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WE ARE PLEASED to announce the launch of TRAVEL CONSULand RadonicRodgers Strategy+ char-ter membership for the Canadian marketplace. The global Travel marketing alliance has offices in Canada (RadonicRodgers), USA, Mexico, South America, United Kingdom, Europe, China and the Pacific Rim, with advertising, public relations, media and marketing firms spread across five continents all specializing in Travel and Tourism. This global network provides mem-bers with a platform for cultivating and maintaining business from a global Travel & Tourism perspective.
RadonicRodgers is proud to be a member of the network that will offer our clients new resources and exper-tise in markets throughout the world.
“We are delighted to join our TRAVEL CONSUL colleagues in this one-of-a-kind Travel & Tourism marketing communications network of top global specialists. It is no secret that Canada is a travel-rich
marketplace for global Travel & Tourism brands. RadonicRodgers’ deep expertise in Travel & Tourism will enable us to contribute to the mutual global success of the net-work clients,” said RadonicRodgers Managing Partner and co-founder. Edward Radonic.
“The broadening of global brand initiatives that is enabled by TRAVEL CONSUL, facilitates truly global Travel & Tourism brand marketing — from place-branding and destination mar-keting to Travel conveyance and attrac-tion gate receipts,” said Ross Rodgers, RadonicRodgers’ Managing Innovator
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TRAVEL CONSUL global marketing network launched
RADONICRODGERS Strategy+ was the Cuba Tourist Board’s Agency of record for four years for all media strategy across Canada.
Through RadonicRodgers national strategic media planning and placing of various mediums including online and
traditional media for both the con-sumer and trade markets, the overall results saw the number of annual Canadian visitors rise from 637,000 to almost 1 million. This repre-sented an increase of 55%, during a global financial crisis. ●●
R ESU LTS
Increased Cuba’s visitation from 637k to 1 million
in this issue... Marketing for Chinese market wins /p3
Specializing your Travel & Tourism product /p4
Get the Facts on CASL, Canada’s Anti Spam Legislation /p7
Breaking out of the branding mold /p8
Continued on page 2
Facilitates truly global Travel & Tourism brand marketing.”
”
Ross Rodgers Ed Radonic
www.travelconsul.com
advantageA N N UA L DIG EST • VOLU M E 3 • ESTA BLISH E D 1997
Havana, Cuba
[email protected] — Toll free: 1-800-585-3029 — www.radonicrodgers.com 1
and co-founder. Ross continues, “In this age, we are all a little closer in a world-wide marketplace. Figuratively, nobody is an island, but if you ‘actually’ ARE
an island, we can introduce the world
to you”.
RadonicRodgers’ expertise in domestic and international Travel & Tourism marketing, coupled with its proven track record of generating measurable results for its clients made for a good fit with the TRAVEL CONSUL raison d’ être. Recognized as a thought leader within the Canadian Travel & Tourism industries, RadonicRodgers partnered with these agencies, harnessing each
firm’s expertise in key markets.TRAVEL CONSUL brings Travel and
Hospitality brands the power of Travel marketing experts from around the world. TRAVEL CONSUL and many of the members attended WTM (World Travel Mart) in London, England.
TRAVEL CONSUL will continue to expand in key markets globally. The following eight agencies are TRAVEL CONSUL’s charter members:
R ESU LTS
Increased visitors to Arizona by 26%RadonicRodgers Strategy+ imple-mented a number of successful initiatives during their tenure as the official Canadian sales and marketing representatives.
During this period, Arizona was one of the few states that saw an increase by Canadian visitors (the number of Canadian visitors that traveled to the US had dropped by 20%); this annual figure rose from 514,500 to 556,700 which represented an increase of 8.2% year-over-year and an approximate 30% swing when factoring the overall decline to the US that year. The following year, 2010 saw another record broken as 650,000 Canadians traveled to Arizona. That repre-sented a 26% increase between 2008 to 2010.
