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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
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Partnering With Lifestyle Brands to Promote Tourism
Julie FreemanEVP and Managing Director of PR
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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
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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
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Tapping into influencers to help draw new Millennial audience
FAIRFIELD INN & SUITES
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FT. MYERS & SANIBEL
First destination to use Google Glass technology for tourism marketing.
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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
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Leveraging local partners to help spread the word
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TERRANEA RESORTPartnering with like-minded brands to elevate visibility
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Partnering With Lifestyle Brands to Promote Tourism
Vicky HastingsManaging Director, Studio West
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Tapping Into A Cult Following“The Goonies” was filmed on
location in Astoria during 1985
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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
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Gaining National Exposure Through Media Coverage and Engagement
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Beyond Travel To Lifestyle Media
Building on Buzz
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Dressing Media and Influencers
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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
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Refill, Not Landfill Campaign
Partnership created by Whitney Lennon, Mammoth Lakes Tourism Director of Marketing, andAlex Frenkel,American Park Network Principal
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Visitor Center Exposure To Attract New Consumers
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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
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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
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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
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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
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• 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
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In-house Creative
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Launch Party @ HQ
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PUBLIC's founder Rob Forbes and
Kimpton COO Mike DeFrino
Launch Party @ HQ
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Social Media Support - Party
#1NightKickstand
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Support
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Media Results
October 2013
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Video
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Social Media Guest Feedback
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Guest Blogger
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Guest Photos of Bikes/Amenities
Guest Photos of Bikes
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Partnering With Lifestyle Brands To Promote Tourism
Questions/Tips to Consider When Choosing Partners
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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?
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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
Tami von Isakovics
Director, Restaurant Public Relations
Kimpton Hotels & Restaurants
@tvonisakovics
Vicky Hastings
Managing Director,Studio West
Maxwell PR + Engagement
@vickyhastings
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