Communications & New Media July 2019 I Vol. 33 No. 4

THE TRAVEL ISSUE Sustainable PR for travel brands Creating travel brand ambassadors Instagram strategies for travel marketing Should travel brace for an economic downturn? How wellness is changing the travel industry July 2019 | www.odwyerpr.com The power of travel brand partnerships PR plans for independent hotels

Vol. 33. No. 4 July 2019

EDITORIAL CREATING LIFELONG BRAND AMBASSADORS As travelers opt for self-discovery, 6 18 PR firms must shift their strategies. PR AGENCY PROFITABILITY DIPS WELLNESS IS A GOOD Survey shows a slight downturn 8 GAME PLAN FOR TRAVEL in profits from last yea . 20 Resorts make wellness programs a CONSUMERS STILL focus of their brand experience. 20 TRUST TECH Reputational woes haven’t sunk INDEPENDENT HOTELS tech’s hold on consumer trust. 8 NEED PR MORE THAN EVER To get press, independent hotel SOCIAL MEDIA USE DOWN 22 brands must find the right agenc . AS FACEBOOK DECLINES Facebook’s loss of followers hits IT’S ALL ABOUT DIGITAL— overall social media traffic 9 OR IS IT? If your PR plan focuses solely on AMERICANS CONTINUE 23 digital, you may miss opportunities. TO PREFER PRINT Print remains the top choice for PROFILES OF TRAVEL & 9 TOURISM FIRMS reading, says a new survey. 24 DODGING ONLINE NEWS RANKINGS OF TRAVEL More people are actively avoiding & TOURISM FIRMS online news sites. 9 24 33 WWW.ODWYERPR.COM PR IS RIGHT STRATEGY INCLUSIVE MARKETING IN A TOUGH ECONOMY BECOMES A MUST-HAVE Daily, up-to-the-minute PR news To counter a travel recession, 10 Inclusion isn’t just a differentiating smart marketers turn to PR. 34 factor, it’s a consumer expectation. A SHIFT IN FOCUS FOR PEOPLE IN PR TRAVEL AND TOURISM Cluster branding can connect the dots of a travel experience. 11 35 PROFILES OF THE ‘GRAM’ CAN BE A INTERNATIONAL FIRMS SOCIAL MEDIA SOLUTION 36 Facebook’s sister platform sways WASHINGTON REPORT travel purchase decisions. 12 EDITORIAL CALENDAR 2019 SUSTAINABLE PR FOR 40 January: Crisis Comms. / Buyer’s Guide TRAVEL BRANDS How agencies can promote ethical March: Food & Beverage brands in travel and tourism. 14 COLUMNS May: PR Firm Rankings PROFESSIONAL DEVELOPMENT July: Travel, Tourism & International THE POWER OF BRAND 38 Fraser Seitel August: Financial, I.R. & Prof Services PARTNERSHIPS October: Healthcare & Medical How partnerships can help brands FINANCIAL MANAGEMENT engage new audiences. 16 39 Richard Goldstein November: Technology & Social Media

ADVERTISERS 5W Public Relations...... 3 Magrino PR...... 15 WebTalkRadio.net...... 29

Hawkins International Public Relations...... 5 NJF, an MMGY Global Company...... 7 Zapwater Communications... Inside front cover

Hemsworth Communications...... 19 Padilla...... 21 The Zimmerman Agency...... 13

Lou Hammond Group (LHG)...... 17 Peppercomm...... Back cover

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EDITORIAL Kudos to PRSA plea for ‘real’ WH press secretary

udos to Public Relations Society of America for calling on Donald Trump “to reestablish the all-important, traditional role of the press secretary to advocate for a free press and EDITOR-IN-CHIEF Kkeep American citizens well-informed about actions being taken that will affect their Kevin McCauley lives.” [email protected] The Society’s June 19 statement followed Sarah Huckabee Sanders’ decision to “officially” quit the White House Press Secretary job, though, in reality, she walked away from that post PUBLISHER a long time ago, holding only two press briefings during the past six months. John O’Dwyer Sanders spent her down time auditioning for a contributor job at Rupert Murdoch’s Fox [email protected] News by appearing more than a dozen times since mid-March on programs such as “Fox & Friends,” “America’s Newsroom,” “Hannity,” “Fox News Sunday,” “Outnumbered Overtime” and “Watters’ World.” SENIOR EDITOR As it turns out, PRSA’s pleas fell on dead ears. Jon Gingerich Stephanie Grisham, who’s been on Team Trump since 2015—most recently as spokeswom- [email protected] an for first lady Melania Trump—replaced Sanders as White House Press Secretary. ASSOCIATE EDITOR Grisham will also hold the dual role of White House Director of Communications, filling in Steve Barnes the gap that was left by former Fox News exec Bill Shine when he left that position in March. [email protected] Sean Spicer previously held both roles as well. Grisham has been known as a staunch supporter of Mrs. Trump, issuing a statement when CONTRIBUTING EDITORS the President’s first wife, Ivana, referred to herself as “first lady.” When former Deputy Na- Fraser Seitel Richard Goldstein tional Security Advisor Mira Ricardel was fired at the instigation of Melania Trump, Grisham issued the statement that Ricardel is “no longer deserved the honor of serving in this White Hou s e .” EDITORIAL ASSISTANTS Announcing Grisham’s promotion via Twitter, Mrs. Trump said that she could “think of no & RESEARCH better person to serve the Administration & our country.” Jane Landers While PRSA is earnest, it’s naïve to think the President would agree that routine and fre- Melissa Webell quent press briefings provide the press the opportunity, as representatives of the people, “to ask in-depth, comprehensive questions and receive answers that inform the broader public.” Advertising Sales: Trump, not known to ever smile, would bust a gut if he read PRSA’s statement, saying the John O’Dwyer critical function of the press is to scrutinize and hold the government accountable because [email protected] that “aids in an open, honest and objective decision-making that is crucial to democratic so- cieties.” He might even call it “fake news.” PRSA’s heart is in the right place, but the White House Press Secretary job may just as well O’Dwyer’s is published seven times a year for $60.00 ($7.00 a single issue) by the remain vacant while Trump remains in office. J.R. O’Dwyer Co., Inc. Trump is his own mouthpiece. And Twitter is his megaphone. 271 Madison Ave., #600 On the same day PRSA issued its appeal, the Wall Street Journal published an op-ed New York, NY 10016. piece by New York Times publisher A.G. Sulzberger who took Trump to task for charging the (212) 679-2471 Fae: (212) 683-2750. paper with a virtual act of treason. “He’s gone from misrepresenting our business, to assaulting our integrity, to demonizing © Copyright 2019 J.R. O’Dwyer Co., Inc. our journalism with a phrase that’s been used by generations of demagogues,” Sulzberger wrote. OTHER PUBLICATIONS: Trump objected to the Times story about U.S. intelligence hacking into Russia’s electrical www.odwyerpr.com grid. Breaking news, commentary, useful data- Prior to publication, the paper cleared the story with the White House Security Council, bases and more. National Security Agency and U.S. Cyber Command. They raised no national security con- cerns. O’Dwyer’s Newsletter Sulzberger wrote of the treason allegation: “There is no more serious charge a commander A four-page weekly with general PR news, media appointments and placement in chief can make against an independent news organization. Which presents a troubling opportunities. question: What would it look like for Mr. Trump to escalate his attacks on the press further? Having already reached for the most incendiary language available, what is left but putting O’Dwyer’s Directory of PR Firms his threats into action?” Listings of more than 1,250 PR firms throughout the U.S. and abroad. Trump got it wrong when he rolled out “Make America Great Again” as his first campaign slogan, a pitch that has now morphed into “Keep American Great.” O’Dwyer’s PR Buyer’s Guide Sulzberger got it right in the Journal: “Mr. Trump’s campaign against journalists should con- Products and services for the PR industry cern every patriotic American. A free, fair and independent press is essential to our country’s in 50 categories. strength and vitality and to every freedom that makes it great.” jobs.odwyerpr.com Put that on a bumper sticker.  O’Dwyer’s online job center has help — Kevin McCauley wanted ads and hosts resume postings.

6 JULY 2019 | WWW.ODWYERPR.COM

REPORT PR agency profitability slip

The average profitability of PR agencies in the U.S. was down slightly from last year, according to an annual Gould+Partners survey that measures PR firm profitabili . By Jon Gingerich he average profitability of PR agencies percent), while firms boasting between $3 cost, not in the overhead. Labor costs keep in the U.S. was 16.3 percent of their million and $10 million netted 12.3 percent rising without a corresponding increase in Tnet revenues in 2018, down from 18 (down from last year’s 17.3 percent). Firms retainers and billing rates. The result is the percent a year prior, according to an annual with under $3 million in revenue netted the lower profitability.” survey conducted by PR merger and acqui- lowest average profitability, 14.9 percent, Total overhead in 2018 was about one sition consultancy Gould+Partners. accounting for a four-percent decline from percent higher than the year prior, 25.4 Gould+Partners’ annual Benchmarking last year’s 18.9 percent. percent compared to 24.4 percent, accord- report, which analyzes the key factors af- Overall, the 1.7 percent dip in average ing to the report. fecting PR firm profitability, found that PR profitability among U.S. PR firms was still The survey also discovered that revenue firms accounting for between $10 million better than the 15.2 percent reported in per professional staff member was $253,054 and $25 million in net revenues reported 2016, but at 16.3 percent, remains below the in 2018, up more than $13,000 from 2017’s higher profitability than agencies of larger 20 percent that Gould+Partners managing $239,917. And agency staff turnover was or smaller size, at 18.8 percent. This figure, partner Rick Gould recommends as a min- also slightly lower last year, averaging 22.9 however, still represents a 2.1 percent dip imum profitability goal. percent compared to 24.7 percent in 2017. from the 20.9 percent profitability recorded “The 16.3 percent profitability, down from Gould+Partners’ 2019 Benchmarking last year for firms of this size. 18 percent a year ago, is a disappointing sig- survey was based on responses from 41 By contrast, PR agencies in excess of $25 nal that PR firms are struggling in their goal “prominent, best of class” North American million in revenue netted 15.7 percent prof- of 20 percent operating profit,” Gould told PR agencies. The survey was conducted in itability (an increase from last year’s 14.7 O’Dwyer’s. “And the reason is in the labor April and May. 

ulators and academia,” said FleishmanHil- Consumers trust tech lard President and CEO John Saunders. 

A new study finds trust in tech remains high despite the sector’s PR news brief recent reputational woes. News sites align to counter FB, By Steve Barnes Google ad ‘lock’ A group of news sites from across the political espite the reputational hits that the percent of Silent Generation respondents spectrum have formed the Digital News Alliance, an tech sector has been taking recently, (those born before 1945) and 29 percent advertising sales partnership that is intended to help Da new study from FleishmanHillard of Boomers saying they did not trust tech them compete with Facebook and Google. finds that in the US and UK, trust in tech companies. The alliance includes such conservative-leaning sites as The Daily Caller and Washington Free Bea- remains surprisingly high. Even though trust levels across the board con as well as left-leaning outlets that include Alter- “From Darlings to Damaged? Managing are positive, a majority of respondents from net and Raw Story. Mediaite and its sister site Law & the Technology Sector’s Reputation in an both countries (70 percent) said that tech Crime, which tend to take a more middle-of-the-road Age of Heightened Security” asked con- companies should increase their efforts to approach, are also part of the package. According to both Daily Caller and Mediaite, the sumers in both countries about their atti- address such issues as the accessibility of alliance will offer advertising packages geared to- tudes and perceptions regarding the tech user information, data breaches and gener- ward the 2020 political advertising cycle, which industry’s reputation. al security. WPP-owned media buying agency GroupM says is The main takeaway: While most con- That sentiment does not completely hold expected to bring in almost $10 billion in ad spend- sumers trust the tech industry, a sizeable when it comes to regulation. Only 31 per- ing, and beyond. Both sites note that the properties currently on board bring in over 145 million page group remains skeptical. cent of respondents said that they thought views per month. They also have a combined 11 More than eight out of 10 (82 percent) of tech companies are regulated too little. million Facebook followers and 1.1 million Twitter American respondents said they generally Interestingly, while 60 percent of British followers. trust tech companies, and almost as many respondents felt that UK tech companies A Wall Street Journal report cites eMarketer fi - ures that show Facebook and Google as controlling in the UK (79 percent) said the same. were regulated about the right amount, 60 percent of all digital ad spending, putting an When it comes to those who don’t trust only 54 percent of them felt the same with ever-increasing amount of pressure on sites that de- tech, there is a generation gap in both regard to US companies. The study’s au- pend on advertising revenue. countries, but it manifests itself in very dif- thors say those numbers indicate that UK “This alliance will help fortify digital journalism’s ferent ways. In the US, younger consumers con­sumers think there is a more relaxed at- position in challenging market conditions and will bolster our continuing efforts to provide high-quality are more likely to be dubious about tech titude toward tech sector regulation in the investigative reporting to our readers,” said Wash- companies than their elders, with 22 per- US. ington Free Beacon president Aaron Harison. cent of Millennials and 26 percent of Gen “As companies navigate the increasingly Law & Crime chief operating officer and general Z respondents voicing skepticism. complex environment, the best approach counsel Andrew Eisbrouch told the Journal that the alliance is currently in talks with other political pub- However, in the UK, older consumers are is to commit to being transparent, and to lishers to join up. more prone to show their distrust, with 38 work collaboratively with government, reg-

8 JULY 2019 | WWW.ODWYERPR.COM Social media use down as Facebook numbers decline The total daily time Americans spent on social media took a dip last year, the result of Facebook users now spending less time on that platform. Meanwhile, the surging popularity of Instagram now appears to be accounting for much of social media’s current growth. By Jon Gingerich he total daily time Americans spent minutes between 2016 and 2017 alone or eMarketer predicts that U.S. adult Ins- on social media networks took a dip 10.7 percent, and a similar six-minute gain tagram users will spend an average of 27 Tlast year, the result of Facebook users between 2015 and 2016, or 10.4 percent. minutes per day on the site this year, up now spending less time on that platform, eMarketer predicts the average time Amer- from 26 minutes per day in 2017-2018 and according to recent analysis by digital mar- icans spend on social media networks will 24 minutes per day in 2016. ket research company eMarketer. now remain essentially flat through 2021. eMarketer predicts engagement will con- Average daily time spent on Facebook by eMarketer estimates that the average dai- tinue to pick up on the photo-sharing site, U.S. adults fell by about three minutes last ly time Americans spend on Facebook will adding about a minute every year through year, according to eMarketer, from 41 min- continue to decline modestly over the next 2021. utes per day in 2017 to 38 minutes in 2018. few years, remaining at 38 minutes per day Finally, eMarketer also predicts that Because the platform accounts for the li- in 2019 before sliding by about a minute to Americans’ use of messaging app Snapchat on’s share of overall social media activity in 37 minutes per day in 2020. may have plateaued. Use of that platform the U.S., the average daily time Americans Meanwhile, the rising popularity of Ins- by U.S. adults apparently peaked last year, spent with social media in 2018 declined tagram paints a different picture, as eMar- averaging 26 minutes of daily use time, up by about a minute—or 1.9 percent—to keter suggests that the photo-sharing site is from 25 minutes in 2017 and 22 minutes an hour and 14 minutes. now a primary reason why the total daily in 2016. Future average daily time spent on By contrast, overall social media use time Americans spend on social media Snapchat, however, isn’t expected to change time saw cumulative gains of about seven didn’t plummet more last year. through 2021. 

same amount (65 percent) think print pro- Americans still prefer print vides a superior experience when reading magazines, and more than half (53 percent) An overwhelming majority of Americans cite print as the preferred choose print to read newspapers. medium for reading, according to a recent survey. The survey found that nearly half of U.S. and Canadian consumers (49 percent and 46 By Jon Gingerich percent, respectively) believe they spend too mericans enjoy the offline world, ican consumers on their habits and attitudes much time on their electronic devices, and with an overwhelming majority still regarding print and paper, found that when 71 percent of Americans and 68 percent of Aciting print as the preferred medium it comes to books, magazines and news- Canadians value the idea of “switching off” for reading books, magazines and news- papers, print clearly wins as the preferred their digital devices and reading more in papers, according to a new survey com- method for reading. print. missioned by graphic communications More than two-thirds of U.S. adults (68 More than half of the survey respondents non-profit Two Sides. percent) said print is their medium of choice (53 percent) said they’re concerned that an The report, which surveyed North Amer- when it comes to reading books. Nearly the overuse of electronic devices could prove damaging to their health. In the U.S., nearly a third (31 percent) believe they’re suffering People are dodging online news from “digital overload.” ters Institute, frets about the growing “un- The study also discovered that the recent By Kevin McCauley newsed” population. push by service providers (such as banks and growing number of people in the dig- She wrote in the Financial Times the un- utilities) to ditch printed correspondence in ital world actively avoid news sites, newsed are “younger, less educated, have favor of digital records might’ve left many Aaccording to a survey released May lower income and are less likely to work” consumers rankled: 86 percent of U.S. con- sumers believe they should have the right to 23 by the Reuters Institute for the Study of than news consumers. “We don’t like to talk Journalism at Oxford University. about it, but news habits are closely aligned choose how they receive their communica- About a third (32 percent) of the 75,000 to something that looks very like class,” tions from these companies. respondents from 38 countries admit to wrote Curtis. Anxieties surrounding cyber security dodging news sites, up six percentage points Reuters found that respondents who iden- could be behind these communications from two years ago when Reuters last posed tify themselves as “populists” are more like- preferences. In the U.S., about three-quar- the question. ly to identity TV as their main news source ters of respondents (74 percent) said they’re News avoidance was up 11 percent in the and Facebook as the top online information concerned that electronic copies of their UK, a rise that Reuters attributes to non- site. personal information are at risk for being stop Brexit coverage. Despite a marketing push by the news hacked, stolen, lost or damaged. Nearly the Boredom, anger, sadness, a sense of pow- industry, only a handful of people pay for same number (73 percent) admitted they erlessness to change events and having a online news sites via subscription, member- keep hard copies of important documents at negative effect on their moods are among ship or donation. Just 16 percent of U.S. re- home, as they believe this is the safest and reasons why people turn off news sites. spondents pay for online news and the bulk most secure way of storing their informa- Polly Curtis, a visiting fellow at the Reu- of them pay for only one site.  tion. 