TRAVEL CONSUL continued from page 1
RADONICRODGERS – Canada RadonicRodgers Strategy+, established in 1997, is the largest and most recognized Travel & Tourism marketing agency in Canada. From brand development and alignment to campaign innovation, we bring the World to Canada and send Canadians to the World. The firm develops motivational strategies for inbound and outbound travel, including global and regional destinations, attractions and natural assets, hotels and resorts, tour operators, Travel agencies, coach lines and air lines. RadonicRodgers pro-vides media planning and strategy, with fully integrated services, including a thorough understanding, from a Travel & Tourism marketing perspective, of French-Canadian and English-Canadian cultures.
MMGY Global
mmgyglobal.com
Our mission is simple: help travel companies grow revenue by
motivating their customers. As the largest fully integrated
marketing company in the United States specializing solely
in travel and tourism, there’s no other agency in the world
more qualified to serve your needs. We create progressive
marketing strategies based on research and apply the
insights to measurable brand and channel marketing plans.
We inspire the dreamers to become doers and lead the
world’s travel companies to better outcomes along the way.
That’s how we inspire people to go places.
LOCATIONS
Kansas CIty, MO, USA
New York City, NY, USA
Orlando, FL, USA
Ted Sullivan
VP, Business Strategy and Development
MMGY – United StatesThe world’s largest global marketing firm in the Travel, Hospitality and Entertainment industries, with more than 35 years of experience. Helping Travel companies grow revenue by motivating their customers, the award-winning agency maintains a global communications practice in all marketing channels, serving many of the world’s premier Travel and Tourism brands. MMGY Global is author of acclaimed industry research (including the Portrait of American Travelers) that identifies the habits and preferences of travelers.
Interface Tourism
interfacetourism.com
Interface Tourism is Southern Europe’s leading tourism
marketing agency. With offices in Paris, Milan and Madrid,
we have our roots in some of the most successful tourism
destinations in the world. Our goal is to provide cost-effective,
results-oriented and flexible PR, promotion, sales and
consultancy for both global and local travel clients. Today, we
are proud to serve more than 100 leading tourism brands, with
teams across the continent working to seamlessly promote
our clients throughout Southern Europe – and the world.
LOCATIONS
Paris, France
Madrid, Spain
Milan, Italy
Chris Pomeroy
Group Business Development
INTERFACE TOURISM – EuropeInterface Tourism is Europe’s leading Tourism marketing agency. With of-fices in Paris, Milan and Madridwe have our roots in some of the most successful Tourism destinations in the world. Southern Europe was one of the first regions in the World to recognize the value of Tourism to national economies.
Accord Group
accordgroup.co.uk
The Accord Group is a travel marketing services agency
designed to work with businesses that want to grow. With
over 600 clients in the travel industry, Accord is now the UK’s
leading travel marketing agency. Our team, which comes from
a variety of digital, media and marketing backgrounds, has
a rare combination of both youth and experience. We place
great emphasis on client collaboration and this approach
continues to help us to deliver exceptional results.
LOCATIONS
London, UK
Manchester, UK
Sally Winfield
COO
ACCORD – United KingdomAccord is a full-service independent advertising agency. The agency is a special blend of expert Travel special-ists, with dedicated teams that help clients get the most from their mar-keting budgets. Accord maximizes return-on-investment by providing advertising know-how, marketing skills, leading-edge technology, in-depth research and first-class mar-keting services. Their portfolio of service offering is exclusively de-signed to meet the needs of Travel and Tourism organizations targeting the United Kingdom.
FSB Comunicações
fsb.com.br
The FSB occupies a prominent place among leading
companies in corporate communications. Since its
foundation, FSB takes care of the reputation and image
of their clients, accumulating experience in the care and
counseling of clients in both private and public sectors.
Respect, readiness, creativity, professionalism, seniority.
These are the principles that guide our relationships with
customers, suppliers and partners.
