November 6, 2006
You are about to enter Time Zones
Today, Edelman's Travel Practice adds its numerous voices to the family of Edelman blogs, focusing on, among other things, public relations in the tourism industry.
We hope to use our professional expertise as an excuse to share our personal perspectives on the changing face of travel -- whether that's a personal vacation experience, something we learn in the process of business travel or a lesson we learn in our work for clients.
As we develop this space, you'll hear from representatives of our travel practice all over the world -- a group that has been named the #1 Tourism public relations practice among the independent agencies in O'Dwyer's PR Daily for the past five years. We now have nearly 100 people in our offices around the world who specialize in tourism. The one thing that binds us in the practice is our passion for travel -- and as a result we all have a lot to say about all aspects of it.
I expect we'll complain a bit, but hopefully we'll recommend solutions when we find problems. I know we'll offer tips that we've learned from working in the space as well as traveling on our own. We'll offer an international perspective and hopefully begin a dialog among ourselves and our readers that can view the issues from different places around the globe.
As the global leader of our travel practice, I am the lucky one who gets to start the dialog. So here's what I have been thinking about lately.
TIA Outlook
What better launching point for Time Zones than a couple of days at TIA's Outlook session, which I attended recently. This year it was at the venerable Boca Raton Resort -- a great escape from the surprise snow storm that hit Chicago the morning I left for a much warmer zone.
The mood -- both from the speakers and the participants -- seemed to be 'suspiciously and cautiously upbeat." The stats from TIA and the U.S. Department of Commerce are showing slight gains offset by concern for rising prices, particularly in hotel rates and gasoline. (Check out www.tia.org for access to all of the decks). Delos Smith, the economist who sets the tone each year with the worldwide economic forecast had one piece of great news: he does NOT see a housing bubble on the horizon. Keith Reinhard, President of Business for Diplomatic Action, set a somber tone in his entertaining presentation about the sad and rapid decline of the image of the U.S. abroad.
We heard more about the new Discover America Partnership, another coalition of business leaders brought together to educate Washington policy makers about the power of travel and raise public awareness of the importance of the sector. Those of us who were at the White House Conference on Tourism in 1995 will continue to carry the torch that was originally lit there and hope this new partnership can truly light the right fires this time.
You can always locate the buzz in the industry by the best-attended sessions at conferences like this, and this year it is all about "new media." I'm delighted to see the interest, because that's where this firm is focusing a lot right now -- but, I was appalled to see how many attendees still don't know what a podcast is or how to feed an RSS! It's become painfully obvious that the travel industry is far, far behind its own public in engaging in social media. Travel has been one of the first and most followed subject matters to be explored within the internet, and travel marketers just aren't ready for the most part to take advantage of it. Everyone who markets in the travel space owes it to themselves to dive in. You'll be surprised to find out what they're saying – or not saying about you. Where to start? Go for the easiest way in -- try entering "travel" on a google search. You’ll be surprised where in the world you'll go.
Of course my favorite moment of TIA Outlook was sharing the stage with my client Helen Marano, Director, Office of Travel and Tourism Industries, U.S. Department of Commerce, as we won an Odyssey Award for the U.S. Promotion Campaign to the UK. This campaign, and this award is testament to the adage that the "glass is half full." Together with DOC, and our partners M&C Saatchi, we developed and implemented a fully integrated marketing campaign to the UK, which used the power of Hollywood movies to promote seeing more of the U.S. The campaign carried the theme "You've Seen the Movie, Now Visit the Set," and its effect was measured in a conversion study that showed that more than 360 thousand visitors came to the U.S. as a result of seeing our ads and PR -- and all for $6 million! With the right commitment, the right idea and the right passion, you really can make a little go a very long way.
I'm off to China this week to visit the travel show in Shanghai and to visit our offices there and in Beijing and Hong Kong. Looking forward to reporting back on all of the opportunities in tourism there
Posted by at November 6, 2006 4:48 PM
Comments
Hello Cathleen,
Congratulations on your new blog which is very impressive and informatative. How was your trip to China? It's high on my list of places to visit.
Chris
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