WWW.ODWYERPR.COM | JUNE 2019 9 FEATURE Why PR is the right strategy in an economic downturn With forecasts swirling about an impending travel recession, it’s time, including a multimedia news release, critical for brands to begin preparations and pivot to PR for smart an on-location satellite media tour and marketing strategies. monthly press trips to provide in-destina- By Julie Freeman tion experiences. Ultimately, our efforts to change the narrative from crisis to recovery hose of us in the travel PR industry it was in 2008 when digital and social con- resulted in 17 million media impressions are poised to respond to another po- tent were just starting to find their footing. across the U.S. Ttential downturn. Although we’re not With print media slashing budgets and In addition, after a surge in crime, we anticipating an economic crisis of the same cutting pages, it’s up to us to educate our worked with Los Cabos Tourism to develop proportions as 2008, NJF’s parent company, clients about where earned media can have a crisis playbook and create positive news MMGY Global, has found that American the most impact. Glossy magazine spreads about their diverse tour- intent for leisure travel has softened con- may still top our clients’ wish lists, but we ism offerings while siderably over eight straight quarters, while understand when and how online and in- conveying the new price sensitivity has jumped significantly (34 fluencer-driven campaigns present quicker, safety measures being percent cite travel costs as the number-one more agile delivery of information to tar- put in place. NJF se- concern, versus 18 percent in 2016). Com- geted audiences, generating awareness, en- cured more than 500 bined, that outlook is concerning. gagement and strong ROI. stories in top media When we align those findings with the Strategic packaging has strong impact outlets — including events that led up to the economic slow- When budgets are tight, how do we max- the cover of the New down of 2008, we can anticipate that travel- imize ROI? We find the right partners to York Times Top Plac- ers will cut back on discretionary spending, enhance a brand’s credibility, reach targeted es to Go 2018 issue Julie Freeman turning toward more frequent but less ex- audiences and generate leads. For example, — and educated hun- pensive trips with shorter-haul itineraries. when we identified that travel has a posi- dreds of travel advisors, leading to a 20 per- Eleven years ago, that shift created a per- tive impact on 75 percent of couples’ rela- cent year-over-year increase in visitation to fect storm that hit destinations and travel tionships, we created a partnership for our Los Cabos. brands hard. client CheapCaribbean with relationship Our expertise is founded on data But something else happened that’s im- expert Anita Avedian. The media latched PR agencies will benefit from focusing portant to remember. Travel PR took stock onto the story: an air-inclusive package that their efforts on the right markets. That of the situation and spun it into a powerful included virtual coaching sessions with the includes the resilient mature market and, narrative: the staycation. It’s hard to imag- Kardashians’ go-to love guru. In addition to according to MMGY Global’s research, ine our travel culture without that concept, bookings, we earned tens of millions of im- Millennial families which represent an but we can look to the recession as the pressions on People, Lonely Planet, Yahoo enormous opportunity. Based on 2018 height of the staycation craze, which still and MSN, and the package was promoted data, traveling Millennials account for ap- has impact today. across all partners’ social media and news- proximately 1.1 billion total travelers and On the one hand, current trends make letter audiences. within the leisure segment, 34 percent of it hard to fathom a travel recession: polar To capitalize on the Caribbean Tourism those are families. Millennial families, in travel tours and cruises are selling out; trips Organization naming 2018 the Year of particular, are optimistic, engaged in trav- to Vietnam, Thailand and other parts of Wellness and Rejuvenation, we teamed up el, and our research shows that they follow Southeast Asia are on the rise; airlines are with Crunch Fitness to launch the first-ev- similar travel patterns as their parents by continuously launching nonstop long-haul er Wellness Week for Breezes Resort & Spa taking weekend trips, multiple trips and flights; mega-cruise ships are being built at Bahamas. Our PR efforts included nation- road trips. (Overall, road tripping is on the a rapid rate; and luxury cruise lines keep al broadcast segments and feature stories, rise. Our research shows that 51 percent raising the bar. But looking ahead to a po- dedicated emails, and a sweepstakes. Costs of travelers took at least one road trip in tential downturn, our industry has multiple for our resort client were minimal and the past 12 months, compared to 46 per- opportunities to get ahead of the curve, be drove $405,000 in revenue while garnering cent the previous year.) This audience is proactive and benefit our clients, both do- $1.5 million in media value. the quintessential “memory maker” that mestic and international. In a crisis, comms are your best asset prefers to collect experiences over material PR is a smart marketing strategy During a crisis situation such as a re- goods. All of those factors mean that Mil- As travel brands may begin to cut their cession, travel brands have even less of a lennial families are ready to receive mes- budgets, PR remains an affordable and ef- margin to deal with additional roadblocks. sages shaped around similar “recession-in- fective option when prioritizing marketing From first response to recovery, PR com- spired” travel trends that we’ve identified channels. Whether pitching enticing narra- munication is a nimble, timely and effec- before. tives or promoting tactical deals, generating tive resource to get accurate messages out. While trends like staycations and road earned media is a longer-game investment While the following situations are different, trips may make it seem like domestic travel that sits at the top or middle of the pur- the approach is similar. In 2018, Southwest should be the focus, we shouldn’t overlook chasing funnel. And while conversions may Florida’s coastlines had the most intense opportunities to lean in to internation- not be as trackable, a destination or travel red tide outbreak in nearly half a century. al travel. Packaging products in a smart brand’s story can enjoy a long shelf life that We helped our client the Beaches of Fort way will continue to attract travelers to go outlasts even the tough times — just as we Myers & Sanibel manage the situation at abroad. To date, we have already identi- saw with the staycation. every stage. Then, as soon as the natural fied rich story angles such as how to cre- We understand the new media landscape event receded, we sprang into action with Media is drastically different today than PR tactics to show the clear waters in real _ Continued on next page

10 JULY 2019 | WWW.ODWYERPR.COM A shift in focus How PR-driven cluster branding campaigns can meet the needs of a passport marketing program or itinerary destination management teams. package presented on each business’ website By Charlene Peters and marketing collateral. Co-authors Marcus Andersson, Adrian ourism spaces increasingly focused saging for the destination’s overall story. The Solitander and Per Ekman of Tendensor on wellness, food and wine present an goal is to become carriers of a brand and its published “Cluster Branding and Marketing Topportunity to create a cost-effective values, utilizing the brand as a managerial — A Handbook on Cluster Brand Manage- communications strategy for clients. The tool and building an authentic network. ment,” and offer the fol- idea is to collaborate with various partners The best strategy for a communications lowing advice for PR: to establish an all-encompassing, “work team is to establish relationships with the • “Think about how hard, play hard” travel experience. Identify- audiences of a brand and its regional busi- PR activities can support ing a brand’s core meaning and personality nesses that potentially add value, and then the overall reputation will ultimately facilitate a better communi- figure out each one’s differentiation and rel- of the cluster, as well as cations strategy and lead to an understand- evance that will ultimately attribute to over- drive exposure around ing of which grouped markets can make one all brand strength and vitality. A PR-driven certain specific issues. emotional connection. strategy might include representation of a • Dare to have an opin- To shift the focus from promoting a lux- resort to offer a package that includes guid- ion and take a stance. ury hotel or resort, for example, solely as a ed morning hikes — if there’s a hiking trail • Consume lots of me- Charlene Peters place to rest your head — and possibly dine nearby — forest bathing, the incorporation dia to understand where in the on-site restaurant — it’s important to of an outside source for beach yoga — if the the winds are blowing. build relationships with nearby wine desti- resort is oceanfront — a morning hike to • Think about how you can find common nations, spas or craft brewery tasting trails, the bottom of a volcano for detoxifying mud ground and push an agenda jointly with to name a few options. These are but a few immersion and hot springs soak, or the use other ‘influencers.’” methods to utilize the concept of cluster of on-site bikes for a ride to cooking classes In the end, the brand is well-regarded, and branding. that focus on an indigenous ingredient or consumers — as well as stakeholders — gain Instead of competing for media space, signature dish of the destination. an intimate understanding regarding what’s cluster branding forms a powerful relation- The idea to “detox before you retox” is a offered. For the communications profes- ship for businesses to collaborate, rather concept gaining speed in the wellness-and- sional or agency, the contract becomes larg- than viewing their neighbors as competi- wine travel sector, as most travelers look er when a brand collaborates with regional tors. Simultaneously, journalists are better forward to indulging in the food and wine businesses. This means an increase in bud- able to gather enough story research for scene at a destination but may be hesitant get dollars and ability to attract A-list jour- multiple outlets across several categories. due to the foreseeable weight gain. How nalists and micro-influencers. The result is For example, one itinerary that spans well- many times have you heard someone com- trackable in key performance indicators: ness and luxury could result in a story that is plain they’ve eaten too much during their increased press coverage with multiple sto- published in a general travel/lifestyle mag- vacation? When activity comes first, indul- ry angles, as well as comprehensive social azine, as well as in a spa magazine, and as gence is the reward, and guests are more media stories and posts. Building interest an article for a luxury publication — which likely to have a positive experience to share within various aspects of a destination and might also have an architectural focus. Be- with friends, colleagues and extended fam- branding as a cluster is sure to enhance a yond print, the possibilities are endless for ily when they return home relaxed and re- communication professional or agency’s niche blogs and social media posts/stories. juvenated. notable reputation in the tourism space. Going one step further, a brand ambassador For instance, wellness travelers are hap- Charlene Peters is Managing Partner at can be utilized for extended coverage of one piest when they begin the day with med- Hemsworth Communications.  product that executes integrative marketing itation or yoga, and then take a healthy initiatives across multiple channels. cooking glass or juice class before embark- ECONOMIC DOWNTURN Take, for instance, Facebook and Insta- ing on a tour and ending with an indulgent _ Continued from page 10 gram, two platforms with the capability to wine-pairing dinner. Or perhaps a morn- promote the highlights of your daily life in ing bike ride on a trail leading to stops at ate meaningful memories in an affordable, full intensification — without full disclo- micro-breweries for tastings, followed by a family-friendly destination like Costa Rica; sure. One might say that each Facebook and reflexology massage or dip in a hot springs how immersive, positive-impact tours with Instagram user is creating his/her own per- pool—if applicable—would best serve an Intrepid Travel captivate and engage cul- sonal brand. It’s up to the communications audience on multiple levels. A hotel or re- turally curious travelers; and we secured a professional to utilize this personal brand to sort could gain more exposure by diversify- Travel + Leisure cover story on post-hurri- promote several businesses during one visit. ing and offering packages that incorporate cane travel to the British Virgin Islands. Gathering interest and building the regional businesses, such as guided hikes or There’s no crystal ball to tell us definitive- framework for business clusters presents its a collaboration with an adventure activity ly if a travel recession is coming. But armed own set of challenges, such as approval from company. with the 20/20 clarity of hindsight, this is an decision-makers and organization of com- With the diversification of the lodging in- important time to start preparing and to be mittees to oversee management of efforts. dustry and new brands born daily, compe- aggressive with your clients about leverag- These challenges are worth the effort, how- tition to differentiate is crucial. To face the ing and/or increasing their PR services. It’s ever, as the end game is to present a more challenges of incorporating stakeholders, a protective measure with tremendous ben- cost-effective way for a client to reach out a communications agency or professional efits that can pay off for years to come. to target audiences, increase visibility for may want to create the desire for businesses Julie Freeman is EVP and Managing Direc- participating businesses and focus on mes- to participate in a cluster business event like tor at NJF. 

WWW.ODWYERPR.COM | JULY 2019 11 FEATURE The ‘Gram’ can rev up your social media marketing

Facebook’s sister network is fast-growing, generates higher people’s/brand’s stories. Stories ads expand engagement rates and influences more purchase decisions, reach because non-followers can see your especially when it comes to travel. content, swipe up for more and/or start fol- By Stacy Moskowitz lowing your handle. nstagram continues to take social media should be! It’s a no brainer that travel brands should by storm. In the U.S., there are more than With the number of travelers turning to be posting organic content, trialing ads and I100 million users — that’s 32 percent of the platform to choose their next vacation, even beginning to cross over to IGTV to Americans. According to Instagram, 80 it’s never been more important for social extend content. percent of accounts follow a business and media teams to be helpful and responsive. The new online booking game 68 percent of them interact with brands on Overall, brands must do better to engage When Facebook introduced the booking a regular basis. That’s nearly 10 times more customers and provide support via social, feature years ago, it was a bust. Instagram than with Facebook and the highest of any not just offer content you think they would launched a similar feature a few years back, social media platform. like to see. Investing in a social monitoring but retailers have still According to MMGY Global’s 2017–2018 and engagement management tool, that been slow to adopt. This “Portrait of American Travelers” study, 48 will up your social customer service game, looks to be changing. percent of Instagram users engage with will show that you’re dedicated and inter- With the platform’s the app to find new travel destinations and ested in providing travelers with a person- larger user base, the per- places to explore. It’s no wonder, given the alized and unique experience. centage of consumers visual nature of the platform, with 95 mil- This could be the difference when travel- who use social media to lion photos being posted each day. ers make decisions. make travel decisions, But that doesn’t mean brands are using Accurate portrayal of your brand the interesting ways re- tailers have used the Instagram as the influential tool it can be. I’m pretty sure I’d be hard-pressed to find Stacy Moskowitz While nearly all major travel and tourism a travel brand that hasn’t at least gotten its e-commerce feature and brands are on Instagram, marketing strat- feet wet with an influencer campaign of the attractive pricing (for egies must evolve to stay relevant and har- some kind. And since most influencers post now) of early adopters, seems like airline, ness the power the “Gram” can deliver. alluring and inspirational photos and sto- hotel and car rental brands should be dip- You might consider trying various combi- ries, how could someone not want to visit ping their toes in the water of Instagram nations of the following to take your social that destination or stay in that hotel? booking. media marketing to new heights. Here’s where things can go sideways. Af- This takes Instagram full-circle, from User-generated content made simple ter seeing an influencer’s content, travelers discovery to action, possibly making busi- Most travelers post vacation photos on have preset expectations on what their ex- ness an even more important component social networks. By leveraging user-gener- perience should be. But according to Expe- of the app. Plus, keeping the entire process ated content, you’re showcasing your brand dia, one in five Millennials and Gen X-ers all within one app is something we know in the most authentic way possible. have been disappointed by a destination pleases social media users. Etihad Airways is a great example: it used when comparing it to what they saw on In- I’d argue Instagram is—or should be— its one million followers on Instagram as stagram. the go-to social network for travel brands. an opportunity to host a contest that asked I can’t stress enough the critical impor- There really is so much that Instagram has people to share their favorite travel photos tance of brands holding their content part- to offer. I’ve only scratched the surface of for a chance to win prizes. It’s simple, can ners accountable by allowing them to post possibilities, but what I know for sure is if be budget-friendly, and honestly, there’s only accurate representations of the places you give it a chance and optimize opportu- no better way to credibly promote every- they visit. Better yet, copy that accompanies nities, you will see meaningful results. thing a brand has to offer than with earned posts should overcommunicate their expe- Stacy Moskowitz is a Senior Director in third-party endorsements. rience: can anyone do it; is it crowded; are Padilla’s Consumer Practice.  Do you have to offer an incentive? No. It’s there safety precautions; what do I need to no secret now that sharing beautiful and know before I go? Brands that make sure PR news brief unique vacation photos on social media to their influencer partners keep their cus- MMGY works marketing make friends jealous is a thing. Brands can tomer’s expectations in mind will come out capitalize on this by easily resharing these on top. for Colorado photos and giving credit to the originators, Stories, stories, stories MMGY Global has been selected as lead market- who’ll likely grant permission. Do you remember how many Instagram ing agency for the Colorado Tourism Office The firm will develop market strategy for the CTO, Designating and encouraging use of re- users there are? This means Stories has the as well as spearheading tactical campaign deploy- lated hashtags inserts your brand into the potential to grow awareness and drive en- ment and measurement. conversation between travelers and their gagement by leaps and bounds. There’s a The new contract also allows MMGY to establish followers. UGC couldn’t be any easier. catch though. In order to be able to view an office in Denver’s RiNo district, which will support Customer service is key them, a user needs to be connected with a regional clients as well as other travel related brands based in the Colorado market. Airlines manage customer service over brand to see the content. MMGY Global currently employs 400 staff mem- social networks 24/7, but the original con- This is a prime opportunity for where to bers and a network of destination marketing experts tent they and most all travel brands publish put some of your ad dollars. Percent of ad around the world, specializing in the travel, hospital- aims to educate, entertain and entice. Some dollars spent on Stories has more than tri- ity and entertainment industries. Denver-based Karsh Hagan remains agency of re- of this is because Instagram isn’t necessarily pled since fall 2017. And with good reason. cord for the CTO. thought of as a hub for customer service. It You can post ads between the slides of other

12 JULY 2019 | WWW.ODWYERPR.COM

FEATURE Sustainable public relations for travel brands How PR agencies can take a thoughtful approach to developing client’s key differentiators and expand that strategies that promote ethical and sustainable brands in the travel message into verticals that include a busi- and tourism sector. ness story, a lifestyle story, a foodie story, By Amy Sedeño and angles that move the needle beyond the n a world with evolving concerns and val- successful campaigns. Agencies should sustainability narrative. While niche green ues, the hospitality industry is embracing have a general understanding of what the hospitality outlets are a great awareness re- Ieco-friendly practices and the impor- word sustainability encompasses, its lin- source to tell your sustainability story and tance of sustainability as critical compo- go, best practices and certifications relat- highlight your programs and green efforts, nents to a successful branding strategy. ed to sustainable businesses such as Green they often lack the reach After all, studies show that 80 percent of Globe, the Green Hotels Association and of their larger main- 18 to 29-year-olds consider it important The World Travel and Tourism Council, stream counterparts. It’s when booking a trip that a company offer among others. the job of the PR agency, sustainable travel options, and 90 percent This also transcends to a plan that in- through creative story- consider a travel company’s commitment cludes a thought leadership program that telling, to weave in your to ethical travel an essential part of their will take your clients to key sustainability sustainability story and booking journey. From international- conferences, securing speaking opportuni- its environmental bene- ly-known brands like Hyatt, Virgin, Hil- ties that will showcase them as leaders in fits to a larger or differ- ton and Marriott to independent boutique the eco-conscious movement and securing entiating theme that ef- Amy Sedeño properties, hotels are taking an active role guest blog posts and social media appear- fectively engages media in shaping industry standards for sustain- ances in outlets read and seen by their tar- covering other beats. able travel. But how does a hotel brand get audiences. At this discovery phase, and One great example is Hotel El Ganzo, successfully navigate the world of sustain- throughout the partnership, agency educa- a 70-room boutique hotel in San Jose del ability in an ethical and impactful way with tion should remain ongoing, subscribing to Cabo. Last year, El Ganzo launched a sus- a message that’s well-received by its key relevant industry blogs, attending keynotes tainability overhaul that included recycling audiences? Here’s where a public relations and conferences and keeping up with new and water conservation programs and agency well-versed in green marketing trends and headlines will allow PR prac- plastics reduction. Rather than just focus- comes in. titioners to act as an expert counsel and ing on the technical aspects of the news, Working with sustainable, ethical brands source of knowledge for their clients. media angles also incorporated informa- requires rethinking the standardized PR Mindfulness of ROI and expenses tion about their wellness/health programs, process. Agencies are now looking at While sustainable brands often have eco-friendly retreats, and seasonal dining smaller budgets; unique, purpose-driven smaller budgets, that doesn’t mean their offers. narratives; and savvy consumers that un- campaigns should be less impactful. Agen- Other stories can leverage mediable dates derstand and seek sustainable practices. To cies should take a thoughtful approach to like Earth Day, celebrated on April 22. Cala top it off, many of these brands are not only budgets and seek how to minimize client Luna Boutique Hotel & Villas, a 39-room looking to impact the environment and expenses while maximizing exposure. For boutique hotel in the beach town of Tam- disrupt their industry but also to shift con- sustainable hotels, this might mean pig- arindo, Costa Rica launched a two-day sumer habits and behaviors. This requires gybacking on their local tourism board Earth Day package that provided 30 per- a new approach to PR programs inclusive for media exposure; working with media/ cent off on all bookings made through their of tailored media relations, awareness cam- influencers on-the-ground versus invest- websites and donated five percent of each paigns, thought leadership, a deep-dive of ing in costly airfare; guiding the hotels and reservation to a local charity dedicated to the topic of sustainability and a focus on the brands to work with influencers to produce Beach Clean Ups. Other important dates people and communities directly involved content (videos/an image bank/social me- that can be turned into creative storytelling with the brands. dia posts) in exchange for stays and perks include World Oceans Day, World Wildlife Through a strong public relations and versus paid partnerships; and collaborat- Day, World Environment Day and World messaging campaign, agencies can help ing with like-minded, recognizable brands Rainforest Day. sustainable travel brands, from hotels to that can strengthen your client’s awareness A complete media relations program products, effectively define and communi- and message and increase visibility with the should also promote green aspects of the cate their core brand values without getting right audience. brand through blogs, email blasts, social diluted in an industry that’s becoming in- It’s important to highlight the macro vs. media channels and websites to ensure that creasingly saturated. Here are three things micro influencer dichotomy and under- all points of customer contacts are covered PR agencies working with ethical, sustain- stand the power of a trusted recommenda- and to extend the life of media coverage. able brands must keep in mind when devel- tion. While large numbers might seem at- However, as Eugenio Lopez Matos, Assis- oping strategies for this new wave of travel tractive, working with micro and mid-level tant to the General Manager for Royal Is- brands and products: influencers allows brands to create genuine abela Puerto Rico said, “the message must Knowledge and awareness is critical partnerships that yield a higher return on be authentic. In order to communicate In the client onboarding process or dis- investment as well as content that is highly that a brand is sustainable, it must truly covery meeting, it’s important to have an engaging and likable. be sustainable. If the term is just used as a in-depth discussion of the sustainable re- It’s not enough to say you’re sustainable marketing plug, it won’t resonate with the sources and practices that will later help to Saying something is “eco-friendly” or consumer.” shape the communications plan. Research “fair trade” is no longer enough in a sat- Amy Sedeño is Director at Carolyn Izzo is key at this stage, equipping agencies with urated market competing for media at- Integrated Communications (CIIC) in the know-how to lead their clients through tention. It’s important to understand your Miami. 