LOCATIONS
Rio de Janeiro, Brazil
Sao Paulo, Brazil
Brasilia, Brazil
Flavio Castro
Socio Director
FSB COMUNICAÇÕES – BrazilWith more than 30 years of experi-ence, FSB Comunicações is one of the largest communications agencies in Brazil. The integrated marketing firm specializes in Tourism and Hospitality, corporate communications, crisis communications, strategic and digital public relations, media relations, gov-ernment communications, internal communications, brand building and research. With offices in Rio de Janiero (two), São Paulo, Brasiliaand Belo Horizonte, FSB has more than 500 partners/employees and affiliates.
Fitch y Asociados
fitchyasociados.com.mx
Fitch & Asociados is a Mexican firm that specializes in
communication strategies, branding, media planning and
strategic alliances for the tourism industry. Fitch & Asociados
has been a leader for over 10 years in building destination
brands throughout Mexico and creating positioning
strategies to increase visitation, brand awareness and brand
development. We have participated in projects involving
different products of the tourism industry, including hotels,
destinations and airlines.
LOCATION
Mexico City, Mexico
Oscar Fitch, President
Elena Del Palacio, Marketing Director
FITCH Y ASOCIADOS – MexicoFounded in 2001, Fitch y Asociados is a Mexican firm that specializes in communication strategies, branding, media planning and strategic allian-ces. With a special orientation to the Tourism industry, Fitch y Asociados has been a leader for more than 10 years in building destination brands throughout Mexico, and creating positioning strategies to increase visitation and brand awareness.
PacRim Marketing Group | PRTechpacrimmarketing.com | prtech.com
PacRim Marketing Group is a global marketing
communications firm specializing in helping established
brands and organizations grow their share and spend of the
Asian international traveler market. Our agency’s experience
and integrated sales/marketing disciplines are relied on by
clients across various industries such as travel, tourism,
hospitality, retail, and real estate development.
LOCATIONS
Tokyo, Japan
Honolulu, HI, USA
David B. Erdman
President & CEO
PACRIM MARKETING GROUP –Pacific Rim PacRim Marketing Group is a global marketing communications firm specializing in helping estab-lished brands and organizations grow in the Asian international traveler market. Since 1990, the agency has expanded into a synergistic group of companies — PRTech and PacRim Marketing Tokyo, now operating as the firm’s Asia-Pacific Headquarters in Japan. ●●
Dragon Trail Interactivedragontrail.com
Dragon Trail Interactive is an award-winning digital marketing
agency and travel technology company in China that helps
global travel and tourism organizations reach and connect
with affluent Chinese consumers. We leverage the internet
and social media in China to spread brand messages for
our clients and help them execute results-driven digital
marketing campaigns.
LOCATIONS
Beijing, China
Shanghai, China
Xi’an, China
George Cao
Co-founder & CEO
DRAGON TAIL INTERACTIVE – China Dragon Trail Interactive is an award-winning digital marketing agency and Travel technology com-pany that helps global Travel and Tourism organizations reach and con-nect with affluent Chinese consumers. Leveraging the Internet and social media, Dragon Trail Interactive helps increase brand awareness for its cli-ents using online influencer marketing and social media campaigns.
2 RadonicRodgers Strategy+ Travel & Tourism Marketing — AdVantage Volume 3
IN ORDER TO GET PRODUCT to market as quickly as possible on the Web, and provide timely packages with current pricing, Hola Sun and sister company Caribe Sol
requested RadonicRodgers’ expertise for its Website branding, design and programming, as well as booking engine integration. A comprehensive content management system was
developed to facilitate frequent prod-uct and pricing updates for the Tour Operator’s properties and packages, as well as randomized banner advertising support. ●●
RADONICRODGERS has been awarded for its marketing efforts on Hola Sun’s Collection Prestige product specifically for the Chinese market, at the Summit International Awards. Product positioning for the Mandarin-speaking nation was
applied including the Mandarin translation and typesetting, execution and local fulfillment in China. This is the second time this campaign has won in this compe-tition, previously winning for the English/French version of the marketing collateral.
