ASTA Brand Book

1

The ASTA BrandB R A N D G U I D E L I N E S

2

Our logoLogos are not brands.

They are simply representations of brands. They are the

entry point and the shortcut to the brand.

Our brandOur brand is the foundation of all our activities. But our

brand is not concrete. It is the emotional and psychological

relationship we have with our members

and the industry.

It is the ‘gut’ reaction that a travel agent, client or consumer

has when they hear the word ‘ASTA’.

3

A brand that will endureYou are part of a team that will make the ASTA brand en-

dure. Our ability to deliver this brand requires a constant,

coordinated, consistent approach to communications and

behavior.

Every choice and decision we make—not just the advertis-

ing or marketing materials—communicates something

about the ASTA brand. The experience our customers have

when they join, renew, buy, use or come into contact with

ASTA is a direct reflection of the brand.

Ultimately, the ASTA brand is a reflection of each one of us.

What we do and how we do it.

4

Introduction

The strength of the ASTA brand relies on maintaining a

system of clear and consistent communication.

Brand guidelines have been created to help you commu-

nicate consistent visual and verbal messaging for all ASTA

services, communications, programs, products and chap-

ters.

Along with examples of correct usage of the logo, typogra-

phy, color palette, messaging and other elements, specific

directions are included to guide the development of ASTA

materials.

5

Our logoThe ASTA logo is the cornerstone of our visual communica-

tions. To preserve the legal protection and strength of the

trademarked corporate logo, it must be used correctly and

consistently.

Primary Version

The primary version of the logo is blue and black. This ver-

sion should be used whenever possible.

Logo Font

ITC Garamond Light Condensed, -10 kerning

ASTA Blue

C100 M15 Y0 K0

Alternate Versions

The alternative versions of the logo—white and blue, all

white, gray or black and white—should be used only when

the primary version will not be effective.

6

Incorrect usage

It is essential that you use the logo in the way it was

designed.

Incorrect applications

The examples to the right show the logo applied in-

correctly. A small change in the size and/or position

of the logotype or the shape that encompasses it can

reduce the effectiveness and impact of the design.

Use the correct file formats

To preserve the integrity of the design and visual

presentation, use the following formats when

appropriate:

.jpg or .png - Word files

.png - PowerPoint

.jpg or .gif - Web pages or Html emails

.eps - Printed Collateral

ASTA

7

Premium LogoThe ASTA Premium logo may only be provided to ASTA Premium

member representatives or the Premium member manager.

Primary Version

The primary version of the logo is blue and black.

This version should be used whenever possible.

Charter Member

The charter premium logo may only be provided with

authorization of the CEO or senior vice president of marketing

8

TaglinesInside the industry, ASTA uses the tagline:

In consumer messaging, ASTA uses the tagline:

Dedicated to the business of selling travel

Without a travel agent, you’re on your own.™

9

ASTA Colors

ASTA blue C100 M15 Y0 K0

ASTA red C0 M100 Y100 K30

10

Program LogosMost ASTA programs will use the official corporate logo. In special

cases, a customized program logo may be created. Extra effort and

resources are required to make these logos recognizable with the

industry, thus only the CEO can approve the development of new

program logos.

Event LogosASTA runs two highly visual events which are

branded separate from ASTA corporate.

YPS

International Destination Expo

11

Chapter LogosChapters who host their own website are

required to use the ASTA logo with the chap-

ter name on the right hand side in a sans serif

typeface.

ASTA chapters are entitled to use the ASTA

name and ASTA logo in conjunction with

printed materials, such as chapter newsletters,

business cards, posters, brochures, and other

chapter printed promotional materials for

non-commercial use.

Long Island Chapter

Delaware Valley Chapter

Central & North Florida Chapter

Customized Chapter LogosA customized chapter logo, as shown here, may be used by Official ASTA chapters on chapter

websites, name tags, rosters, newsletters, event fliers, provided that it is not used to market or

endorse goods or services of any kind, used to defame ASTA in any way, or used in connection

with objectionable material, as determined by ASTA corporate.

We do, however, specify that any customized chapter logo be presented in a seal format with

the chapter name in All CAPS, sans serif typeface and that the ASTA logo be in the center at the

bottom of the seal.

Additionally, chapters that use a customized logo are committing the chapter volunteers’ time

and chapter funds to increase the visibility of the chapter and the mission for which the chapter

and ASTA corporate represent. N

OR

TH

E R N C A L I FOR

NIANorCal

12

The ASTA Gradient

Used through out ASTA’s brand is a full color built gradient.

Special care must be taken to ensure that purple is not created.

C100 M100 Y0 K0 to C84 M0 Y0 K0, Location 61.24%

The ASTA BrandC O L L A T E R A L M A T E R I A L

13

Information that is relevant to your business Why are you giving me this?

With each element produced, the underlining message

should be that the information contained within is relevant

to the member and their business.

Key information should not be buried.

14

Business CardsConsistency across ASTA visual communications with

regard to the look and feel of the materials, as well as paper

and printing quality, is critical in maintaining a strong

corporate identity.

