About this event
eTOURISM SUMMIT fuses the travel industry with Silicon Valley. Not only will attendees receive updated information on the latest trends in e-mail marketing, search, social media, mobile and web design, but they will learn how travel marketers are using new tools to build incremental website traffic for next-to-nothing…or nothing.
WHO SHOULD ATTEND?
- Destination Marketing Organizations
- State and regional travel associations
- Cruise lines, airlines and hotels
- International tour operators
- Interactive marketing agencies
- Advertising, PR and marketing agencies with travel industry clients
Event Programme 2016
10:30 AM-7:00 PM
The following optional eTS pre-conference activities are open to all registered eTourism Summit attendees, $195/pp flat fee for the whole day of activities (we will unfortunately not be able to pro-rate this fee for those unable to attend the full day). RSVP/registration is required, limited attendance first-come, first served. Credit card payment is required if paying only for the the pre-conference activities, separate from conference registration.) Click here to register/RSVP (NOTE: The pre-conference activity “ticket” is selected on the second page of the registration form)
(Tentative schedule, subject to change. Last updated 6/30/16.)
10:30-11:45 am: Marketing Campaign Hack-a-thon… Participants are divided into teams of 6-8 with an appointed facilitator. A marketing problem and budget are pulled from a hat and teams will be given 45 minutes to develop a campaign strategy, tentative media plan and creative concept with results to be presented.
12:00-1:45 pm: Site Visit and Lunch at Sojern
2:00-5:00 pm : Instagram Ride: Hop On/Hop Off Tour of SF. Bring your cameras as we take you on a tour of San Francisco led by a leading two Instagram influencers that will help you learn the ins and outs of taking shareable images.
5:30-7:00 pm: Drawing a Line in the Sand. Sunset Sand Painting on the Beach. Following the Instagram Ride, we meet at Ocean beach on the shore of the Pacific Ocean for a unique sand painting experience led by Soulful Adventures. (make sure to dress warm)
What works and for whom? How much should you budget for content marketing? The simplest way is to understand your customer journey and focus on investing along the path to purchase through the funnel. We’ll see what’s worked best for these marketers.
- Under $1 million: Emmy Kasten, VP Marketing, Visit Tri Valley CVB (i)
- $1-$3 million: Justin Bresler, VP Marketing, Visit Denver (i)
- 4+ million: Scott Schult, VP Marketing, Myrtle Beach CVB (i)
Influencer marketing enters its petulant stage…not yet potty-trained but still quite vocal about testing the limits of marketers’ tolerance for payment. Will there be tantrums?
- Is it Something in the Cheese Steaks? What does VisitPhiladelphia.com know that enables them to attract an eye-popping 18 million visitors a year to their website? That’s more than any US destination except Las Vegas. Presenter: James Zale, VP Digital Marketing, Visit Philadelphia
- Evaluating Influencers for What They’re Worth. How Visit Savannah vets influencers, how they ask for measurements in their reports and how they determine what they should be paid. And we subscribe to the “paying influencers is okay” philosophy so it makes sense to be there. Visit Savannah has a good story to tell on influencers and can walk attendees through the entire process of identifying, vetting, contracting, hosting, and reporting. Presenter: Jeremy Harvey, VP Marketing, Visit Savannah
- How to Evaluate, Negotiate and Measure Influencers Who Want You to Pay-to-Play. In many cases, the influencers with the audience most precisely targeted to yours will want to be paid, but there are several ways to negotiate your best deal. Presenter: Josh Collins, Digital Communications Manager, Williamson County CVB
