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The Travel Vertical: September 27, 2017

Case Study With Video: ‘We Got You: Philly by Tarik’

Getting beyond its image as a place for primary school trips to see the Liberty Bell, Visit Philly creates a video series that recognizes a black renaissance in Philadelphia. Native son Tarik “Black Thought” Trotter of The Roots is your guide. Get the story here.

A Day in the Life of a Content Strategist

What is the extent of a content strategist’s responsibilities and competencies? Where do content re-use, auditing, templating, traffic analyses, coding, markup, interface design, user profiling and other skills come into the job? Read more here.

Presentation: The State of the International Traveler™ 2017 by Destination Analysts

What do they think of POTUS? See 28 information-packed slides—a portion of this study—illustrating an overview of international travelers’ consumer sentiment in 14 key markets. Get the powerpoint here.

Brand USA Re-Calibrates International Marketing Strategy

Inbound international tourism is down, so the goal of 100 million by 2021 has gone into the round file. To have a closer look into the latest strategies in the top tier overseas markets plus Canada and Mexico, click here.

The Happiest Country in the World Just Found a Brilliant Way to Attract Tourists

Scandinavia does it again. This time, it’s VisitOSLO that’s come up with an innovative approach. Steal this idea? Check it out here.

The 18th Annual eTourism Summit is Sold Out. If you’re unable to join us, keep reading The Travel Vertical. We’ll publish excerpts, highlights, guest posts, and takeaways from the event. Follow us on Facebook and Twitter #eTS17.

Transitions: A Hodge Podge of People and Positions

August 8, 2017 by Laurie Jo Miller Farr Leave a Comment

DMO Bits & Bobs and a Hodge Podge of People

Lynn Dorsey, the former executive director of the Webster Parish (La.) CVB who gained national attention after she accidentally live-streamed herself nude (The Travel Vertical: “What Not to Do,” 1/11/2017) on a bureau phone, has received a settlement of $37,000 after being dismissed from her post last winter. Dorsey reportedly live-streamed herself nude in what was intended to be a private session with her husband while she was in a Baton Rouge hotel on business. Instead, the video was streamed from Dorsey’s work-assigned smartphone to the tourism board’s public Instagram account.

John Reyes moves from EVP and chief sales officer of San Francisco Travel Association after six years to become COO of Visit Sacramento as of Aug. 14. Previously, he was president and CEO of the Monterey County Convention & Visitors Bureau as well as president and CEO at Florida’s Visit Jacksonville. Reyes also worked at San Diego Convention & Visitors Bureau for 18 years, progressing from national sales manager to director of travel industry sales to vice president of sales.

Mary Cusick is leaving her position as director of Tourism Ohio effective August 1. Cusick was named to the post in 2013, joining the state agency after spending much of her professional career as a senior marketing and communications executive for Bob Evans Farms and Bob Evans Restaurants.

Mary Grimley has promoted to the position of vice president of sales for Visit Dallas. A member of the organization’s sales team for the past 14 years, Grimley has had numerous jobs at the DMO, serving lastly as director of group sales. Previously, she spend 15 years with Starwood Hotels & Resorts.

Ashley Kingman has been promoted to the post of tourism manager at Travel Portland. She had been tourism coordinator for the organization.

Stephanie Nowack, president and CEO of the Tempe Tourism Office is retiring at the end of 2017. Nowack has headed up the organization for 18 years. Nowack plans on teaching a sports tourism class at Arizona State University.

Gavin Landry is resigning from his post as executive director of tourism for New York State to take on the job of director of the Americas for Visit Britain, with offices in São Paulo, Los Angeles, Toronto and New York City. Landry had been with New York State for 4½ years. He also served for a dozen years as president of the Saratoga Convention and Tourism Bureau.

Brand USA has named Maria Sheetz as director, partnership development. She leads the organization’s effort to develop and maximize partner engagement, retention, and growth in Brand USA’s cooperative-marketing programs. Sheetz has 16 years of experience in the travel and hospitality sector; she was senior director for national sales and business alliances at Amtrak. She also worked for Choice Hotels International as senior director for account management and marketing.

Michael Jacobson has been promoted to the newly-created post of senior director, industry relations and political engagement at U.S. Travel Association. Jacobsen has been with US Travel since 2010, joining the organization as manager, political action committee and grassroots advocacy.

Jennifer Barbee, a consultant who has specialized in digital marketing projects for the past decade, launches a new business, Destination Innovate, “a company focused on change and futuring for DMOs and corporations.” Before she began her consulting business, Barbee served for six years as president of USDM.net.

Transitions: People You Know on the Move

June 13, 2017 by Laurie Jo Miller Farr Leave a Comment

Will Seccombe, former president and CEO of Visit Florida and a 25-year travel industry professional, has been named president of the Connect Travel division, which serves as a strategic marketing partner offering a full suite of digital, social, content activation and cooperative marketing solutions for destinations.

In Washington, DC, Stephanie Arbetter has left her position as coordinator, consumer marketing and social media at Brand USA. She has now joined the team at Delucchi Plus, a content marketing firm driving engagement, sales, influence and loyalty in collaboration with StreetSense.

Teresa O’Neill has been promoted to vice president, global strategic partnerships at Travel Oregon, effective July 1st. She leaves her post as vice president, global sales, to Petra Hackworth, who had been director, global sales. O’Neill, a member of NAJ’s Advisory Council, has been with the organization for 12+ years.