Production Specifications

Four color process, 5/5 with Matte Coating

14pt Cover Stock (10% PCW / FSC Certified)


Myriad and Myriad Bold

Contact Information Style

Use periods instead of dashes in phone numbers

No colons after Tel or Fax

The word ‘email’ is not used on stationary items

Tel 703.739.6804

800.ASK.ASTA

Fax 703.549.7987

[email protected]

Zane B. Kerby, MBAPresident & Chief Executive Officer

American Society of Travel Agents1101 King Street, Suite 200Alexandria, VA 22314

Tel 703.739.6804 800.ASK.ASTAFax 703.549.7987 [email protected]

Dedicated to the Business of Selling Travel

www.ASTA.org

Myriad Bold 10.5/12.6

Myriad 7.8/9.36

Myriad 7.8/9.36

Myriad Bold 10.5/13.5

Myriad Bold 13/13.5, the word

‘ASTA’ only

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StationaryTo support ASTA’s visual identity, templates for printed

stock and electronic letterhead have been provided.

Production Specifications

Four color process, 4/0

70# Opaque Text (30% PCW / FSC Certified)

Uncoated


Myriad and Myriad Bold

Margins

Top: 1.5”

Bottom: 1”

Left: 1.25”

Right: 2”

1.75 in4% CMYK Build

Myriad 7.8/9.36

.64 in

American Society of Travel Agents 1101 King Street, Suite 200 Alexandria, VA 22314

Tel 703.739.2782 Fax 703.684.8319800.ASK.ASTA

[email protected] www.ASTA.org

Thursday, May 19, 2011

[Recipient Name][Title][Company Name][Street Address][City, ST ZIP Code]

Dear [Recipient Name]:

It was a pleasure to meet you and to learn more about your business needs, and I want to thank you for giving me the opportunity to tell you about the great advantages of membership in ASTA. As we discussed, I’m convinced that my company is uniquely positioned to help increase the success of your business. Here’s what people are saying about ASTA:

[Testimonial quote #1] [Name, Title, and Company][Testimonial quote #2] [Name, Title, and Company]

As you discovered in my presentation, ASTA offers you a number of benefits, including:• [Feature #1 and benefit]• [Feature #2 and benefit]• [Feature #3 and benefit]I’d very much like to discuss how you can put ASTA membership to use for your business. I’ll call your office on [date] to make an appointment. Before then, you can call me at [phone number]. Thank you for your interest.

Sincerely,

[Your Name][Title]

1 ¼”

2”

1 ½”

1”

16

Email SignaturesTo maintain a consistent brand, ASTA staff is to use one of

the following formats for their Outlook email signatures.

One of ASTA’s value propositions is accessibility, therefore

staff’s email and direct line are to be included as part of the

default signature.

Formatting

Font

Calibri Size: 11 pt

Name

Bold/Black

Supporting Copy

Normal/Gray

Style

The acronym ‘ASTA’, in www.ASTA.org, should be capitalized, in

all written correspondence.

Email signatures should not be more than 6-8 lines, excluding

legal notices and not exceed 200 characters.

ASTA Default Version: Used for the original/ first email correspondence.

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTA1101 King Street, Suite 200, Alexandria, VA 22314Tel 703.739.2782 | [email protected] | www.ASTA.org

Replies:

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTAwww.ASTA.org

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Signatures with Marketing Messages:The marketing message should be concise, be no more than 2 lines in

length, and be located one line return after the default signature. Only

one URL should be provided, the URL associated with the marketing

message should replace www.ASTA.org.

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTA1101 King Street, Suite 200, Alexandria, VA 22314Tel 703.739.2782 | [email protected]

Join us in Dubai, April 4-7, 2013www.ASTA.org/IDE

Reply - Marketing Messages:

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTA

Join us in Dubai, April 4-7, 2013www.ASTA.org/IDE

Signatures with Images:It is advisable not to include images within signatures due to display

problems and that images are received as attachments in various

email systems. If images are used, they should be small and visually

secondary to the contact information. Images should not be used in

reply signatures.

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTA1101 King Street, Suite 200, Alexandria, VA 22314703.739.2782 | [email protected] | www.ASTA.org

Legal:For use when sending content in which the recipient should not

forward the content to another person or to the media.

Zane B. Kerby, MBAPresident & Chief Executive Officer | ASTA1101 King Street, Suite 200, Alexandria, VA 22314703.739.2782 | [email protected] | www.ASTA.org

This communication is for use by the intended recipient and contains information that may be privileged, confidential or copyrighted under applicable law. If you are not the intended recipient, you are hereby formally notified that any use, copying or distribution of this email, in whole or in part, is strictly prohibited. Please notify the sender by return email and delete this email from your system. This email does not constitute consent to the use of sender’s contact information for direct marketing purposes or for transfers of data to third parties.

18

Internal CorrespondenceBrand consistency includes ASTA internal communications elements

such as agendas, white papers, faxes and reports.