14 JULY 2019 | WWW.ODWYERPR.COM

FEATURE The power of brand partnerships

How partnerships can re-energize a travel brand, reaching and goals, the resort enlisted PR and destina- engaging new audiences in innovative ways. tion support to coordinate a Wellness Festi- By Tanya Scalisi val at the property. Influential wellness and fitness brand partners led keynotes, panels “ here’s no ‘I’ in team.” “No man is an ing underutilized space, repositioning and and classes, media was brought in to cover, island.” “Teamwork makes the dream reaching new audiences? The path varies and packages were available for consumers. Twork.” However cliché, there’s an in- depending on the ultimate goal, as does de- Dozens of media placements and social ordinate amount of truth in the idea that termining which brands will be the best fit. posts helped solidify the resort’s commit- combining talented minds toward a mu- Activating. Determine your best partners ment to wellness on-property and led to the tually beneficial goal will result in success. and activations, make a connection, create event becoming an annual festival. And in the PR profession, particularly in a contract, make it happen! Is it a rotating Partnerships are generation-proof. Mean- industries like travel and hospitality, there pop-up retail shop in the lobby? A cocktail ing, there are brands, are vast opportunities to defy categories using a new infused water on the menu for organizations, experi- and color outside the lines to make an im- a limited time? Regardless of how “big” ences out there that ap- pact. Simply put, we’re better together. the partnership is, a level of planning, di- peal to every age group, As the hospitality space has grown over vision of responsibility and preparation is income level and type the years, hotel and travel brands are ac- involved. of traveler. That means tively seeking out synergistic partnerships Maximizing. Market to get the message there’s a chance to use to elevate, activate and generate ongoing out before, during and after through media the partnership tactic relevancy. In hospitality, we have the ad- relations, content creation and activation regardless of your de- vantages of large—and often, many—spac- invites. PR is just one piece of this puzzle mographic. The sup- Tanya Scalisi es, a captive audience in our on-site guests, as marketing and sales teams should be en- porting public relations and the loyalty of the surrounding commu- gaged as well. At completion, tracking the campaign and market- nities. Partnerships, which can manifest in results helps to determine the benefit. ing efforts should lean different ways de- several different ways, offer a chance to get Here are some examples of hotel partner- pending on the target, but the concept of a in front of a new audience of consumers, ships from the last 12-18 months that mea- partnership overall has mass appeal — and media and decision-makers, and in today’s sured success in different ways: trackability. Here are some stats to consid- marketplace, are a necessary component Exposure-driven er when game-planning on your outreach. of campaigns. The impact of partnership When a popular Northeast resort needed Google shared a statistic in June that by development and execution can be height- to give travelers a reason to visit in its cold- 2020, 85 percent of content consumed on- ened awareness and word of mouth, in- er off-season, PR got one of Manhattan’s line will be video. This directly correlates creased digital traffic, increased bookings, buzziest beauty shops to pop-up on site. to the Gen Zers who absorb the majority added revenue, new social followers and The resort offered an opportunity to bring of their news and entertainment online, on engagement and event attendance, all of the brand to a new market, and the beauty social media, and through sensory engage- which can be measurable ROI for a brand, brand offered an experience not currently ment. Business Insider shared insight from hotel or organization. available even in the same state. The part- a recent survey by the Reuters Institute that A partnership can be as simple as con- nership drew in a crowd in a slow time of says digital outlets serve as the main source sistent, transparent conversation with an year, awareness from media participation, of news (64 percent) for those under 35. So, adjacent organization: a hotel and its des- real-time visuals from influencer atten- announce your partnership on social media tination CVB communicating regularly dance and social engagement. The resort (for those under 35) and traditional media with each other is a partnership that will, and beauty company had a similar custom- (for those over 35). ideally, drive business for both. A partner- er and saw value in aligning their brands With dozens of new hotel brands man- ship can exist with a contracted third-par- and the result was mutually beneficial ex- ifesting in the last five years—the most ty—a hotel’s in-room amenity line—or can posure. common themes being wellness, lifestyle be proactively sourced short term for the Customer-driven or residentially-inspired designs—it’s more sake of storytelling. In our business, the A luxury Jersey Shore hotel was game for important than ever for mature brands, in- client/agency relationship is most certainly trying something new to raise its profile dividual resorts or companies in any indus- a partnership, as is the agency/media/influ- with New Yorkers. A business challenge try to look toward differentiating. Partner- encer relationship. Each exists separately, the hotel faces is transportation, as nearly ships offer the chance to do something new, but working together effectively enhances the only way to get to this resort is to drive and in many cases, temporary, to maintain everyone’s role and success. and Manhattanites don’t always own cars. relevancy on an ongoing basis without Partnerships can be an essential piece of a So, PR connected the resort to a luxury car much commitment. Not every partnership new hotel launch to rise above the crowded brand with a rental division, aligning the needs to be brokered by PR or a third par- space—more than 1,000 hotels opened in brand pillars of both and creating a guest ty. Amazing connections may already exist the U.S. in 2018—or they can re-energize incentive for car rentals so each brand’s cus- and simply need some strategy and insight an established travel brand. New or new tomers—and business—could benefit from to maximize their potential. again, here are three high-level steps to take the relationship. So, associate, collaborate, cooperate: to ensure it’s the best use of time, resources, Message-driven there’s never a bad time to create the human and manpower: A well-visited resort in Florida was connection and partner up on storytelling, Goal-setting. Narrow in on what you striving to be a leader in holistic wellness content creation or innovative experiences. want to accomplish: driving revenue, data to complement its already well-received Tanya Scalisi is a Senior Director at J Pub- collection, more website traffic, maximiz- luxury travel experience. To cater to their lic Relations in New York. 

16 JULY 2019 | WWW.ODWYERPR.COM

FEATURE Creating lifelong brand ambassadors in the travel market oritizes content by how fresh it is and how With today’s travelers relying more on self-discovery than long a site keeps visitors before they bounce, traditional channels, PR pros must shift their marketing strategy so moving up in search engine rankings is to stay ahead. a top way to determine success in this step. By Lou Hammond Exceed expectations hether searching for a solo get- demographic information is the first step to Once a customer makes a purchasing de- away or family reunion destina- narrowing down the primary channels of cision, brands are one step closer to creating Wtion, consumers are driving the communication and will direct your strat- lifelong ambassadors. bus to make travel decisions. A recent sur- egy moving forward. The only thing standing vey found that only 28 percent of consumers Create valuable content between a purchase and turn to magazines and newspapers to dis- If content is the fuel that powers the mar- brand loyalty is a de- cover new brands while 53 percent rely on keting wheel, PR specialists must pay care- lightful experience. This friends and family and 42 percent Google. ful attention to the type of fuel they are in- experience must validate While these statistics may seem grim for fusing into their strategies. Just as gassing all the expectations that PR professionals, it’s actually great news. up a car with the wrong fuel type can cause a consumer has made As an agency representing 20-plus des- serious damage, destinations must only during the discovery and conversion phases. tinations spanning cities, states, counties create and disseminate content that is both Lou Hammond and countries across the globe, LHG is an relevant and valuable to the customer. As such, a company must industry leader in destination marketing Now that you know your audience front train all guest-facing employees to be the and has a steady finger on the pulse of what and back, you must create targeted messag- face and voice of the company. Our agen- makes travelers tick. ing that will resonate. Because today’s con- cy utilizes a tool called a “message house” Instead of considering media coverage sumer is inundated with brand messages, to ensure key messages are communicated the end-all-be-all of public relations suc- yours must be able to neatly communicate during guest interactions. Once a visitor cess, smart marketers focus on creating your destination’s unique value propo- leaves your destination, smart brands use lifelong brand ambassadors who will evan- sition. What can you say that no one else content to stay engaged through email and gelize a destination via word of mouth and can? What are the leading highlights that social media, providing a two-way dialogue social media. This approach requires a shift set you apart from other destinations or to ensure feedback is heard and laying the in the way PR professionals tackle media attractions? Your destination’s unique value groundwork for a future visit. relations, but, when done correctly, pays proposition will serve as the tent poles for While converting a passive explorer into big dividends. your content strategy, so it’s imperative that a lifelong brand ambassador is no easy feat, To begin, destinations should take a hard you nail down both the target audience and it can be done through captivating content look at their content marketing strategy and key messages. From there, ensure that these deployed across earned, paid, shared and diversify efforts across earned, paid, shared key messages come across loud and clear in owned media. From discovery to conver- and owned media to ensure each spoke of your content — whether it’s a blog, social, sion to engagement, PR pros must infuse the marketing wheel complements the oth- email or interview with a journalist. strong content at every point in the mar- ers. Think of this wheel as the framework An increase in fans, followers and web keting funnel. And after some 35 years in for a successful campaign and content as traffic is a good indication that steps one this industry, I’m proud to report that good the fuel that powers the wheel. and and two have been successful. Once content is still king. Here are four ways to create lifelong this is established, it’s time to move from Lou Rena Hammond is Chairman and brand ambassadors through a successful discovery mode to conversion mode. Founder of Lou Hammond Group, with of- content marketing plan: Rise through the Google ranks fices in New York, Charleston, Miami, Los  Start with the traveler and work back Now that you’ve reached your target au- Angeles, Houston and Denver. Before proactively pushing out content dience with relevant and valuable content to potential visitors, destinations must first through traditional or social media, you PR news brief define their audience through robust cus- must now make it easy for them to find WPP sells the Farm tomer personas. To do this, start with your your website. Since we know that 42 per- ideal lifelong brand ambassador and work WPP chief Mark Read is ironing out a deal to sell cent of consumers turn to Google to discov- The Farm, film/TV post-production unit, to US-based backward. What are they reading? Who er brands, a high search engine ranking is Picture Shop, according to the Times of London. are they following? How do they consume paramount. Google’s algorithm is changing Former WPP CEO Martin Sorrell acquired a majori- information? Americans spend an average more and more every day, but we do know a ty stake in The Farm in 2004. of 5.4 hours each day on their smart de- few key things about what types of websites Founders Vikki Dunn and Nicky Sargent own a 25 percent stake in the studio. vices, so practitioners must pinpoint the it prioritizes. The secret to a high-ranking The divestiture is part of Read’s strategy to down- best ways to get in front of their primary site is — you guessed it — good content! size WPP and focus on its creative and technology audience to get a piece of the pie. Moni- Websites that regularly publish origi- offerings. toring age, gender, household income and nal, relevant and valuable content will rise At the June 12 annual general meeting, Read geographic locations through Google Ana- said his plan to sell a majority stake in the Kantar through the search engine ranks. If Goo- research business “is progressing in line with our lytics is a great place to start. From there, gle sees that website visitors are leaving expectations.” you can also view referral traffic to see who your pages quickly (as seen through a high Reiterating 2019 financial guidance, Read noted is coming from news outlets versus social bounce rate), you’ll be dinged. If Google revenues will be down 1.5 percent to 2.0 percent media or what key words people are search- sees that you are not refreshing your web “with stronger headwinds in the first half, due to client assignment losses in the latter part of 2018.” ing to find your brand. Breaking down this content, you’ll also be dinged. Google pri-

18 JULY 2019 | WWW.ODWYERPR.COM

FEATURE Wellness is a winning strategy for the travel industry Responding to traveler demand, the hospitality industry has begun Today’s travelers are increasingly devot- ing vacation time to fitness retreats, where employing a suite of wellness strategies in recent years. Now, some they can focus their entire time on fitness, resorts are going a step beyond and making wellness programs a healthy eating and learning new strategies focus of their brand experience. for maintaining their health. The Ranch By Allyn Magrino Malibu offers four-, seven- and 10-day results-oriented fitness and wellness pro- ot long ago, a hotel’s “wellness strate- chological health benefits, including reduc- grams. Dedicated to improving the quality gy” was often limited to an old exer- ing stress and mental fatigue, and improv- of one’s life by improv- Ncise bike along with some weights in ing concentration and cognitive function. ing their health, the a windowless basement room, and perhaps Conventions and group meetings have of- programs recalibrate the a bowl of sad-looking fruit in the lobby ten had a reputation for offering an excuse mind and body through area. for attendees to eat and drink with aban- an intense fitness and Luckily for us—and the travel community don. Today, meeting planners are more of- wellness regimen paired at large—the hospitality industry has real- ten than not requesting healthier meals and with a highly struc- ized the enormous benefits of investing in snack options for attendees, along with yoga tured, plant-based nu- sound wellness strategies. According to the and stretch breaks or other group fitness tritional diet. Each day Global Wellness Institute, wellness tourism activity. The JW Marriott Miami Turnberry consists of eight hours is scheduled to become a $919 billion mar- Resort & Spa offers The Healthy menu for of low impact activity — Allyn Magrino ket and grow at an average rate of 7.5 per- morning breaks, including everything from centered around a breathtaking and varied cent a year through 2022, while the growth fresh fruit and nuts to all-natural protein four-hour group hike each morning — af- rate for overall tourism over the same peri- bars and fruit-infused waters and ice tea. ternoon nap time, fitness classes, yoga and od is only 6.4 percent. Given the demand The Hilton Portland offers groups every- daily massage. from travelers and the economic impact thing from Baby Goat Yoga to Multnomah SHA Wellness Clinic is an internationally of employing such wellness strategies, the Meditation sessions to a team running ses- recognized well-being clinic located in Ali- travel industry has responded with more sion with the director of F&B over some of cante, Spain which offers 12 curated health programming, upgraded fitness facilities, Portland’s famous bridges. programs expertly designed to meet the healthier menus and entire resorts whose Even the legendary Las Vegas buffet has personal needs and objectives of each in- whole focus is wellness. turned a corner, with the focus being less dividual guest, including natural therapies, Gyms are no longer relegated to out- on “all-you-can-eat” of fried foods and scientific medicine and healthy nutrition. of-the-way spaces with no views, but are more on a variety of healthy options. For The wellness clinic offers more than 300 given prime real estate. For example, both example, the Wicked Spoon at the Cosmo- treatments and a staff of over 35 doctors the Hotel Pitrizza and the Cala di Volpe politan of Las Vegas offers everything from from more than 40 nationalities world- resorts on the Costa Smeralda of Sardin- freshly-grilled fish to a build-your-own- wide. Guest can choose from a variety of ia have state-of-the-art gyms outdoors, in Pho bar, along with vegan, vegetarian and programs, from four to 30 days, covering prime spaces next to a pool overlooking the gluten-free dishes and desserts. everything from weight loss to sleep prob- Mediterranean Sea. While guests certainly Healthy options are even being found at lems to menopause to smoking cessation, relish partaking in the resorts’ legendary bars, with mocktails and lower alcohol bev- all while enjoying the benefits of a luxury Bellinis and cuisine, they’re equally com- erages along with those with a sustainable resort with views of the Mediterranean. mitted to keeping their fitness routines Lastly, hotels realize that their guests’ while vacationing. Similarly, the bus- focus on wellness doesn’t end when they tling Fontainebleau Miami Beach is go to bed. As such many properties are known for its beautiful pools and lively investing in state-of-the-art beds, such environment, whose guests want to en- as The Estate Yountville, which outfitted joy as much sun and excitement as they its premier Villa accommodations with can. As such, the hotel’s floor-to-ceiling luxurious Hastens beds, made by hand windowed gym overlooks the Atlantic in Sweden and prized for their natural Ocean as well as the resort’s legendary materials, comfort and ability to provide pools, allowing gym goers the opportu- a perfect sleep. And it’s not just five-star nity to not miss a minute of the visual hotels that are investing in sleep pro- excitement offered by the property. grams; Motto by Hilton, a new afford- Some resorts are going a step beyond able lifestyle brand with hotels in urban and offering “green exercise” programs, The outdoor fitness center at the Hotel Pitrizza in Sardinia locations, has put an emphasis on an el- combining wellness and sustainability. evated sleep experience, including pre- JOALI Maldives offers an outdoor work- message making up a bigger part of cock- mium mattresses, blackout window shades, out regime using RAW Fitness equipment tail menus. For example, Canopy by Hilton, a white noise app, and sound absorbing ma- — everything from handcrafted wooden through its partnership with Proprietors terials throughout the room. structures to coconut hand weights and LLC., sources cocktail ingredients from Wellness programs provide winning natural fiber ropes, all utilizing natural, local distilleries and farms whenever pos- strategies for both travel providers as well recyclable materials from the resort, such sible. These drink menus have the smallest as guests, reaping not only economic bene- as tree trunks, coconuts, wood, sand and environmental footprint possible by creat- fits but those of health and happiness. rocks. This approach to “green exercise” is ing waste-free cocktails and reusing leftover Allyn Magrino is President and Chief Rev- known to have positive physical and psy- garnishes to make syrups and infusions. enue Officer at Magrino PR.

