The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Start Spreading the News: ‘I Love NY’ is Back. Plus, Why NYC & Company is Promoting a New Movie

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As everybody knows…or maybe they don’t?…that back in 1977, the “I Love NY” campaign was created to promote New York State. The whole state. It was the year after “The Big Apple” promotion was created for New York City.

Now, with a nod to Frank Sinatra and his vagabond shoes, the Empire State is investing $40 million in an I ❤ NY comeback, beginning with NYC.

Press release | June 2, 2021: New Post-Pandemic Tourism Campaign to Feature Attractions Across New York State, Encouraging Visitors to “Come Be A Part of It.” The first phase features New York, New York inviting visits to re-experience the ‘City That Never Sleeps.’

https://youtu.be/7IBqI7G-VQg

And there’s more.

NYC & Company has joined Warner Bros. Pictures to announce a new partnership to promote the June 10 release of motion picture “In The Heights.”

The talent comes from creator Lin-Manuel Miranda (“Hamilton“) and the film’s director, Jon M. Chu, highlight the neighborhood of Washington Heights to spotlight the city’s immersive Latino culture.

There’s a new content package from the DMO with a dozen exclusive interviews featuring the film’s cast and creative team; a new travel guide showcasing Manhattan’s Washington Heights where the film was set and shot; behind-the-scenes photography of the film; and other promotional content and video, all available on www.NYCgo.com. Content will be promoted with 10 million impressions on New York City’s outdoor LinkNYC digital screens, one million impressions of the promotional video on Taxi TV, five million impressions on digital bus shelters, the database, and through social media on both @NYCgo and In The Heights channels.

Fred Dixon, president & CEO of NYC & Company commented, “The new ‘In The Heights’ film gives us a unique opportunity to authentically showcase the rich and diverse Latino communities and heritage found right here in New York City. With Washington Heights as the dynamic backdrop of the film, it’s only natural that we promote this vibrant neighborhood. We applaud Warner Brothers Pictures on this new film release and look forward to promoting this beautiful ‘love letter’ to New York City, while inviting travelers to experience all of our city’s unique Latino cultures.” 

We Won’t Say ‘Pivot,’ But How About ‘Curveball’?

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But Will There Be Fans in the Stands? Two days ago, The Boston Globe reported that Major League Baseball proposed a one-month delay to the start of spring training and the full season. The following day, MLB issued a statement saying, that was a good idea but actually we won’t do that because the Major League Baseball Players Association wouldn’t agree to it. So, MLB is set to start on time subject to an agreement on Covid-19 protocol. At least, we think this is accurate reporting.

Last week, several curveballs were thrown in the latest inning of Covid-19 vs. Travel Industry.

Now it’s required that all inbound US air travelers provide proof of a negative coronavirus test before boarding. [Note: Scrambling to get into position, airlines are creating new apps and some hotels and resorts are setting up their own testing facilities as a perk or an ancillary revenue stream.]

In Wash., D.C. last week, Roger Dow, President & CEO of U.S. Travel Association, delivered the annual State of the Travel Industry address via webcast from the National Press Club. He described “Travel’s Next Great Chapter” following the challenges of the pandemic that cost the travel industry 4.5 million jobs in 2020—more than any other U.S. industry.

During a press conference, Executive VP of Public Affairs and Policy Tori Emerson Barnes said that the high cost and low availability of testing in parts of the U.S. “would make it quite unworkable.” She added, “A domestic testing requirement would hamper not only the mobility of the country but put a huge further dent into the national economy.”

U.S. Travel supports Covid-19 testing for international arrivals and the mask mandates. However, the association reiterated opposition to quarantine for international arrivals and mandatory Covid-19 testing for domestic air travel, a possibility that the CDC is “actively looking at.”

At CNBC, an interview with American Airlines‘ CEO indicated caution about the rate of that recovery while the carrier continues its 2020 Q4 burn rate at $30 million a day. Boeing‘s CEO said some carriers will not survive the crisis.