Specifications

Word 2007 Formatting

Titles—Font: (Default) +Headings, 26 pt, Font color: Text 2, Expanded by 0.25 pt, Kern at 14 pt, Line spac-

ing: single, Space After: 15 pt, Don’t add space between paragraphs of the same style, Border: Bottom:

(Single solid line, Accent 1, 1 pt Line width, From text: 4 pt Border spacing: ), Style: Linked, Quick Style,

Priority: 11, Based on: Normal, Following style: Normal

Body—Font: (Default) Calibri, Left, Line spacing: Multiple 1.15 li, Space After: 10 pt, Widow/Orphan

control, Style: Quick Style

19

CollateralWhether the item is a pocket folder, brochure, sell sheet, membership

certificate, trade show booth, advertisment or presentation, consisten-

cy across ASTA visual communications in regards to the look and feel

of the materials is critical in maintaining a strong corporate identity.

American Society of Travel Agents1101 King Street, Suite 200

Alexandria, VA 22314

800.ASK.ASTAwww.ASTAnet.com

American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTAnet.com

ROLE OF TRAVEL AGENTSWhat is the role of the travel agent and how has it changed?Travel agents work hard on behalf of the consumer. The role of a travel agent is to makethe process of going on a trip - whether for work or pleasure - be a stress-free andmemorable experience. Travel agents spend time not only booking tickets and searchingfor affordable prices, but also personalizing their services for individual clients. TheAmerican Society of Travel Agents’ (ASTA) motto “Without an ASTA Travel Agent, You’re OnYour Own,” exemplifies the importance and way professional travel agents view their rolein today’s changing market.

The job of a travel agent has grown and adapted to reflect the changes within the travelindustry, and to reflect the difference in the way people think about travel. ASTA travelagents recognize that consumers today have done their homework and are moreknowledgeable about what they want. Clients who turn to an ASTA travel agent desire anin-depth, personal approach and want the advice and expertise of a professional. This iswhy an ASTA travel agent:

How many travel agencies are there in the United States?This is a difficult question to answer. At one time, the Airlines Reporting Corp. (ARC) datagave an accurate account of the travel agent market. However, as travel agencies becomeless reliant on selling airline tickets, ARC accreditation no longer reveals a true picture ofmarket size. The market can be divided into ARC and non-ARC sellers of travel. As ofDecember 2006, there were 18,856 ARC-authorized retail agency locations. The actualnumber of non-ARC sellers, including home-based agents, is extremely difficult toquantify. No industry standard is in effect, thus making it impossible to accurately portraythe size of this portion of the travel agent market.

Frequently Asked QuestionsAmerican Society of Travel Agents

• Distills product information;

• Investigates and supplies competitive information;

• Stays abreast of the most current and timely promotions;

• Analyzes the current promotions;

• Clarifies the fine print, such as cancellation penalties and restrictions;

• Makes recommendations on travel-related options;

• Simplifies the research and subsequent transaction;

• Enhances the trip with value-added benefits and amenities;

• Uses their clout to obtain the best possible arrangements in seemingly impossible situations; and

• Gets problems resolved.

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ASTA, short for the American Society of Travel Agents, is the world's largest association oftravel professionals. Our 20,000-plus members include travel agents and the companieswhose products they sell such as tours, cruises, hotels, car rentals, etc. We are the leadingadvocate for travel agents, the travel industry and the traveling public.

ASTA and Its Mission The American Society of Travel Agents (ASTA) is the world's largest association of travelprofessionals. The mission of ASTA and its affiliated organizations is to facilitate thebusiness of selling travel through effective representation, shared knowledge and theenhancement of professionalism. ASTA seeks a retail travel marketplace that is profitable,growing and a rewarding place to work, invest and do business.

Founded in 1931 as the American Steamship and Tourist Agents' Association, ASTA and itsaffiliates now comprise the world's largest travel trade association with members in 140countries. As the world's largest travel trade association, our work encompasses everyaspect of the travel experience. Here is just a sample of the activities in which ASTA isinvolved:

• Industry Affairs: We fight to ensure a level playing field and fair competitionthroughout our industry which, of course, benefits industry professionals as well asconsumers.

• Education: We provide our members with the finest education and informationresources available, so that they are able to provide the utmost in professionalservice to their clients. ASTA's homestudy program allows ASTA member agencies,non-members and future travel professionals the opportunity to expand theirbusiness through specialization, giving agents the tools to sell unique travelexperiences.

• Consumer Affairs: We constantly monitor the travel industry to identify "scam"operators and others whose practices cheat consumers and negatively impact ourindustry. Only ASTA members subscribe to a 13-point code of ethics which standsfor "Integrity in Travel." This is the pledge our members stake their reputations on.And we provide traveling consumers with a complete range of informationalresources.

• Consumer Awareness: Through its advertising and public relations efforts, ASTAstrives to make the traveling public aware of the many benefits of using a travelprofessional to arrange and purchase travel. ASTA's advertising slogan, "Without anASTA travel agent, you're on your own" can be seen in consumer ads in nationalmagazines, national television and in local markets.

