Communications & New Media July 2020 I Vol. 34 No. 4

SPECIAL EDITION: CORONAVIRUS & THE TRAVEL INDUSTRY THE TRAVEL SECTOR’S PROLONGED CLIMB TO RECOVERY PR ROADMAP FOR A 360-DEGREE REOPENING STRATEGY RESTORING CONFIDENCE IN THE HOSPITALITY INDUSTRY ENGAGING DESTINATION PARTNERS IN UNCERTAIN TIMES WHY travel’S rebound MAY COME SOONER THAN LATER STEPS TOURISM brands CAN TAKE TO reOPEN STRONG INSIDER TIPS TO HELP THE TRAVEL INDUSTRY RECOVER STUDY: TRAVELERS ARE STILL PLANNING TRIPS in 2020 HOW TO NAVIGATE A POST-COVID-19 MEDIA LANDSCAPE O’DWYER’S RANKINGS OF TRAVEL & TOURISM PR FIRMS

July 2020 | www.odwyerpr.com

Vol. 34. No. 4 July 2020

EDITORIAL HOW GRAND HOTELS CAN Facebook has been forced to revise STAY GRAND IN A CRISIS its policies amid an ad fallout. Strategies that five- and six-star 6 18 hotels have used to remain open. ONE IN FOUR US PAPERS HAVE CLOSED SINCE 2014 KEEPING DESTINATION More than 2100 have been shut down, according to a new report. 8 PARTNERS ENGAGED Targeted programs can encourage AMERICANS GETTING 20 involvement and participation. URGE TO TRAVEL Travelers are beginning to feel HOW TO WORK WITH THE more secure about taking trips. 9 MEDIA AFTER COVID-19 The recovery requires stories that 18 TRAVEL’S ECONOMIC 22 show travel’s essence and humanity. FEVER COULD PERSIST How to weather the prolonged WHAT’S NEXT FOR TRAVEL crisis that faces the industry. 10 PUBLIC RELATIONS? How marketing partners can help REOPENING STRONG 24 clients negotiate an uncertain world. Steps travel brands can make as they return to business. REASSURING CONSUMERS 11 ABOUT TRAVEL SAFETY New health and safety standards A REBOUND MAY COME 25 for travel are a major challenge. SOONER THAN EXPECTED The data is in, and Americans are 12 PROFILES OF TRAVEL & 26 preparing to hit the road again. WWW.ODWYERPR.COM TOURISM FIRMS Daily, up-to-the-minute PR news TRAVEL PR COVID-19 26 RECOVERY PLANS RANKINGS OF TRAVEL Five tips to help the industry 13 & TOURISM FIRMS recover from the pandemic. 35 PLANNING A 360-DEGREE PROFILES OF REOPENING STRATEGY INTERNATIONAL FIRMS Ways to turn the current crisis into 36 an opportunity for the industry. 14 WASHINGTON REPORT REGAINING CONFIDENCE IN TRAVEL EXPERIENCES 40 Americans may resume traveling EDITORIAL CALENDAR 2020 sooner than you think. 15 COLUMNS January: Crisis Comms. / Buyer’s Guide PROFESSIONAL DEVELOPMENT March: Food & Beverage THE FUTURE OF TRAVEL Fraser Seitel AND HOSPITALITY 38 June: PR Firm Rankings Redefining how we travel could 16 FINANCIAL MANAGEMENT July: Travel, Tourism & International be the secret to a comeback. 39 Richard Goldstein August: Financial, I.R. & Prof Services October: Healthcare & Medical November: Technology & Social Media

ADVERTISERS 5W Public Relations...... 3 WEILL (Geoffrey Weill Associates, Inc.)...... 21 The Brandman Agency...... 9 Lou Hammond Group...... 5 Bullfrog + Baum...... 17 MMGY NJF...... Back cover Feintuch Communications...... 8 Zapwater Communications, Inc...... Inside front cover Hawkins International Public Relations...... 19 The Zimmerman Agency...... 7 Hemsworth Communications...... 23