20 JULY 2019 | WWW.ODWYERPR.COM

FEATURE Why independent hotels need PR more than ever Garnering press coverage for independent hotel brands is more challenging than ever, which only underscores the importance of finding the right PR agenc . By Jennifer Hawkins

few weeks ago, Bloomberg reported travel to Mongolia, poured tastings of Mon- luxury news, innovative hospitality services that Warren Buffett is “pessimis- golian vodka as internationally renowned and trends. A tic on the newspaper industry at a musician Jigjiddorj Nanzaddorj dazzled the Selective selling points time when public relations specialists are crowd on a traditional morin khuur fiddle. Comfortable rooms, stylish settings and increasingly outnumbering journalists.” I It was truly a special event bringing our cli- even celebrity clientele are impressive sell- can’t say I’m surprised. The six-to-one ratio ents to life in New York. ing points for garnering media coverage for of publicists to reporters is startling, creat- Give them what they need independent hotels. But ing a need for a specialist PR professional to With the ranks of journalists dwindling, what else has a property break through the clutter. it’s important for independent hotels and got? It’s important for The above spotlights both a challenge their PR agencies to be even more cogni- hotel owners and their and an opportunity for independent ho- zant of media’s needs when they’re working agencies to think broad- tels longing for quality media coverage and on a story. The Bloomberg article on the ly and creatively for an- for the overabundance of PR professionals newspaper industry caused a tweet from a gles they may not have tasked with securing it. frustrated journalist: “Don’t reach out and realized. Those might The upside of our PR profession growing ask what I’m working on/what’s top of mind include bridal, food and is spotlighting the importance of what we, for me right now. That’s popping up in my beverage, wellness, spa, Jennifer Hawkins as PR professionals, provide and do. With inbox and asking me to do work when you the surrounding desti- increased competition, independent hotels are the one who is technically supposed to nation, even distinctive personalities work- can’t expect that simply opening doors is all be pitching me. Look up what I write and ing on the property. Hotels are little worlds it takes to draw guests. While major hotel tailor a pitch.” unto themselves with vibrant personalities brands usually have significant budgets to There are many ways to get a journalist’s that we love bringing to light. create visibility through advertising and attention, but least effective is bombarding Take, for instance, our longtime client XV marketing campaigns, independent hotels them with needless communications that Beacon in Boston. An independent proper- need a more strategic “in” through earned won’t interest them and misdirected infor- ty surrounded by major hotel brands with media coverage, making the case for hiring mation they’ll never use. PR pitching must sizable budgets in the heart of town, XV the right PR agency with talent for targeted be targeted: get to know what a journalist Beacon has consistently appeared on lists outreach as the way to get it. covers before sending a pitch; provide less of the best hotels in Boston since we helped Creativity is key information rather than more; compose launch it at the stroke of midnight on New Gone are the days when PR agencies communications in a way that makes them Year’s Eve 2000. Our 20-year (and counting) were mere order-takers executing plans of keep reading; always bear in mind the “no PR program has focused on the little details in-house management teams. While we photos, no coverage” rule; tempt them with that set XV Beacon apart in a highly compet- still collaborate with marketing teams, the exclusives, if at all possible; and always, al- itive market: from the hotel’s extraordinary main priority today is thinking and acting ways, always be timely — nothing is less wine collection to its art-bedecked interi- creatively to increase the visibility of clients useful to a journalist than yesterday’s news. ors, its contemporary rooms including cozy with our own strategy. Authenticity speaks for itself fireplaces in every guest room to its setting In March, Hawkins International stepped Along those same lines, PR agencies need in a turn-of-the-20th-century Beaux-Arts beyond press releases, social media blasts to be selective and assured regarding the building on historic Beacon Hill. There’s al- and even trade shows to produce our clients they take on and work with. If I’ve ways something new and interesting for us first-ever “Spring Hospitality Showcase” learned anything over the years, it’s that au- to showcase to the media with an indepen- at a venue in Lower Manhattan. Dubbed thenticity is its own best asset. If I can get a dent hotel like XV Beacon. “It’s All in the Details,” the event provided media-trained client in front of a journal- Love you, too nearly two-dozen travel and wellness cli- ist, they’ll inevitably tell a compelling story Finally, in an age when media is taking ents a rare opportunity to directly captivate themselves with no smoke and mirrors re- a lot of unnecessary heat, it’s vital for in- New York-based media and influencers quired — and my agency benefits from the dependent hotels and their PR agencies to with newsworthy experiences that illus- trust we gain. recognize journalists as partners. Treating trated their key luxury offerings and selling Similarly, independent hotels should be those who cover the news with respect, points. familiar with other clients in a PR agen- providing them what they need and caring Our clients were thoroughly engaged: cy’s portfolio. Having a diverse client base about them as people, as well as profession- Casa Madrona Hotel & Spa, an indepen- of a global mix of luxury hotel groups and als, pay real dividends and make for life- dent property based in Sausalito, California, boutique properties has always been a boon long genuine friendships. highlighted its recent renovation by display- for our agency because it speaks to how I’m happy to count many journalists as ing a Wellness Bed by Eight offered in its new we’ve grown our reputation and exper- friends, and I know the feeling is mutual. wellness guest rooms, with a bed-mounted tise; we know how to curate what a jour- After all, the tweet about PR people ended selfie camera for event attendees to snap nalist needs. If they’re working on a story with: “Love you bye.” imagery and share across social media. that may not be a fit for one client, we have Jennifer Hawkins is Founder and Presi- Nomadic Expeditions, an award-winning others to present and give them what they dent of Hawkins International Public Rela- independent provider of luxury adventure need. We’ve become a one-stop shop for tions. 

22 JUNE 2019 | WWW.ODWYERPR.COM It’s all about digital — or is it?

PR pros today often give in to the temptation to focus their efforts on all things digital. In the process, they might lose sight of the idea that strategy is always the starting point for reaching, connecting and ultimately, influencing travel decisions By Andy Jorishie ou’ve heard it before. In fact, you ences, personal time. Almost 60 percent to the consumer. The buzzword in digi- might’ve even been the one to say of travelers even want brands to custom- tal today is “consumer centric.” And, the Yit. A proclamation that “it’s all about ize the content they deliver to them based struggle to create an immersive storyline digital” and that nothing else matters. We on past behavior and travel preferences. that is only available live in a world where, for the first time this And, the growing desire of a growing num- through digital chan- year, the percentage of travelers that begin ber of consumers to disconnect or reduce nels is real. their planning process on a digital device the amount of time they are connected Don’t get me wrong. will exceed 90 percent. We live in a world through a digital device is also part of per- At The Zimmerman where Google is evolving to become the sonalization. Agency, we embrace Amazon of travel, and amazontravel.com There are so many shifts taking place digital. The growth of can book an experience for you around the in the consumer landscape today, that it our digital, social and world and back. We influence audiences would take far more words than this article analytics teams has con- through public relations and marketing would allow to address the coming influ- sumed more than office Andy Jorishie communications that’ll likely rely on a ence of change. The desire to revisit your space. But, as digital is click on a digital device as the final conver- favorite childhood memories. Growing focusing on being more consumer cen- sion on their path to book a hotel, a flight, number of “sober social scenes” being cre- tric, public relations is perhaps the most a meal or anything else that makes up the ated as part of the adult experience. AirBnb powerful discipline to reach, connect and travel experience. creating its own media channels to deliver influence travel decisions that aren’t made So, perhaps it’s true that digital is more long-form video as people contin- by digital — they’re made by a consum- ­everything. Or, is it? In my world, strate- ue to prioritize experiences over things. er. And, the consumer isn’t yet living life gy is the starting point and the “result” is And, don’t get me started on the influence through an Oculus headset, or allowing the “everything” that really matters. So, of Millennials as parents, and Gen Z as … Alexa to determine where and when they certainly the broadest definition of digital well, as Gen Z. go on vacation, or how a meeting planner channels is critical. And keeping up with I’d also admit to cringing a few times will satisfy the needs of the attendee. what appears to be changes happening at when someone says the definition of pub- As public relations practitioners we aren’t a radical pace is now the common course lic relations is changing. That already hap- immune to the temptation to focus all of of business. The latest travel technology pened too. And, not simply adapting to our efforts on digital. It’s hard to believe was developed to stay ahead of consumers embrace social media, or focusing on in- it, but now that may actually be the easier who’re planning more vacations and short fluencers. Public relations in the travel cat- route to take. escapes in the heat of the moment. Wel- egory has changed partly because we could Particularly for travel clients, in public come is an iOS app that will help travelers no longer sit back and allow our advertis- relations, we’ve never lost sight of the fact build their itineraries through artificial ing counterparts to drive strategy. And, that our efforts must be consumer centric. intelligence fueled by recommendations the ability of our teams to push the enve- And, potential travelers attend events, par- and reviews. And, nearly 50 percent of lope of creativity to gain the attention of ticipate in activations; read articles; pay smartphone users in the U.S. are comfort- a travel audience in virtually any channel attention to influencers; take part in pro- able researching, planning and booking a that provides a platform. And, yes, there’s motions; generate, share and curate con- trip literally in the palm of their hand. The no doubt that we have influenced change tent; read reviews; watch travel shows and advance of 5G technology and the race by through our ability to capture a significant let their voices be heard as they convince travel brands, OTAs and the technology share-of-voice for our clients through digi- friends and family of the right place to go, providers themselves means the travel cat- tal channels. We’re also held more account- stay and eat. And, while they may book egory is a proving ground for those who able than ever before, partly because of the through digital, the world around them is believe nothing else matters beyond the number of tools, technology and method- still not experienced on a laptop. digital channel. ology for measurement, and partly because If someone in a meeting said that digital I cringe in a meeting when someone clients want to know there’s a connection was not the most important channel today says that “digital is changing things.” That between their investment in public rela- — I’d cringe at that that too. Through pub- already happened. The reality is that trav- tions and the bottom-line. lic relations we’ve shifted the delivery of el consumers are changing things because So, if all of this is true, and so much of the messages from a traditional consideration they’ve adapted to the tools available to world and the travel consumer landscape is funnel where awareness was the prima- them, and have compressed their ability to lined with digital connectivity, how could ry focus of PR to a fuller funnel approach connect, decide and experience travel. The anything else matter? where consumer centric messages are de- “dreaming” phase of travel planning is now Have you sat in a meeting lately that’s livered throughout the funnel and the most done during a nap. Yes, personalization is ­totally focused on digital? The conversa- important outcome of our efforts is now critical. Above all, there’s a need to match tions have shifted from technology and the measured on the bottom-line. the travelers desire for personal messag- digital transformation of organizations— Andy Jorishie is EVP Director of Strategy ing, personal itineraries, personal experi- another term that makes me cringe—back at The Zimmerman Agency. 

WWW.ODWYERPR.COM | JUNE 2019 23 O’Dwyer’s guide to TRAVEL AND TOURISM PR

ism and real estate development markets with top-tier public rela- tions campaigns and award-win- ning results. CIIC has represented leading hotels, hospitality brands and tourism boards in both the US and internationally, including, Marriott International, Hyatt Ho- tels, Hilton Hotels, Solmar Hotels & Resorts, Vivo Resorts, Aliz Ho- tel Times Square, Krystal Hotels & Resorts, El Ganzo Hotel, Atlantic Hotel & Spa, and the destinations of Los Cabos, Baja California Sur, Cancun, Riviera Maya/Tulum, and Barbados, to name a few. CIIC’s work is strategic, creative and results-driven, having been honored with Media Relations Awards by PR Daily, as well as nu- merous HSMAI (Hospitality Sales & Marketing Association Interna- tional) Adrian Awards across Gold, Silver and Bronze categories. With offices in New York and Miami, CIIC is an esteemed member of The CIIC team hosting a wine tasting event with Barton & Guestier at Aliz Hotel Time Square. LATAM PR and is a Certified Women’s Business Enterprise by 5W PUBLIC of our programs is designed to Bronze — Product Launch of the WBENC. impact our clients’ bottom line, Year RELATIONS bringing leading businesses a re- Clients include: AmaWaterways, D & D PR sourceful, bold and results-driven Hilton Hotels, Marriott Hotels, 230 Park Ave., 32nd Floor approach to communication. Santa Barbara Airport, Ty Warner 1115 Broadway, 12th Floor New York, NY 10169 Clients include: The Trade Desk, Hotels & Resorts New York, NY 10010 212/999-5585 Zeta Global, CareerBuilder, SAP 646/393-4392 646/328-1711 NS2, Jill Stuart, Santa Margherita, [email protected] [email protected] Bowlero Corp., and many more. CAROLYN IZZO www.dndpr.com Ronn D. Torossian, President & INTEGRATED Teresa Delaney, Nichole CEO BLAZE PR COMMUNICATIONS DiBenedetto, Partners Dara Busch, Matthew Caiola, Executive Vice Presidents 1427 Third Street Promenade (CIIC) Based in New York City, D&D Suite 201 PR specializes in luxury travel, Since 2003, New York-based Santa Monica, CA 90401 NY / Miami hospitality and lifestyle and is led 5W Public Relations (5WPR) has 310/395-5050 845/358-3920 by principals — Nichole DiBene- worked with widely known and [email protected] [email protected] detto and Teresa Delaney — who emerging brands, corporations and www.blazepr.com www.ciicnews.com have more than 40 years of com- high-profile individuals. Our prac- bined experience in lifestyle and tice areas include B2C (Beauty & Matt Kovacs, president Carolyn Izzo-Feldman, President & Founder hospitality marketing. Fashion, Consumer Brands, Enter- BLAZE is the go-to PR agen- Passionate about telling our cli- tainment, Food & Beverage, Health Amy Sedeño, Director cy for lifestyle brands hungry for Paola Cuevas, Account Director ents’ individual stories, the agency & Wellness, Travel & Hospitali- a real piece of the marketshare. was born from a deep love of travel ty, Technology, Nonprofit), B2B Fresh and seasoned, our boutique Carolyn Izzo Integrated Commu- and personal curiosity of global ex- (Corporate Communications and agency is comprised of veteran nications (CIIC) is an award-win- ploration. From hotels and resorts Reputation Management), Public practitioners who stay one step ning, highly respected full-service to independent brands and desti- Affairs, Crisis Communications, ahead of trends and will not rest public relations and social media nations, each of our clients have a and Digital Strategy. We have a on the laurels of past successes. firm specializing in creating dy- distinct tale to tell, inspiring us to 360-degree approach to PR, social Our media strategies are meaty, namic campaigns for the travel & be fervent storytellers. The D&D media, branding and digital mar- creative and on-point because they tourism, real estate, hospitality, PR team gets a thrill from placing keting that delivers game-changing are backed by a thoughtful process food & beverage and lifestyle in- coverage in the most sought-after results to our clients. that considers the particular world dustries. The CIIC team is made up media and celebrating every suc- Our more than 150 tenacious and of each brand. of enthusiastic and connected PR cess along with our clients. We creative communications practi- Recent Awards: PR Week, Best professionals who bring 25+ years take nothing for granted in the tioners develop and execute cre- Places to Work; LA Business Jour- of combined experience from sev- ever-changing world of travel and ative campaigns that connect our nal, Best Places to Work; One Plan- eral of the country’s top PR firms. media. This is why we partner with clients with their target audiences et Awards, Gold — PR Campaign For 23 years, CIIC has been dedi- our clients. We take the time to im- in memorable ways. Every aspect of the Year; One Planet Awards, cated to servicing the travel & tour- merse ourselves in their world and

2424 APRILJULY 20192016 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of ravel & Tourism PR Firms to discover first-hand the unique and not just stay ahead of them. experiences they offer, so we can Our innovative campaigns deliver communicate their message with tangible, profitable results. authentic enthusiasm. With a focus that goes beyond No two clients’ needs are alike, just public relations and includes which is why each client receives a marketing and social media, we tailored approach. Supported by a are driven not only by how much strong team, the agency’s partners press we can secure for our clients oversee client campaigns, help- but rather how we can positive- ing to curate the important details ly impact their bottom lines. The and respond directly to individu- marketing and social media tactics al needs. We choose our partners we employ are creative, cost-effec- carefully, protect their brands tive, and realistic to execute. And vehemently and tell their stories most importantly, they drive sales passionately. This level of commit- and impact the bottom line. ment is what continues to stoke our Over the past year, Eleven Six creative fire and drive D&D PR to has handled the openings of five push ourselves and our team to ex- Six Senses hotels and resorts glob- ceed expectations. ally, introduced the world to the Clients: Bankside Hotel – Lon- first-ever rideshare submarine in don; The Bannister Hotel & Yacht The Great Barrier Reef — scU- Club; Casa Bonita Tropical Lodge; ber, brought the Day of the Dead Cox & Kings, Discover Your Italy; holiday to life in New York City in El Portillo Residences; Grand Fies- conjunction with Andaz Mayako- ta Americana Coral Beach Cancun; ba through a series of partnerships Los Altos Residences; Mint Hotels and activations and signed on new & Residences; Punta Rucia Lodge; For Contiki, the world’s leading travel company for 18-35 year olds, D/R clients such as Cradock Terry Ho- Ray Caye Private Island Resort; created #VoteWithNoRegrets, joining the national movement urging tel, Hyatt Regency Maui Resort & Saba Tourist Bureau. young people to vote to raise awareness of brand in the United States. Spa, King Charles Inn and Pestana Hotel Group. Additional clients THE DECKER/ travel agencies and personal travel talent. Our Tourism Practice part- include: Andaz Mayakoba Re- assistant, App in the Air to our ros- ners with destinations to increase sort Riviera Maya, Cavit Wines, ROYAL AGENCY ter which among others, includes leisure, corporate and associa- Kimpton Hotel Eventi, Kimpton French retreat Royal Champagne tion visitor arrivals and spending. Ink48, Kimpton Muse Hotel, Re- 135 W. 41st St., 5th Floor Hotel & Spa, Uniworld, destina- How? By winning the support of mote Lands, Red Savannah, Six New York, NY 10036 tion Reno Tahoe and Trafalgar. key influencers — media, digital Senses Hotels Resorts Spas, The 646/650-2180 influencers, meeting planners and Ritz-Carlton New York Westches- [email protected] the travel trade. Our goal always? ter, Tourism & Events Queensland www.deckerroyal.com DEVELOPMENT and Visit Richmond. @deckerroyal Combine smart strategy with the COUNSELLORS right tactics to deliver powerful re- Cathleen Decker, Stacy Royal, sults. DCI’s work has been recog- FAHLGREN Partners INTERNATIONAL nized annually by the Hospitality (DCI) Sales and Marketing Association MORTINE Decker/Royal is an integrat- International, achieving Best In ed communications workshop, Show and Platinum awards. DCI is 4030 Easton Station, Suite 300 merging rich storytelling, cleverly 215 Park Ave. South, 14th Floor New York, NY 10003 globally connected through TAAN Columbus, OH 43219 crafted content and strategic part- 212/725-0707 Worldwide, a network of 46 agen- 614/383-1500 nerships to connect audiences to its www.aboutdci.com cies in 29 countries. www.fahlgrenmortine.com growing list of travel clients. Neil Mortine, President and CEO From prominent freelancers and 750 N San Vicente Blvd Marty McDonald, Executive Vice qualified bloggers to consumer and Suite 800 W ELEVEN SIX President, Tourism Practice Leader trade print, digital and broadcast West Hollywood, CA 90069 media, we maintain relationships 424/281-6717 261 Madison Avenue, 9th Floor As a communications-led inte- with top influencers in the industry New York, NY 10016 grated agency, Fahlgren Mortine to maximize and ensure consistent 1 Adelaide Street East, Suite 3001 646/325-5894 Toronto, ON M5C 2V9 [email protected] works with clients in 29 states, and coverage. Our ability to create 647/276-1917 is recognized as a firm that gets re- narrative extends to blogposts, tra- Katie Barr Cornish, Principal sults. The agency has been recog- ditional copywriting and advertori- Karyl Leigh Barnes, President, Emma Silverman, Vice President nized with dozens of national PR als, a complementary skill set that Tourism and tourism awards for enhancing recognizes the blurring line be- Daniella Middleton, Vice Presi- Eleven Six prides itself on creat- brand perception, including Silver tween advertising, marketing and dent, Tourism ing a new normal in the PR agency and Bronze Anvils from PRSA, traditional PR. world. It is not business as usual Mercury and Destiny Awards from It’s why we craft holistic cam- One Agency. Two Specialized at this young and rapidly growing the U.S. Travel Association and paigns, weaving media relations, Practice Areas. Established in company. many others. Headquartered in strategic influencer marketing and 1960, Development Counsel- Our media relationships are deep Columbus, Ohio, Fahlgren Mor- social media tactics with events, lors International (DCI) focuses and varied. We seamlessly pitch tine has locations in Colorado, activations and thought leadership exclusively on travel market- across multiple verticals, placing Florida, Idaho, New York, South opportunities all aimed at one pur- ing and economic development. our clients beyond the travel pages Carolina and West Virginia. Trav- pose: delivering measurable re- During the last half century, we and in business, arts and fashion el industry client experience in- sults. have worked with more than 500 pieces. Our thinking is strategic cludes Office of TourismOhio; This year, we added TRAVEL- cities, regions, states, provinces and most importantly, creative. Myrtle Beach Area Chamber of SAVERS, the organization of more and countries to help them attract We push the creativity envelope, than 2,500 independently owned business investment, visitors and always aiming to spark the trends _ Continued on page 26

