

Washington will have a new scenic license plate to salute its wine industry, second in production among all 50 states. Gov. Jay Inslee approved the bill, so the $40 plates come out later this year. “All funds generated from sales of the plate, as well as from the $30 renewal fee, will go to State of Washington Tourism to advocate, promote, develop and sustain destination tourism marketing across the state,” reports The Chronicle.

*Springfield pinned on a map of Massachusetts, USA* — *Bigstock*

In Western Massachusetts, Greater Springfield Convention & Visitors Bureau is going to invest $100,000 in a new photo and video gallery that illustrates diversity. “We looked at our content as it stands and realized we can do better,” said Michele Goldberg, vice president of marketing for the bureau. This will support the marketing campaign, “Where Fun Comes To Play — Diversity, Equity & Inclusion.”

*Welcome to colorful Colorado sign along the Colorado and Wyoming state border* — *Bigstock*

In Colorado, hotel guests will no longer see 100% of the funds they pay into county lodging taxes used for marketing efforts telling them to return, due to HB22-1117, a bill signed into law on March 31.

Those marketing efforts aren’t as necessary if the tourism industry is facing larger problems serving the guests who are already here, Gov. Jared Polis said in a speech supporting the bill. The new legislation allows 90% of the lodging tax funds to be used outside of tourism marketing so counties can make capital expenditures out of their lodging tax coffers for housing and child care, or for facilitating and enhancing visitor experiences, such as trail maintenance.

Brand New MMGY Survey Reveals What DMOs Think, Technology-Wise

Hawaii Visitors and Convention Bureau Loses Multi-Million Dollar U.S. Contract to a Local Nonprofit

Visit Iceland Gets Delightfully Weird Again

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