The Summit International Awards recognize marketing excel-lence on the international stage. The competition received 5000 entries from dozens of countries around the globe. ●●
AWA R DS
Hola Sun marketing for Chinese market wins award
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OMCA branding, positioning, marketing phrase A long-standing mem-ber for over a decade of OMCA (Ontario Motor Coach Association), RadonicRodgers was engaged to conduct a complete brand and positioning analysis for OMCA. A new marketing phrase was developed
“Better Together” as well as a new visual identity system.
RadonicRodgers iden-tified the brand pillars and literated the pillars to utilize the OMCA initials: Opportunity Mutual Care Advice. From this the Visual Identity and Marketing Phrase were developed.
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Hola Sun / Caribe Sol content management and booking engine integration
recognize marketing excel-lence on the international
received 5000 entries from dozens of countries around
一次无与伦比的
独特体验
魅力套餐组合
[email protected] — Toll free: 1-800-585-3029 — www.radonicrodgers.com 3
HAVE YOU EVER WONDERED why so many companies in the Travel and Tourism industry position them-selves pretty much the same way? Are they really all so similar? I suspect not.
Yet so many Travel firms stumble on this, and allow themselves to be commoditized and marginal-ized to the point where they must compete on price with every other Travel provider.
They do this by offering way too much product and in way too many categories of Travel while constantly and frantically scrambling to ensure product pricing is up-to-the-minute and priced to sell. They are effectively spread too thin and afraid to settle on one strong specialty – afraid that they might lose out on business that the
“do-everything- for-everyone” model supposedly brings in.
Is that you? How’s that working out for you? Does that put you in control of your product price points, or are your competitors determining your pricing?
You probably have more stress than necessary and may have changed the price of your product five times already in the last month or two.
The good news is that you are not doomed to be at the mercy of your competitor’s pricing. In many cases, the reality is that Travel and Tourism organizations already have something special to offer. By not capitalizing on their unique strengths, they are missing out on the dra-matic business opportunity that
specialization offers toward efficiency and profitability.
Focusing on specialtyA growing segment of Canadian Travel buyers are truly looking for something special in their Travel purchase. This group of Tourism buyers is expanding quickly while becoming increasingly affluent and sophisticated purchasers of Travel product. This is due to the ease of access to Travel information on the Web and conversations on social media channels.
In response, many Travel agencies are responding to this trend in a big way. 31% of Travel agencies indicated they had plans to narrow their selling focus to concentrate on more profit-able niche markets, while 19% said
they had already made this change and 71% of respondents said they had significantly changed the range of products they offered.*
Travel purchasers are also stat-ing that price is a declining factor in Travel purchasing decisions. It is still the number one factor, but increasing in importance are other factors that indicate more varied and fractured groupings of buyers, each with their own criteria for Travel experiences and special offerings.
Yet these groups of purposeful purchasers are not easily swayed by quick niche changes and product refreshes. They are looking for ex-pertise-driven products with tons of niche-specific and value-added information from their Travel vendors. This provides credibility and safety in the readily evident fact that their chosen vendor truly is an expert in their particular niche.
Attracting ready-to-purchase buyersThis is where the power of positioning and re-thinking about who you are as a Travel firm can make the difference in moving from mediocre business survival with unsustainable competi-tive pricing, to a dominant market player with pricing power — enabling a firmer financial business model.
Does this mean you should sud-denly start offering new and exciting exotic Travel packages for obscure destination experiences? Perhaps. It may be worth exploring and inves-tigating, especially if you are able to craft a unique twist on it. I suspect, however, you already have a unique Travel offering that simply needs to be groomed from your existing products. You may already have a compelling niche offering with the supporting expertise in that specialty, and you just need to refine it, specializing even more on a product that you already do very well with. In so doing, you will be able to develop more profit-able and less price-sensitive products.
In working with our clients’ stra-tegic and branding projects, the first thing we do in our diagnostic discovery is distill what exactly the client’s niche positioning is. Casino Vacations(formerly a two division company: Casino Coach and FrontLine Tours), initially came to our firm for a refresh of their Website. We engaged in a diagnosis of their brand situation, and what we discovered was that there was some brand confusion and dilu-tion with the two different divisions, while at the same time we identified the common element in their exper-tise as the pearl of their business – the casino-oriented vacation products.