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2019 25 w Profiles of ravel & Tourism PR Firms FAHLGREN MORTINE HAWKINS _ Continued from page 25 INTERNATIONAL PUBLIC RELATIONS

119 West 23rd St., #600 Commerce/CVB; Travel Nevada; New York, NY 10011 Airstream; Niagara USA; Visit Sun 212/255-6541 Valley; North Dakota Department [email protected] of Commerce/Tourism; Ski Utah; www.hawkpr.com and many other destinations, re- Los Angeles: gions, hospitality properties and 12100 Wilshire Blvd., Suite 800 more. Los Angeles, CA 90025 Jennifer Hawkins, CEO, Founder FRENCH/WEST/ Corey Finjer Bennett, COO VAUGHAN At Hawkins International, travel is our passion. As an award-win- 112 East Hargett St. ning public relations and commu- Raleigh, NC 27601 nications agency, Hawkins Inter- 919/832-6300 www.fwv-us.com national has built an impressive global reputation for full-scope Rick French, Chairman & CEO and impactful integrated social and David Gwyn, President / Principal digital campaigns. Natalie Best, Chief Operating A bi-coastal agency with offic- Officer / Principal es in New York and Los Angeles, Leah Knepper, Vice President — From serene beaches to savage sand dunes, the Fahlgren Mortine team Hawkins International boasts a Travel & Tourism Practice takes a hands-on approach to storytelling. strong team of communication professionals that seamlessly cross French/West/Vaughan (FWV), leigh, N.C. Washington Tourism Development from traditional public strategies to the Southeast’s leading public re- Prior travel and tourism work in- Authority (N.C.). social activations in dynamic and lations, public affairs, advertising cludes campaigns for Divi Resorts FWV is a 15-time National stimulating ways on behalf of a and digital media agency, is home and its nine Caribbean properties; Agency of the Year honoree and roster of internationally acclaimed to one of the country’s leading cooperative marketing campaigns the recipient of over 900 awards hospitality clients. Travel & Tourism practices. for the tourism organizations of for individual client campaigns. With expertise in creative, en- For more than two decades, Aruba, Bonaire, Curacao, St. Croix Founded in April 1997 by agency gaging and multi-dimensional sto- FWV’s dedicated Travel and Tour- (U.S.V.I. Dept. of Tourism) and Chairman and CEO Rick French, rytelling, Hawkins International ism practice has worked with and St. Maarten; the Dude Ranchers’ FWV employs 113 public rela- promotes its clients through cal- helped grow a number of desti- Association; Gatlinburg, Tenn.; tions, public affairs, social media, culated media relations, influencer nations, resorts, municipalities, Cabarrus County, N.C. (home to advertising and digital marketing activations, inventive experiences attractions, museums, historic NASCAR’s Lowe’s Motor Speed- experts between its headquarters in and the development of newswor- regions and event properties. We way); Oakland County, Mich.; Raleigh, N.C., and offices in New thy content for its prestigious cli- start by translating a client’s assets Branson, Mo.; the Old Salem York City, Los Angeles and Tam- ents which include hotels, resorts, into meaningful and emotional sto- Moravian Village (N.C.); Ameri- pa. Operating divisions of FWV and real estate and lifestyle brands. rylines and follow that up with me- ca’s Historic Triangle (Williams- include FWV Fetching, the agen- While Hawkins International spe- ticulously crafted, research-driven burg, Va.); the Greater Raleigh cy’s specialized pet and veterinary cializes in new property launches, campaigns that have been success- CVB (N.C.); Tweetsie Railroad medicine practice; AMP3 PR, a it continues to successfully drive ful at increasing awareness, driving (N.C.); Trailways Transportation NYC-based PR, social media and national and regional coverage and visitation and creating uniquely System (Fairfax, Va.); the National influencer marketing agency; and engagement for its 60+ clients, in- sharable visitor experiences. Cowboy Hall of Fame & Western Prix Productions, a longform doc- cluding Accor, Fairmont Hotels & Our experienced and passionate Heritage Center; the Rock & Roll umentary and feature film produc- Resorts, Domio, La Compagnie, team of storytellers have helped Hall of Fame + Museum; and the tion company. Seabourn Cruise Line, and Wilder- travel, tourism, economic devel- ness Safaris, among others. opment and special event interests find their voice, from the moun- tains of Gatlinburg, Tenn., to the HEMSWORTH islands of the Dutch Caribbean. COMMUNICATIONS Current travel and tourism indus- try clients include Concord Hospi- 1510 SE 17th Street, Suite 200A tality Enterprises, a hotel develop- Fort Lauderdale, FL 33316 er and operator of over 100 hotel 954/716-7614 properties across North America; [email protected] the Wilmington and Beaches Con- www.hemsworthcommunications.com Fort Lauderdale • New York • vention & Visitors Bureau (Wilm- Atlanta • Charleston ington, Carolina Beach, Kure Beach and Wrightsville Beach Samantha Jacobs, Founder & N.C.); the Wilmington Conven- President tion Center; the Greenville (N.C.) Michael Jacobs, COO Convention & Visitors Bureau; the French/West/Vaughan worked closely with the Wilmington and Beach- Hemsworth Communications North Carolina Museum of Natural is a full-service public relations Sciences and Dorothea Dix Park, es CVB to welcome visitors back to the destination following Hurricane Florence, including hosting a FAM trip for national media. agency that specializes in travel, a 308 acre destination park in Ra- tourism and hospitality. Capabil-

26 JULY 2019 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of ravel & Tourism PR Firms ities include brand strategy, media relations, promotions, social me- dia, event planning, thought lead- ership and more. With an impressive global reach, Hemsworth leverages its Passion. Insight. Connections. to surpass client expectations. The agency has been hired by companies large and small because of its track re- cord for delivering outstanding re- sults with a distinctively personal touch. Ranked one of the country’s fastest-growing agencies for five years running, Hemsworth has received numerous accolades in- cluding Adrian Awards, American Business Awards, “Best Places to Work” Awards and others. Clients include Air Partner, AmaWaterways, Best Western Ho- tels & Resorts, Coral Hospitality’s Georgia State Parks & Lodges, Driftwood, the HSMAI Foun- dation, Margaritaville Holdings, Massanutten Resort, Oasis Travel The Impact PR & Communications team pictured at its office in the Hudson alley. Network, Orion Span, SmartCruis- er.com, Sonesta Fort Lauderdale, services including a combination Lumpur, Malaysia; The Saxon Ho- J PUBLIC VIKAND, and others. of communications strategies & tel; ThirdHome; Tschuggen Hotel architectures, creative campaigns Group; YTL Hotels. RELATIONS & content partnerships, content HUNTER 530 7th Ave., #502 creation & toolkits, and market IMPACT PR & counsel & executional support. New York, NY 10018 41 Madison Avenue, 5th Floor Hunter’s global offerings aim to COMMUNICATIONS 212/924-3600 New York, NY 10010-2202 [email protected] unite marketers around the world instagram.com/jpublicrelations/ www.hunterpr.com to speak the same brand language 212/679-6600 2 LaGrange Ave., #209 www.jpublicrelations.com but in their own native tongues and Poughkeepsie, NY 12603 Grace Leong, CEO cultural vernaculars. The output 845/462-4979 J Public Relations (JPR) is an Alexandra Conway, Managing of these efforts is to maintain con- [email protected] international luxury PR, influenc- Director, UK Office sistency, control messaging, and https://prwithimpact.com er management and social media Samara Farber Mormar, maximize resources for our clients. agency specializing in hospitality, Executive Vice President, Filomena Fanelli, CEO/Founder travel and luxury lifestyle brands. Kate Wark, Exec. VP Business Development IMAGINE PR With 75 team members across four offices in New York City, London, Impact PR & Communications HUNTER is an award-winning Los Angeles and San Diego, plus 262 W. 38th St., #703 crafts meaningful, strategic cam- consumer products and services a presence in Denver and Arizona, New York, NY 10018 paigns that help our clients exceed marketing communications firm JPR is a trusted leader in media 212/922-1961 their goals by attracting attention with offices in New York and relations and brand strategy, trend London, staff based across the US [email protected] and generating results that help www.imagine-team.com forecasting, brand partnerships, their businesses flourish. Our team and international affiliate partners influencer relations, digital and so- works tirelessly and leverages our extending our reach around the Gabriele Sappok, Partner cial strategy. JPR is an innovator relationships with media and in- globe. Andreas Sappok, Mng. Partner in all things travel, being the first fluencers to create real value for Founded in 1989, Hunter has travel PR agency to launch a pod- our clients. Based in New York’s grown to be one of North Ameri- IMAGINE PR is a New York- cast in 2018, Priority Status. Hudson Valley region, Impact ca’s most recognized and resourced based, award-winning boutique Established in 2005, JPR has PR & Communications is a certi- firms providing strategic commu- public relations agency with a consistently risen to become the fied Women Business Enterprise nications counsel and services to smart approach to hospitality and world’s fastest growing agency in (WBE) and has just celebrated major consumer brands, products travel public relations. We special- the travel and hospitality spaces. five years in business. Practice and services. Our motto is “we ize in experiential and luxury trav- JPR’s global roster includes more areas include travel and tourism; earn it,” and at Hunter we focus on el PR and work with a portfolio of than 150+ hotels in the U.S., U.K. retail, real estate, design and con- doing so in three key areas: earning key players that span the globe. and throughout Europe, Mexico, struction; food and beverage; and consumer attention, earning cli- Clients Include: Ellerman House, Caribbean, Dubai, New Zealand, non-profits. Our work for clients ent relationships and earning staff Cape Town; Hotel Arts Barcelona, Asia and more. JPR represents des- like Dutchess Tourism and Angry dedication. With a broad range of a Ritz-Carlton Company Hotel; tinations such as North Carolina Orchard is strategically executed, expertise in many industries, we Jacada Travel; Marchay; Manda- and Utah as well as brands includ- award-winning and always done proudly serve brands across Travel pa, a Ritz-Carlton Reserve; Natu- ing Marriott, Relais & Châteaux, with heart. + Restaurants, Food + Beverage, ral Selection; Quasar Expeditions; Jumeirah Hotels & Resorts, Vail For more information on Impact Wine + Spirits, Home + Lifestyle, Robin Pope Safaris; Singita; Slo- Resorts Hospitality and multiple PR & Communication, call 845/ Health + Beauty, Retail + Ecom- venian Tourist Board; The Broad- Ritz-Carlton Hotels & Resorts. 462-4979, visit www.prwithim- merce, Education, Fashion, and way Collection; The Draycott Ho- JPR is listed on the Observer’s Toys + Games. tel; The Ritz-Carlton, Koh Samui, pact.com or follow us on social Hunter offers a suite of global Thailand; The Ritz-Carlton, Kuala media @prwithimpact. _ Continued on page 28

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2019 27 w Profiles of ravel & Tourism PR Firms firm knows what it takes to pro- J PUBLIC RELATIONS mote any destination or resort. At _ Continued from page 27 the heart of K. Sutherland PR lies their public relations expertise, but their services expand beyond annual “PR Power 50” as one of traditional PR, offering clients a the country’s most powerful PR holistic mix of strategic commu- firms and Crain’s “Best Places nications, social media, influencer to Work in New York City.” The marketing, content marketing and agency also garnered “Top Places more. K. Sutherland PR maximiz- to Work” by PR News and “Agency es exposure through extensive un- of the Year” by Bulldog Reporter derstanding, and because they are in addition to multiple trade and a boutique PR agency, are able to consumer awards for company cul- provide impactful public relations ture and brand success. services at affordable prices. Sampling of clients: Adare Man- or, Adventures by Disney (project LAURA DAVIDSON work), Aulani, a Disney Spa & Resort (project work), Chateau du PUBLIC RELATIONS Grand-Lucé, Chewton Glen, Clive- den House, Discover Baja Califor- 72 Madison Ave., 8th Floor nia, Four Seasons Resort Lana’i, New York, NY 10016 Grand Hotel Tremezzo, Helena 212/696-0660 Bay, Hotel del Coronado, Inter- Facebook.com/lauradavidsonpr twitter.com/ldpr Continental Los Angeles Down- instagram.com/ldprtravel town, InterContinental, Washing- www.ldpr.com ton D.C. — The Wharf, Jumeirah Hotels & Resorts, Rancho La Puer- Laura Davidson, President The Kentucky Department of Tourism, a client of Lou Hammond Group, ta, Rancho Valencia Resort & Spa, Leslie Cohen, Executive Vice took Chicago by storm recently hosting 20 top local journalists, with a Relais & Châteaux, The Palms and President combined reach of 180 million, aboard a riverboat to experience the tour- The Shore Club, The Resort at Pe- ism offering of the Bluegrass state. dregal, The Ritz Carlton (multiple LDPR is a dynamic and innova- properties), Vail Resorts Hospital- tive travel and lifestyle PR agency headquartered in NYC with staff to successful long-term partner- the travel industry. A few things to ity, Vail Mountain Resorts, Visit ships and measurable results. know: North Carolina and Visit Utah. in Chicago, LA and San Francisco. The firm has been at the forefront Our clients include Aman; Ab- • Independent: known for bound- of integrated initiatives for desti- ercrombie & Kent; VisitScotland; less creativity and enthusiasm. K. SUTHERLAND nations, international hotel com- Sydney/Destination New South • Operates differently: no time Wales, Australia; Travel Portland, sheets — clients get the attention PR panies, independent resorts, luxury tour operators and lifestyle prod- Oregon; Azores Getaways; Cur- they need when they need it. ucts. The agency delivers a high- tain Bluff, Antigua; The Resort at • Global: founder of the PR 18 Winter Street, Studio C Paws Up, Montana; Andaz Maui World Network. Reno, NV 89503 ly personalized service, listening to clients’ needs and customizing At Wailea Resort; Atlantis Paradise • One of the industry’s highest 775/360-6101 Island, Bahamas; Park Hyatt, St. client retention rates serving des- ksutherlandpr.com strategies that deliver exceptional ROI. We have an in-house social Kitts; The Dominick, New York tinations such as Norfolk, Prov- K. Sutherland PR is a full-ser- media team to implement strategies, City; The Ocean House, Watch idence, Sonoma, New Haven, vice, boutique firm that offers a content development and influencer Hill, Rhode Island; Briggs & Riley, Charleston and the state of Virginia comprehensive and personal ap- outreach. LDPR’s unique culture is among others. for more than a decade. proach to modern public relations. defined by our collaborative and At the end of the day, however, Delivering 5-Star results for travel strategic approach to working with LOU HAMMOND it’s all about the results. In the past and tourism clients worldwide, the clients, media and our staff, leading year alone LHG has: GROUP • Met individually with 90+ top-tier writers, conducted 57 me- 900 Third Avenue dia missions with clients in target New York, NY 10022 markets such as New York, Atlan- 212/308-8880 ta, Los Angeles, Chicago Houston, [email protected] Dallas, Miami and Washington, www.louhammond.com D.C. hosted 360+ media visits and Lou Hammond, Founder/ partnered with 180+ social media Chairman influencers. Stephen Hammond, CEO • Secured broadcast hits from Terence Gallagher, President, outlets such as: “Today,” “Good New York Morning America,” “CBS Sunday Gina Stouffer, President, Morning,” CNBC, The Weather Charleston Channel, “LIVE with Kelly and Ryan” and AP podcast, “Get Outta Lou Hammond Group (LHG) is Here.” a celebrated, integrated marketing • Regularly delivered impactful communications firm with offices results including: Architectural in New York, Charleston, Denver, Digest, Conde Nast Traveler, De- Houston, Los Angeles, and Miami. partures, Food & Wine, Town & LHG has built a legendary reputa- tion over the past 35 years as the Jamie Sigler O’Grady and Sarah Evans, Partners at J Public Relations. leading mid-sized agency serving _ Continued on page 30