When Lexington, KY decided to go all-in with video marketing this year they commissioned 100 videos to be produced: 84 of them were under 15 seconds and 16 were under 30 seconds. Presenter: Gathan Borden, VP Marketing, VisitLex.com
TRACK 1: HOW TRAVEL MARKETERS ARE USING THE NEWEST PLATFORMS – CANVAS, FACEBOOK 360, AND FACEBOOK LIVE – TO CREATE EXCITING RESULTS (PART I)
Presenter: Brandon Harper, Client Solutions Manager, Facebook
Moderated by: Shea Carter, Executive Director, Social and Experiential Marketing, MMGY Global
- Here Today and, er…Gone Today! Is SnapChat Just a Fad? Presenter: Kate Talbot, former Social Media Director for Virgin America and author of the new book, Oh Snap! How Brands Use Snapchat for Business
- She Sells Seashells Down by The Seashore: Snap! Using Snapchat to Celebrate National Seashell Day.Presenter: Brian Ososky, Social Media Director, Beaches of Ft. Myers and Sanibel CVB (i)
- How We Use 360º Video and VR to Promote an Amped-Up Florida Vacation. Presenter: Leroy Bridges,Media and Interactive Director, Visit St. Pete/Clearwater CVB
- Kansas City’s Summer Instagram Campaign Generated Generous UGC for Use Across Channels. Presenter: Carolyn Anderson, Social Media Manager, Visit KC
- LMAO: Travel Oregon Teams Up with Satirical Publisher The Onion to highlight the seven wonders of their state. Presenter: Mo Sherifdeen, Director Integrated Marketing and Publishing, Travel Oregon (i)
- It’s All Smiles as LA Lights it Up with Local Comic to Create Content and Leverage Distribution. Presenter:Bill Karz, VP Digital Marketing, LA Tourism & Convention Board (i)
- St. Paul CVB Parodies Itself. Layering original lyrics onto Adele’s “Hello From the Other Side”, St. Paul CVB created a spoof music video generating a vast amount of attention as it implores visitors to see the other side of the Twin Cities. Adam Johnson, VP Marketing, St. Paul CVB
Georgia Tourism partners with RootsRated.com to reach an entirely new audience. Presenter: Kevin Langston, Deputy Commissioner, Tourism Division, Georgia Department of Economic Development (i)
POTUS presents the annual State of the Union address, so we’ve asked experts to provide their takes on the following sub-sectors of our industry.
- The State of SEO in a Content Marketing World. Presenter: TBA
- The State of User Generated Content from Two Perspectives. Presenter: Melissa Sauter, Head of Demand Gen, Stackla (i)
- How AI (Artificial Intelligence) has the Potential to Transform Destination Marketing. Presenter: Dan Holowack, CEO/Founder, Crowdriff (i)
- Shedding Light on Facebook Dark Posts. How Capital Region USA used Facebook dark (unpublished posts) to super-target specific audiences so that they were able to gather data insights not available elsewhere. Presenter: Gray Lawry, VP Strategy and Insights, Miles
- Debate: What’s More Important – Growing Social Media Fans or User Engagement? There’s a dilemma among social media professionals as to whether they should focus on increasing followers or maximize UGC. Presenters: TBA
The conflation of social media and mobile has revived the role of email marketing as a way to generate superior results from an owned asset. While social media is an ideal medium to build your email list, emails are using new design approaches with content that get more robust by incorporating more social media content. Presenter: Elyse Tager, Regional Director, Constant Contact (i)
Presenters: Jeremy Harvey, VP Marketing, Visit Savannah (i); Bill Karz, VP Digital Marketing, Los Angeles Tourism and Visitors Board (i); James Zale, VP Digital, Visit Philadelphia.