POSITI O N PA PE R
NICHE POSITIONING:Specializing your Travel & Tourism offering
By Ross Rodgers – Published in OMCA’s Road Explorer Magazine
4 RadonicRodgers Strategy+ Travel & Tourism Marketing — AdVantage Volume 3
Before even embarking on the strategy for the website, our analysis provided insight to the client stake-holders recommending that they merge the two divisions and re-name the resulting singularly-focused company to Casino Vacations in combination with a complete re-branding for the casino vacations positioning. This provided a unique singular niche while we identified and clarified a much stronger set of brand values becoming the corner-stone of our work on the Casino Vacations new brand visual identity initiative recently unveiled. And then, finally, the website strategy and its final implementation, which is what they had initially come to us for: www.yourcasinovacations.com.
So the strategy is to position your-self as narrowly as you can muster, which effectively targets your poten-tial markets that are most interested in your niche by highlighting the ex-pertise credibility that surrounds your offering. By doing this, your prospect customers will come to you looking for exactly the services and products that you offer.
You don’t have to sell them in the traditional sense. They will be highly intrigued by virtue of you being a specialist Travel company providing the insights and Travel products not otherwise readily available in the marketplace — you will have already been sought out, discovered and researched by a consumer who is ready to purchase.
This principle of focused posi-tioning scales across all Travel and Tourism industry sub-categories. From coach operators to attractions, tour operators, destinations, cruise lines, hotels and resorts — every sub-industry business category in Travel and Tourism will benefit from a consolidation of its myriad strengths to arrive at a positioning that is truly differentiating the company or organ-ization over competitors.
Let the world in on your specialty expertise The Web provides the power to do this more effectively than ever be-fore. Search engine optimization and content are king. Emphasize your expertise and product knowledge on your site by constantly adding content that makes you more “visible” by Web searches for the terms that are pertinent to your niche. The more, the better; everything from articles about your destination’s idiosyncratic experiences, to custom tips on how to buy a specialized Travel product. Take your temporary Facebook page down unless it has lots of relevant content and useful facts for your prospects. If it does, then beef it up and put even more engaging content on it. Give them the goods. Don’t be shy — put all your knowledge, in-formative insider tips and unique of-ferings that will encourage your fans and savvy travellers to participate in your social media conversation with reviews, experiences, photos etc., further validating your niche in the community.
Mind you, bravery is required. Be careful not to descend into prod-uct- pushing in your niche-building exercise. Publish regular blasts of your e-newsletters with helpful information only, not sales-oriented listings (Feel free to link back to your website listings, but don’t be tempted to diminish the effectiveness of your
newsletter with hard-core product offerings.) Just give them the useful information that is hard to find any-where else. Do you have an opinion that is distinctive? Even better. Write about it and post regularly on your blog site. All this will build traffic to your site from people interested in your particular offering because of the relevant-to-your-niche content with cohesive, yet distinct advice.
This is just the tip of the iceberg. To further build your deep specialization, there are numerous ways to reinforce your niche — everything from online webinars to in-the-flesh public speak-ing at Travel shows and conferences, writing e-books to posting destina-tion-specific cultural recipes, from online Travel guides to guest arti-cle-writing for publications of interest to your market, and many other ex-pertise-building content channels that can establish your authenticity as the pundit in your particular Travel and Tourism specialty.
Commit to your positioning with a focused identityOf course, once the groundwork of your positioning is completed, there are the essential factors of brand de-velopment to consider, including your firm’s naming and its visual identity with questions such as:
What will be all the fixtures of your brand story-telling? Does your brand adequately support and com-municate your specialty expertise? Do your employees understand your newly stated brand values and are they regularly reinforced and trained on these values? Do your branding efforts still feel a bit amateurish — not particularly inspiring to your niche nor communicating that you are the knowledgeable specialist in unique Travel experiences that you want to be differentiated on?