ASTA offers many benefits to its members and the traveling public. The majority of ASTA'smembers are travel agencies. However, travel suppliers, such as airlines, hotels, car rentalfirms, cruise lines and tour operators join ASTA. We also have membership categories forstudents, travel schools, retired travel professionals, retail travel sellers, and others. ASTA isthe organization for anyone related to the travel industry!


Our MissionAmerican Society of Travel Agents

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Myth: Travel agents are just glorified sellers of airline tickets and their time has come and gone.

Reality: Travel agents are professionals who provide value by helping consumers cutthrough the clutter and save time and money. They act as travel counselors, offeringpersonal service for their clients.

Today’s successful travel agent recognizes that consumers do their homework and aremore knowledgeable about what they want. Clients who turn to an ASTA travel agentwant the advice and expertise of a professional who:

• Extracts product information;• Investigates and supplies competitive information;• Stays abreast of the most current and timely promotions;• Analyzes the current promotions;• Clarifies the fine print, such as cancellation penalties and restrictions;• Makes recommendations on travel-related options;• Simplifies the research and subsequent transaction;• Enhances the trip with value-added benefits and amenities;• Uses their clout to obtain the best possible arrangements in seemingly impossible

situations; and• Gets problems resolved.

Myth: The Internet will replace the need for travel agents.

Reality: When it comes to booking travel, travel agents are experienced professionals.Travel agents sell:

There are some things technology cannotreplicate, and personal touch is one of them.The Internet is a valuable resource, but itcannot replace the expertise, guidance andpersonal service of a travel agent. At a timewhen travelers are stressed out with hecticschedules, travel agents have all of theinformation at their fingertips, savingvaluable hours of surfing the Web. Agentsalso can offer insider tips generally based onpersonal experience.

Myth: Travel agents do not support use of the Internet.

Reality: Both consumers and travel professionals benefit from the Internet.

The Internet has helped transform the travel industry. The Internet gives travelers theability to do comparative shopping for attractive deals or packages. It has also helpedmany travel agencies, hotels, resorts and other travel-related suppliers flourish by bringingin business through Web sites.

The Internet has become such an integral part of the travel agency business that 98percent of ASTA agencies currently subscribe to a consumer online service or an Internet

access provider in order to help them better serve their clients. Gatheringinformation increasingly involves the use of the Internet. Almost 95 percent ofagents have conducted online research. Nearly 83 percent of ASTA agencies reportthey have booked directly on suppliers’ Web sites without using their GDS or callingthe supplier in question.


Travel Agent Myths & RealitiesAmerican Society of Travel Agents

87% of all cruises

81% of all tours and packages

51% of all airline tickets

47% of all hotels

45% of all car rentals

2003 Travel Industry Survey Travel Weekly

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Since its founding on April 20, 1931, as the American Steamship and TouristAgents Association, ASTA has remained true to its mission: to enhance the

professionalism and profitability of members worldwide through education andtraining, effective representation in industry and government affairs and identi-fying and meeting the needs of the traveling public.

In the 1930s, when agents were booking 80 percent to 90 percent of allsteamship travel, the association was urging ship lines to adopt agent-friendlypolicies and trying to persuade hotels and railroads to pay agent commissions.

When World War II curtailed all but essential travel in the 1940s, members foughtfor their association’s survival. In 1946, the International Air Transport Association(IATA) cut agent commissions from 7.5 percent to 5 percent, a mere year after itsformation. ASTA’s parent group once again fought for its members. Around thesame time, the association changed its name to the American Society of TravelAgents.

In the 1950s, ASTA won a 27-year battle for rail commissions and broke newground by introducing a home-study course, the industry's first basic trainingtool.

In the 1960s, the Society made numerous strides in education, holding its firstSchool at Sea and opening seven travel-agent schools. In 1968, when PresidentLyndon B. Johnson restricted residents’ travel outside the United States, ASTAwaged the largest grassroots campaign of its history.

In the 1970s, ASTA formed several groups that continue to benefit memberstoday. ASTA Marketing Services, Inc. (AMSI) a subsidiary of ASTA, helps memberagents obtain high quality products and services at discounted prices. The ASTAPolitical Action Committee (ASTAPAC) leads the fight for agents' interests in thepolitical arena. ASTA’s Chapter Presidents' Council made its debut, and thedecade also saw the first rise in air commissions in 25 years, from 5 percent to 7percent, before the ‘70s ended with the deregulation of airlines.

In the 1980s, the Society continued its emphasis on education, holdingTrainingfest, School on Rails, School at Sea and School on the Road.

In the 1990s, ASTA published the Travel Agent Manual. In 1995, when seven majorairlines capped agency commissions on domestic tickets at $50, ASTA filed anantitrust lawsuit that was settled out of court for $86 million. Before the end ofthe decade, commissions were cut or capped five more times.

ASTA - A Living History

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American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTA.org

ASTA Premium Employee benefits*

A $250 Value per Employee

Register by calling 1.800.440.ASTA to receive full Premium Employee benefits and access to ASTA.org

Your Source for Exclusive InformationASTA has the world’s largest database of industry information for travel agents—noone has more resources dedicated to the business of selling travel. Stay on top of keyindustry changes as they happen and receive in-depth analysis of current businesstrends.

