2009 institute for staff development students today, leaders tomorrow destination marketing

2009 Institute for Staff Development

Students Today, Leaders Tomorrow

Destination Marketing

What Do I Know??

Kristen Jarnagin, VP of Communications Arizona Hotel & Lodging Association (AzHLA)Valley Hotel & Resort Association (VH&RA)Southern AZ Lodging and Resort Association (SALARA)Arizona Tourism Alliance (ATA)2009 Chair, Public Relations Society of America Travel & Tourism

Prior Experience:Director of PR for the Sheraton Wild Horse Pass Resort & SpaDirector of Media Relations for the Arizona Office of Tourism

-Alum of Walter Cronkite School of Journalism, ASU (Go Devils!)



What You Need to Know

What’s happening in the Tourism & Hospitality Industry?

What’s happening in the Media and Marketing Industry

What does that mean to you?



Current State of Hospitality Industry

Economic Meltdown



Perfect Storm

Media “Gotcha” Mentality

Political Rhetoric & Restrictions

“AIG” Effect

Results

Mass Meeting Cancellations Mtgs account for more than 70% of revenues for most resorts

Occupancies at Record Lows Budget Cuts/Layoffs Marketing Budgets Slashed

New Marketing Strategies Required….more on that later



Traditional Marketing Methods

Print Advertising - Radio –

Television - Direct Mail

The Fall of Advertising and the Rise of PR- – Third Party (Media) Endorsement Considered More Valuable– Is PR still effective?



Who Do You Trust for News?

The Days of Walter Cronkite are Over Go Devils!

Biased News is Now the Norm



Changing Tides in Trust

• Recent Survey Results (US Residents)– 36% of people trust banks– 33% of people trust the auto industry– 31% of people trust insurance industry– 25% of Americans trust the Media (lowest score)

• (73% trust Technology Industry;-)

– 34% said articles in newspapers were very or extremely credible (36% tv, 38% radio)– Upside? Business magazines are viewed as credible by 44% & WSJ by 47%

*Source, Edelman Survey, 1/09



Impact on Destination Marketing

Budget Cuts Loss of Media Trust

The Rise of SOCIAL MEDIA

What IS Social Media?



Examples of Great Social Media Campaigns

• Tourism Queensland Campaign

– Best Idea in the World? • Estimated more than 3 billion worldwide exposed

• $150k + $4-million villa accommodations for six months to travel and Tweet, Blog, etc.

– Generates $120 million in Free Global Publicity– The competition received more than 34,000, 60-second video applications from 200 countries, which

generated around 610 hours of video content. – The campaign spawned around 200,000 blogs and 43,000 news stories.

– You Tube Videos continued even after winner was named!



http://www.youtube.com/watch?v=QuPnLhOZAHQ&feature=channel_page

$$ Doesn’t Matter – Clever Rules@GMGoneMad – Twitterfeed: Rancho Bernado Inn, San Diego• We still have rooms this wknd. Call 2 arrange a stay. Show up w/ cxl'd reservation

from another property, receive 50% discount off room rate2:53 PM Jun 29th from TweetDeck

• Owners on a cruise vacation. I'm not. Gonna create our own though - ALL INSLUSIVE package coming! Need name tho http://tinyurl.com/lhfuo92:55 PM Jun 26th from TweetDeck

• Again, plenty of herbs recv'd, promo over. Fun concept though, lets try this - 6/29 - 7/4 - if yr name is Herb - free meal or comp room :)5:15 PM Jun 24th from TweetDeck

• My kids refused to write letter for Dads day contest. Brendans Dad-our winner a lucky guy! Kids want me to take lessons from him-I cant win.4:14 PM Jun 20th from web

• Enough herbs. Done. Just 4 the fun, bring in MATURE, well trained Chia-Pet - & we'll still give U a meal, 1 per person - tip well tightwads!5:06 PM Jun 19th from TweetDeck

• Cleaning up after busy wknd. Up 4 a challenge? Who can make bed the fastest? You vs. room attendent using only 1 hand. Win free room nite.2:24 PM Jun 15th from TweetDeck

• Wknd vry busy - full property w/ 3 weddings. Parking an issue - no room. Still wnt yr $$ though, so ride a bike, we'll giv U 50% off meal.3:41 PM Jun 12th from TweetDeck

http://twitter.com/GMGoneMad/status/2394055141

http://www.tweetdeck.com/

http://twitter.com/home?status=@GMGoneMad%20&in_reply_to_status_id=2394055141&in_reply_to=GMGoneMad

http://tinyurl.com/lhfuo9












What Have We Learned? Destination Marketing has dramatically changed in the last 18

months Direct Mail – Out Expensive/Glossy Advertising – Out Big Budget Sales Trips/Events – Out Email Marketing – On it’s way Out?

Facebook Fans – In Twitter Handles – In Unique packages/promotions – In You Tube, Webinars and Consumer Interaction - In Biggest buzzword? AUTHENTICITY… and TRANSPARANCY



Good News/Bad News

Bad News First– Tourism & Hospitality Jobs are near impossible to come by these days– Every laid-off or soon-to-be-laid-off journalist in the country is switching to

PR/Marketing careers…and they all “Love to Travel” – Competition for Travel Destinations is BRUTAL– It’s increasingly difficult to stand out– And even then, people are reluctant to spend money on travel

Good News– The Tourism Industry WILL recover – it ALWAYS does!– Because of the drastic changes in destination marketing strategies, new people to the

Industry are on a level playing field with those who have countless years of experience.

– It’s an exciting time to be in this Industry! Creativity Abounds!



This Concludes Destination Marketing in a Nutshell

Kristen Jarnagin

Twitter: @krisjar@aztourismpays

Facebook: Arizona Hotel & LodgingLinkedIn: Arizona Hotel & Lodging

Email: [email protected]



2009 institute for staff development students today, leaders tomorrow destination marketing

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