MOSTE, Inc. - VisitMO.com Industry

M.O.S.T.E., Inc.
International Travel Marketing and Entertainment
Dawn Drew
Founder and CEO
[email protected]
The M.O.S.T. E.
International Travel Marketing and Entertainment
M.O.S.T.E.: THE MISSION
M.O.S.T.E., Inc. is a
marketing and PR
consultancy created with the
purpose of building authentic
cultural experiences,
messaging and marketing
strategies to encourage
community-based and
sustainable travel among
consumers.
The M.O.S.T. E.
International Travel Marketing and Entertainment
The New Marketing Landscape
• Today’s Traveler
• International Marketing
and the CTP
• Domestic Tourism Growth
– Why It’s the Next Big
Agenda Item and How to
Amplify It
• Partnerships, Themes and
Regional Strategies
• Tactical Approaches to
Reach Today’s Consumer
The M.O.S.T. E.
International Travel Marketing and Entertainment
“This is the age of tourism – not travel”
J. Cartwright
• We have moved from a “purchase economy to an “experience” economy • This philosophy has led to a new compe::ve landscape • Shorter, more intense vaca:ons are expected by today’s travelers • Greater social/environmental concerns – travelers want to make a posi:ve impact (or they expect you to do it for them) The M.O.S.T. E.
International Travel Marketing and Entertainment
The US Media Market: Shifting, Immediate
CONSUMERS WANT TO BE HEARD – NOT TOLD • Online media communi:es have greater influence • Informa:on sharing and consensus building EVERYBODY IS A PUBLISHER • The importance of blogs CHANGING LANDSCAPE OF PRINT MEDIA • Check-­‐list publishing • Fewer features • Greater emphasis on digital applica:ons (mobile applica:ons, branded websites, e-­‐
reader content) The M.O.S.T. E.
International Travel Marketing and Entertainment
International Marketing
• 
• 
• 
• 
The CTP: Broad messages to major
international markets
Immediate impact will be in
“gateway” locations into the US
Major markets: Europe, Brazil,
India, Russia, China
Major opportunity for Missouri:
Target markets
–  India – Large number of Indian
ex-pats who live in the state
–  “Theme” travel that connects
travelers from specific gateway
cities in the US to major metro
destinations in Missouri
The M.O.S.T. E.
International Travel Marketing and Entertainment
Domestic Tourism Development
• 
• 
• 
• 
Major driver of tourism growth in
this country
The basis of cultural enrichment,
and cultural progression
Creates and sustains jobs in America
–  Entrepreneurial development
(gift shops, handicrafts sales,
and other small businesses)
–  Develop tourism circuits based
on the unique cultural
attributes of a destination
Greater impact on the multiple
business sectors that make up the
tourism industry in the US:
–  Restaurants
–  Transportation
–  Cultural Entertainment
The M.O.S.T. E.
International Travel Marketing and Entertainment
NYC + Co.: 50 Million in 2012?
NYC + Co.: 48.7
million visitors in 2010;
320,000 jobs
• Leverage every attribute
of the destination
• Target travelers from near
and far (39.1 million
domestic tourists/9.7
million international
visitors)
• Creative private sector
partnerships
• Effective tourism
partnerships
The M.O.S.T. E.
International Travel Marketing and Entertainment
Build Emotional Connections With Your State
Through Powerful
Brand Experiences
Experiential Travel Themes
• Food
• Cooking
• Music
Jazz
Country
Partners
• Credit Cards
• Destinations
• National Retail
• Oil Companies
The M.O.S.T. E.
International Travel Marketing and Entertainment
Atmosphere and Experiences: Blending
Consumer and Industry
USE EVERY OPPORTUNITY
TO COMMUNICATE BRAND
ATTRIBUTES
• Travel Industry Trade Shows
• Press Events
• Pitches for partnerships
The M.O.S.T. E.
