WWW: We’re excited for another Weekly Wednesday Webinar.
And from last Wednesday, in case you missed it, when we discussed data.
Connect Travel YouTube Channel for past “Staying Connected” webinars.
Weekly stories curated exclusively for digital tourism marketers
Please join us for the next webinar in Connect Travel’s “Staying Connected” series hosted by Streetsense.
Staying Connected is a series of complimentary online conversations via virtual roundtables. Keep a pulse on the travel industry by tuning in weekly to hear from your peers on the current climate and future thinking.
Join us virtually, so we can all continue to stay connected.
The fourth in our series of free hour-long DMO Virtual Roundtables is Wednesday, April 29 at 1 p.m. EDT with three DMO guests.
Name that face…Panelists this week (l to r) are:
Note: May 3-9, 2020 marks the 37th Annual National Travel and Tourism Week. This year’s theme is “Spirit of Travel.”
Connect Travel has launched this eight-week series of complimentary online conversations to be held via virtual roundtables that will help you keep a pulse on the travel industry and hear from your peers on the current climate and future thinking. Join DMOs and tourism experts as they analyze the new normal in destination marketing, and use the sidebar on your screen to comment and ask questions, too.
We plan to hold the 60-minute marketing webinars with Q&A through May 27, every Wednesday at 1 p.m. EDT.
ICYMI: from earlier weekly webinars, we have compiled key takeaways. This is from last week, Webinar #3:
For additional key takeaways, webinars #2 and #1, click here.
We wonder if anyone has more product fun than Gathan Borden, VP-Marketing at VisitLEX?
Kentucky bourbon bottle camoflage, thoroughbreds in a bar and now Mr. Rogers disguised as a horse—of course—for the upcoming movie launch.
Here’s the raison d’être from their creative ad agency partner Cornett:
Independence Day: Wouldn’t it be nice to get the kids off their screens to learn a bit of American history? Valley Forge & Montgomery County, PA has published a new (FUN!) edition of their history comic book series, “Patriot Tales” in which children hang out with founder folks like George Washington. There’s free distribution at Valley Forge National Historical Park, the Wawa Welcome America event in Philadelphia, as well as hotels, libraries, schools.
The Vol. III release is accompanied by a 60-sec. TV commercial featuring two kids and two soldiers, airing in key East Coast markets. Watch the comic book come to life.
Just sayin’…in the United Kingdom, things are quite the bloody mess just now.
And, now is perhaps the last time or place you’d expect 10 Downing Street to launch a new deal to secure the future of competitive inbound tourism.
Yet, that’s what happened last week. Outgoing Prime Minister Theresa May (she’ll be gone by July 22) has announced the nation’s first-ever tourism deal “ensuring that we continue to innovate, boost connectivity and economic productivity, expand career pathways and break down barriers for visitors with disabilities.”
Furthermore, the vision revolutionizes the way data is used, by creating a new Tourism Data Hub. The hub will collate regularly updated data showing the latest trends and spends, allowing businesses to better target overseas visitors, the press release states. The promise:
Last year around 38 million people visited the UK, contributing £23 billion. By 2025, predictions are for an additional 9 million.
Celebrating its 109th anniversary, San Francisco Travel Association has announced its branding refresh, the result of a nine-month process in collaboration with Miles Partnership and Destination Analysts. The logo features one of the city’s most recognizable landmarks, the Golden Gate Bridge. The logo’s dynamic 17-degree slant is indicative of hilly streets while strongly connecting to a sense of forward-thinking and fast-moving.
Quick! Can you name the right Hawaiian island? Hawaii has decided their branding needs some help because visitors and prospective visitors are confused between Oahu and the Big Island. Ross Birch, Executive Director of the Island of Hawaii Visitors Bureau, is spearheading the rebranding (stalled due to the volcanic eruption) of Big Island as the Island of Hawaii. And that, too, he says is an intermediate step to simply referring to it as Hawaii, its true original name. Anybody still confused?
In Norway, the northern island of Sommarøy is a remote, peaceful, pretty fishing village where tourism promoters hatched a dubious plan to lure more visitors. They issued a so-called “press release” to report that residents had decided to strap their watches to a local bridge to emphasize a desire to live a stress-free life without any schedules or appointments.
Some of the 300 residents, who’d never heard of the “taking back time” campaign until it popped up in the media, feel they already have more than enough tourists swarming over their one-hotel island. Meanwhile, the watches on the bridge, staged for photos, are being removed. Norwegian Broadcasting reported they’d become a traffic hazard because of all the cars stopping to find out why they’d been hung there.