28 JULY 2019 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms lifestyle brands turn to us — and Guernsey, Visit San Jose and Visit At NJF, an MMGY Global com- LOU HAMMOND GROUP return to us. Sarasota County. pany, we are global connectors, _ Continued from page 28 Magrino offers a full suite of storytellers and curators of travel public relations and social media experiences — inspiring people services, from media relations and MFA | FINN to view the world differently and Country, Worth, Wall Street Jour- strategic partnerships to platform a Finn Partners Company then see it for themselves. As mar- nal, New York Times, Travel + Lei- management, content creation and 301 E. 57th Street keters specializing solely in travel sure, to name a few including two influencer and event marketing. NY, NY 10022 and hospitality, we help put travel cover stories. Magrino Travel Clients In- 212/528-1691 brands on the map and navigate • Added new travel clients: New clude: Cala di Volpe, Canopy Ho- www.mfaltd.com their narrative through innovative Jersey Div. of Travel & Tourism, tels, Conrad DC, Conrad Dublin, Missy Farren, Managing Partner thinking, creativity and storytell- Fischer Travel Enterprises, Bur- Conrad Hotels, Cosmopolitan of Samantha Lacher, Vice President ing. NJF offers boutique service gess Yachts, Cliff House Maine, Las Vegas, Fontainebleau Miami and expertise in consumer and Beach, Grace Bay Resorts, Hotel MFA | FINN provides sharp strat- trade media relations, social media, Kentucky Dept. of Tourism. egy and results that matter to a vast • Continue to expand in-house Pitrizza, Hotel Romazzino, Inde- corporate and brand positioning, pendent Lodging Congress, Joa- array of travel/tourism, culinary experiential and event marketing, creative services to include brand- and hospitality clients. A consum- ing, marketing, advertising, con- li Maldives, JW Marriott Miami strategic partnerships and promo- Turnberry Resort, JW Marriott mate personal touch accompanies tions, influencer engagement and tent development, social media and extreme professionalism, deep ex- digital solutions. Nashville, LXR Hotels, Marchesi crisis communications. Antinori, Motto by Hilton, Point pertise, and the power of a global For those seeking senior level LHG clients know they are agency behind us. working with the most trusted, go- Grace, The Duniway Portland, The counsel, unwavering brand advo- Estate Yountville, The Lexington, True passion for travel drives cacy and unrivaled media savvy, to media and influencer resource in success and relationships in vari- the industry with a singular com- The Ranch Malibu, SHA Wellness NJF is a PR powerhouse and one- Clinic, Waldorf Astoria Hotels, and ous niches, including: culinary, Ca- stop shop. Hundreds of hotel, des- mitment delivering quality, mea- ribbean, adventure, ski and snow, surable results. West Bay Club. tination, travel and lifestyle brands family, romance, arts and culture, have entrusted their reputations to MAGRINO PR wellness, spa, culture, wine and NJF whose “Leave No Stone Un- MARDIKS PR spirits, fitness and sports. MFA turned” philosophy has catapulted | FINN specializes in strategic the firm to the top. Our integrated 352 Park Ave. South, 6th Flr. 261 Madison Avenue media relations; influencer cam- New York, NY 10010 New York, NY 10016 PR and social media team prides 212/957-3005 paigns; social media strategy and itself on long-standing client rela- 646/283-5273 management; press trip planning Fax: 212/957-4071 www.mardikspr.com tionships and an innate ability to [email protected] and execution; partnership devel- move within many spheres: tapping www.magrinopr.com Charles Mardiks, President and opment; event facilitation; spokes- media and industry influencers, Managing Director person positioning; and crisis com- forging creative partnerships, un- Susan Magrino, Chmn. & CEO munications. covering strategic advantages, and Allyn Magrino, Pres. & Chief Rev- At the intersection of creative and Industry experience includes: enue Officer providing global perspective. Our strategic, Mardiks PR is a market- Aspen Ski Co., Bluegreen Vaca- campaigns are rooted in research LeighAnn Ambrosi, Exec. VP & ing solution provider, specializing Chief Admin. Officer tions, Cayman Airways, Cayman and insights, and we are master in travel and tourism. The agency Cookout, The Cayman Islands De- storytellers and content creators At Magrino, we put over 25 leverages the power of storytelling partment of Tourism, Charlie Bird who know how to make news out years of strategic insight and in- to create engaging, integrated cam- Restaurant (NYC), Chatham Bars of simple concepts or large-scale telligence into everything we do. paigns. Our multi-channel cam- Inn, The Colonial Williamsburg programs. We forge an emotional Employing our 360° lifestyle ap- paigns combine media outreach, Foundation, Colorado Ski Country, connection to reach our audiences proach to brand building and pub- social media and event activation Dart Real Estate (Cayman Islands), where they live, work and play. lic relations, our campaigns are along with strategic partnerships to Disneyland, Disneyland Food & Industry innovators and thought focused, strategic and assembled build buzz and business for leading Beverage, Golden Horseshoe Golf leaders, NJF is the pioneer of Ho- to balance cost-effectiveness with global travel brands, destinations Club, Intrawest, Limelight Ho- tel Week NYC, and MMGY is the positive results. That is the reason and associations. tel, The Little Nell, The Lodge at author of the widely acclaimed some of the world’s most revered The agency was founded by Woodloch, Martin’s Lane Winery, Portrait of American Travelers® Charles Mardiks. Charles has two Megpies, Michelin Food & Trav- annual research study. With offic- decades of integrated marketing el, Mountain Collective, Mission es in New York City, Kansas City, and public relations experience in Hill Family Estate winery, Nation- Los Angeles, London, Miami, Ma- global travel and tourism, and he al Trust for Historic Preservation, drid, and Washington, D.C. and brings together a highly networked, Pasquale Jones Restaurant (NYC), an international partner network, nimble team of senior-level, hands- Peet’s Coffee, Replay Resorts / Travel Consul, we serve many of on strategists and creative thinkers. Yotel, The Ritz-Carlton Hotels of the world’s premier travel and tour- The dedicated Mardiks team is fu- New York, Roadtrips Inc., St. Re- ism brands. Other MMGY Global eled by a love for travel, a nose for gis Aspen Resort, Ski Utah, Squaw areas of expertise include research news and a scrappiness that gets Valley, Twin Farms, Westin Hotels and insights, strategic communica- the job done. As a true extension & Resorts, Whistler Blackcomb, tions planning and implementation, of our clients’ teams, we work dili- and more. brand marketing, traditional and gently to nurture, build and connect social media buying, digital/social media and industry relationships to NJF media strategy, website develop- solve clients’ marketing problems an MMGY Global Company ment and management, e-CRM, with smart, strategic and creative 360 Lexington Ave., 10th Floor travel industry relations and inter- solutions. New York, NY 10017 national destination representation. Current clients include: Athenae- 212/228-1500 Clients Include: Amtrak, Berk- um Hotel & Residences (London), www.njfpr.com shire Hathaway Travel Protection, Celestyal Cruises, Condor Airlines, Blue World Voyages, Borgata Ho- HB Hospitality, Park Royal Beach Nancy Friedman, Founder Julie Freeman, EVP & Managing tel Casino & Spa, British Virgin Allyn Magrino, Pres. & Chief Reve- Resort (Cancun), Safari Pros, Islands, Cheap Caribbean, Costa nue Officer of Magrino PR. Thomas Cook Airlines UK, Visit Director Lauren Kaufman, SVP Rica Tourism, Eurail, Generator

30 JULY 2019 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of ravel & Tourism PR Firms Hostels, Greater Palm Springs PEPPERCOMM paced media cycle. Core capabil- global and domestic destinations, CVB, Hamilton Princess, Hotel ities include media relations, cre- hotels, resorts and tourism enti- Vermont, Intrepid Travel, ITC Ho- 470 Park Ave. South ative design, website design, digital ties, including clients such as: Walt tels, Kennebunkport Resort Collec- 5th Floor North marketing, crisis communications, Disney World, Walt Disney World tion, Oceania Cruises, Pod Hotels, New York, NY 10016 user experience, branding and posi- Swan and Dolphin Resort, South Proper Hotels, Refinery Hotel, 212/931-6100 tioning, and employee engagement. African Tourism, Florida’s Space Rhode Island Tourism, Sea Island, [email protected] Visit peppercomm.com or find us Coast, Illinois Bureau of Tourism, South Dakota Tourism, St. Peters- www.peppercomm.com on Twitter at @Peppercomm. Westgate Resorts, Cocoa Beach burg/Clearwater, STA Travel, Tahiti Pier, Hotel Majestic Barcelona, Tourism, The Asbury, The Beaches Steve Cody, CEO & Founder SunStream Hotels and Resorts and of Fort Myers & Sanibel, The Bow- Ann Barlow, Partner & President, TJM other noted hotels, resorts, destina- ery, The Marmara, The Whitley West Coast tions and tourist attractions. Jacqueline Kolek, Partner & COMMUNICATIONS, Atlanta, The National World War II General Manager, New York Office Museum, Visit California and Visit Maggie O’Neill, Partner & Chief INC. TURNER Dallas. Client Officer Tara Lilien, Chief Talent Officer 2441 West SR 426, #1061 250 W. 39th St., 16th Floor PADILLA Oviedo, FL 32765 (Orlando) New York, NY 10018 Peppercomm’s purpose is to use 407/977-5004 212/889-1700 our innovation and imagination to Fax: 407/977-5009 [email protected] 1101 West River Parkway [email protected] www.turnerpr.com Suite 400 (Headquarters) inspire people to come to know and Facebook.com/TJMCommunica- Minneapolis, MN 55415 trust the organizations we work tionsInc Christine Turner, President 612/455-1700 with. www.tjmcommunications.com Angela Berardino, CSO PadillaCo.com Peppercomm is an award-win- Leslie Rummel, SVP ning strategic, integrated commu- Treva J. Marshall, President Matt Kucharski, President nications and marketing agency TURNER is an industry leading Padilla is an independently op- headquartered in New York City TJM Communications is an communications agency specializ- erated, globally resourced public with offices in San Francisco and award-winning lifestyle public re- ing in travel and lifestyle brands. relations and communication com- London. The firm combines 24 lations/content marketing firm spe- We partner with the world’s best pany with offices across the United award-winning years of expertise cializing in travel, food and wine. hotel, resort, destination, fashion, States. The agency builds, grows serving blue chip and breakout cli- Since 2001, the agency has ser- wellness and outdoor brands to tell and protects brands and reputations ents with forward-thinking new ser- viced international and domestic stories that inspire action and en- worldwide by creating purposeful vice offerings and the freshness of a clients, focusing on delivering per- gage the modern consumer. connections with the people who start-up. This unique mix of expe- sonalized service with an emphasis Our approach to integrated pub- matter most through public rela- rience and energy attracts and em- on innovation, creativity and strat- lic relations, digital, content, social tions, advertising, digital and social powers teams with a creative edge, egy. Our work has been recognized media and experiential campaigns marketing, investor relations and drive and a passion for promoting, with awards from Hospitality Sales delivers bottom-line impact for our brand strategy. Padilla includes the protecting and connecting clients in and Marketing International (HS- clients. We deliver powerful media brand consultancy of Joe Smith, the a fast-changing marketplace. Trav- MAI), PR Daily, Florida Public exposure, influencer and celebrity food and nutrition experts at Food- el experience includes clients such Relations Association and more. engagement, brand partnerships Minds, and the research authorities as 1 Above, AirPlus, Norwegian We operate as an extension of our and consumer activations. We’ve at SMS Research Advisors. Cruise Line, Magellan Jets, Japan clients’ sales and marketing teams delivered award-winning work for We don’t just connect consumers Airlines, Viking River Cruises and as trusted and integrated partners, destinations including Bermuda, with brands, we convert them into Tui Travel, among others. delivering measurable results and a Toronto, and Houston; a portfolio brand advocates. Padilla’s mar- Leveraging analytics to drive in- proven track record for client sat- of boutique hotels and luxury re- keting experts combine industry sights, our experts create a unique isfaction. knowledge and consumer branding mix of thinking for today’s fast- Our travel client roster includes _ Continued on page 32 channel expertise to exceed client expectations and achieve results. We apply insightful ingenuity and creative tenacity to engage con- sumers and drive purchases in the areas of travel and tourism markets, consumer packaged goods, per- sonal care and beauty, OTC, home products, branded/specialty foods, pet care and consumer education. Clients in the travel and tourism sectors have included Air New Zealand, Cambria Suites Hotels/ Choice Hotels International, Meet Minneapolis, Tru by Hilton, Virgin- ia Department of Rail and Public Transportation/Amtrak Virginia, and Visit Houston. Padilla is an AVENIR GLOBAL company and is a founding mem- ber of the Worldcom Public Rela- On behalf of client Visit Costa Rica, we partnered with WanderLuxxe, a luxury membership concierge service, tions Group, a partnership of 132 to warm up festivalgoers at the 2019 Sundance Film Festival, introducing them to Costa Rica’s “pura vida” life- independently owned partner of- style. Festivalgoers enjoyed wellness experiences, including daily yoga led by Lululemon, a sauna, facials, fices in 115 cities on six continents. massages and a custom coffee bar serving authentic Costa Rican coffee – reflectingthe destination’s long histo- Connect with purpose at PadillaCo. ry of traditional and environmentally-friendly coffee production. NJF developed the concept, generated top-tier com. press coverage and introduced new audiences to Costa Rica’s diverse tourism offering.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2019 31 w Profiles of ravel & Tourism PR Firms Schloss Elmau in Bavaria is a desti- TURNER nation in itself, with a full program _ Continued from page 31 of concerts, cultural activities, and spa and wellness programs. And, Nemacolin Woodlands Resort in sorts; and global travel brands in- western Pennsylvania is launching cluding Hertz and Audley. the first of its kind wellness pro- Authenticity is a core value for gram at its Holistic Healing Center TURNER and we’re proud to live in collaboration with the Rockefel- the lifestyles we represent through ler Neuroscience Institute of West our clients. Our offices are in New Virginia University. York, Chicago, Miami, Denver and Los Angeles, and we have a team ZAPWATER of multilingual associates to best service our worldwide client base. COMMUNICATIONS, INC. WEILL 118 North Peoria, 4th Floor Finland has seen double digit growth of travelers from the USA since be- Chicago, IL 60601 ginning work with Zapwater. 29 Broadway 312/943-0333 New York, NY 10006 212/288-1144 1460 4th Street, Suite 306 866/PR-WEILL Santa Monica, CA 90401 of the five most creative agencies Marriott Marquis Chicago, Pacifi- www.geoffreyweill.com 310/396-7851 in North America. ca Hotels, Swissôtel Chicago, The With offices in Chicago, Los Kinney SLO, The Kinney Venice Geoffrey Weill, President 331 Almeria Avenue Ann-Rebecca Laschever, EVP Coral Gables, FL 33134 Angeles and Miami, we share a Beach, The Santa Maria Hotel & Mark Liebermann, SVP 305/444-4033 culture that fosters creativity, qual- Golf Resort Panama, Hilton Aruba ity, collaboration and enthusiasm. Caribbean Resort and Casino, and WEILL is in its 25th year of spe- www.zapwater.com Long-standing relationships and Coco Collection Resorts Maldives. cializing in luxury, exclusive travel [email protected] the determination to lead in a dy- experiences and national tourist namically evolving industry dis- THE ZIMMERMAN offices. David Zapata, CEO tinguishes the agency’s work. Of our 30+ clients, more than Cheryl Andrews, Executive Vice AGENCY President Our agency integrates multidis- 60% have been with us for more Jennifer Lake, Senior Vice ciplinary services such as digital 1821 Miccosukee Commons than 5 years, and 40% for more President engagement, experiential tactics Tallahassee, FL 32308 than ten. We specialize in across- Jennifer Barry, Managing Director and media relations — to drive 850/668-2222 the-spectrum communications, en- — Los Angeles bottom-line results. To date, Zap- www.zimmerman.com suring every client’s messages are Holly Zawyer, Managing Director water has won 145+ industry transmitted via all print, electronic, — Miami Carrie Zimmerman, Founder/CEO awards for excellence, including Kerry Anne Watson, President broadcast, digital, influencer and Stephanie Poquette, Vice some of the industry’s most pres- social media. For some clients, we President, Social Media and For more than three decades Influencer Programming tigious accolades, many for our also handle UK public relations. travel and destination clients. The Zimmerman Agency has been Several of our clients have long Zapwater Communications is an Zapwater is also a founding among the leading hospitality and been pioneers in sustainable travel integrated communications agen- member of Travel Lifestyle Net- travel public relations firms in and in health and wellness: Inkat- cy specializing in lifestyle brands, work (TLN), representing the North America. Today, the firm erra, the innovator in sustainable with a focus on travel, hospitality, United States within its interna- offers a highly creative and con- travel in Peru; Soneva (Maldives, and destination clients. Founded tional network of owner-managed temporary approach to public re- Thailand), which recycles 90% of in 2005, the agency has grown marketing and communications lations that includes the support of the waste on site at Soneva Fushi; into one of the premier creative agencies serving tourism and life- full-service influencer marketing Heckfield Place, in Hampshire, firms in the United States. In fact, style clients. Network members and social media, a 360-degree which follows biodynamic princi- a leading public relations industry collaborate to deliver interna- approach to digital channels, and ples on its 333 acres of farmland, publication named Zapwater one tional expertise to clients seeking proprietary analytics. The Zim- are standard bearers in the industry. connections and reach across the merman Agency teams employ a globe. signature WOW! level of creativ- Our travel client roster includes a ity, strategy and technology to de- curated mix of destinations, hotels liver relevant and timely commu- & resorts and airlines including: nications for public relations and Visit Finland, Finnair, PrivateFly, social media clients. The firm gen- Visit Maldives, Grenada Tourism erates measurable results through Authority, Tourisme Montréal, public relations for extraordinary Turismo de Portugal, Travel Mani- travel clients including Park City, toba, Bianca Sands, Buenaventura Utah, Hard Rock Hotels, Hertz, Golf & Beach Resort, Cayo Es- Interstate Hotels & Resorts, Dis- panto, Frangipani Beach Resort, cover The Palm Beaches, the Grand Residences Riviera Can- Southern Outer Banks, the Kessler cun, Hacienda San Angel, Hyatt Collection and award-winning re- Regency Trinidad, National Tour- sorts and hotels from Little Palm ism Office of Serbia, La Paz Tour- Island, Hotel DuPont, Montage ism, Fairmont Mayakoba, CASA Palmetto Bluff and more. The Kimberly, Mount Cinnamon Re- firm’s consumer division represent sort, Ocean Clubs Resorts, Hawks major brands including Domino Pigs are raised biodynamically at WEILL’s client Heckfield Place in Cay Resort, Hotel Zachary, Hyatt Sugar, Firehouse Subs, Pilot Pens, Hampshire, England. Regency Sonoma Wine Country, TastyKake and Wonder Bread. 

32 JULY 2019 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’STRAVEL AND TOURISM RANKINGS PR FIRMS

Firm Net Fees (2018) Firm Net Fees (2018)

1. Edelman, New York, NY $39,843,000 21. 360PR+, Boston, MA $973,895

2. APCO Worldwide, Washington, DC 15,022,400 22. Berk Communications, New York, NY 827,850

3. Zimmerman Agency, Tallahassee, FL 11,800,000 23. LaunchSquad, San Francisco, CA 523,000

4. Finn Partners, New York, NY 11,125,000 24. MP&F Strategic Communications, Nashville, TN 497,354

5. J Public Relations, New York, NY 10,441,381 25. North 6th Agency, Inc., New York, NY 321,000

6. Development Counsellors Int’l, New York, NY 10,050,306 26. Gregory FCA, Ardmore, PA 312,112

7. Turner, a Fahlgren Mortine company, New York, NY 9,809,261 27. Hunter PR, New York, NY 300,000

8. NJF, an MMGY Global company, New York, NY 9,376,703 28. Tunheim, Minneapolis, MN 293,428

9. Lou Hammond Group, New York, NY 7,800,243 29. IW Group, Inc., West Hollywood, CA 259,000

10. French | West | Vaughan, Raleigh, NC 5,095,114 30. Padilla, Minneapolis, MN 226,603

11. Hawkins Int’l Public Relations, New York, NY 5,000,000 31. Bellmont Partners, Minneapolis, MN 192,493

12. Kivvit, Chicago, IL 4,085,024 32. Inkhouse, Waltham, MA 177,165

13. Jackson Spalding, Atlanta, GA 3,798,010 33. Butler Associates, LLC, New York, NY 107,000

14. Coyne PR, Parsippany, NJ 3,300,000 34. Marketing Maven Public Relations, Camarillo, CA 75,087

15. rbb Communications, Miami, FL 3,257,863 35. BoardroomPR, Fort Lauderdale, FL 60,000

16. 5W Public Relations, New York, NY 2,300,000 36. Stuntman PR, New York, NY 55,000

17. Zeno Group, New York, NY 2,239,657 37. Public Communications Inc., Chicago, IL 44,329

18. Zapwater Communications, Chicago, IL 1,681,271 38. Standing Partnership, St. Louis, MO 43,082

19. Hemsworth Communications, Fort Lauderdale, FL 1,625,562 39. Fish Consulting, Fort Lauderdale, FL 40,000

20. Citizen Relations, Los Angeles, CA 1,262,421 40. Havas Formula, New York, NY 31,452

© Copyright 2019 The J.R. O’Dwyer Co. FEATURE Inclusive marketing in brand communications

