ASTA Brand Book
description
Transcript of ASTA Brand Book
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The ASTA BrandB R A N D G U I D E L I N E S
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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’.
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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.
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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.
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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.
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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
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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
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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.™
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ASTA Colors
ASTA blue C100 M15 Y0 K0
ASTA red C0 M100 Y100 K30
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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
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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
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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
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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.
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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)
ASTA blue C100 M15 Y0 K0
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
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
ASTA blue C100 M15 Y0 K0
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”
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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.
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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
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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!
American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTAnet.com
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.
American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTAnet.com
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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American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314 [email protected] www.ASTAnet.com
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
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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
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Signage / Booth Displays
American Society of Travel Agents
Dedicated to the Business of Selling Travel
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Advertising
DEDICATED TO THE BUSINESS OF SELLING TRAVEL
UPGRADE TODAY Contact the Premium Team
[email protected] | 1.800.440.ASTA
ASTA Premium Membership
Enhanced information that is relevant to your businessPremium services include:
• Premium Only Business Summits
• Member Alerts with Global Impact
• In-depth Research Reports
• Industry White Papers
• Sample Legal Agreements
• Access to Industry Experts
We Welcome Our Newest Premium Members
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Express Travel | Flight Centre USA | Hena Turizm | Jauntee–Croatia
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Mai 10 | Passageways Travel | Rovia | Sky Bird Travel & Tours
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MEM2470_ad ASTAnetwork_SPRING.indd 1 2/24/2011 1:48:14 PM
Dedicated to the Business of Selling Travel
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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• USA Travel Expert
• Cuba Travel
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
• Gain vital knowledge to enrich your business
Register at www.ASTA.org/Expo
• North American Rail
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• Jordan (FREE)
• Turkey
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hip inspections
nrich your business
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Educational Opportunities You Won’t Want to Miss!
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Save time and increase profi ts with ASTA’s educational programs.
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p
ED409_ad to ASTAnetwork_SUMMER.indd 1 6/1/2010 2:58:34 PM
Dedicated to the Business of Selling Travel
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
PR819 WDG filler ads-vertical.indd 1 6/7/2010 3:31:34 PM
Dedicated to the Business of Selling Travel
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’
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Specifications
Title: ITC Garamond, Light Condensed -25 kern, C100 M15 Y0 K0
Body: Adobe Garamond, Myrid Pro, k
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AdvertisingASTA’s Thought Leadership
advertising series elevates the recognition and importance of ASTA’s brand.
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www.ASTA.org
The letters ASTA in www.ASTA.org should always be capitalized.
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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.
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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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International Destination Expo
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
International Destination Expo
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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]