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EDITORIAL Facebook revises policies amid ad fallout o far, the most predictable development of 2020 is the news that Facebook finds itself in yet another public relations crisis. The world’s largest social media site has long exhibited EDITOR-IN-CHIEF Sa hands-off approach when it comes to the political speech that’s allowed on the platform, Kevin McCauley allowing it to effectively become a hotbed for misleading advertisements, hyper-partisan pro- [email protected] paganda, unchallenged political statements and racist content. And now these policy decisions have the company wending its way through yet another round of negative publicity, a development foregrounded in a history of data breaches and a PUBLISHER digital architecture that allowed Russian trolls to circulate fake news in an attempt to sway a John O’Dwyer presidential election. Somehow, through the intricacies of fate, Facebook is in trouble for doing [email protected] what Facebook has always done. Things came to a head during the George Floyd protests in late May, when President Trump SENIOR EDITOR posted an admonition to rioters on the platform that “when the looting starts, the shooting Jon Gingerich starts,” a racially-charged phrase that was coined in the late 1960s by former Miami police chief [email protected] Walter E. Headley. While Twitter blocked the post for violating that platform’s policies, Facebook refused to take ASSOCIATE EDITOR any action whatsoever, with chief Mark Zuckerberg stating—in a Facebook post, naturally— Steve Barnes that his company’s “position is that we should enable as much expression as possible unless it [email protected] will cause imminent risk of specific harms or dangers spelled out in clear policies.” CONTRIBUTING EDITORS It was later reported that Facebook—and even Zuckerberg himself—allegedly communicated Fraser Seitel with the White House in an unsuccessful attempt to get Trump to modify the inflammatory Richard Goldstein post. Hundreds of Facebook employees staged a virtual walkout over the company’s handling of the matter. In June, a coalition of civil rights groups—including the Anti-Defamation League, the EDITORIAL ASSISTANTS NAACP, Color of Change and others—organized the #StopHateForProfit movement, which & RESEARCH effectively urged companies to freeze their paid advertising campaigns on the site until Face- Jane Landers Melissa Webell book does something to address the “long history of allowing racist, violent, and verifiably false content to run rampant on its platform.” The ensuing boycott resulted in major brands such as North Face, Coca-Cola, Unilever, Verizon, Lululemon, Levi Strauss & Co., Ben & Jerry’s, Her- Advertising Sales: shey, Starbucks, Patagonia, Eddie Bauer and approx. 400 others pulling their ad spending on John O’Dwyer Facebook, some throughout the month of July and others for the rest of the year. [email protected] Brands are well-attuned to the fact that activism is the new normal in America, that a growing number of consumers today are motivated to make purchasing decisions that reflect their per- sonal values. As a result, brands are taking increasingly vocal stances on the social and political O’Dwyer’s is published seven times a year for $60.00 ($7.00 a single issue) by the issues shaping our world, which has found an unlikely tension point in Facebook’s laissez-faire J.R. O’Dwyer Co., Inc. stance on the content that flows over its platform, resulting in what’s arguably the site’s greatest 271 Madison Ave., #600 crisis since the Cambridge Analytica scandal in 2018. New York, NY 10016. In response, competing social media platforms have taken the opportunity to preemptively (212) 679-2471 Fae: (212) 683-2750. reevaluate their content policies, effectively positioning themselves as safer alternatives to Face- book. Amazon’s live-streaming platform Twitch suspended President Trump’s account for what © Copyright 2020 J.R. O’Dwyer Co., Inc. it called “hateful conduct.” Social news aggregator Reddit, one of the most popular communi- ty-based forums on the Internet, shuttered its pro-Trump “The_Donald” subreddit, as well as OTHER PUBLICATIONS: approx. 2,000 other communities, and unveiled a new policy intended to prevent users from “attacking marginalized or vulnerable groups.” Even Twitter, Trump’s go-to communications www.odwyerpr.com platform, has begun adding disclaimer labels to the President tweets that violate company pol- Breaking news, commentary, useful data- bases and more. icies. In light of the pushback, Facebook has backpedaled on its rules and is now enforcing stricter O’Dwyer’s Newsletter standards regarding how it moderates misinformation and “problematic” content. On June 26, A six-page weekly with general PR news, the site announced it would begin adding labels to posts that violate Facebook’s policies. The media appointments and placement social giant also announced it would delete hundreds of accounts tied to groups that “promote opportunities. violence,” and recently took down several Trump re-election ads containing images that bore O’Dwyer’s Directory of PR Firms an alarming resemblance to symbols once used by the Nazis for identifying political prisoners. Listings of more than 1,250 PR firms Finally, the company committed $200 million in grants, investments and ad credits for black- throughout the U.S. and abroad. owned small businesses and non-profits working with black communities. O’Dwyer’s PR Buyer’s Guide It remains to be seen whether these steps will be enough to quell critics and stop the adver- Products and services for the PR industry tising hemorrhage, or if Facebook’s newfound beneficence will simply be viewed as a series of in 50 categories. performative gestures. Perhaps the bigger question is whether the growing brand boycott will even move the needle in terms of the platform’s long-term roster of seven million advertisers jobs.odwyerpr.com (forecasts by eMarketer estimate that Facebook will still experience 22 percent growth in world- O’Dwyer’s online job center has help wanted ads and hosts resume postings. wide ad revenues this year, or about $85 billion). It stands to reason that until some behavioral change occurs among Facebook’s users, if growing dissatisfaction with the platform and its policies finally causes consumers to leave in droves, attracting advertisers in the future will be the least of Facebook’s worries.  — Jon Gingerich

