Partnering With Lifestyle Brands to Promote...

Partnering With Lifestyle Brands To Promote Tourism

PRSA Travel & Tourism ConferenceJune 9, 2014

Speakers

Julie Freeman

Executive Vice President,Managing Director of Public Relations

MMGY Global

Tami von Isakovics

Director, Restaurant Public Relations

Kimpton Hotels & Restaurants

@tvonisakovics

Vicky Hastings

Managing Director,Studio West

Maxwell PR + Engagement

@vickyhastings

2

Partnering With Lifestyle Brands to Promote Tourism

Julie FreemanEVP and Managing Director of PR

3

Our Strategic Alliances Philosophy

The Sum of Two Parts is Greater than the Whole!

Can do it!+

Want to do it!+

Right fit!=

Successful Strategic Alliance

4

Why Partner?

• Helps enhance your brand’s credibility and visibility

• Enables you to extend reach to new audiences

• Generates additional exposure for your brand with media and influencers

• Aligns your brand with like-minded brands

• Positions your brand in a new and different way

5

Tapping into influencers to help draw new Millennial audience

FAIRFIELD INN & SUITES

6

7

8

FT. MYERS & SANIBEL

First destination to use Google Glass technology for tourism marketing.

9

10

OWNED11.3M Campaign Impressions social media, email, digital media20,000+ Sweepstakes Entries24,000+ New Facebook Page Likes

EARNED54.2M Media Impressions from print, online & broadcast

CURATED10.5M Impressionsfrom Glass Explorers social

media

76M TOTAL IMPRESSIONS

11

12

Leveraging local partners to help spread the word

13

14

15

TERRANEA RESORTPartnering with like-minded brands to elevate visibility

16

17

18

19

20

Partnering With Lifestyle Brands to Promote Tourism

Vicky HastingsManaging Director, Studio West

21@vickyhastings

Tapping Into A Cult Following“The Goonies” was filmed on

location in Astoria during 1985

22

23

Never Say Die!

Capitalizing on the Throwback Craze

• Oregon Film Museum where you can make your own movies • Goonies anniversary events attracting Goonies lovers young and old

– Movie star appearances– Tours and photo opps– Big screen quote-along movie showing– Treasure hunt

• Map showing locations

24

Gaining National Exposure Through Media Coverage and Engagement

25

Beyond Travel To Lifestyle Media

Building on Buzz

27

Dressing Media and Influencers

28

29

30

Partner For A Cause to Extend Reach

• Partners: Britta, Nalgene, Mammoth Lakes (in Yosemite) and American Parks Network

• Visitors invited to turn in disposable and single-use plastic bottles for a $5 limited edition Nalgene bottle

• Proceeds funded permanent Britta water filling stations

31

Refill, Not Landfill Campaign

Partnership created by Whitney Lennon, Mammoth Lakes Tourism Director of Marketing, andAlex Frenkel,American Park Network Principal

32

Visitor Center Exposure To Attract New Consumers

33

Maximizing Music As A Reason To Visit

• Hotel Max created a “Sub Pop” floor and in-house TV channel

• Kate Buska, Provenance Hotels Director of PR, positioned the hotel as a rock ‘n roll escape in downtown

Seattle

34

Creating a Musical Experience

• Rooms equipped with Sub Pop band posters, turntables, label-curated vinyl records and a QR code so guests can order posters and music online

• Corridors feature images by Charles Peterson, whose photographs helped define the early Sub Pop aesthetic on the label’s record covers for Nirvana and Mudhoney

35

Expanding Sub Pop Coverage In New Channels

• Created media exposure to audiences Sub Pop wouldn’t

have without the partnership• Increased hotel business

– Most requested floor

36

Partnering With Lifestyle Brands To Promote Tourism

Tami von IsakovicsDirector of Restaurant PR

37@tvonisakovics

• The leading collection of boutique hotels and restaurants in the United States

• Operates 60 hotels and nearly 70 restaurants, bars and lounges in 26 cities

• Founded in 1981 by Bill Kimpton in San Francisco

• Market Metrix #1 | JD Power | Fortune

38

+

39

• Highly-designed local San Francisco company founded by Rob Forbes of Design Within Reach

• Appreciation for quality and fun

• Ability to work with us to custom-brand our bikes as well as choose the color and detail accents specifically to our liking

• Offered group purchase discount for all Kimpton hotels

40

+

41

In-house Creative

42

+

43

Launch Party @ HQ

44

PUBLIC's founder Rob Forbes and

Kimpton COO Mike DeFrino

Launch Party @ HQ

45

Social Media Support - Party

#1NightKickstand

46

Support

47

Media Results

October 2013

48

Video

49

50

Social Media Guest Feedback

51

Guest Blogger

52

Guest Photos of Bikes/Amenities

Guest Photos of Bikes

54

Partnering With Lifestyle Brands To Promote Tourism

Questions/Tips to Consider When Choosing Partners

55

Finding The Right Match

• Does the brand/partner share your brand values?• Is the potential partner a like-minded brand you admire? • Will the brand/partner help elevate the credibility and visibility

of your brand?• If this is important to your brand, is there a “cool factor” about

the partner?• Will the partnership/alliance be mutually beneficial and help

your brand/client meet/exceed its target objectives?• Can the partner help your brand/client capitalize on a trend?• Will the partnership enable consumers to do something new

and different?• Does the partner have communications channels they can

leverage on your behalf?

56

Assessing Fit

• Who is the audience of your potential partner?– Who are their customers?– Do they have the same target demographic?– Does their brand/audience align with yours?

• Does your potential partner have a high level of engagement on social media?– Follow your intended partner on social media to get a sense of

the conversation they have their audience and how they engage people

• Will the partnership enable you to package what makes your place special?

And finally…..

Have the appropriate official at your company/PR agency reach out to the prospective partner (depending on the intended scope of potential partnership) with a heartfelt communication about why you want to work with their brand and what you can offer them

Speakers

Julie Freeman

Executive Vice President,Managing Director of Public Relations

MMGY Global

jfreeman@mmgyglobal.com

Tami von Isakovics

Director, Restaurant Public Relations

Kimpton Hotels & Restaurants

Tami.vonIsakovics@kimptongroup.com

@tvonisakovics

Vicky Hastings

Managing Director,Studio West

Maxwell PR + Engagement

vicky@maxwellpr.com

@vickyhastings

59