Travel 2.indd

ADVANTAGES
AP
APR
A
PRI
PR
RIL ’’0
09
87
Goodies for
Globetrotters
Whether it’s to summon the
travel bug to bite, reward
vacationers for booking
or enhance an employee
incentive trip, here’s how you
can help travel professionals
get those good feelings
flowing with their clients.
BY DEBORAH JEANNE SERGEANT
Illllu
ussttrra
ati
ati
t on
o :P
Pa
au
aul
ull And
der
ersso
on
on
ro
omo
moti
tiing a tra
tra
rave
vell de
ve
dest
s in
st
nat
atio
io
on
mean
me
anss cr
an
c ea
e ting a vis
isio
ion
io
n fo
forr th
the
e
tour
to
uris
ur
istt: one off fun,, adven
is
entu
en
ture
tu
re,,
re
sunsu
un--so
soak
oak
a ed day
ys an
and st
star
arry
y nig
niig
ght
hts,
hts,
s, or
what
wh
a te
ev
ver
e tthe
he spe
he
peci
cifi
ifi
fic
c loca
loca
lo
cation
tion
ti
on is
is kn
know
own
wn
fo
or.
r And
d th
ho
ou
ug
gh th
the
e ec
con
onom
nom
omy ma
may forc
fo
orc
ce
some
so
om
me
e ffo
olks
olks
ol
k s to c
cu
ut ba
bac
back
ck
k on trrav
ave
ell to lu
uxxurrio
u
urio
ious
ous d
des
esti
es
tina
nati
na
ttiion
ns,
s, tth
here
he
here
re a
are
re ssti
re
till
ti
ll plenle
en
n-ty of va
ty
v c
ca
attiion
ner
erss an
and
nd da
ayt
ytri
ripp
per
ers to
ers
t be
cour
co
urrte
urte
t d
d..
Dori
Do
riss Di
ri
D lll, ow
o ne
er of Prriintt Co
on
nne
nect
ctio
ct
io
ons
ns
(as
asi/
i/
/29
2994
9470
94
70),
70
), ttap
),
app
ap
pe
ed in
nto
o the
he h
hap
ap
appy
ppy
py
trav
vel vib
ibe
e wh
whil
ile
e pi
p tc
chi
hing
ng a
an
n ittem
e tto
o Wy
Wynd
nd-ham
m Va
Vaca
ca
ati
tion
o Own
on
wner
ership
ip, he
head
adqu
quar
qu
arte
t re
te
red
d
in Lass Veg
egas
as.. To beg
as
egin
in her pre
esse
en
nttat
atio
ion,
n,
she
sh
e en
ente
tte
ere
ed th
the co
c nf
nferre
en
nce
ce roo
o m to tthe
he
sso
oun
oun
und
ds o
ds
off ch
chir
irpi
rpi
ping
g biirrds,
ds, th
ds
than
than
nks
ks to
to a
natu
na
ture clo
tu
lock
ck b
by
y Cl
Cleg
egg (as
eg
asi/
asi/
/45
4545
45
4
450
50).
).
Dillll’s
Di
’s twe
weet
etin
ting
in
ng ar
arri
riva
val
va
al pr
prom
ompt
mpt
pted
d iima
mage
ma
mage
es
of the
of
he rel
elax
xin
ing
g va
vaca
cati
ca
cat
tion
on a
awa
w ittin
wa
ing
g th
the
e
reci
re
cp
ci
piien
ents
ntss of th
he co
comp
mpan
mp
a y’
an
y s aw
awar
ard
ar
d trrip
p to
Pu
P
ue
errto
t Ric
co.
o Th
he
ep
pit
ittch
h wor
orke
ked;
ke
d;; Wyn
ndh
ham
am
orrde
o
dere
red
re
d se
seve
ve
v
era
ral
al hu
hundre
nd
dre
red o
off the
e c
cllo
lock
cks
ks
im
im
mpr
prin
pr
in
nte
ted
d wi
with
th the Wyn
ndh
dham
am
m log
ogo.
o.
o.
“The
“T
hey
y thou
ou
o
ugh
g t it w
was
as ver
ery
y cr
crea
eati
ea
tive
ti
ve and
they h
they
had
ad
d nev
ev
ver
e ssee
een
n an
nyt
ythi
hing
hi
ng llik
ike
ik
e it
it,”
,””
Dill
Di
ll ssay
ay
ys, ssho
howi
ow ng
g tthatt ev
ven
n see
eemi
ming
mi
ngly
ng
ly
ordi
or
dina
n ry
na
y ttra
rave
vell it
ve
item
e s ((w
em
who wou
ould
ldn’
ld
n’tt
n’
use a tr
us
travel
trav
avel
av
el ala
larm
arm
m clo
ock
c ?)) can
n b
bec
ecom
ec
ome
om
e
extr
ex
traord
trao
ao
ord
din
inar
ary
ar
y iff you
ou sel
elec
e t itte
em
m
mss th
that
att
a
off
of
ffe
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ttle
le
e twi
wist
st..