- What You Don’t Know About Your Mobile Website Can Hurt You. Site speed, bot fraud, optimizing on the wrong metrics and everything that can have you devoting limited time and resources to solving the right or wrong problems. Presenter: TBA
- What is Mirror Marketing? It’s simply a trendy name for bidding on your own brand on search engines. So, how can you successfully bid against the deep pocket OTAs and Meta Search sites whose juicy commissions are not paying for the CEO’s posh offices but funding their PPC campaigns to bid directly against you? This session covers how SMBs can remarket to highly targeted look alikes who have shown preference for your brand by previously searching for your brand. Find the key. Presenter: Shaun Aukland, Account Executive, Google (i)
- How “Morons” Helped Las Vegas Reinvent Itself. That’s how resort developer Steve Wynn refers to the Millennials who are helping to transform a destination from dependency on gaming to one big bacchanal replete with pool parties, million dollar DJs, and swanky nightclubs where a bottle of champagne can cost $15,000. See how Las Vegas CVA used SnapChat to create pool party buzz. Nick Matera, Senior Director, Digital Engagement, Las Vegas CVA (i)
Data Storytelling: Finding Data That Tells a Story. The State of Vermont is first to create an experimental cocktail of vendors — Adara and Arrivalist — to create a credible story of ROI that can be understood by funding sources. Steven Cook, Deputy Commissioner, Vermont Department of Tourism (with assistance from Ted Sullivan, Vice President, Resorts & Destinations Analytics, Adara and Cree Lawson, CEO, Arrivalist)
Look alike – first introduced by Facebook, but now offered by Twitter and Google’s Ad Sense – offer you a way of assembling a social media population likely to visit your destination or attraction…and then segmenting them further so your ads are more relevant for them. Presenter: Martin Stoll, President and CEO, Sparkloft Media (i)
Presenters: LeRoy Bridges, Marketing and Interactive Director, St. Pete/Clearwater CVB and Sydney Martinez,Content Manager, Nevada Commission on Tourism
Three DMOs, each at different budget levels, reveal how they apportion their digital budget for staff, paid programs, creative, etc. Presenters: TBA
Early attempts to forge relationships with meeting planners fell flat when it was discovered that they are, for the most part, self-educated professionals who know what they want and don’t want to be sold, but today there are so many new digital tools available to reach them in a non-intrusive way to build an information relationship. Presenters:
- Mya Surrency, Co-Founder, Digital Edge
- Martin Stoll, Founder, Sparkloft Media (i)
Creating content that deals with their pain points. Topics such as reducing the cost of AV and hotel food and beverage would resonate with any in-house planner.
- How Atlanta Wowed Meeting Planners with 360º Video at ASAE in Salt Lake City. Presenter: Andrew Wilson, Chief Marketing Officer, Atlanta CVB
- The Content Blitz: How Park City brought in a meeting planner-savvy creative team for three days to create group centric videos, images and interviews that they will be amplifying digitally to planners all year long. Co-presenters: Sarah Myers, Digital Marketing Manager, Visit Park City (i); Mya Surrency, CEO, Digital Edge.
- How Visit Denver Coordinates Sales Staff with Digital Tools to Build Informational Relationships with Meeting Planners. Presenter: Justin Bresler, Chief Marketing Officer, Visit Denver
- Reaching Planners Organically: Identifying planners in a granular way and advertising to them through their group forums. Presenters: Sheila Scarborough, Co-Founder, Tourism Currents; Thomas Galati, Travel Account Executive, LinkedIn
- Providing digital marketing support to boost attendance at events and meetings. Presenter: Katie Cook, Director of Digital Marketing, Austin CVB
- Using Live Video streaming platforms such as Periscope and Facebook Live to broadcast events. Presenter TBA
- Using geo-fencing and other techniques to market restaurants and attractions during meetings. Presenter: TBA
TRACK 3: TURF WARS! HOW FORT WORTH TORE DOWN THE WALL BETWEEN MARKETING AND CONVENTION SALES & SERVICES
They developed a strategy for using social media to help drive attendance, wow meeting attendees and connect them with the city. Presenter: Sarah Covington, Marketing and Partnerships Manager, Fort Worth CVB
- How to Work More Closely with DMO Partners. Hosted by Matt Stiker, CMO, CityPASS. A panel of two DMOs and two attractions will debate this topic.
- How Attractions Can Build Support for Marketing Activities. A panel to discuss strategies on how to benefit from others’ successes.
- Brainstorming: How to Create a Culture of Innovative Thinking. Attractions such as Seattle’s Space Needle have utilized cutting-edge technology, while others like HMNS and GeoDeck have worked hard to craft a clear and distinct “voice” in social media. We convene a group of attractions and/or examples to share and brainstorm.
- Ask Us Anything: Nothing is off limits.