Looking north…

As new variants emerge, now more than ever, Canadians should be staying home. For their health and that of their loved ones, Canadians should only be considering travel if it is absolutely essential. With school breaks around the corner, I take this opportunity to remind Canadians that under no circumstance should anyone be planning travel for leisure.” — The Honourable Marc Garneau, Canada Minister of Foreign Affairs

Canada was the number-one source market for inbound U.S. travel, with nearly 21 million Canadians visiting the United States in 2019.

Last Friday, a frosty but firm Canadian Prime Minister Justin Trudeau announced new rules on international travel on top of the existing ones. In addition to requiring a negative 72-hour pre-arrival molecular Covid test, Canada has suspended flights to and from Mexico and the Caribbean. As soon as possible in the coming weeks, all other Canadian-bound air travelers must reserve a room in a Government of Canada-approved hotel for three nights at their own cost, and take a COVID-19 molecular test on arrival at their own cost. Effective Feb. 3, 2021, Transport Canada allows flights to funnel into only four Canadian airports: Montréal, Toronto, Calgary, and Vancouver.

Closed, open, closed again, re-opened…the Covid-era restaurant scene is super confusing.

Cozy and romantic New York City restaurants say reservations went wild when Gov. Andrew Cuomo announced they could re-open for indoor dining at 25% capacity as of Valentine’s Day. Meantime, NYC’s record-breaking Restaurant Week (to go) is a $20.21 meal deal that will stick around through February 28.

More innovation from hotels: Ghost kitchens, also called digital kitchens, are cooking facilities that only produce food for delivery or takeout. The concept is not consumer-facing, has flexibility on locations, provides lower costs and faster delivery. With cities bouncing from one lockdown to the next, this model has found its stride. Ghost kitchens had already been catching on when Covid-19 hit, reports Restaurant Business, and the pandemic has only accelerated their development. Euromonitor, a London market research firm, predicts ghost kitchens will become a $1 trillion industry over the coming decade.

Don’t Drink and Drive: Now Uber is showing us that it can also turn on a dime, strategically-speaking. They’re pouring $1.1 billion into booze via the acquisition of an online liquor store platform called Drizly. The service that delivers alcohol to doorsteps (Has anyone used Drizly? Do they use unmarked boxes? Do they ring the doorbell?) in 1,400 cities is an 85-employee company headquartered in Boston.

Have you got a curveball response to share?

Weekly Roundup: People, Places, News & Jobs

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On the eve of its 125th anniversary in 2021, Detroit Metro Convention & Visitors Bureau will have a new leader. Claude Molinari, general manager of Detroit’s TCF Center (the former Cobo Center), will step into the role of president & CEO . He will replace Larry Alexander who retires at year-end after 22 years’ service. Molinari will also oversee a subsidiary of the DMO, Detroit Sports Commission, responsible for securing amateur sports to the region.

In Wisconsin, president and CEO of Destination Madison, Deb Travis Archer, CDME received the Governor’s Tourism Legacy Award. The award is presented to an individual who has shown a long lasting and permanent contribution to the industry with 25 years or more of distinguished service including 15 years or more in Wisconsin. Archer will retire at year-end.

Michael R. Burns, VP – sales for the Oklahoma City Convention and Visitors Bureau, will serve as interim president following the recent retirement of Mike Carrier. Burns served as SVP – convention sales and services at Destination Cleveland from 2006 – 2019.

Ted Sullivan has joined the growing team of travel industry pros at Entrada Insights, the destination intelligence platform, as CMO. He joins from Adara where he served as VP – destination analytics. Sullivan was previously at MMGY as VP – business strategy and development.

NYC & Company says, “In creating solutions for businesses to meet again in NYC, safety is our top priority, which is why we recently became certified with a GBAC Star by the ISSA – The Worldwide Cleaning Industry Association. Pictured on the cover of Successful Meetings is President & CEO Fred Dixon.

Congrats to Executive Director Mary Hammond, over 34 years at Kentucky’s Paducah Convention & Visitors Bureau which celebrated its 50th anniversary on Oct. 30th. In 2013, Paducah became a designated UNESCO Creative City — one of only nine in the U.S. — for crafts and folk art.