Subscriptions to time-sensitive information:

• Access to ASTANet and its features— E-library, Bulletin boards, online Trip Requests

• Industry News Alerts and ASTA’s weekly e-newsletter, Dateline Weekly, Smartbrief

• ASTAnetwork Magazine, ASTA’s quarterly member exclusive travel trade publication

Your Government LobbyistASTA is the only industry group that ensures you have a voice on Capitol Hill. Fromtaxation to regulation, we utilize the industry’s largest PAC to make sure yourinterests are thoroughly represented.

Your Personal Members-Only NetworkASTA connects you with fellow agents and suppliers through local, national andinternational events to help you build new business relationships.

• Complimentary membership in your local ASTA Chapter

• Invitations to local chapter events

• Invitation to YPS (Young Professional Society) events

• Access to International Members – worldwide contacts and networking opportunities

• Access to ASTA’s Online Communities

Your Consumer AdvocateASTA actively promotes your value and services to consumers and the media. Plus,we provide tools you can use to actively and expertly promote your business.

• One listing per employee in ASTA’s Travel Agent Online Directory

Your Education ResourceASTA’s key educational tools empower your employees to run your business moreefficiently and profitably.

Discounts on:

• ASTA online and workbook training courses

• ASTA destination specialist courses and seminars

• Office products through ASTA Marketing Services, Inc. (AMSI), ASTA’s endorsement Program

• ASTA’s annual International Destination Expo

*ASTA Premium Employees receive Travel Agent member benefits, but are not members of ASTA.

American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTA.org

MEM2231 l 09/08

Reach Consumers Worldwide!ASTA’s Trip Quote Service offers ASTA members exclusive access to potential business from American consumers and consumers worldwide 24/7.

Turn Leads into Business! Consumers complete a Trip Assistance form on ASTA’s consumer Web site and await a reply from ASTA member travel agents.

Trip Quote Service is easy to use! Just go to ASTA.org, click Consumer Leads tab under Business Services and for easy access to ASTA’s on-line consumer travel requests. Travel requests range from singles to groups of 20 plus.

Grow your business through ASTA’s Trip Quote Service!

Free withMembership

20

PowerPoints Courses and Products

.

Specifications

When creating new PowerPoint presentations, an

ASTA template must be used. Examples of the layout

for the cover slide, key point slides and the content

slides are shown here. Bullet use should be at a

minimum.

Font: Calibri

ASTA Blue: R0 G176 B240

21

Signage / Booth Displays

American Society of Travel Agents


22

Advertising

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UPGRADE TODAY Contact the Premium Team

[email protected] | 1.800.440.ASTA

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Enhanced information that is relevant to your businessPremium services include:

• Premium Only Business Summits

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Contact Rebecca Simonelli TODAY 703.739.6872, [email protected]

Specialist Courses Expand your travel knowledge by becoming certifi ed as a specialist in a variety of topics your clients will value.

• Family Travel

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Take advantage visit www.ASTA.org/Education

Trip Itineraries This invaluable program saves you time and effort when you need to produce premium itineraries to unfamiliar destinations.

• Gain one-click access to 300+ detailed itineraries

• E-mail and/or print itineraries in Word and PDF formats

• Individual itineraries for $5 or discounted annual membership ($49.95)

Take advantage visit www.ASTA.org/Trip

Destination Immersion Enhance your portfolio become a certifi ed Destination Specialist. Attend the International Destination Expo in San Juan, Puerto Rico April 14-17, 2011.

• Become a certifi ed Destination specialist in the Caribbean

• Participate in exclusive ship inspections

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• North American Rail

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p

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ASTA.org

my personal URL

I promote myself with

I know that successful travel agents create their own path to success; they don’t rely on luck. And self-promotion is key to career success. Whether you are on your own or part of a large organization, you need to promote yourself.

ASTA lets you do just that, thanks to a host of easy-to-use tools, the latest being a custom URL that links directly to your detailed profi le on TravelSense.org’s Find a Travel Agent Directory. Take the initiative, and promote the brand of YOU.

travelsense.org/damianmccabe

travelsense.org/crtours4u

travelsense.org/juliekweder

travelsense.org/KarenBrown

travelsense.org/khiritravel

travelsense.org/Zaatarah

travelsense.org/ladolcevitatravel

travelsense.org/travelharmony

travelsense.org/luxuryandmoretravel

travelsense.org/idealsouthamerica

travelsense.org/symphonytravel

travelsense.org/travelatelier

travelsense.org/bluevistatravel

travelsense.org/traveldesignersinc

travelsense.org/ExpressTravel-Nina

travelsense.org/traveldetailing

travelsense.org/tourismcambodia

travelsense.org/vanillasky

travelsense.org/ladolcevitatravel

travelsense.org/jasoncoleman

travelsense.org/palacetravel

travelsense.org/BrightLifeTravel

ASTA provides travel agent members with the ability to create custom URLs. Simply login to ASTA.org and click ‘My Pro le’.