Inclusive marketing today has moved beyond a differentiating ing people outside that demographic. Ex- factor and has become a consumer expectation. panding your audience can be a worthy in- By Dami Adenaike vestment. Taking the time to research and truly understand what your consumers are ace. Gender. Sexuality. Class. Immi- net showed so much support for the brand looking for allows brands to adequately cre- gration status. Ethnicity. Religion. that the beauty line sold out instantly. Now, ate content that’s aligned with their brand RAbility. What do these factors have other makeup brands have been called out messaging. For example, the brand Third to do with marketing? Only recently have for failing to offer similar products. This just Love recently featured a model in her 60s in brands utilized all the above to drive brand shows how much inclusivity matters and its “To Each, Her Own” campaign and the strategies as opposed to relying merely on how adequate representation of our society response, especially from Millennial con- target demographics based on perceived can be advantageous for brand growth. sumers, was overwhelmingly positive. Even characteristics or stereotypes like “Baby Importance of inclusive marketing though their ideal customer isn’t a woman Boomers” or “Working Moms.” For years, As our society becomes more diverse in her 60s, they were able to use inclusive brands have used aspirational imagery to and interconnected, it’s ever more import- marketing to create a campaign that reso- sell products, but now, a growing number of ant that brands remain genuine and make nated with their audience. consumers prefer authentic advertising that thoughtful decisions in their messaging, im- Authenticity is key. Brands have to ac- not only represents the world around them ages, voices and values in a way that shows tively choose inclusion but is also aligned with their values. Accord- consumers they’re listening. by making deliberate ing to the 2018 Accenture Holiday Survey, A big advantage of utilizing inclusive mar- efforts and investments 70 percent of Millennials are more likely to keting strategies is the ability for brands into how they can be choose one brand over another because it to reach a wider audience. As competition more inclusive. Inclu- demonstrates inclusion and diversity in its rises between brands, it has become rela- sivity doesn’t just hap- advertising, company culture and business tively difficult for brands to stand out from pen overnight; brands objectives. one and another. Inclusive marketing gives have a duty to create What is inclusive marketing? brands the opportunity to attract more environments in which Inclusive marketing is simply marketing consumers, thereby increasing sales, brand consumers feel they be- that goes beyond a demographic’s perceived awareness and store or website traffic. long. Not just creating a Dami Adenaike persona and includes important factors Another advantage of inclusive marketing perception that they are like age, race, income, sexuality, language is the ability to shape brand perception and inclusive by adding different ethnicities in and religion. Inclusive marketing involves image. With inclusive marketing, brands marketing campaigns but making sure that creating content that truly reflects the di- are able to communicate their support for their audience is truly represented by show- verse communities that brands are trying various communities or a stance on social ing passion and dedication to inclusivity at to target. It means elevating diverse voices, issues. Research from Accenture shows 51 the core of everything the brand is and does. decreasing cultural bias and inspiring pos- percent of younger Millennials are more Hire a diverse team. The first question itive social change through thoughtful and likely to shop at a retailer that demonstrates that comes to mind when a negative mar- respectful content. awareness of social and political issues with keting campaign is launched is “who was Getting started with inclusive marketing regards to inclusion and diversity. in the room when the campaign got ap- Because of our social media age and the Additionally, not only does inclusive proved?” Hiring a diverse team that rep- power consumers have today, brands are marketing help communicate a brand’s im- resents the target audience you’re marketing forced to adopt inclusive marketing, or risk age but it also helps avoid PR nightmares. to allows different perspectives on ideas and being ostracized. For one, inclusivity and Brands are urged to research their target creates opportunities for different ways of diversity have become increasingly popular audience and a gain deeper understanding doing things. Identifying a culture fit for topics: from the representation of different of the cultural environment in which they your company and pushing boundaries to body types in the fashion industry to the operate. Having a clear picture of their con- avoid hiring same-minded people with sin- inclusion of different races and sexualities sumer base allows brands to utilize inclusive gular perspectives, backgrounds and demo- on television, brands are choosing to break marketing the right way, thereby avoiding graphics. Brands should aim to have diverse stereotypes and give consumers the oppor- PR disasters. hiring panels to encourage open discussion tunity to see themselves. How to leverage inclusive marketing of various cultural biases especially in the And thanks to social media and the vari- One of the most important things brands early stages of a marketing campaign. ous options presented to them, consumers have to keep in mind when utilizing inclu- Inclusive marketing is no longer a differ- are now able to communicate their needs sive marketing strategies is being aware of entiating factor but an expectation. In to- and boycott a brand without having to give “intention vs impact.” Although brands may day’s social and political climate, consumers up a product or service entirely. Brands like have positive intentions with their market- demand brands let go of the façade and as- Pepsi and Uber have been under fire recent- ing strategies, the impact of their actions pirational imagery and develop diverse con- ly for their poor choices in advertising and is what they’re held accountable for, and in tent, images and product lines that feel true ignorance of issues that matter to consum- turn, needs to be taken into account in ev- and resonate. If fully executed, companies ers. On the other hand, beauty brand Fenty ery aspect of their business. Below are key should expect inclusivity to aid in attaining Beauty, for example, has been well received strategies that marketers could use to en- their business goals and growth strategy. In by consumers for launching a full range of hance inclusive marketing: a sense, doing well by doing good. skin color-matching products that previ- Think beyond target demographics. Dami Adenaike hails from Nigeria and ously hadn’t been an option for people with Oftentimes, brands market themselves to works as a social media strategist in Market- albinism or very dark skin tones. The Inter- a specific demographic without consider- ing Maven’s Los Angeles office.

34 JULY 2019 | WWW.ODWYERPR.COM People in PR

BuzzFeed, where he set manager, serving as head of investment Spectrum’s Seng served as Vice Presi- content, as well as Head of Institutional dent, Corporate Com- Marketing and Head of iShares Marketing switches to Current munications since in the Asia Pacific region. May 2017. At FTI, Hsia will lead a multidisciplinary acelyn Seng, who was Executive VP Imax has hired Ja- team advising clients on matters of cor- at Spectrum Science Communica- far to market the gi- porate reputation, public affairs, financial tions, has joined Interpublic’s Current J ant-screen exhibitor communications and crisis communica- Global as Executive VP-Client Experience as its own movie-tech Mark Jafar tions.  and North American brand. He’ll oversee healthcare lead. communications and Experienced in the media relations for the company, and is also Hewlett Packard health tech, biotech tasked with supporting efforts to commu- and biopharma cate- nicate the company’s brand narrative and Enterprise hires gories, Seng spent six strategic partnerships.  years as Executive VP Aronson at Cohn & Wolfe be- fore joining Spectrum Jacelyn Seng Rosseter takes top oron Aronson has been hired as Se- last July. nior Director of Product Communi- Earlier, she held VP Equifax Comms spot Dcations for Hewlett Packard Enter- slots at Ruder Finn and Porter Novelli. prise, the information tech company that Interpublic merged Current Global with quifax has named Amanda Rosseter was formed when HP Weber Shandwick’s Creation arm on April Chief Communications Officer. Ros- split into two entities 1 to forge Current Global, which is part of Eseter comes to Equifax from The Co- in 2015. its constituency management group.  ca-Cola Company, where she most recently Aronson joins HPE held the position of Senior Director, Global from software com- External Communications. pany Malwarebytes, Uber’s marketing She previously led where he served as communications in Global Director of chief Messina to exit Coca-Cola’s South Corporate Commu- and East Africa busi- nications. He was pre- Doron Aronson ebecca Messina, Uber’s first mar- ness unit, and also keting chief, is stepping down after viously Senior Public served the company Relations and Corporate Communications Reight months, following the $1 billion as Global Group Di- first-quarter red ink tide at the ride-hailing Group Manager at Cisco, and has held ex- rector, Strategic Com- ecutive positions at Cadence Design Sys- and delivery giant. munications. Before Her departure will come as CEO Dara Amanda Rosseter tems and Sun Microsystems. coming to Coca-Cola, In his new post, Aronson will lead a team Khosrowshahi promises to take a more Rosseter was Chief “hands-on” approach to management. of PR professionals in support of HPE’s Strategist, Communications and Public Af- product portfolio. He’ll also provide coun- Jill Hazelbaker, Se- fairs at Emory St. Joseph’s Health System in nior VP-Communica- sel to senior business unit and marketing Atlanta. leaders on communications strategies.  tions and Public Policy, At Equifax, she’ll lead corporate, execu- will be in charge of the tive and transformation communications, combined group. She and serve on the CEO’s extended senior Wells Fargo’s joined Uber in 2015 leadership team.  from the VP-Commu- Frackman joins ICR nications and Public Policy job at Snapchat Hsia heads to FTI Rebecca Messina arisa Frackman, who was Director and earlier worked on from Jane Street of Healthcare Equity Capital Mar- communications and Mkets at Wells Fargo Securities, is policy issues in London for Google. olleen Hsia has joined FTI Consult- now at ICR’s Westwicke healthcare brand. Messina, who held marketing jobs at Co- ing as Senior Managing Director and She takes on the ca-Cola during a more than 21-year stint Americas Head of Financial Services Managing Director, there, joined Uber from liquor company C in the firm’s strategic communications seg- Capital Markets title. Beam Suntory, where she was Senior VP ment. Frackman was previ- and Global Marketing Chief.  She comes to FTI ously a healthcare in- from quantitative vestment banking an- Buzzfeed’s Jafar stars trading firm and li- alyst at Deutsche Bank quidity provider Jane Securities. in Imax PR picture Street, where she was ICR ranks No. 6 on Marisa Frackman Global Head of Mar- O’Dwyer’s rankings ark Jafar has come on board at keting. Before that, of independent firms Imax as Global Communications Hsia spent seven with 2018 fees of $69.2 million. It is the MHead, according to the Hollywood years at BlackRock, Colleen Hsia No. 2 financial firm (behind Edelman) with Reporter. Jafar joins the company from the world’s largest as- $47.5 million in fees. 

WWW.ODWYERPR.COM | JULY 2019 35 O’Dwyer’s guide to INTERNATIONAL PR

network — the PR World Alliance West Coast — is ready to assist. The network Jacqueline Kolek, Partner & of best-of-breed independent con- General Manager, New York Office sultancies is particularly adept at Maggie O’Neill, Partner & Chief coordinating market entry public Client Officer relations programs throughout Eu- Tara Lilien, Chief Talent Officer rope and North America and ex- Peppercomm’s purpose is to use cel in coordinating multinational our innovation and imagination to campaigns. We offer even broader inspire people to come to know and reach — into 109 countries global- trust the organizations we work ly — through our membership in with. thenetworkone. Peppercomm is an award-win- ning strategic, integrated commu- GLOBAL nications and marketing agency headquartered in New York City COMMUNICATIONS with offices in San Francisco and PARTNERS London. The firm combines 24 award-winning years of expertise https://www.globalcom- serving blue chip and breakout municationpartners. clients with forward-thinking new Henry Feintuch, president, Feintuch Communications at a recent PR- com/about service offerings and the freshness SA-NY seminar he moderated. of a start-up. This unique mix of Global Communica- experience and energy attracts and 5W PUBLIC Zeta Global, CareerBuilder, SAP tions Partners is a specialist finan- empowers teams with a creative NS2, Jill Stuart, Santa Margherita, cial and corporate communications edge, drive and a passion for pro- RELATIONS Bowlero Corp., and many more. network bringing together leading moting, protecting and connecting independent public relations con- clients in a fast-changing market- 230 Park Ave., 32nd Floor sultancies in the world’s major fi- place. New York, NY 10169 FEINTUCH nancial markets. Since 1995, GCP Leveraging analytics to drive in- 212/999-5585 COMMUNICATIONS member firms have been providing sights, our experts create a unique Fax: 646/328-1711 the skills needed to help clients mix of thinking for today’s fast- [email protected] 245 Park Ave., 39th Fl. successfully communicate their paced media cycle. Core capa- Ronn D. Torossian, President & New York, NY 10167 messages to financial and corporate bilities include media relations, CEO 212/808-4900 decision-makers. GCP is represent- creative design, website design, Dara Busch, Matthew Caiola, [email protected] ed in the United States by Lansons digital marketing, crisis communi- Executive Vice Presidents www.feintuchcommunications.com Intermarket, one of this country’s cations, user experience, branding www.PRWorldAlliance.com ten largest financially-focused and positioning, and employee en- www.jumpstartglobal.com Since 2003, New York-based public relations firms according to gagement. 5W Public Relations (5WPR) has Henry Feintuch, President ­O’Dwyer’s. Other member firms Visit www.peppercomm.com or worked with widely known and Richard Anderson, Senior include Honner (Australia), Inte- find us on Twitter @Peppercomm. emerging brands, corporations and Managing Director rel (Belgium), Cunha Vaz Brazil, high-profile individuals. 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We have a companies looking to interna- Yangon), Access Communications LinkedIn: @PROIWorldwide 360-degree approach to PR, social tionalize into North America. Our & Consulting (South Korea), Gru- media, branding and digital mar- senior team of PR and marketing po Albión (Spain), Farner Consult- International Board of Directors: keting that delivers game-changing pros has helped all types of orga- ing Ltd (Switzerland), Borouj Con- Clare Parsons, Global Chair, London (Lansons) results to our clients. nizations to adapt their brand and sulting (UAE) and Lansons (UK). Our more than 150 tenacious and messaging while providing the Laura Tomasetti, Vice-Chair, experienced, hands-on PR “street Americas, Boston (360PR+) creative communications practi- PEPPERCOMM Lisa Ross, Vice-Chair, Americas, tioners develop and execute cre- smarts” to help ensure local mar- Miami (rbb Communications) ative campaigns that connect our ket success. Specialty market seg- Kaija Pohjala, Vice-Chair, EMEA clients with their target audiences ments include ad/marketing tech; 470 Park Ave. South Region, Helsinki (COCOMMS) in memorable ways. Every aspect audio video/AV; consumer elec- 5th Floor North Henning Sverdrup, Vice-Chair, New York, NY 10016 EMEA Region, Oslo (Slager) of our programs is designed to tronics; ecommerce; clean tech; 212/931-6100 impact our clients’ bottom line, fintech; manufacturing tech; and Lena Soh-Ng, Vice-Chair, APAC [email protected] Region, Singapore (Huntington bringing leading businesses a re- technology. We offer both project www.peppercomm.com and retainer services. Communications) sourceful, bold and results-driven Angela Scaffidi, Vice-Chair, APAC approach to communication. For domestic companies seeking Steve Cody, CEO & Founder Region, Melbourne (SenateSHJ Clients include: The Trade Desk, to enter world markets, our global Ann Barlow, Partner & President, Australia)