Sarah Dickson has left Destination Marketing Association International, where she was vice president, partnership development. Previously, she was director of partnership development for Brand USA. Dickson also served as director of exhibitions and sponsorship sales for the U.S. Travel Association. Those interested in reaching Dickson, who is available for new opportunities, can contact her at sarahfdickson@gmail.com.

In Northern California wine country, Ken Fischang abruptly resigned in May as president/CEO of Sonoma County Tourism, a position he had held since 2005. Fischang has been named executive director of the Saugatuck Douglas Area Convention and Visitors Bureau in Michigan.

Chief marketing officer Tim Zahner, a 10-year veteran of Sonoma County Tourism, has been named interim CEO.

In Tallahassee, Leah Garey has left her post as domestic sales manager for Visit Florida and joined Expedia Media Solutions as senior account executive.

Sean Dixon has been promoted to marketing director for the Springfield (MO) CVB. Dixon joined the organization in 2010 as its interactive media manager. He has served for the past year as assistant marketing director.

Talia Cass has been named director of marketing and communications for the Saratoga (NY) Convention and Tourism Bureau. Previously, she has worked as an account executive for the Schenectady County (NY) Convention and Visitors Bureau.

David Holder has announced that he is leaving his post as president of Visit Syracuse after 10 years to join Jones Lang Lasalle as vice president-tourism. Previously, Holder was previously with tourism bureaus in Fredericksburg, VA and Steuben County, NY.

Renee Areng will continue as executive director of Visit Mississippi Gulf Coast until Sept. 30 after being voted out by the organization’s board of directors. Areng came to Mississippi from her post as executive vice president of Visit Baton Rouge, where she served for 12 years.

Keith Talbert has been named associate director of sales for the Oklahoma City Convention and Visitors Bureau. Before joining the bureau, Talbert held several sales positions with Visit Wichita and the Nashville Convention and Visitors Corporation.

Hills Balfour has been chosen by Brand USA as its UK and Ireland representation agency, ending a 5-year partnership with Black Diamond. The new partnership is initially for one year to provide travel marketing, representation and PR. The company already represents several U.S. destinations, including NYC & Company, Arizona, Scottsdale, Las Vegas, Nevada, Hawaii, Ontario, Santa Monica, Fort Lauderdale and the Palm Beaches.

And finally, our sister publication, The Inbound Report, indicates that Svetlana Yazovskikh, executive director of tourism, Philadelphia Convention & Visitors Bureau, is looking for a new tourism marketing professional for the bureau. For more information, click on this link:https://www.appone.com/MainInfoReq.asp?R_ID=1596990.

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The Travel Vertical: May 24, 2017

Brand USA Under Threat in Trump Budget Proposal

Roger Dow, CEO of U.S. Travel Association calls threat to eliminate Brand USA “especially perplexing” plus additional industry responses and coverage, seen here.

Visit Sweden Lists Entire Country on Airbnb

A first-ever tourism campaign partnership with Airbnb knocks it out of the park with this YouTube video for the Swedish Tourist Association. Not to be missed…click here.

Portland, Oregon Puts a Spin on Digital Content Discovery

Travel Portland comes up with a fun way to enjoy their website while featuring content on attractions and events. Take a look here.

Rethinking Buffalo: ‘Oh, By the Way, We’re 20 Minutes From Niagara Falls.’

Yes, Niagara Falls is wonderful. But, a revitalized Buffalo, NY calls for a revitalized message. Read more here.

By 2020, Half of Google Searches Will Be Voice Searches

Will the next generation even bother with typing? WIll they ask us what a screen is? Read more here.

Travel Oregon: Insanely Good Japan YouTube Campaign Called Tiny Foods

May 2, 2017 by Laurie Jo Miller Farr Leave a Comment

Tiny Foods! We’re absolutely enchanted with Travel Oregon‘s dollhouse-inspired social media campaign in Japan.

Our thanks to Greg Eckhart, Manager of Global Sales-Asia at Travel Oregon, for sharing insights and results of the Tiny Food Japan campaign recently conducted in partnership with Brand USA.

Greg says, “Despite the stature of the concept, the results are super-sized – please forgive the fast food reference. The Tiny Foods videos received higher than normal engagement and stronger results than previous Brand USA Twitter campaigns run in Japan. This $41,189 advertising buy was supported by Brand USA and garnered these voracious results – again forgive the food/appetite-related reference.

7.8 million overall impressions
2 million video views
598,000 engagements
7.63% engagement rate

When compared to past Brand USA Twitter campaigns in Japan (the January 2016 Inspiration and Proximity campaigns), Tiny Foods averaged an exceptional engagement rate (7.63% vs. 5.62% and 5.39%, respectively). We can attribute much of the campaign success and high engagement to the video content. The content was well suited and highly relevant for the Japanese market. A testament to the creative work of our partners at Sparkloft Media. These results are only from four of the videos that were produced for Travel Oregon.”

In case you haven’t seen the videos here are the links to the vignettes that were promoted via Brand USA.

Central Oregon – https://www.youtube.com/watch?v=7RV6mroRag8

Portland – https://www.youtube.com/watch?v=Kn6y0SveLFE

Mt. Hood/Gorge – https://www.youtube.com/watch?v=6Wqc0RolmSs

Willamette Valley – https://www.youtube.com/watch?v=_OQP19T1xYk

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