PR830_ASTAnetwork ad Custom URL_v2.indd 1 2/8/2011 3:52:40 PM

News You Can UseSmartBrief

Receive the #1 source for industry news, alerts and association news that are impor-tant to you. Log on today and sign up for the FREE daily SmartBrief.

It is all for you, on ASTA.org

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Renew Your Membership Online

at www.ASTA.org

Today’s agents provide more services through more niche markets and travel specializations than ever before. And no one understands that better than ASTA.

Whether you’re an employee in a store front agency, working hard as an independent contractor or running your own operation online, ASTA is onyour side.

By using the ASTA logo, you are recognized worldwide by consumers and business leaders as being as part of the community of professional travel agents.

Whether it is providing timely resources or engaging fellow members, ASTA resources and fellow members are available every day, anywhere in the world.

And while you do your business, we’ll be doing ours, representing you before federal and state governments as well as in the business community.

Providing innovative resources and education that match the unique agent you are.

There is no such thing as the ‘typical travel agent’

PR814 ASTAorg ASTAnetwork ad.indd 1 2/16/2010 9:56:02 AM

Specifications

Title: ITC Garamond, Light Condensed -25 kern, C100 M15 Y0 K0

Body: Adobe Garamond, Myrid Pro, k

23

AdvertisingASTA’s Thought Leadership

advertising series elevates the recognition and importance of ASTA’s brand.

24

www.ASTA.org

The letters ASTA in www.ASTA.org should always be capitalized.

25

Email

26

Social MediaASTA uses social networking platforms like Facebook, Linkedin and twitter to

connect to travel professionals and the traveling public. Through these

mediums ASTA defines and supports our brand identity in response to

commentary and contributions made by social media users.

Micro social sites exist, such as the Young Travel Professionals or Chapter Facebook

and LinkedIn pages, in order to broaden ASTA’s exposure and to support the mission.

27

The ASTA BrandI N D U S T R Y M E S S A G I N G

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Dedicated to the business of selling travel

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A unified voice for ASTA What is ASTA in 30 seconds or lessThe American Society of Travel Agents (ASTA) is the world’s largest association of travel professionals that actively represents the travel agency industry to the U.S. government, as well as and state and local governments in support of a profitable and sustainable industry. We actively seek to elevate the awareness and value of travel agencies to help our members grow their businesses.

ASTA’s VisionASTA’s vision is to be recognized as the industry thought

leader and the only organization that has the leadership,

staff, resources, connections and alliances to effectively

defend the interests of travel agencies.

ASTA’s MissionASTA’s mission is to facilitate the business of selling travel

through effective representation, shared knowledge and

the enhancement of professionalism.

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General message points about ASTA …

• ASTA is the only travel industry association aggressively fighting to

improve the travel experience for all consumers.

• ASTA travel agency members account for 78 percent of all travel sold

in the United States.

• Each and every day, ASTA is actively engaged in tackling the very real

threats that could negatively impact an agency’s bottom line.

• ASTA is the only organization that has the capability and resources to

relentlessly work on agents’ behalf.

• ASTA is the single entity capable of and actually engaged in ongoing

and active work for the employment rights of agents.

• When it comes to protecting travel agents from anti-competitive

taxes, legislation and regulations, ASTA is the sole voice speaking out

on agents’ behalf, and the only one continuously lobbying for agents’

rights.

• ASTA is the only organization speaking out in defense of travel

agents at every level of government.

• There simply is no industry organization—other than ASTA—that

has the leadership, the staff, the resources, the connections and the

alliances to effectively defend travel agencies’ interests.

• ASTA actively seeks to: elevate consumers’ awareness of the travel

agency industry’s value; increase the professionalism of its members;

and, help its members grow their businesses through effective

networking.

• ASTA’s one-of-a-kind meetings provide quality travel agents the

essential skills and know-how to market their business and increase

sales.

• ASTA’s meetings offer the best in networking, entertainment and

sightseeing opportunities.

General Trade Messaging:

• Refer to ASTA as an acronym in all mentions. Do not spell out.

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When referring to why you should join /renew with ASTA:

• Each and every day, ASTA is actively engaged in tackling the very real threats that could negatively impact your bottom line.

• ASTA is the only organization that has the capability and resources to relentlessly work on your behalf.

• ASTA is the single entity capable of and actually engaged in ongoing and active work for the employment rights of agents.

• When it comes to protecting you from anti-competitive taxes, legislation and regulations, ASTA is the sole voice speaking out on your behalf, and the only one continuously lobbying for your rights.

• ASTA is the only organization speaking out in your defense at every level of government.

• There simply is no industry organization—other than ASTA—that has the leadership, the staff, the resources, the connections and the alliances to effectively defend your interests.

• ASTA is the only organization that works on the federal, state and local levels to protect your financial interests.

• ASTA is the only travel industry association aggressively fighting to defend and improve your business.

• ASTA is the only organization actively representing your business to the US government, as well as and state and local governments in support of a profitable and sustainable industry.