3636 APRILJULY 20192015 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Global PR Firm Allard W. van Veen, APR, FCPRS, City), Crenshaw Communications [email protected]; +48 (22) 826 LM, Founding Partner, Corporate (New York), GroundFloor Media 74 18 Secretary + Global Mng. Dir. (Denver), MPRM (Los Angeles), Jean Leopold Schuybroek, c+c (Seattle-Portland), The Van- PR World Alliance is an interna- Director, Global Dev., Brussels diver Group (St. Louis), Walker tional network of premier, indepen- Sands (Chicago), Brown & Cohen dent communication consultancies. Global Management Group: (Toronto) and Imagem Corporativa Our members – public relations, Allard W. van Veen, APR, FCPRS, investor relations and public af- LM, Founding Partner and Global (Sao Paulo-Rio de Janeiro-Brasil- ia). fairs firms – have well-developed Mng. Dir., [email protected] competencies in a broad array of Jean Leopold Schuy- Globally, PROI Worldwide has broek, offices in most European countries, communication practice areas and Director, Global Devel- The Middle East, Africa, and Asia industry sectors. Our skills and opment, jlschuybroek@ Pacific and includes some of the experience help us to form strong, proi.com largest and leading Agencies in productive partnerships with com- Misha Cook, Director, panies, institutions, governmental Communications and Meetings, each Region. When you retain a local PROI entities, non-profits/NGOs and [email protected] industry and professional associa- Worldwide agency: They will help Founded in Europe in 1970 and you localize a communications tions. incorporated in the US in 1994, program and help you to recognize, PR World Alliance provides cli- PROI Worldwide is rated the prioritize and address differences ents with an extensive depth of world’s largest partnership of in- in culture, custom, values and so- knowledge in individual countries tegrated independent communi- cial mores as the campaign is de- as well as a solid understanding of cations agencies both by revenue veloped beyond your local market. the dynamic multinational market- Marianne van Barneveld, pres- and reach through more than 75+ Our local PROI Partners drive place. ident, PR World Alliance and agencies operating from 135+ of- their own business based on proven We provide strategic communi- Founder, Marcommit, The Nether- fices in 50+ countries. Its 5,450+ local competence in their respec- cation, public relations and public lands staff service 8,215+ clients. PROI tive markets. Competence is not affairs counsel, product promotion Worldwide’s 2017 net fee income centralized at regional or global of- and introduction, social media pro- Group Chair of US$ 868+ MILLION places it fices as can often be the case within grams and more. Brad Fishman (Fish- 5th largest among global holding multinationals. Members can be engaged for man PR), Americas companies, behind WPP, Interpub- support of an individual event, region Chair in-country support or a coordinat- Todor Janev (Janev & lic, Omnicom and DJE Holdings. PR WORLD Janev), EMEA Region Among multi-nationals, PROI ed multi-national campaign. Our membership in thenetworkone Chair is rated second largest, ahead of ALLIANCE Todd Lynch, Managing Director. Weber Shandwick, FleishmanHil- connects us to 1,200 additional independent agencies in 109 coun- lard, Ketchum, Burson-Marsteller, www.PRWorldAlliance.com Worldcom Public Relations MSL, H & K Strategies and Ogilvy tries; we continue to seek best-of- Group utilizes a trusted global PR Worldwide. Board of Directors breed firms in strategic locations. partnership of independent firms Each PROI Worldwide agen- Marianne van to help clients create the perfect cy ranges in size from 15 to 500+ Barneveld, Chairman WORLDCOM solution to any PR challenge or op- (The Netherlands), portunity, regardless of geography, consultants, depending on their marianne@marcommit. PUBLIC RELATIONS breadth of services and location. nl; +31 (653) 372 153 industry or discipline required. In the Americas, PROI Agencies Henry Feintuch, CFO GROUP Worldcom’s independently owned include Finn Partners (New York), (U.S.), [email protected]; +1 public relations firms boast 143 G&S Business Communications 212/808-4901 500 Fifth Avenue offices employing some 2,000 staff (New York), Jackson Spalding Christian Josephi (Germany), c. Suite 1640 in 115 cities across six continents. (Atlanta), rbb (Miami), RF|Bind- [email protected]; +49 (711) New York, NY 10110 In total, Worldcom partners report- er (New York), 360PR+ (Boston), 6647597-0 800/955-WORLD (9675) ed combined revenue of U.S. $288 Falls Communications (Cleve- Catherine Kablé (France), cath- 212/286-9550 (U.S. and Canada) million from 3,034 clients. Estab- [email protected]; +33 (1) [email protected] land), Lambert Edwards & Associ- 44 50 54 75 lished in 1988 and recently cele- ates (Michigan), Jones PR (Kansas Anna Krajewsk (Poland), akra- brating its 30th anniversary, the Roger Hurni (Off Madison Ave), average tenure of Worldcom part- ners is 13 years. Whether seeking a single firm or creating the ideal solution/team through a collabora- tion of Worldcom partners, brands have access to seasoned profes- sionals dedicated to providing creative, strategic solutions that deliver results. Our firms are ac- customed to working together and provide agility, strong media and local influencer relationships, deep industry and discipline experience and the knowledge and willingness to provide thoughtful, objective, results-driven counsel. Learn more about Worldcom at www.world- comgroup.com or call Todd Lynch at 1-800-955-9675. Connect with Worldcom PR Group on Facebook and LinkedIn.  PROI at its recent Global Summit in Quebec City.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2019 37 OPINION Professional Development Time to show their FAANGs By Fraser Seitel ay a prayer for Jeff Bezos. With anti-business, antitrust zealot Eliz- Be heard Sure he’s the richest man in the abeth Warren leading the Democrat candi- For many years, the standard for anti- Sworld, at a pre-divorce net worth of date charge and weak-kneed Republicans at trust in this country, developed principally $154 billion. the Justice Department and Federal Trade by Judge Robert Bork, has been one based But when you’re public enemy num- Commission joining the opposition cho- on the welfare of the consumer. If compa- ber-one in the rus, the pressure to break up Facebook, nies got too large and anti-competitive, this eyes of both Amazon, Apple and Google will only in- thinking went, they could charge oppres- Donald Trump tensify over the next year-and-a half. As the sive prices that consumers would be forced and Alexandria New York Times succinctly put it, “When to pay. Occasio-Cortez, Americans fear the future, they turn to an- But for consumers, Google, Facebook you need all the titrust law.” and Amazon are essentially free, and Apple prayers you can Accordingly, with the ominous spec- charges a competitive price for its hard- muster. ter of driverless cars, delivery drones and ware and nominally for its apps. The fact Bezos and the ­artificial intelligence around the corner, is, consumers adore the services provided company he the Big Tech Four stand squarely in the by the Big Four, and this argument should founded, Ama- antitrust crosshairs. So what kind of pub- be broadcast loudly and frequently by every zon, along with lic relations strategy, in the face of politi- Big Tech executive. Fraser P. Seitel has fellow tech in- cally-fueled righteous wrath, should these Another antitrust argument critics proffer been a communications dustry giants four notoriously closed-mouthed compa- is that of “unhealthy concentration;” partic- consultant, author and teacher for more than Facebook, Apple nies adopt? ularly from Google in search, Facebook in 30 years. He is the au- and Google, find Here’s the three-part plan I’d recommend: social media and Amazon in e-commerce. thor of the Prentice-Hall themselves the Be seen Here too, Big Tech needs to fight back, as text, The Practice of current favorite Ever since its Cambridge Analytica data some of its leaders have begun to do. Public Relations. whipping boys of mining debacle, Facebook CEO Mark Google CEO Sundar Pichai, for example, Washington pol- Zuckerberg and his more loquacious COO went on CNN to warn that should Ameri- iticians for a variety of sins, from privacy Sheryl Sandberg have become gun-shy to ca’s tech giants be diminished through leg- violations to anti-competitive practices to go public. The same has generally been true islation or regulation, other countries are subverting the free press. about executives at the other three firms. ready to step in to help their own compa- Indeed, as the Presidential campaign This is a losing strategy, especially in a nies “become the next Silicon Valley.” season rolls into high gear, Big Tech has more threatening election climate. What Facebook’s Zuckerberg was more specific, become the Dominican Republic of indus- Big Tech needs now is for its highest ex- arguing that breaking up his social-media tries. And Congress is taking dead aim at ecutives to become more willing to go on company would simply clear the way for breaking up the “Big Four” tech companies television, give speeches and appear before Chinese tech companies, which don’t share that comprise the dreaded FAANGs, with an admittedly hostile and showboating American values, to step in and dominate. only Netflix spared from current scrutiny. Congress. Such statements are exactly what Big Tech Here are the combatants. One CEO who recognizes this is Apple’s needs to beat back the half-baked, often ir- In one corner are the “bad guys,” the four Tim Cook, whose recent commencement responsible, “see what sticks” arguments tech giants who together employ 750,000 speech at Stanford provides a perfect ex- that politicians are wont to throw up. Americans, earn $700 billion annually and ample of what all his fellow CEOs should Be strong enjoy an aggregate stock market value of $3 be doing. After citing the many innovations Finally, the Big Tech Four must remain trillion benefitting millions of American to advance society for which Silicon Val- strong in the face of supercilious critics shareholders (Full disclosure, including ley should be given credit, Cook acknowl- who would dismantle them. me!). edged that companies like his should take That means continuing to innovate and They also supply an irreplaceable daily “responsibility” for fixing problems in areas announce new products. By contrast, last service on which hundreds of millions of like privacy. week’s New York City Code Conference, Americans have come to depend, in most The Apple CEO, rather than staying on usually a showplace for Big Tech innova- cases charging users $0 for the privilege. the defensive, demonstrated that standing tion, instead became a piling-on exercise In the other corner are the “good guys,” up to critics by going on offense is a much for criticism, led by conference organizer a motley collection of publicity-seeking better strategy. One tech CEO who would Kara Swisher, who ironically owes her jour- politicians, egghead academics and crusad- be wise to emulate his compatriot is Bezos. nalistic success to access to tech executives ing anti-business journalists, hell bent on The Amazon CEO abhors the spotlight. but has become the industry’s biggest turn- destroying these four tech titans, primari- But in this environment, there’s no better coat. ly because they’ve been too dominant and spokesman for the public benefits of Big The tech companies’ best PR response successful. Tech than Bezos. A “60 Minutes” interview to the Swishers of the world is to keep on Their role model is Congresswoman Oc- with the reclusive Amazon founder would keepin’ on. casio-Cortez, who singlehandedly kept be both gutsy and potentially golden to That’s what Facebook did last week in in- nasty Amazon out of Queens, costing her increase the understanding of the true val- troducing its new crypto currency, Libra. district thousands of jobs, millions in tax ue that these four companies represent in The immediate response from Maxine Wa- payments and the prospect of better lives terms of America’s might, reputation and for tens of thousands of her constituents. standing in the world. _ Continued on next page

38 JUNE 2019 | WWW.ODWYERPR.COM Financial Management Financial advice for your PR agency tify those who have a lot in common with By Richard Goldstein sign a personal guarantee. your best customers. Focus your marketing onsider an SBA loan To choose a financial institution with efforts on them and track the results. Funding capital to support your PR which to partner on an SBA loan, ask how When it comes to the C group, spend Cagency’s growth is an ongoing chal- many SBA loans they’ve completed. For a nominal amount of time to see if any of lenge. When searching for funding for your the most part, the more loans they have them might move up the ladder. If not, the PR agency, you’ll want to consider the loan completed, the better they can guide you C group just aren’t a good fit for your agen- programs offered by the U.S. Small Busi- through the process. cy. You may not want to fire these customers ness Administration. The interest rates and Are your clients profitable outright. Just stop focusing on them. They’ll terms can compare favorably with other Every business needs customers to sur- soon get the message and move on. Why types of loans. vive. (Note: you may call your customers not let them torture your competition? To obtain an SBA “clients,” but they’re actually customers!) Prune for growth loan, you’ll work Agency management spends a good deal It may seem counterintuitive to inten- with a bank, com- of time trying to attract customers to their tionally let go of customers. But as with munity develop- agency and keep them, while rarely asking any shrub or tree, by pruning and getting ment organization whether those customers are desirable ones. rid of deadwood, you will create space for a or other financial If you truly want your agency to survive, healthier company to grow. You will be bet- institution, be- you must evaluate whether your newfound ter able to focus on and serve the best and cause the SBA it- customers are raising your business or drag- profitable customers, ensuring that your self doesn’t actually ging it down. It may make financial sense to agency will continue to stay loyal to your make loans. Instead, drop those that fall into the latter category. business over time.  Track data Richard Goldstein is it guarantees repay- a partner at Buchbind- ment of funds these Determining individual customer profit- SHOW THEIR FAANGS er Tunick & Company financial institu- ability should be your first step when con- _ Continued from page 38 LLP, New York, Certified tions lend, which sidering which customers to drop. Your Public Accountants. helps keep interest accounting system may be able to perform ters, Chair of the House Financial Services rates low. this already. If not, send an email to me at Committee, was typically “upbeat and op- Your PR agency generally will need to [email protected] and perhaps timistic.” Said the gentle congresswoman meet a few criteria to qualify for an SBA I can follow up on this subject in a future from California, “It’s very important for loan. You must operate for profit in the column. Note, it should be obvious there’s a them to stop right now what they’re doing United States or its territories, and you must problem if your fee is $25,000 and the cost so that we can get a handle on this. This will have tried to use other financial institutions to complete the engagement is $50,000. be an alternative to the dollar so this is se- resources, including your own assets, before Sort your customers rious, and we must ask them for a morato- applying for a loan. Your agency also may After you’ve assigned profitability levels rium.” need to meet specific criterial regarding the to each customer or group of customers, Notwithstanding the fact that there are amount of income it earns or its size. sort them by that level. Highly profitable already 2,500 crypto currencies in circula- Although you’ll negotiate the interest rate customers would be in the A group. The B tion and that Maxine Waters isn’t exactly with the lender, it can’t exceed the max- group would be made up of customers who the second coming of Milton Friedman, imum rate established by the SBA. This aren’t extremely profitable, but who still her response is typical of the “risk averse/ is calculated from a base rate, such as the positively contribute to your bottom line. stop them in their tracks” negativism that prime rate, plus a markup. Lenders can also The C group would include those customers pervades Washington. charge fees. who are dragging down your profitability. Facebook and the others must stand There are many SBA loan programs. For These are customers you can’t afford to keep strong against such naysayers, introducing example, SBA 7(a) can be used to fund because, for example, they’re overdemand- new products but also contributing to the startup costs, buy equipment and refinanc- ing or abusive to employees, expect special public good and letting people know. Last ing existing debt, among other uses. To service or constantly request more time to week, for instance, Google pledged $1 bil- qualify for this type of loan, your agency pay your invoices. In other words, they’re in lion in land and money to work with local must fall within SBA size standards. In gen- the “no longer profitable” category. governments to build affordable housing. eral, this means your agency must be con- A caveat: you may have a client in the C Exactly the right course! sidered “small” within your industry, which category that’s a marquee client that you Such public displays of goodwill will help is usually expressed either by the number may want to nevertheless put up with. This remind people that Facebook, Apple, Ama- of employees or annual income. The loan obviously is a business decision! zon and Google are the best businesses our is usually repaid in monthly payments of Create differing objectives nation has and the envy of the world. Does principal and interest. With the A group, your objective should that mean they should be free of scrutiny? Most lenders ask for information on a be to grow your business relationship, be- No. Should they be subject to increased business before they’ll lend money, and the cause they’re worth the extra mile. Spend regulation in certain areas? Sure. SBA is no exception. You may need to pro- time learning why they’re your best cus- But the last thing we should do is kill vide a current income statement, balance tomers. Identify what motivates them to use America’s four high-flying golden geese sheet and cash flow projection (your CPA your services, so you can continue to meet by dismantling them. And the worst thing should already be providing you with all the their demands. Your B group customers these companies can do is sit back and take above). Agency owners with a 20 percent may be OK, but just by sitting in the mid- the abuse of self-serving politicians and stake or more in the agency may need to dle, they can slide either way. Try and iden- regulators. 

WWW.ODWYERPR.COM | JUNE 2019 39 WASHINGTON REPORT NRA drops Ackerman McQueen

he National Rifle Assn. has officially cut ties with long-time PR firm Ackerman McQueen and dropped its top D.C. lob- Tbyist Chris Cox, who was once tipped as successor to CEO Wayne LePierre. The NRA and AM have been embroiled in a messy lawsuit over billings and the release of financial documentation. During its 38-year run, AM was responsible for the classic “From my cold, dead hands” messaging from the late actor Charlton Hes- ton and for NRA-TV. In a statement, LePierre said the TV operation is being turned off due to the required investment to keep it on and for concerns that its programs were “becoming too far removed from our core mession: defending the Second Amendment.” The NRA will now focus on messaging via social media and its sequester greenhouse gases. It noted that “scalable, lasting solutions own website. to climate change require government leadership.” AQ charged NRA is trying to run away from its financial com- GPG’s SFPA team includes Joel Leftwich, who was Majority Staff mitments by closing of NRA-TV. Director on the Senate Committee on Agriculture, Nutrition and “When given the opportunity to do the right thing, the NRA Forestry; and Grant Leslie, Aide to former Sen. Tom Daschle and once again has taken action that we believe is intended to harm ex-Agriculture Secretary Tom Vilsack.  our company even at the expense of the NRA itself,” AM said in a statement. The Oklahoma City shop belives “it’s time to move on to a new T-Mobile places call to chapter without the chaos that has enveloped the NRA.”  ex-congressman Wynn Carmen Group pilots Lockheed’s ormer Maryland Congressman Albert Wynn is representing T-Mobile as it works to merge with Sprint to create the No. 2 F-35 fighter pus Fwireless carrier. CNN reported that the Justice Department, which was consid- armen Group is spearheading the lobbying push for Lock- ered the biggest potential hurdle to the deal, is expected to approve heed Martin’s controversial F-35 fighter jet program. the $26 billion merger. That nod will be contingent on whether the C Critics have long attacked the F-35 as a financial boondog- parties can agree to concessions, such as the divestiture of Sprint’s gle riddled with cost overruns. Boost Mobile pay-as-you-go unit. The late Senator John McCain, who chaired the Armed Services The Federal Communications Commission also must sign off Committee, branded the F-35 program as a “poster child for ac- on the Sprint/T-Mobile marriage. The telecoms then must settle a quisition malpractice.” lawsuit filed by attorneys general of New York and California that The Pentagon announced June 11 that it reached a deal with charged the merger would reduce competition in the marketplace. Lockheed Martin to buy 470 F-35 jets for the Air Force, Navy, Ma- As Senior Director at Greenberg Traurig, Wynn is involved in rines and allied militaries for $34 billion. “legislative monitoring and outreach on issues related to wireless If the “handshake deal” is finalized in August, it would be the telecommunications” for T-Mobile. “largest procurement in the history of the DoD,” according to Vice In Congress, he served on the House Energy and Commerce Admiral Mathias Winter, F-35 program executive. Committee and its health and telecommunications subcommittees. Carmen Group Chief David Carmen leads the F-35 team with Wynn was Senior Democratic Whip and Chairman of the Congres- Executive Managing Director Dal Harper and Gary Hoitsma, ex- sional Black Caucus Political Action Committee.  Press Secretary for Senator James Inhofe (R-OK). . Rogers takes top advocacy post Big food reps Glover Park for at CompTIA sustainability innamon Rogers, who most recently was Senior VP-Gov- lover Park Group is handling agricultural and environmen- ernment Affairs at Telecommunications Industry Assn., has tal issues for the Sustainable Food Policy Alliance. Cmoved to Computing Technology Indus- G Unilever US, Nestle USA, Danone North America and try Assn. as Executive VP for Public Advocacy. Mars Inc. launched the SFPA in 2018. She will serve as the “leading voice” of the The goal is to impact U.S. policy on issues related to food safety, trade group that represents the $5 trillion glob- nutrition, climate change/renewable energy/resilient communities al information tech ecosystem and its 50 mil- and consumer transparency related to information about the food lion professionals, according to Todd Thibo- that people buy. deaux, CEO of CompTIA. In April, the SFPA urged U.S. decision-makers to establish a car- Rogers represented TIA before Congress and bon pricing system aligned with climate science and to accelerate regulatory agencies. Earlier, she was VP-Feder- clean energy deployment as part of the strategies to reduce and al Affairs at Time Warner Cable. Cinnamon Rogers

40 JULY 2019 | WWW.ODWYERPR.COM International PR News Dominican Republic taps communications counsel, message development, events, thought leadership, issues management and PR/legal media counsel in the Rubinstein for travel crisis UK and U.S. The one-year contract went into effect May 29. he Dominican Republic completed a $35,000 monthly con- RAK, which lacks the oil resources of fellow emirates Dubai and tract with Rubenstein PR to provide advisory services re- Abu Dhabi, has a diversified company geared to tourism, real es- Tgarding the impact that its reeling tourism sector will have tate, cement production and pharmaceuticals. It has a population on the economy of the Caribbean nation. of less than 500,000. At least nine tourists have mysteriously died in the DR, including BCW's Washington team on the RAK business includes Shaila Leyla Cox, a Staten Island woman who passed away June 10 a day Manyam, Yagmur Cosar, Michael Estevez, Christian Foster, Wil- after celebrating her 53rd birthday. liam McQuillen and Aranthan Steve Jones.  Dominican officials have lashed out at U.S. media coverage of the deaths, dismissing it as “fake news” about an island that welcomes 6 million visitors a year. BerlinRosen flies with “It’s all a hysteria against the Dominican Republic, to hurt our tourism, this is a very competitive industry and we get millions of Singapore Air tourists, we are a popular destination,” Carlos Suero, DR’s Ministry of Public Health spokesman, told Fox News. erlinRosen has been selected by Singapore Airlines as its The FBI has launched an investigation of the deaths and the U.S. public relations agency for North America. BerlinRosen will State Dept. is monitoring the probe. Bwork to amplify the brand’s standing as a leader in luxury The State Dept. already had a “level 3—‘exercise increased cau- travel. tion’” travel warning on the DR for violent crime, including armed In addition to assisting with the launch of the company’s non- robbery, homicide and sexual assault. stop service between Seattle and Singapore Rubenstein’s contract with DR’s Consultate General in New York this September, the BR team will support runs through Sept. 11.  communications for inflight products, ser- vices, amenities, retail offerings and partner- ships in all gateway markets, including New BCW inks $1M pact with UAE unit York, Newark, Los Angeles, San Francisco and Houston. CW has inked an $84,000 monthly contract to represent the BerlinRosen also has agency-of-record government of Ras Al Khaimah, which is one of the seven relationships with lifestyle and hospitality Bemirates of the United Arab Emirates. clients, including the TWA Hotel, Brookfield Place, the Waldorf Working for the RAK Media Office, BCW is to provide strategic Astoria New York and the Wythe Hotel. 

FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit ww .fara.gov.

Morris Global Strategies LLC, Franklin, TN registered Jun. 11, 2019 for Arab Project Party Iraq, Baghdad, Iraq, regarding communication with US government officials on behalf of the party’s leaders, Khams Khanjar and Sarmad Khanjar. Nelson Mullins Riley & Scarborough, LLP, Columbia, SC, registered Jun. 6, 2019 for Province of Nova Scotia, Halifax, Nova Scotia, Canada, re- garding ferry service between Nova Scotia and Maine. Sonoran Policy Group, LLC, Washington, D.C., registered Jun. 26, 2019 for Federal Government of Somalia, New York, NY, regarding counsel on strategic defense, counterterrorism, and security matters.

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit ww .senate.gov.

38 North Solutions, LLC, Washington, D.C. registered Jun. 24, 2019 for Scale Microgrid Solutions, Ridgewood, NJ, regarding microgrid inclusion in clean energy public policy. Alpine Group, Inc., Washington, D.C., registered Jun. 24, 2019 for Independent Petroleum Association of America, Washington, D.C., regarding energy issues related to onshore and offshore drilling. Forbes-Tate, Washington, D.C., registered Jun. 24, 2019 for AEON Biopharma, Newport Beach, CA, regarding issues related to biologics. Holland & Knight, LLP, Washington, D.C., registered Jun. 21, 2019 for Burning Man Project, San Francisco, CA, regarding permit approval. K&L Gates, LLP, Washington, D.C., registered Jun. 21, 2019 for Berkshire Hathaway Energy, Washington, D.C., regarding issues related to recovery of lithium from geothermal brines.

WWW.ODWYERPR.COM | JULY 2019 41