st
Re
Read
ead
d o
on
n ffo
or mo
m re
e c
cas
ase ssttudie
as
ase
ud
die
es an
nd
insi
in
sigh
si
ghtt on ttra
gh
ra
ave
vell prrom
motio
ottio
ons
ns an
nd
d how
o
to
o iinv
nvok
nv
oke po
oke
p si
siti
tive
ti
e im
mp
pre
ress
ess
s io
ons
n abo
out
ut
tour
to
u iissm.
m
contin
co
con
tin
ti
i ued
d on
n pa
page
ge 8
ge
88
8 >>
>>
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Kid-Sized
Broadening the target market proved the key to increasing Kayla Tollen’s
promotional item sale to Cruise Planners. The president of Kayla Advertising (asi/239482
(
) suggested T-shirts in adult and youth sizes to the cruise travel
company, to outfit employees, guests and guests’ children.
While kids aren’t likely to be the primary decision-maker when it comes to
choosing a cruise line, they do influence mom and dad, and all parents love
when anyone dotes on their kids.
In addition to kid-sized solutions, offer other choices, too, once your foot is
in the door. Tollen, for example, also received orders for license plate frames
(metal for employees and less-expensive plastic versions as giveaways) and
pens from Cruise Planners.
Practical, But Fun
When the Outer Banks visitors’ bureau
wanted logoed items to sell to tourists
who stopped by, T.R. Moore, president of
WaDaYaNeed LLC ((asi/353544), suggested
flip-flops (the Laguna from Footprints
USA; asi/55030) and a classic drawstring
tote bag from Leed’s ((asi/665577). With the
bureau logo and Web address printed on
the flip-flops’ sole and the side of the beach
bag, the items implanted the idea of a fun,
sunny vacation while promoting the venue.
The response was so positive that the initial
$5,000 order doubled to a $10,000 reorder
seven months later.
The low cost of the items helped convince the bureau administration to take on the risk
of the initial investment. But, obviously, don’t make cost the only factor in what you pitch.
“It’s a beach community, so people wear flip-flops all the time, and everyone can use a beach
bag,” Moore says. “They wanted items that the buyers could use right away.”
continued on page 91
On the Road Again?
A road trip comprises most Americans’ summer vacation, according to the Bureau of
Travel Statistics, a division of the U.S. Department of Transportation. The organization
states on www.bts.gov, “Ninety-seven percent
of summer trips are to domestic destinations
while 3% are to international destinations.”
The average age of those traveling for leisure during the summer is 35. The organization also found that nine out of 10 summer
trips (around 91%) are taken in personal
vehicles; only 7% of travelers fly and 2% use
a train or bus. So, when pitching to travelrelated companies, be sure to include plenty
of family-oriented items that make car travel
easier. Here are some ideas:
Þ Americanna Co.’s (asi/35730) Recycled
Flat Tire car coaster (FT-CC) helps keep gunk
out of cup holders and to secure beverages
in place.
Þ Peter Pauper Press’ (asi/ 77802) Brainiac’s Road Trip activity book (195X) will help
parents stay sane. Puzzles, games and other
quiet activities will entertain the kids so mom
and dad can relax.
Þ Custom HBC’s (asi/47934) “new car
smell” air freshener (item 10606-0.25-C) can
clear the air on a long drive.
Þ Travelers can keep it all together with
the car seat organizer (CA110) by Bianco
(asi/40544).
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▲ Circle 1 on Free Info Card or visit www.advantagesinfo.com
91
from page 88
Artist’s Flair
Todd Singleton, president
of The Singleton Company
(
(asi/328000
), has success selling practical and useful items –
T-shirts and caps – to Namotu,
a surf camp near Nadi, Fiji. But
being an avid surfer, he added
his own creative twist.
Singleton, who visits the destination nicknamed “Magic
Island” frequently, has served
as its guest artist for 10 years,
creating masterful pen-and-ink drawings. Magic Island displays
his sketches of the resort, and by integrating them into specialedition, annual commemorative items, “we make the end-user
feel that sense of urgency,” he says. “They want to be part of a
bigger picture. If you wanted to get the ’08 edition shirt, you had
to be there. Scarcity is an incredible motivator.”
The shirts are presented rolled up and stuffed into the ball caps
and tied off with rustic-looking string, along with a thank-you
note for the client’s early booking and an invitation to return to
Magic Island. “Bookings continue to be strong,” Singleton says.
“The island is at near-capacity and reservations are booked solid
with a waiting list.”
