The Business of Leisure 2009 Marketing and Promotion in Leisure and Tourism.
2009 instituteppt tourism marketing (2)
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Transcript of 2009 instituteppt tourism marketing (2)
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2009 Institute for Staff Development
Students Today, Leaders Tomorrow
Destination Marketing
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What Do I Know??
Kristen Jarnagin, VP of Communications Arizona Hotel & Lodging Association (AzHLA)Valley Hotel & Resort Association (VH&RA)Southern AZ Lodging and Resort Association (SALARA)Arizona Tourism Alliance (ATA)2009 Chair, Public Relations Society of America Travel & Tourism
Prior Experience:Director of PR for the Sheraton Wild Horse Pass Resort & SpaDirector of Media Relations for the Arizona Office of Tourism
-Alum of Walter Cronkite School of Journalism, ASU (Go Devils!)
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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What You Need to Know
What’s happening in the Tourism & Hospitality Industry?
What’s happening in the Media and Marketing Industry
What does that mean to you?
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Current State of Hospitality Industry
Economic Meltdown
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
Perfect Storm
Media “Gotcha” Mentality
Political Rhetoric & Restrictions
“AIG” Effect
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Results
Mass Meeting Cancellations Mtgs account for more than 70% of revenues for most resorts
Occupancies at Record Lows Budget Cuts/Layoffs Marketing Budgets Slashed
New Marketing Strategies Required….more on that later
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Traditional Marketing Methods
Print Advertising - Radio –
Television - Direct Mail
The Fall of Advertising and the Rise of PR- – Third Party (Media) Endorsement Considered More Valuable– Is PR still effective?
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Who Do You Trust for News?
The Days of Walter Cronkite are Over Go Devils!
Biased News is Now the Norm
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Changing Tides in Trust
• Recent Survey Results (US Residents)– 36% of people trust banks– 33% of people trust the auto industry– 31% of people trust insurance industry– 25% of Americans trust the Media (lowest score)
• (73% trust Technology Industry;-)
– 34% said articles in newspapers were very or extremely credible (36% tv, 38% radio)– Upside? Business magazines are viewed as credible by 44% & WSJ by 47%
*Source, Edelman Survey, 1/09
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Impact on Destination Marketing
Budget Cuts Loss of Media Trust
The Rise of SOCIAL MEDIA
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What IS Social Media?
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Examples of Great Social Media Campaigns
• Tourism Queensland Campaign
– Best Idea in the World? • Estimated more than 3 billion worldwide exposed
• $150k + $4-million villa accommodations for six months to travel and Tweet, Blog, etc.
– Generates $120 million in Free Global Publicity– The competition received more than 34,000, 60-second video applications from 200 countries, which
generated around 610 hours of video content. – The campaign spawned around 200,000 blogs and 43,000 news stories.
– You Tube Videos continued even after winner was named!
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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$$ Doesn’t Matter – Clever Rules@GMGoneMad – Twitterfeed: Rancho Bernado Inn, San Diego• We still have rooms this wknd. Call 2 arrange a stay. Show up w/ cxl'd reservation
from another property, receive 50% discount off room rate2:53 PM Jun 29th from TweetDeck
• Owners on a cruise vacation. I'm not. Gonna create our own though - ALL INSLUSIVE package coming! Need name tho http://tinyurl.com/lhfuo92:55 PM Jun 26th from TweetDeck
• Again, plenty of herbs recv'd, promo over. Fun concept though, lets try this - 6/29 - 7/4 - if yr name is Herb - free meal or comp room :)5:15 PM Jun 24th from TweetDeck
• My kids refused to write letter for Dads day contest. Brendans Dad-our winner a lucky guy! Kids want me to take lessons from him-I cant win.4:14 PM Jun 20th from web
• Enough herbs. Done. Just 4 the fun, bring in MATURE, well trained Chia-Pet - & we'll still give U a meal, 1 per person - tip well tightwads!5:06 PM Jun 19th from TweetDeck
• Cleaning up after busy wknd. Up 4 a challenge? Who can make bed the fastest? You vs. room attendent using only 1 hand. Win free room nite.2:24 PM Jun 15th from TweetDeck
• Wknd vry busy - full property w/ 3 weddings. Parking an issue - no room. Still wnt yr $$ though, so ride a bike, we'll giv U 50% off meal.3:41 PM Jun 12th from TweetDeck
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What Have We Learned? Destination Marketing has dramatically changed in the last 18
months Direct Mail – Out Expensive/Glossy Advertising – Out Big Budget Sales Trips/Events – Out Email Marketing – On it’s way Out?
Facebook Fans – In Twitter Handles – In Unique packages/promotions – In You Tube, Webinars and Consumer Interaction - In Biggest buzzword? AUTHENTICITY… and TRANSPARANCY
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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Good News/Bad News
Bad News First– Tourism & Hospitality Jobs are near impossible to come by these days– Every laid-off or soon-to-be-laid-off journalist in the country is switching to
PR/Marketing careers…and they all “Love to Travel” – Competition for Travel Destinations is BRUTAL– It’s increasingly difficult to stand out– And even then, people are reluctant to spend money on travel
Good News– The Tourism Industry WILL recover – it ALWAYS does!– Because of the drastic changes in destination marketing strategies, new people to the
Industry are on a level playing field with those who have countless years of experience.
– It’s an exciting time to be in this Industry! Creativity Abounds!
2009 Institute for Staff Development
Students Today, Leaders Tomorrow
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This Concludes Destination Marketing in a Nutshell
Kristen Jarnagin
Twitter: @krisjar@aztourismpays
Facebook: Arizona Hotel & LodgingLinkedIn: Arizona Hotel & Lodging
Email: [email protected]
2009 Institute for Staff Development
Students Today, Leaders Tomorrow