Discover Long Island has announced the appointment of Chris Daneau as the organization’s first director of creative content & video, a newly created position. He most recently served as a producer at Altice USA’s News 12 Network. Daneau oversees production of Discover Long Island’s new online video series, Long Island TV, a weekly YouTube series.

Katie Tommaseo, executive director at St. Bernard Parish Government Office of Tourism and Film, has been appointed to serve as chair for the 10-parish Louisiana Tourism Coastal Coalition representing a wide range of stakeholders. The coalition was formed in 2010 in response to the BP oil spill disaster.

Jarrod Lyman‘s new company, Mt. Hood Marketing, is teaming up with Visit Stockton to handle the DMO’s social and content marketing. Lyman, a digital marketing specialist, had previously served in PR & communications roles at Mt. Hood, Clackamas County Tourism, Yosemite Sierra, and Lake Havasu. Related: “‘See Tomorrow’ Guest Post With Jarrod Lyman.”

Natalie Conrad has joined Two Cities Gateway CVB in Blaine, Minn. as director of marketing & communications. She had previously been in a similar role with Minneapolis Northwest Tourism for three years.

Brian Sumers, an airline and travel reporter, is editor-at-large at Skift. He’s writing up gems like this one from United Airlines: “Update to lavatory usage policy…now allowing customers to use lavatories in a cabin of service other than their own to reduce lavatory lines and prevent crowding in the aisle…”

No more 14-day quarantine for travel to NY. New York Gov. Andrew Cuomo says the rules are changing. “The state’s new policy requires that travelers must have tested negative for the virus within three days of their arrival to New York and have proof of the test. Then, once they’ve arrived, travelers must quarantine for three days. On the fourth day, travelers must get tested for the virus again. If the test on the fourth day is negative, travelers are free to go about their business. If it’s positive, travelers must quarantine for 14 days.”

Visit Florida will “dip our toes” into Canada and England while continuing to focus initial marketing efforts on Floridians and East Coast markets. President and CEO Dana Young said the DMO has started a campaign with The Weather Network (Canada) and and co-hosted a five-day virtual “TTG Florida Fest” (United Kingdom) that attracted 400 travel agents.

Young said Florida is “one of the very few destinations in the world that are doing anything in the international sphere. And certainly, one of the only states that’s marketing right now outside of its own borders.”The agency is trying to reinstall confidence in travelers after the pandemic cut tourism in the state by 60.5% in the second quarter of this year.

Meantime, U.K. Prime Minister Boris Johnson announced a new lockdown from Nov. 5 through Dec. 2, which the government says could be extended until 2021. The order brings England into line with Scotland, Wales, and Northern Ireland, plus France, Spain, Germany, Belgium, Ireland…all of which have shut down in large part. As part of England’s latest order, international outbound travel is banned.

New Mexico Gov. Michelle Lujan Grisholm has proposed a $25 million economic stimulus package for the tourism industry. The funding would roll out over the next three years to support the state’s second largest industry.

President of Tourism Economics, Adam Sacks, has announced the release of the Symphony (“Make your data sing”) a business intelligence platform for DMOs. Sacks is offering demos (“Build your own playlist”) of the reporting that integrates all available data sources and analytics to provide direction in the areas of marketing strategy, advocacy, sales, and forecasting.

Oct. 30, 2020 — The cruise line industry is throwing in the towel for 2020.

Cruise Lines International Association (CLIA) issued the following statement (read the full press release here):

“As we work to operationalize a path forward, our members have agreed to extend our existing suspension of U.S. operations through December 31. This action will provide additional time to align the industry’s extensive preparation of health protocols with the implementation requirements under the CDC’s Framework for Conditional Sailing and Initial Phase COVID-19 Testing Requirements for Protection of Crew.”

The CDC’s 40-page order lifting the no-sail mandate that’s been in place since March is complex and has a couple of new twists: comprehensive testing for passengers at the beginning and end of each voyage; and cruise lines must get permission from the communities they plan to visit.