6 JULY 2020 | WWW.ODWYERPR.COM

REPORT One in four U.S. newspapers have shuttered since 2004

The United States has lost about one-quarter of the newspapers it newsrooms. Ironically, these events had the had 15 years ago—or more than 2,100 titles—according to a June effect of driving Americans’ interest in local report by the University of North Carolina at Chapel Hill. news in recent months, as homebound res- idents across the country eagerly awaited By Jon Gingerich updates on how the COVID-19 pandemic .S. newsrooms have existed in a per- In the last year alone, more than 300 was affecting their communities and what ilous state for years now, and the ef- newspapers across the U.S. shuttered, re- steps state and local officials were taking to Ufects of the COVID-19 pandemic and sulting in a loss of about 6,000 journalism respond to the crisis. ensuing economic recession will only fur- jobs and a print news circulation decline of “The paradox of the coronavirus pan- ther exacerbate the ongoing decline of the approx. five million. At least 30 U.S. news- demic and the ensuing economic shutdown nation’s local media ecosystem. papers closed or merged between April and is that it has exposed the deep fissures that According to a June report released by May 2020 alone, according to the report. have stealthily undermined the health of the Hussman School of Journalism and As a result, “news deserts” have spread local journalism in recent years, while also Media at the University of North Carolina across the country, leaving more than 1,800 reminding us of how important timely and at Chapel Hill, more than one-fourth of the communities in the U.S. without access to credible local news and information are to country’s newspapers have disappeared in local print or digital reporting. About half our health and that of our community,” the the last 15 years, leaving a growing number of the nation’s 3,143 counties have only one report’s authors wrote. “This is a watershed of American communities without access newspaper, and two-thirds don’t have a dai- year, and the choices we make in 2020—as to local news. ly. More than 200 of the counties in the U.S. citizens, policymakers and industry lead- There are 6,736 local newspapers in the currently have no local news outlet whatso- ers—will determine the future of the local United States—1,260 dailies and 5,474 ever. Of the newspapers that have survived, news landscape.” weeklies—that were still being published many have now been rendered “ghost pa- Findings for the Hussman School of Jour- at the end of 2019. According to the UNC pers,” with little original reporting. nalism and Media’s report, “News Deserts report, this number reveals an astounding 2020 has dealt two once-in-a-century ca- and Ghost Newspapers: Will Local News disappearance of 2,155 papers from the tastrophes—a global pandemic and an eco- Survive?” were based on a survey of state 8,891 news titles that were being published nomic collapse on par with the Great De- press associations as well as a proprietary in 2004, accounting for a loss of approx. 212 pression—which no doubt will result in the database collected by the Center over the daily titles and 1,943 non-dailies. continued closure of countless more local past 15 years. 