International Travel Marketing and Entertainment
Use Tactile Experiences to Communicate
Brand Messages
Take experiences “on the
road” for consumer
promotions:
• State food “trucks” at
Taste of Chicago
• Missouri’s American
Jazz Museum at
NYC’s Jazz Festival
• Restaurant Week
promotions in DC,
Chicago and other
major locations (guest
chefs, food and beer
tastings, etc. during
big promotions)
The M.O.S.T. E.
International Travel Marketing and Entertainment
Tactical Approach: Online Social Media
Theme and Personality Development
REPUTATION MANAGEMENT
• Provide interim responses
on community websites to
problems expressed by
consumers
• Issue thank-you responses
to flattering posts and invite
them to your website or
blog
• Build greater sense of
community, increase feeling
of ubiquity in digital spaces
PERSONALITY AND THEME
DEVELOPMENT
• Build presence on social
media outlets for select
personalities
• Connect all digital media
assets for related
personalities to build a
bigger following
The M.O.S.T. E.
International Travel Marketing and Entertainment
India Calling: 16,000 Answers
The M.O.S.T. E.
International Travel Marketing and Entertainment
Experience and Expertise DAWN DREW
For the past 17 years Dawn has been ac:vely involved in the travel industry holding various boards of directors posi:ons (including officer). Recently she was appointed Vice Chair of the US Department of Commerce Travel and Tourism Advisory Board. She has been ac:ve in The US Travel Associa:on (TIA); PATA (Pacific Asia Tourism Associa:on); the Prince of Wales’ IBLF, and many others. Industry speaker and author of the “Geotourism Studies”, Dawn was one of the pioneers of sustainable tourism marke:ng for des:na:ons, and created “ Travel to a Be_er World” and “Des:na:on Immersion” – two marke:ng and live experience programs aimed at consumers who travel to engage with local people. A career publisher, Dawn spent 15 years as Vice President of Na:onal Geographic Global Media and publisher of NG Traveler. She has held posi:ons with some of the world’s most respected media companies , including the New York Times, Newsweek and the Atlan:c Monthly. In 2009 Dawn decided to begin an independent venture and is now Founder of The M.O.S.T.E. Inc., Interna:onal Travel and Entertainment Marke:ng. The firm’s ac:vi:es are dedicated to using her exper:se in marke:ng and media to promote travel to countries for authen:c cultural experiences. The M.O.S.T. E.
International Travel Marketing and Entertainment
Experience, Expertise and Results
Large-scale, tactile programs that provide culturally authentic, unique and tangible experiences are a
powerful draw for consumers. Response to these programs has been extraordinary and allowed destination
brands to establish solid emotional connections with people who seek cultural interactions when they
travel.
2006: The Sounds of South Africa – Music, Food and Wines from South Africa
New York City Center featuring Hugh Masakela, Harry Belafonte and others. 3,000 attendance
Chicago Cultural Center featuring Vusi Malasela, 800 attendance
2007: Sounds of India – Music, Art and Film from India
New York (3 locations) total attendance: 1,000
Miami Carnival Center for The Performing Arts, 2,000 attendance
Atlanta – University of Georgia, 500 attendance
Chicago Cultural Center, 800 attendance
San Francisco Asian Art Museum, 500 attendance
2008: Nights in Slovenia -- Music, Wine and Travel
New York City -- Joe’s Pub, 250 attendance
Town Hall and the Millennium Theater, 1,000 attendance
2008: Mexico Unexpected – Music, Coffees, Culture, Crafts
New York (3 events), Total attendance: 6,800
Chicago Millennium Park and Cultural Center, 13,000+ attendance
Los Angeles Hollywood Bowl, 13,000 attendance
Toronto, CN – Massey Hall, 3,000 attendance
Washington DC The Kennedy Center ,3,000 attendance
2009: India Calling --California Plaza (Los Angeles) – 25,000 attendance (appx)
The Hollywood Bowl – 16,000 attendance
2010:
India Calling – Millennium Park (Chicago) – 10,000 attendance (appx.)
The M.O.S.T. E.
International Travel Marketing and Entertainment
The M.O.S.T.E.
INTERNATIONAL TRAVEL MARKETING AND ENTERTAINMENT
Dawn Drew 1.212 .564. 4799 [email protected]