• ASTA gives you access to industry resources you need to stay ahead of a rapidly changing environment, be it a new regulation or a natural disaster.

• Associate your business with a solid brand protecting not only your industry, but also your customers’ travel experience.

• ASTA’s one-of-a-kind meetings provide quality travel agents the essential skills and know-how to market their business and increase sales.

• ASTA’s meetings offer the best in networking, entertainment and sightseeing opportunities.

• ASTA in an ongoing effort to promote the value of working with a professional travel agent to consumers, drives awareness through a combination of initiatives, including relationships with Lifetime Channel’s The Balancing Act and key reporters within major publications.

Member Messaging • Refer to ASTA as an acronym in all mentions. Do not spell out.

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Miscellaneous

Pre- and post-tours should always have a hyphen.

Example: Exclusive pre- and post-tour options give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule (correct)

Example: Exclusive pre/post tour options give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule (incorrect)

General

• ASTA’s one-of-a-kind International Destination Expo sets the standard for experiential education, and presages the next great travel hot spot.

• ASTA’s International Destination Expo is a one-of-a-kind educational opportunity, providing quality travel agents the essential skills and know-how to market their business and increase sales.

• ASTA’s International Destination Expo goes beyond the expected with its unique focus on experiential learning and targeted events, offering the best in networking, entertainment and sightseeing opportunities.

2011 San Juan,

Puerto Rico

2010 Istanbul, Turkey

2009 Sun City,

South Africa

2008 Lyon, France

2007 Jeju Island,

Korea

2006 Prague,

Czech Republic


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• ASTA’s IDE foreshadows the next consumer hot spot.

• ASTA’s International Destination Expo provides agents with:

o complimentary sightseeing tours that take them to the places their clients want to visit

o a trade show, featuring local and international suppliers that can’t be found elsewhere and that provides the inside track on new tours, marketing opportunities and client prospects

o networking events such as the International Travel Agents Summit that translate into future sales

o industry-recognized destination certification that can be used to showcase their expertise to their clients at home – now and in the future

• The International Destination Expo is more than “just a conference”

and arms attendees with first-hand accounts and insider knowledge

to help them better market their specialty.

Education

• No other conference places travel agents “in the field” with a series of complimentary sightseeing adventures that introduce them to the real destination.

• Training seminars take agents beyond the classroom and give them real-life experiences to share with their clients, thanks to immersion in local culture.

• ASTA’s industry-recognized certification helps agents secure new clients upon their return home by providing them with an edge over their competition.

Programs & Events

• Thanks to select partnerships, ASTA is able to offer special negotiated rates on conference airfare and hotels.

• Exclusive pre- and post-tour options with special rates, programs and priority access for IDE registrants, give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule.

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General

• ASTA’s Global Convention is upping the education ante with a

complete overhaul of sessions and speakers.

• It goes beyond the tried-and-true meeting locations by expanding

its location roster.

• ASTA’s Global Convention is changing the face of travel agency

industry meetings with:

o a fresh, new take on agent education, focusing on high-tech, interactive seminars

o the much sought-after Hosted Buyers program

o exclusive events, such as the Advocacy Dinner, offering the best in networking and entertainment opportunities

o special focus on the industry’s Young Professionals market

• ASTA’s Global Convention provides agents the chance to:

o gain an advantage from the all-new educational program and to advance their professional career

o exchange ideas and network with the industry’s top agents to build their business

o diversify their partners with the latest products and destinations on the show floor to increase revenue

• The event features enhanced programming and scheduling, allowing attendees greater access to education and evening events.

Education

• ASTA successfully delivers the best education to develop experts who sell travel.

• Each year, the seminar roster brings together a fresh line-up of experts in their respective industries, be it travel sales and marketing, technology and social media

ASTA’s Global Convention

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• Education at ASTA’s Global Convention offers …

o superior technology training by social media gurus certified software-based experts, who will teach agents the latest skills to take their sales and marketing efforts to the next level and beyond

o Strategic marketing sessions to expand agency revenue sources

Programs & Events

• ASTA’s Global Convention offers exclusive networking opportunities, where attendees can meet the industry’s best and brightest and make valuable industry relationships that will expand their horizons and their business.

• ASTA’s annual Advocacy Dinner

o celebrates ASTA’s influence in shaping the policies affecting the retail travel business

o is a chance for ASTA to spotlight its role in the legislative process and for attendees to socialize and network with like-minded travel professionals

o offers even tremendous opportunities for attendees to network both prior to and following the dinner

• Leadership Luncheon

o an invitation-only event bringing together industry leaders and executives from top-tier travel companies to foster new relationships and expand on existing ones

o ASTA’s Board of Directors, Chapter Presidents and Proud Partners are in attendance

• Premium meeting

o the only meeting of its kind in the industry—allows leaders from travel’s top agencies across all sectors of the market, to meet and exchange best practices, and develop strategic solutions for dealing with some of the most critical issues facing them

