sustainable tourism marketing

Sustainable Tourism Marketing

A Passion for Excellence Geotourism: A Unique Commitment From A Unique Media Company Travel that sustains or enhances the geographic character of the place being visited its environment, culture, heritage and the well-being of its residents

Geotourism and The American Traveler

Top of mind since 2001

Landmark Study: Geotourism: The New Trend in Travel

Conducted by TIA and National Geographic Traveler

First look at travel behavior and beliefs of US travelers

A Passion for Excellence 55 Million American Geotourists

Sustainable tourism reflects the values of todays travelers:

Crave authentic experiences

Support travel experiences that are true to a destination

They reward the companies that protect the environment and indigenous cultures around the world

Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006

A Passion for Excellence Down Payment on the Future

35% of all US travelers select a company that makes specific efforts to sustain the environment or the indigenous culture


A Passion for Excellence Geotourism and Todays Traveler

More than half (52%) are aware of at least one practice used by travel companies with the goal of protecting or preserving natural resources


A Passion for Excellence Hotels Are Working to Protect the Environment

50% of all travelers believe that use of energy efficient lighting, heating and air conditioning systems will help preserve natural resources . . .


46% of all travelers feel that travel companies should use natural cleaning products in order to help protect the environment

A Passion for Excellence

45% of all travelers feel that opportunities to take guided tours of local historic sites and neighborhoods will help preserve cultural identity and sustain local communities

Source: Geotourism Study Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Support and Sustain Local Economies

A Passion for Excellence

43% of all travelers say that companies offering local cuisine will help to sustain authentic local culture

Source: Geotourism Study: Conducted by TIA and National Geographic Traveler, 2006 Destinations Are Working to Promote Indigenous Culture

A Passion for Excellence Awareness is Key

58.5 million (38% of all travelers) say they would pay more to use a travel company that makes efforts to protect the natural environment

The majority would pay between 5% and 10% over existing prices to such companies


A Passion for Excellence Tailor-Made for Your Message

National Geographic Media provides the right environment and a receptive audience

Ability to reach and influence aware consumers

A Passion for Excellence National Geographic Society: Vital to Todays Consumer

Giving more than 100 million people worldwide the tools to:

Understand

Experience

Learn about

Explore

Connect with

And see . . .

The World Around Them

A Passion for Excellence National Geographic Channel Vital to SEEING the World Featuring innovative and contemporary programming of unparalleled quality that pushes the boundaries and takes you as far as you can go. Launched in January 2001, the National Geographic Channel has had the distinction of being both the fastest growing network in distribution as well as the most rapid in ratings growth. Dare to Explore

63 million viewers

Median HHI: $52,000

National Geographic Channel On Demand in over 30 million homes

Channel Audience Highlights Source: Nielsen Media Research

NationalGeographic.com Vital to CONNECTING to the World NationalGeographic.com serves a vibrant, engaged visually oriented audience of high-income, highly educated consumers eager to connect and interact with the world around them. Our award-winning content includes daily news as well as thematic content and individual brand/genre sites.

14 million unique visitors per month

80 million page views per month

Engaging consumers through online content, podcasts, newsletters, video streams and more

Website Highlights Connecting Our Audience to the World

National Geographic Magazine Vital to UNDERSTANDING the World National Geographic is the worlds magazine, providing a distinct perspective on the planet through compelling photography and writing: It creates both an intellectual and emotional connection, inspiring readers to care and make a difference in their own lives, in the lives they influence and in the lives around the world.

Rate Base: 5 million

Readership: 31.6 million

National Geographic has been a finalist or winner in the ASME National Magazine Awards general excellence category every year since 2002

Magazine and Audience Highlights Source: MRI Spring 2009, December 2009 ABC Statement The Worlds Magazine

National Geographic Kids Vital to LEARNING ABOUT the World Exciting Kids About Their World

Rate Base: 1,325,000


The largest magazine in the kids category, and ranked in the top 5 for circulation growth among all consumer magazines in past 2 years

Magazine and Audience Highlights National Geographic Kids delivers editorial as diverse as each reader that is interactive, engaging, informative and just plain fun. Each issue has an appealing mix of articles on wildlife, entertainment, science, technology, extreme sports, adventures amazing kids and world wonders. Source: MRI Spring 2009, December 2009 ABC Statement

National Geographic Traveler Vital to EXPERIENCING The World The ONLY travel magazine that covers all travel, all the time, is number one in reaching travelers who are passionate about experiencing the world. And because we devote nearly 90% of our editorial to the pursuit of leisure and cultural travel, more than 7 million readers consult our pages for the latest on where to go, what to do and how to enjoy it best.

Rate Base: 715,000


Magazine and Audience Highlights All Travel, All the Time Source: MRI Spring 2009, December 2009 ABC Statement

National Geographic Traveler has long held an editorial commitment to sustainable tourism and raises awareness of its importance.