ITB, the world’s leading travel trade show, is cancelled. Again. For the second year, there will be no in-person gathering in Berlin in March.

Postponed. Normally held on Patriot’s Day, a local holiday on April 18th, the 125th Boston Marathon might be held in the fall of 2021. 🙁

The NFL is said to be “exploring” the possibility of around 20% normal capacity for the Super Bowl in Tampa on Feb. 7, 2021, but no determination is yet made. Raymond James Stadium has a listed capacity of 65,000 that’s expandable to 75,000.

On LinkedIn with 25,000 engagements in three days, the following comment on Google graphic updates and this illustration: “This happens when you prioritize branding over usability.”

Reddit has joined the likes of Twitter and Dropbox in announcing that the company now offers the option for its employees to switch to permanent remote work. It is first to also say they will not lower the pay of employees who choose to work remotely; instead, all U.S. compensation will be tied to the high-cost San Francisco Bay Area which is company headquarters.

It’s estimated that 14 – 23 million Americans are planning to relocate to a new U.S. city or region due in part to the growing acceptance of remote work. “Remote Workers on the Move” is a new report from Upwork, a survey of 20,490 Americans over the age of 18 that was conducted Oct. 1 – Oct. 15, 2020.

::: JOBS :::

VP of Marketing — Visit Florida, Tallahassee

Chief Sales & Marketing Officer — Bermuda Tourism Authority, NYC

President & CEO — Visit Orlando

President — Oklahoma City Convention & Visitor Bureau

President & CEO — Destination Madison

President & CEO — Branson/Lakes Area Chamber of Commerce

President & CEO — Sedona Chamber of Commerce & Tourism Bureau

Director of Research & Market Intelligence – Virginia Tourism Corporation

Director of Sales — Little Rock Convention & Visitors Bureau

Marketing Rep, Mid-Atlantic Region — Visit St. Pete Clearwater, Washington, D.C.

Business Development Manager — Lee County, Fort Myers, FL

Director of Convention Development — Visit El Paso

Advertising & Promotion Commission Executive Director — The City of Fort Smith Arkansas

User Experience Designer — NYC & Company

Parks & Recreation PR Manager — State of Utah

Cooperative Marketing Program Coordinator — Missouri Division of Tourism, Jefferson City

Special Events Coordinator — City of St. Charles, MO

PR Coordinator — Visit Tampa Bay

Manager — Singapore Tourism Board, San Francisco

Product Manager — Simpleview, Tucson

Senior Director Marketing — Arrivalist, NYC

Senior Marketing Manager — Associated Luxury Hotels International, Plano, TX 

Digital Marketing Manager — United Landmark Associates, Tampa

VP Marketing and Public Relations — The National Landing Business Improvement District, Arlington, VA

VP Consumer Insights — Netflix, Los Gatos, CA

Advertising Director AND Director-Public Relations — Apple, Cupertino, CA

Global Promotions Marketing Manager — Amazon, San Francisco

Lead, Partner Marketing — Google, San Francisco

Technology Communications Director, AI — Facebook, San Francisco

Director of Consumer Product Marketing, Interests — Instagram, NYC

Senior Brand Marketing Manager — LinkedIn, San Francisco

Principal Writer — Lyft, San Francisco

Marketing Manager Eats Co-Marketing — Uber – San Francisco

Business Account Social Media Manager — TikTok, Los Angeles

Director of Brand Communications AND Partner Marketing Manager — Sun Basket, San Francisco

Content Marketing Manager Brand Partnerships — Instacart, San Francisco

Sr. Manager PR Communications / West Coast – DoorDash, San Francisco

Sr. Manager Marketing Strategy & Analytics AND Manager Content Strategy — GrubHub, Chicago; NYC

Sr. Director Corporate Marketing & PR — TripActions, San Francisco

Director of Marketing — Pacific Hospitality Group, Napa, CA

Brand Manager — The Mom Project, Remote

Senior Content and Interpretation Manager – San Diego Zoo Global

Content Strategist — VisitorsCoverage, Inc., Santa Clara, CA

Senior Product Marketing Manager B2B — Glassdoor, Remote

Advertising Sales & Marketing Manager — Flagship Publishing, Denver

How Some Companies Are Pivoting Production to Help

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New York Gov. Andrew Cuomo held a press briefing asking for businesses in New York to help manufacture more medical supplies needed to confront the coronavirus. Designer and “Project Runway” winner Christian Siriano answered the call.