• Opening night event and YP (Young Professionals) party

• Sought-after hosted buyer program

o Affords highly-qualified, professional sellers of travel a chance

to attend ASTA’s Global Convention as a sponsored guest of a third-party company

• THETRAVELBLOGGERSHOW is the only thing like it in the industry

o meets a growing need among agents to learn more about this method of promoting themselves and their agencies while reaching new markets

o provides current travel bloggers with face-to -face networking opportunities, and the chance to develop new resources within the travel industry allowing them to enhance content and gain

more followers

Future Locations

• ASTA’s Global Convention goes beyond the tried-and-true meeting

locations

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ASTA Segmented Meetings

General

• ASTA’s premier member segment meetings

o attract the top executives from the industry’s leading organizations, from highly-specialized boutique agencies to multi-level international firms

o allow for today’s top industry executives to become more than just spectators in the events shaping the industry; they are active participants

o bring together top executives representing the most powerful travel agencies and TMCs, consortia, franchise groups and online travel agencies

o represent a unique opportunity to meet face-to-face and participate in discussions that get to the heart of the issues that will dramatically impact the travel industry in the coming years

•

• NO OTHER INDUSTRY MEETING GATHERS THIS KIND OF FIRE-POWER UNDER ONE ROOF.

•

• ASTA segmented meetings, such as its Premium Member Summit and Corporate Advisory Council, gather the industry’s brightest minds together for high-caliber discussions and problem solving.

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The ASTA BrandC O N S U M E R M E S S A G I N G

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Without a travel agent, you’re on your own

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Consumer AdvertisingAdvertising shells are available online to our members, in various sizes and formats.

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Consumer Websites and Social MediaASTA’s online message is to promote the use of a travel agent above and

beyond all other goals. Without traveling one does not need an agent, so

these vehicles are designed to compel consumers to travel and to use an ASTA

member travel agent when they do so.

Microsites exist

such as chapter

consumer sites, to

support the mission.

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Consumer Messaging

Use ASTA (American Society of Travel Agents) on first mention; use ASTA

on subsequent mentions.

General message points about the value travel agents provide …

• Travel agents provide value, expertise, convenience and personal service to their customers.

• Travel agents understand that travel planning isn’t just about places, it’s about people.

• Travel agents work as personal advisors to provide their clients with the best travel experience before, during and after their trip and when the unexpected happens.

• Thanks to their in-depth knowledge, experience and industry connections, travel agents are able not only to save their clients

money, but their most valuable possession—their time.

General message points about ASTA …

• ASTA is the only travel industry association aggressively fighting to improve the travel experience, and air transportation in particular, for all consumers, not just those with access to the Internet.

• ASTA travel agency members accounted for 78 percent of all travel sold in the United States.

When providing reasons to use an ASTA professional …

• Customer advocacy: If you have a problem with a particular part of your travel experience, the agent is there to act on your behalf to see that restitution is made

• Expert guidance: Travel agents are experts in understanding and deciphering the myriad travel information and codes out there. It’s what they’ve been trained to do and they do it every day.

• Personalized service: Instead of an impersonal voice thousands of miles away, travel agents are your neighbors. They know what you want and what you value in your travel experience.

• Professional advice: Travel agents are there to make sure you get where you want to go, when you want to go and at the best value.

• Time: A travel agent has all the information at their fingertips, saving you a few hours in front of a computer screen or on hold.

• Unbiased information: Agents work for their clients, not for a travel supplier. It makes sense that a happy customer will be a repeat customer.

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When providing information on selecting a travel agent …

• Go with the Pros: Look for the ASTA label. Through its continuing education and training programs, ASTA prepares its members to operate high-caliber, competitive businesses. Look for ASTA member travel agents on its consumer website, TravelSense.org’s “Find a Travel Agent” directory.

• Ask Around: Tap friends, neighbors and relatives who use an agent

they trust. You may want to visit or call several agencies to find

the one that best suits your needs. Consider everything from the

appearance of the office to the agent’s willingness to listen and

answer questions. The best agents want to establish a long-term

relationship with a client, not just make one sale.

• Ask about Fees: Good agents will notify their clients of any additional fees, including service fees, up front. Doing otherwise is pointless, as the fee will appear as a separate charge on the client’s credit card bill.

• Check Credentials: Many agents have been trained in business management, travel and tourism or geography. Others have supplemented their agency experience with extensive education and training courses.

When referring to the difference between an ASTA member travel agent and a non-member agent …

• Accuracy. Responsiveness. Professionalism. Faced with myriad alternatives when it comes to transportation, accommodations and services, ASTA member travel agents make a pledge to guide you honestly and competently. ASTA members are bound by a strict code of ethics.

• The ASTA name stands for integrity. The ASTA logo is recognized throughout the industry and by the traveling public as a mark of distinction.

• Look for the ASTA logo. Travelers around the world recognize superior travel professionals by the ASTA logo. They know that ASTA members are among the most knowledgeable and trustworthy professionals in the industry.

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www.ASTA.org [email protected]

ASTA Brand Book

Documents

Transcript of ASTA Brand Book