What should you do when your Ohio town is named Twinsville? The Twins Days Festival (Guinness Book of World Records) is the world’s largest annual gathering of (mostly identical) twins: 2,000+ pairs show up. At this year’s 44th annual event, Aug. 2-4, there’s volleyball and golf tournaments, a talent show, contests and a Double Take Parade. The economic impact is no joke for a small town with an odd name: 40,000 festival visitors contributed $5.4 million to the local economy in 2018.
Looking good, NYC & Company. A recent World Travel & Tourism Council (WTTC) report cites New York City and its DMO as an “exemplary” model for pro-active urban tourism flow management, and for crafting “meaningful” partnerships with local communities. Read more here.
“Visit Mississippi Gulf Coast” is no more. The tourism marketing organization for the state’s three coastal counties along the Gulf of Mexico unveiled a new name and ad campaign. Visit Mississippi Gulf Coast will now be known as Coastal Mississippi–-The Secret Coast. Press release here.
New Port Richey, Wesley Chapel, Dade City and Zephyrhills are in Florida’s Pasco County, now branded as Experience Florida’s Sports Coast. Located on the Gulf Coast just north of Tampa, the region covers 742 square miles of rare Florida hills, coastline and several amateur sports complexes.
“We’ve dipped our hooves into the popular phenomenon known as ASMR and we’ve done it in a fun and unique way that only the ‘horse capital of the world’ could pull off,” writes VisitLEX.
Autonomous sensory meridian response (ASMR) is an experience—for some people—characterized by a static-like or tingling sensation on the skin that typically begins on the scalp and moves down the back of the neck and upper spine.
Listen to Hank enjoy his carrot, apple, and peppermints for two whole minutes. “Experience the sights and sounds of Lexington, Kentucky, the horse capital of the world,” whispers a voice at the end.
Will this video give you the tingles? Check it out here.
Behind-the-scenes photos: https://www.dropbox.com/sh/k4wnkej4q7d7ot9/AAAs8jTSIbRnCTClbE1w7yJma?dl=0
It’s no surprise that we’re big fans of VisitLEX and the imaginative creative Gathan Borden produces with his agency partner team at Cornett.
They’ve done it again.
With Kentucky thoroughbreds and bourbon as pillars of the destination, the latest inspiration is a combination of the two, plus humor.
Be sure to read on for behind-the-scenes outtakes of Hank (a.k.a. Frank) the horse and budget/production comments from
Q: How did this creative idea of horse jokes come about?
A: Lexington is the Horse Capital of the World and we’re in the heart of bourbon country (we consider ourselves ‘The Best Place in America to Grab a Drink’). So when our creative agency, Cornett, sent over a viral video of a horse busting into a bar in France (no, really check it out here), we got inspired and started brainstorming on how we could recreate something similar that would increase brand engagement and buzz leading up to our Spring campaign. We thought it was only natural to show what happens when a horse walks into a bourbon bar in Lexington, Kentucky, bringing this classic joke to life as only Lexington can.
Q: The “jokes” are brought to life in super snackable videos of 13-22 seconds. What is the distribution and how is engagement?
A: The series is being distributed over the course of a week through our social media channels, @visitlex, on Instagram, Twitter and Facebook. To date, the videos have garnered more than 18,000 views and 3,660 engagements. We’ve seen a lot of bourbon glass emojis in the comments!
Q: Were these brief clips shot in one location a fairly affordable approach? What was the approximate budget for this production?
A: We had about $10,000 to pull this off, so the entire series was shot at Elkhorn Tavern, a local Lexington bar. The star of the series is Hank (also known as “Frank”) a horse from the Kentucky Horse Park. Both Elkhorn Tavern and the Kentucky Horse Park were happy to help free of charge. As the city’s CVB, we promote the best of Lexington, so when it comes to a project like this, locals and local businesses are always willing to contribute.
Q: Any production tips to share? Any surprises?
A: Well when you work with animals, you never know what’s going to happen. That was the biggest question mark, so we knew the rest of the production needed to be tight and well-planned—we mapped out every shot beforehand so that we could maximize our time with the horse without wearing him out. We were prepared to handle the possibility of Hank, uh…relieving himself in the bar, but fortunately, he hit all his marks perfectly and no messes were made.