“If @NYGovCuomo says we need masks my team will help make some. I have a full sewing team still on staff working from home that can help,” he tweeted. 

St. Louis, Miss.—@AnhauserBusch has announced, “…we are using our supply and logistics network to begin producing and distributing bottles of hand sanitizer to accommodate the growing needs across the United States.” They also say, “We’ll be working with the Red Cross and other non-profit partners to determine where the hand sanitizer will be needed most.” The King of Beers isn’t alone. The FDA is giving the green light to breweries from coast-to-coast. See a list of two dozen craft breweries doing likewise here.

Cataño, Puerto Rico—About 15 kms. from Old San Juan, Puerto Rico’s Bacardi plant normally produces 80% of the company’s rum. They’ve now tweaked production to pump out ethanol that’s used to make hand sanitizer.

Business Insider reports that Pernod Ricard, which owns global brands including Absolut Vodka and Jameson Irish Whiskey, has pledged to convert facilities in Arkansas, West Virginia, Texas, and Kentucky to the production of hand sanitizer. 

Detroit, Mich.—General Motors Corp. Chairman and CEO Mary Barra has reportedly suggested to the White House that the automaker could build hospital ventilators while its plants are idled due to the coronavirus pandemic. On Sunday, Ford told TechCrunch that it stands ready to help the administration, including the possibility of producing ventilators and other equipment.

Detroit, Mich.—Ford Motor Co. will build respirators, ventilators and face shields in partnership with its UAW workforce, manufacturing company 3M and GE Healthcare, said Executive Chairman Bill Ford on March 24. (Note: GM, Ford Motor Co., Fiat Chrysler Automobiles, Hyundai, Honda and Toyota have temporarily shut down their U.S. vehicle manufacturing plants.)

Paris, France—In addition to donating $2.3M toward a coronavirus relief fund, luxury brand giant LVMH converted three of its perfume manufacturing facilities where it normally makes fragrances for its Christian Dior, Givenchy and Guerlain brands to make hand sanitizer instead. Turns out, they already had purified water, ethanol, and glycerine on deck. By the end of week one, they expected to have made 12 tons of the hydroalcoholic gel, given at no charge to French authorities and Assistance Publique-Hôpitaux de Paris, the largest hospital system in Europe.

L’Oréal will produce hand sanitizer and hydroalcoholic gel instead of makeup and cosmetic creams and donate 1 million euros to provide hygiene kits for volunteers.

Mooresville, NC—Lowe’s, the home improvement company, is making a $10 million donation in essential protective products to keep medical professionals on the frontlines in hospitals healthy and safe. “These pictures, of 3M N95 masks being deployed, just came in from our regional distribution centers in Illinois and North Carolina,” said Kevin Ridley, a digital content manager at Lowe’s.

Madrid, Spain—With its stores closed, Zara plans to be stitching hospital scrubs. Last week, its parent company, Inditex, said the fashion retailer was studying converting part of its textile manufacturing capacity to produce hospital gowns, protective masks, gloves, goggles and caps. Inditex had already donated 10,000 masks and another 300,000 were due to be sent.

Gastonia, N.C.—-Parkdale Mills Inc., one of the country’s largest yarn spinners, is working with companies like Hanesbrand, Fruit of the Loom, and six others to build a manufacturing supply chain to produce face masks for healthcare workers, said the National Council of Textile Organizations.

Nashville, Tenn.—SmileDirectClub, a 3-D manufacturer of teeth straightening aligner materials, is shifting to the production of plastic medical supplies such as medical face shields and respirator valves.

Staff

Laurie Jo Miller Farr, Editor
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