The client has reordered for the past six years, since the program
began. Plus, Magic Island management is considering expanding
into organic clothing and opening a Web store.
Back View
U ©200
USA
008
08 PBC
PBC
TMM-PBC0
PB 8100
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8
13
NEW AdCoolerTM products from
Pioneer® Line ALL include coolers
that keep beverages icy cold!
Available in
March 2009
See the Pioneer Line catalog or visit www.pioneerline.com
for complete product details. To order a catalog, e-mail
[email protected], call 1-800-685-4441, or fax
1-800-803-3314 (24-hour).
Piooneeer
UPIC: Pi
ASII 782000
AS
continued on page
e 93
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really pops on those,,”
Simons says. “It’s a great
price point for the cen-ter, since they’re a non-profit and it’s a classy
piece everyone will use.
From the cover to the
pages, it’s high-quality and it doesn’t feel
cheap.”
After seeing a sample journal, the bureau
placed an order, as
they have for most items Simons suggests. “They’ve been continually reordering for the past couple of years,”
she says. “We’re always looking for
what represents them. Their brand
is so strong that anytime I see something that would pop with their logo, I get them
a sample and send it to them. Nine times out of 10,
they order.”
continued on page 94
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The Brand Experience
Keep in mind the “brand” that
a destination projects. For the
Seattle Convention & Visitors
Bureau, it’s Washington-grown
products and ecology. Danna
Simons, president of hip gifts
(
(asi/225354
), offers items that fit
those themes.
To appeal to visiting event
planners, Simons suggested
wine openers from Benchmark/
The Magnet Group ((asi/685077),
emblazoned with the Bureau’s logo and packaged
with a bottle of Washington State wine. Simons’
company added a custom label to the outer box to
enhance the presentation.
Notebooks made with 100% recycled paper and
organic ink from Spector & Co. ((asi/88660) represent
another recent item Simons suggested to give to visitors who come by the convention center. “These are
eco-friendly journals and since they’re black, the logo
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“Their brand is so strong that anytime I see
something that would pop with their logo,
I get them a sample and send it to them.
Nine times out of 10, they order.”
– Danna Simons, hip gifts (asi/225354)
Make a Mint
Mark Greenspan, president of Creative Promotions ((asi/170711), suggested mint-filled tins from Amusemints ((asi/36950) to the Prospect
Heights, IL Visitors and Convention
Bureau. As a distributor, you’re part
of the creative process. Many clients
don’t have art and don’t want to shell
out more cash to get it.
The nifty little tins fit the bill,
because they are available with beautiful, four-color art representing numerous travel venues. Greenspan
showed the client the stock art of Chicago to help them visualize the
finished product. “We could drop in our customer’s information and logo,” he says. “The supplier’s very nice artwork was the difference between them and their competitors.’ Our client
did not have to pay for it and could tie into that with the one-color copy of their logo.”
The visitors bureau logo and the state logo appeared on the back of the tin. Used as a handout on sales calls and a giveaway for anyone dropping by the bureau offices, the tins proved
to be a hit.
Put Your
Feet Up
The Pennsylvania
Dutch Country
also has a strong
brand image, and
its visitors bureau
chose to promote
it with its FlavorFest. Bonnie
Swinehart, owner
of Proforma Econo Advertising ((asi/300094),
helped the bureau cook up a food-themed
promotion with 300 aprons, and 300 insulated cooler totes imprinted with the FlavorFest logo. Since the totes were insulated
and PVC-lined, they worked great as food
totes for Lancaster County produce, chocolates or other edibles.
“We needed versatile and usable items that
people stopping at the visitors center could
take home and reuse over and over again,”
Swinehart says. The project went well and
the items were reordered.
The bureau also approached Swinehart
for 300 fuzzy slippers to go to meeting
planners with the theme of “Wake Up in
Lancaster County” and a tagline warning,
“A word of caution to meeting planners:
attendees may just decide to stay.” The slippers indicated that “relaxation and business
can go together,” Swinehart says. “The pink
slippers were in conjunction with mailings
featuring photos of a businessperson wearing hot pink slippers with their feet crossed
on a desk. People loved them. It was a great
promotion.” ▲
Find Sales Leads for the Travel Industry by …
Contacting local
chambers of commerce, travel agents,
visitors bureaus,
B&Bs, and travel
destinations. People
in these sectors of the
travel industry especially like dealing with
local companies.
Listening to
others’ travel tales.
Ask about what free
stuff they received
from their hotel,
resort, spa, etc. to see
how you can promote
these venues better.
Looking for
unmet promotional
needs while you’re
traveling. Does your
high-end hotel offer
cheesy promos?
Remember, you can
fix that.
Talking with
owners of small
shops, gas stations, or
restaurants that sell
or could sell items to
promote their town or
region.
Deborah Jeanne Sergeant is a NY-based freelance writer.
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