8 JULY 2020 | WWW.ODWYERPR.COM Americans getting urge to travel On the whole, outdoor activities were pre- Travelers are slowly beginning to feel more secure about heading ferred, with outdoor sporting events (38) outranking ones held indoors (30) and out- out on trips, according to the latest from a sentiment tracking tool door concerts/festivals (36) topping their in- created for the travel and tourism industry. door versions (28). By Steve Barnes The perceived safety of cruises trails all MGY’s Travel Safety Barometer, behind. The trust in the safety of lodgings other areas, but their reputation is nonethe- released on June 15, asked respon- is also on an upward path, going from 35 in less moving toward positive territory, up 39 Mdents to rank how safe they felt May to 44 in the new survey. percent from 18 to 25. various travel activities were on a scale of 0 While trust in dining and entertainment The Travel Safety Barometer survey is con- (extremely unsafe) to 100 (extremely safe). overall rose from 33 to 43, the scores of in- ducted monthly among 1,200 U.S. residents While the perceived level of safety re- dividual options varied widely. Coming in who have taken an overnight trip for busi- mains fairly low across the board, there at the top were going to a park (57) or the ness or leisure in the past 12 months (for was a marked improvement from the May beach (50), followed by visiting a bar or a more in-depth analysis of the Barometer’s 8 edition of the report. Respondents overall restaurant (40). most recent findings, see pg. 12). gave domestic travel a 44 on the scale, up 29.4 percent from the 34 it received in the earlier survey. International travel lagged behind, rack- ing up a score of 32, but that number still represents a 45 percent uptick from May’s rating of 22. Business travel was up 24 per- cent, going from 29 in May to 36 in June. When asked how safe they felt getting to their travel destination would be, the level of confidence is once again rising slowly. While transportation, in general, pulled in a score of 60 (up from 56 in May), there was a big difference depending on the mode of transportation. Not surprisingly, the family car was seen as the safest way to travel, with a confidence score of 74, while domestic flights (36) and rail travel (34) trailed far PR news brief Ad market plunged 31% in May The U.S. advertising market fell 31 percent in May from the same period a year ago, according to nation- al advertising revenue data released by the Standard Media Index, which is the industry standard for ad spend data. It’s the third consecutive monthly drop the U.S. ad market has experienced in light of the economic downturn caused by the COVID-19 pandemic, accord- ing to SMI’s analysis, following a 35 percent decline in April and an 11 percent decline in March. SMI’s data is derived from advertising sales figures supplied by the largest U.S. ad agency holding groups. SMI attributed much of the faltering market to the loss of advertising suffered by a continued delay of major sporting events, which particularly hurt enter- tainment conglomerates WarnerMedia (which owns TNT) and ESPN (which is owned by Walt Disney Co.). WarnerMedia’s ad revenues fell by 45.5 percent in May while Disney’s ad revenues tumbled 39.6 per- cent, according to SMI’s report. The travel and tourism industry was the sector to witness the biggest losses, where ad spends expe- rienced a punishing 87 percent drop. Ad revenues in the automotive world fell by 60 percent, followed by apparel and accessories, where ad spending declined 54 percent. Advertising from restaurants and retail outlets decreased by 52 percent and 45 percent, re- spectively. Tech ad spending slipped 25 percent and fi- nancial services dipped 13 percent. The only sector to see a year-over-year advertising uptick was the phar- maceutical industry, which spent four percent more in May than it did during the same period last year.

