Just back…..Clever marketing ideas

I’m just back from the Destination Marketing Association International’s CEO Forum in Savannah, where I delivered a speech on Consumer Attitudes and Lifestyle Trends and the implications these are having on traveler preferences. I heard some nifty marketing ideas from different CVBs I would like to share…

Jay Buress of the Arlington, Texas CVB said they’re loaning video cameras to kids so they can film their vacations (and most likely post the videos on various social media, not to speak of sending them to their friends and family , a perfect tactic especially considering the importance of the family market to them). The users need to agree to give usage rights to the CVB, which will post them on their website. Stay tuned for a later post where we’ll show you one of the videos.

Scott Beck of the Salt Lake City CVB is using blog posts and social communities to help develop a branding message, citing the authenticity of the input. He also put me onto Portland, Oregon’s “Twisiter” center. It’s definitely worth checking out. Yet another good tip, have a look at the branding of the Seattle CVB as “metronatural” and how they execute the branding message with tie-ins with green tourism. I mentioned in my speech that going green is no longer an option, but rather, a necessity, but that it’s important that no matter what travel suppliers do, it must be authentic or cynical consumers will see right through it (no eco-lite please). Seattle does a brilliant job with its categories of green things to do, green meetings (even listing an organic caterer), how to be a responsible visitor and in general, taking a leadership position.

And finally, kudos to Michael Gehrisch and Doug Price of the DMAI for their innovative thinking. As a thank you for my giving the speech they gave me a plaque saying that trees will be planted by The National Arbor Day Foundation as “an act of optimism and kindness, a labor of love and a commitment to stewardship”. Thank you! Stay tuned for the next issue of the our Luxury Travel and Lifestyle Trends newsletter, which will highlight topics of my speech.

by Karen Weiner Escalera, KWE group