As a Travel firm with a voice, you will have something to offer that no other Travel firm (and as you know, there are plenty of them) can truly offer. The experience of selling to prospects who desperately come to you to learn and buy for your specific take on Travel offerings (and the unimaginable control that this offers to you over your pricing) will provide the edge you will need to remake your company into a prosperous and self-sufficient business machine. Is the industry rampant with cut-throat pricing and under-cutting practices affecting profitability? We all know the answer to that. Let them all wrestle and stress among themselves. You have a smarter game to play. ●●
A growing segment of Canadian travel buyers are truly looking for something special in their travel purchase.”
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Muskoka social media campaign
“Take Back Winter!”BRIEF: Convince Canadians to go up north during one of the harshest winters on record — remember the polar votex and ice storms? Right!
RadonicRodgers Strategy+ developed a creative online social media campaign that doubled social media engagement and site traffic. The ultim-ate goal was traffic through the conversion pages that would de-velop into sales for their Tourism stakeholders.
newsletter with hard-core product offerings.) Just give them the useful information that is hard to find any-where else. Do you have an opinion that is distinctive? Even better. Write
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Muskoka social
* Travelweek’s 2012 Ultimate Travel Survey
[email protected] — Toll free: 1-800-585-3029 — www.radonicrodgers.com 5
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Muskoka campaign
“Take Back Winter!” doubles site trafficRESULTS: As a test project, with a small budget running for just over a month, phe-nomenal results were obtained as indicated with the below stats.
GOOGLE ANALYTICS OVERVIEW: Site traffic up 109% year over year, thats more than double same time period year before. Site visitations reached the same level as during summer peak traffic periods on the Muskoka Website.
MORE IMPRESSIVE STATS IN DETAIL:
Number of visitors to site generated: 6495 clicks
Total animation & landing page views at Takebackwinter.com: 10,212
Total Reach of Facebook ads: 552,849
Facebook Impressions:902,735
Google PPC Impressions: 1,455,925
Total Campaign Impressions: 2,358,660
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Attractions Ontario branding, positioning and themed visual identityAFTER THE Attractions Ontario association engaged RadonicRodgers as their agency of record, Radonic-Rodgers began revamping the entire brand and positioning strategy for the Tourism association to more ac-curately position the organization in its current industry functions within the Attractions and Tourism industry of Ontario.
The new Positioning Statement developed by RadonicRodgers for Attractions Ontario now reads: Attractions Ontario is the authority on Attractions & Trip Motivators in Ontario, the voice of the industry and the source for consumers to discover Ontario’s destination experiences. The association offers best-in-class, high-value access to consumers in bolstering attendance and busi-ness activity for the Attractions & Tourism industry.
Attractions Ontario is the associ-ation that represents the trip motiv-ators for all classes of destinations in this province, from natural assets to bricks and mortar attractions. The brand pillars and value statement as developed by RadonicRodgers were identified as follows: Encourage, Excite, Inform
Attractions Ontario provides a platform for growth and success by encouraging attendance and business activity for its members and advertisers. The association excites the public to engage in Ontario’s rich offering of Attraction & Tourism experiences. With deep expertise and industry intelligence, Attractions Ontario informs and advocates for Ontario Attractions & Trip Motivators.
A thematic visual identity system was developed for monochromatic
treatments in applications of the Visual Identity for collateral, en-vironmental graphics and other ap-plications where colour harmony or themed content is important.
The palette of versions of the Visual Identity system work co-hesively to reinforce the overall brand values regardless of im-plementation, while adapting to specific applications. This provides flexibility combined with particularly tuned versions for various applica-tions while maintaining the overall Brand typology.
RadonicRodgers and Attractions Ontario have been working diligently executing the new brand across all their marketing components including Advertising campaign branding, the Passport and Field Trip Planner magazines, the association’s Website and social media assets. ●●
RADONICRODGERS is pleased to announce its membership in TIAO, (Tourism Industry Association of Ontario). We look forward to develop-ing new relationships and continuing our support of the Travel & Tourism industry through our involvement with TIAO.