9:00 AM-9:20 AM9:20 AM-10:00 AM10:00 AM-10:15 AM
Visit Indy is the first US destination to go all-in, all the time on digital. (Print? No way, Jose. TV? Don’t gross-rating-points me out. Radio? ROFL. Outdoor Billboards? Two seconds of fame. Snail mail? Good for wedding invitations.) Presenter: Jeff Robinson, Director of Marketing, Visit Indy10:15 AM-10:45 AM
We ask three prominent publishers – Buzzfeed, The Onion, and Matador Network – how they would create a story telling approach that would resonate with their massive millennial audiences. Presenters: Aric Lapera, VP West Coast, Buzzfeed (i), Joe Fullman, VP Marketing, The Onion, and Ross Borden, CEO, Matador Network11:00 AM-11:20 AM
Silver Award winner at 2016 Cannes International Festival of Creativity, Tennessee’s digital advertising campaign won worldwide acclaim at the ad industry’s top event. Using ground- breaking technology searches across millions of data points, prospective Tennessee visitors are targeted with pre-roll video commercials created just for them. Presenter: Samantha Hoit, Director of Marketing, Tennessee Department of Tourist Development (i)11:20 AM-11:40 AM
The Shareware and Call-a-Swede Campaigns are Raising Both Eyebrows and Social Media Awareness. Between Visit Sweden’s “Shareware” campaign, in which pictures of clothes are posted on Instagram and the first person to comment gets to borrow the item for a week, before passing it onto another user, and “The Swedish Number,” a “Call-a-Swede” campaign by the Swedish Tourist Association has taken the idea of residents as brand ambassadors to the next level, introducing a telephone number connecting prospective tourists to random volunteer Swedes to talk about whatever they want. Presenter: Sofia Kinberg, Global Marketing Director, Visit Sweden.11:40 AM-12:20 PM
What would happen if someone couldn’t see anything but experience it? That was the starting point for the video where Danny, a blind man from Long Island, was challenged to see if he could actually feel the destination, instead of just watch it. The results: 14 million views and counting. Sylvain Talbot, Director of Advertising,Tourisme Quebec. (i)2:00 PM-2:20 PM
How Travel Marketers are Using Snapchat and other self-erasing Messenger apps to market themselves to visitors.
- The use of text and messaging apps among U.S. travelers
- The use of chat in hospitality for guest service and engagement
- The role of bots, artificial intelligence and people in powering chat
Presenter: Brian Matson, Senior Director of Strategy & Education, TwoSix Digital2:20 PM-2:40 PM
How Joplin, MO employs fiction to market themselves in an innovative way conducive to Social Media and Content Marketing. The attractions and restaurants are real, but the characters are not. Fun things can happen when three friends get together over a coffee to conjure up a new way to sell their city. Presenter: Carrie Puffinbarger, Director of Tourism and Events, Joplin CVB2:40 PM-3:00 PM
Speed matters. Studies have shown that for every second of load time beyond four, there’s a 20% drop-off rate. And, Google has announced that mobile website load time is being factored into its algorithm for page rankings. What you need to know to reduce your website’s load time. Presenter: TBA3:00 PM-3:20 PM3:20 PM-3:40 PM
Why not? Creating content and marketing using tongue-in-cheek humor to draw attention to the state’s many wonders. Presenter: Mo Sherifdeen, Digital Brand Strategy & Publishing, Travel Oregon (i)4:00 PM-5:00 PM
We scour the landscape to identify and recruit the most promising new products, tools and apps for destination and attraction marketers and place them in a “Shark Tank” format. This year’s mix includes: Actourex, Atraka, Clicktivated, Enabled, Tagible and Narrative.5:00 PM-6:00 PM
Attendees have an opportunity to meet one-on-one with a selection of invited presenters to help solve their digital problems.
Claire is an experienced cross-channel media planning professional with deep expertise in the travel and hospitality industry. She is responsible for leading the innovation and excellence of MMGY’s paid media channel through applied strategies including traditional and digital broadcast, display, social, mobile, search and email marketing. Her work has contributed to award-winning and successful campaigns for clients such as Barbados Tourism, Trump Hotel Collection, Starwood Hotels and One&Only Resorts
Shea leads MMGY’s social media and experiential marketing practices, driving social media strategy and engaging experiential campaigns. Her award-winning work includes Lufthansa USA’s #UpgradeChicago campaign and Taste of America Food Truck Tour, Marriott’s Passport to Paradise influencer campaign, The Beaches of Fort Myers & Sanibel Find Your Island Challenge and Terranea Resort’s Klout Perk. Shea’s additional client experience includes Princess Cruises, Zurich Tourism, Fairfield Inn & Suites, Visit Santa Barbara, and New Mexico Tourism Department.