Annual Places Rated issue Nov/Dec

Devoted editorial on sustainable travel: Dedicated Geotourism editor, Destination Watch column

Travel to a Better World marketing program

Geotourism Reader Panel

Regional Geotourism map guides of sustainable tourism sites

Pioneering the Future of Travel Reporting on Destinations of Distinction

Devoted Editorial for Sustainable Travel National Geographic Traveler reports on destinations of distinction and character, and support efforts to keep them that way believing that to enhance an authentic sense of place will benefit travelers and the locations they visit. Keith Bellows Editor, Vice President

A Passion for Excellence Informing Readers About Responsible Travel Efforts

Travel to A Better World Marketing Opportunities

Special advertising section with Rainforest Alliance

Platform for companies who have demonstrated a commitment to sustainability and the natural environment

New advertising opportunity special section to appear in National Geographic and National Geographic Traveler

A Passion for Excellence Tapping Into Reader Passions

National Geographic Traveler Geotourism Reader Panel

Unprecedented opportunity to speak directly to NGTs Geo-travelers

Advertisers and marketers gain exclusive access to panel members

Proprietary questions/exclusive results

Valuable consumer insight, opinions and attitudes on travel experiences, preferences, product usage

Turnkey, third party measurement, tabulations and report generation for each survey

A Passion for Excellence Marketing Destinations With Geotourism Practices National Geographic Center for Sustainable Destinations: Map Guides Arizona/Sonora; Baja; Appalachia; Central Cascades; Montreal; Peru; Guatemala;

Experts cartographers from National Geographic produce custom map guide of the destination

Destination must meet certain criteria to include sustainable tourism practices

Historical aspects and efforts for best practices to maintain and preserve the place are featured on the map along with travel and tourism activities

Map contents are placed on the Destinations web site

Map guide is branded with the National Geographic CSD logo/map guide identification

A Passion for Excellence Creating Signature Travel Experiences

Custom Events Align National Geographic and the Destination

Bring to life the culture of the destination through cultural immersion experiences

Feature National Geographic photographers and destination experts who shares their travel experiences

Guests enjoy authentic foods, drink and music from the destination to further enhance the travel experience

Travel and tour operator displays

Capitalizing on the National Geographic brand to heighten awareness and visitation to destination

Winners photo exhibit

Displayed at ICH properties in US and internationally

Images used for ICH promotions to further show examples of authentic travel

Program Overview (2007-2008): An engaging program designed to make travel a more rewarding experience. Align the Intercontinental brand with National Geographic to encourage responsible travel and sustainable tourism. EXHIBITS

Dedicated contest site including uploading mechanism, photo gallery, terms, prizing and information

Banner promotions on NG.com

Identifying supporter of NG CSD on NG.com

ONLINE MISSION PROGRAMS

Support of the CSD

Development of Geotourism standards for hotel guests at select destinations

Co-branding on all contest material and promotions

PRINT

Custom call-to-action contest ads in NGT , NGM International , Chinese LLE

Brand advertising to run adjacent to contest promos

Intercontinental Hotels & Resorts: Photo Contest

Custom created in-book units to support key positioning

Custom units to promote on-island photo workshop

In-book ads for Photo Workshop

Custom workshop itinerary produced and distributed to all participants

Registration micro site

Next Stop promotions

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Custom invitations and eBlasts

Gift bags from PRTC

Featured NGT photographer Bob Krist at NGS headquarters

Photography talk included exhibit, PR food and drink, live music for 200+ subscribers

Travel and tourism displays on site

(2) Custom NGT Photo Workshops in San Juan for 3 days to deliver people on island

Turnkey event included workshop promotions, itinerary, registration, hotel arrangements on-site details

Event promotions in-book, registration micro-site, promo on PRTC web site, E-blast to subscribers

In class and experiential field shooting

Gift bags for attendees, PRTC info and NGT photo field guide

Results 26 participants, 600+ inquiries

Program Overview (2008): Create a comprehensive and authentic cultural experience that inspires travelers to visit the island CUSTOM PROMOTIONS PRINT ON-ISLAND PHOTO WORKSHOP CULTURAL IMMERSION EVENT Puerto Rico Tourism: Customer Engagement

Custom in-book map unit of Peru in NGM and NGT highlighting top destinations in uniquely designed units

Custom-created print ad promoting events and sweepstakes

Peru micro-site integration within People and Places featuring interactive map with photo gallery

Destinations, cultural archaeological sites, and adventure experiences

Sweepstakes program

.

Featured NGT photographers and explorers experts on Peru to inspire potential travelers

Custom events program held in five major US markets included all aspects of program planning and promotions

Photo exhibits and dcor provided a complete cultural immersion opportunity

Travel and tourism displays on site

Sweepstakes win-a-trip program included a custom advertising promo in NG Traveler and online micro site

Trip for two in an NG Expeditions trip to Peru promoted both of our brands and provided customer engagement

Sweepstakes delivered opt-in database and provided qualified leads for Peru Tourism organization

Program Overview (2008): Create an integrated program that includes custom advertising and a customer engagement component for a cultural immersion experience. ONLINE PRINT NG EXPEDITIONS/SWEEPSTAKES CULTURAL IMMERSION EVENTS Peru Tourism: Pack Your Six Senses

48-page editorial supplement

50,000 reprints for distribution

6 pages of brand advertising

3 insertions of custom created events with print advertising support

(2) NG GeoTourism maps: Baja and Sonora

Distributed in 2 issues in NGT via newsstands only

Provided 30,000 of each map for gift bag inclusion

Custom web site to promote events in each city

Post card mailings, Eblasts, print ads

PR Eblasts and releases, press conferences, and on-site interviews with MTB and NGT

Nationwide series of 8 live events featuring noted Mexican performers like Los Lobos, Leila Downs, at grand venues reaching more than 35,0000 people

Central Park, NY, Hollywood Bowl, LA, Kennedy Center, DC, Massey Hall, Toronto, Millennium Park, Chicago

Sustainable crafts villages with authentic arts from Mexico

Custom banners and on-site dcor

Gift bags to include geo-tourism maps, reprint and CD

Program Overview (2009): Destination Immersion or experiential marketing that makes the culture of a place a live and tangible experience. GEO-TOURISM MAPS PRINT EVENTS PROMOTIONS/PR Mexico Tourism: Mexico Unexpected

Once we get out into the world and let the world in to visit us we will see how we are all so similar, yet somehow not the same

EXTRAORDINARY EXPERIENCES SPIRIT AND TRADITION