RadonicRodgers also announ-ces their sponsorship of the TIAO Annual Golf Tournament as well as its sponsorship of the 2015 Ontario Tourism Summit.
RadonicRodgers is the official
Marketing Sponsor of these events.The Tourism Industry Association
of Ontario is recognized as the umbrella organization for leading associations, destination marketing organizations and regional tourism organizations serving Ontario’s di-verse Tourism industry. TIAO collect-ively represents 147,000 businesses and 608,000 employees that are dedicated to promoting and operating the Province’s Tourism infrastructure.
TIAO provides a strong unified voice for the sector, advocating the
importance of Tourism and the inter-ests of the business community to all levels of government in order to help develop industry growth and sustain-able prosperity.
TIAO’s vision:Drive economic prosperity for Ontario through Tourism.
TIAO’s mission:Position Ontario’s Tourism industry for prosperity and growth. ●●
N E WS
RadonicRodgers joins TIAO
6 RadonicRodgers Strategy+ Travel & Tourism Marketing — AdVantage Volume 3
THERE HAS BEEN MUCH con-fusion regarding the new legal re-quirements of CASL (Canada’s Anti Spam Legislation) and how this new legislation will actually affect digital communications. Unfortunately, it will probably do nothing to stop the actual spammers, as many are outside the country, and don’t even know or care that the law has come into effect — the degree of prosecution effective-ness for international spammers is an unknown. For those good citizens and entities just trying to continue good communication with their clients and reaching out with good quality content, there is much confusion as to the requirements.
We are not able to comment on legal interpretations of the CASL. However, we would like to share a few decks of the Legal Opinions of the law firm of Heifetz & Crozier Lawwho recently presented a very in-formative presentation at the Travel Law Conference for the Canadian Travel & Tourism industry facilitated by BAXTER Travel Media.
The presentation of the legal opin-ion on the CASL Anti Spam Legislation, is quite informative as the law relates to the Travel & Tourism industry. The en-tire document has also been provided on our website under the BLOG section
http://radonicrodgers.com/get-facts-casl-canadas-anti-spam-legislation.
Of particular note are a couple key points of interest, which we have provided below for your convenience:
Information decks presented at the Travel Law Conference:
FRAME 5: CASL does not apply to certain CEMs. These include:• Messages sent between indi-
viduals with a personal or family relationship
• Messages sent between employ-ees of the same organization
• Messages sent by a represent-ative of an organization (not defined) concerning the matters
of the organization, where the recipient is a member of the organization
• Messages sent in response to a request, inquiry or complaint, or where the message was solicited by the recipient
• Messages sent in regard to a legal obligation
• Messages that complete or confirm a commercial trans-action already entered into with the recipient
• Messages that provide safety, warranty or recall information about a good or service that the recipient has used or purchased
• Messages that are interactive two-way voice communication, faxes to a telephone account, and voice messages sent to a telephone account are also exempt, although they may be subject to other laws
• Messages sent on behalf of a charity or political party or organization
• Messages sent and received where the necessary information and unsubscribe or opt-out mechanism are included on the platform, also Twitter, Linked-In, and Facebook* be-cause of the possibility to unfollow a person or unlike a page.
FRAME 7: Implied Consent exists if:The recipient has either:• a) conspicuously published
his/her/its email address publically on a website or published directory, or b) dis-closed his/her/its email address to you and not stated he/she/it does not wish to receive CEMs, and the CEM is relevant to his/her/its business role
• You have an existing i) busi-ness relationship or ii) non business relationship
FRAME 13: Unsubscribe Mechanism• The unsubscribe function
must include both the ability to unsubscribe using the same electronic means by which the message was sent, e.g. by re-plying to an email message, as well as providing the website or link to a website that will allow the recipient to unsubscribe and both must be valid for at least 60 days
• There can only be one step for the recipient to unsubscribe
• Requests to unsubscribe must be processed within 10 business days ●●
BLOG
Get the facts on CASL Canada’s anti spam legislation
CASL is a federal law that regulates the sending and content of commercial electronic messages.”
”
[email protected] — Toll free: 1-800-585-3029 — www.radonicrodgers.com 7
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WestJet Vacations fastest growing CND Tour OperatorRadonicRodgers Strategy+ was en-gaged by WestJet Vacations from their conception. We are proud to have been part of their success story and growth from 2006 to present day. We have worked in collab-oration with WestJet since the launch of WestJet Vacations in 2006 to create WestJet Vacations’ Travel agent brochures and other print collateral that creates aware-ness, brand loyalty and markets WestJet Vacations to Travel agents and consumers. WestJet was listed in PROFIT Magazine’s list of fastest growing companies in Canada.
Looking at WestJet values, we found many similarities to our own corporate culture, such as: “Positive, passion-ate in everything we do, appreciative of our people and customers, fun, friendly and caring, honest and honouring our commitments.”
HAVING OPERATED for 15 years as Hippo Express, the Travel and Tourism marketing distribution com-pany was ready for a fresh re-branding that more accurately captured its cur-rent brand essence.
RadonicRodgers conducted re-search and developed a positioning analysis for Hippo to guide future branding initiatives, new naming, new marketing phrase and new visual iden-tity “ENVOY Connected to Travel“ to strengthen its position as a company
in a way that cohesively sup-ported its core values.
“We decided to work with RadonicRodgers on account of their intimate knowledge of the Travel industry and their wealth of renaming and rebranding experi-ence,” said Glen Harwood, President of ENVOY. “I am extremely happy with the new name and branding and it has been very well received by our existing and potential customers. We are seeing tremendous ROI in new
business acquisitions as the new brand now accurately portrays our organization.”
For a detailed account of the re-branding exercise Travelweekhas published an interesting article titled Hippo Express Rebrands as Envoy with RadonicRodgers. ●●
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ENVOY branding, positioning, naming, marketing phrase
SELLING A PRODUCT or service has become more difficult than ever due to the saturation in the market for competing products and disruptive products. Consumers are subjected every day to hundreds of brands not differing much one from another.
According to Dharma Singh Khalsa, M.D., in his book Brain Longevity, the average person sees 16,000 ad-vertisements, logos, and labels in a day. Only a few companies are enjoy-ing the privilege of being the most visible companies in their categories. All the other companies tend to imitate each other and their advertising mes-sages, repeating over and over the same advantages and benefits without standing out.
What does a company do to move its product or service to top-of-mind by consumers and customers over all the other myriad product options? In which way should we communicate the brand in an accurate and efficient manner?
First of all you must understand and know your product, what it offers differently than other products of the same type. In which way do we want consumers to recognize our prod-uct. What benefits does our product bring in consumer needs and which values would it bring to their lives making it unique and unrepeatable. As Howard Schultz of Starbucks says, “Customers must recognize that you stand for something.”
In the same way that your product should be different, it also has to be understood and perceived as part of the group of products from the same social roll. Consumers do not expect to interact in the same way with a Tour Operator as a Financial Institution.
The market niche needs to be wisely chosen, specifically as to whom the product is targeted. Your product is not designed to meet the needs of all types of consumers but it should be targeted to a small sector of the
consumer population. This niche must have a close relationship with your differentiating values and with your Brand values. The more precise you know what your niche is, the easier it is to identify the most potent opportun-ities to market your product.
So if I’m looking for something on-line, I think of Google. If I want a quick sandwich made with care, I think of Subway. If I want to furnish a house without spending a fortune, then there’s IKEA — David Airey*
Your communication should be repeating over and over again your brand values. Companies that base their communication on fads or ephemeral trends, waste precious resources of marketing budgets and lose forever their market timeliness and opportunity. It’s like fad-based pop bands that have one hit and are really popular for a while, and then they dis-appear without a trace. ●●
* Logo Design Love – David Airey
POSITI O N PA PE R
BRANDING: Breaking out of the branding mold By Jarold Muiño, RadonicRodgers
8 RadonicRodgers Strategy+ Travel & Tourism Marketing — AdVantage Volume 3