WWW.ODWYERPR.COM | JULY 2020 9 FEATURE Economic fever in the travel industry could linger

It’s going to be a prolonged climb to recovery for the travel economy, as well as those of us who operate lifestyle-focused agencies whose clients have witnessed a sudden halt in their business. What can we do to weather this storm? By Charles Mardiks

hile there’s no denying the tragic destinations. However, for island destina- Consider developing special value-added loss of life and suffering result- tions and resorts or countries solely de- programs to reward their loyalty and in- Wing from the global COVID-19 pendent on airlift, this is not as easy or fast centivize them to return sooner than lat- pandemic, it will be the economic reper- of a fix. Similarly, hotels, destinations and er and to recommend the brand to their cussions that continue to plague the travel airlines that generate the majority of their friends and family. industry for some time. business from corporate travel and meet- It’s a great time to The travel and tourism industry has en- ing and conventions the shift to an alter- align with strategic joyed several years of impressive growth. nate business mix and the resulting climb partners to jointly According to recent numbers from the out of the recession is no doubt going to be fund campaigns that World Travel and Tourism Council, last more difficult and take longer. clients might not be year the tourism sector grew globally to a For many of us who operate boutique able to afford on their record $8.9 trillion of the world’s combined travel- and lifestyle-focused agencies and own. It’s also wise to Gross Domestic Product, up from $8.8 tril- whose clients are grappling with this sud- research niche and lion in 2018. This represents a contribution den crash of their business, the subsequent geographic markets of 10 percent of the global GDP. In 2017, impact on our business is significant. Many that once medium- to the sector represented $8.3 trillion of the of us have lived through an array of travel long-haul travel is vi- Charles Mardiks combined worldwide GDP. Forty-four crises from 911, SARS and Ebola to such able might be more countries rely on the travel and tourism natural disasters as the volcanic ash cloud likely to be the first to pack their bags. For industry for more than 15 percent of their of 2010 to a myriad of hurricanes such as example, adventure travelers who have a total share of employment. A total of 330 Katrina and even terrorist acts and wars. particular passion and a higher threshold million jobs are supported by this industry However, nothing compares to COVID-19 for risk might be more apt to travel once around the world. in its combined complexity, uncertainty things open up than families with young Early COVID-19 related headlines gen- and global scope. children or the mature market. As airlines erally focused on passengers stranded on So, what are some of the survival tactics announce return service from key gateway cruise ships and the closing of borders as that we can all employ to ride this econom- markets, this is the time to rollout geo-tar- well as the struggle of local businesses such ic storm out? geted campaigns. as restaurants and retail. At the same time, At this stage, we’ve all likely lost business Key influencers, travel writers and trav- the pandemic has knocked down many or at the very least have had clients go on el specialists will also want to get back segments of the travel industry from air- hiatus. As a result, we’ve likely trimmed all out there early on to show their followers, lines, cruise lines and hotels to attractions, unnecessary overhead and probably had readers, viewers and clients what it’s like to museums and travel agency networks. Ma- to make some painful staffing decisions. travel now, and that it’s safe to do so. As a jor travel players the likes of Hertz and LA- For some it might be time to consider di- result, the press trip, whether group or in- TAM Airlines have declared bankruptcy, versifying our client portfolio beyond just dividual, might have a bit of a resurgence. and word on the street is there will likely be travel. Now is the time to maintain contact It’s also smart to align with locally-based more economic casualties until a vaccine is with former clients and those on hiatus media, freelancers and/or influencers who widely available. to reach out with suggestions, media and contribute to outlets in other key markets Other industries have been able to shift business leads, even without remunera- during the period when other media are their operations to respond to the pan- tion. It’s about sustaining the relationships, not able to travel. Someone who’s on-the- demic and changed consumer buying pat- so when revenue returns you’ll be top of ground provides a trusted local perspec- terns, such as retailers and fashion compa- mind. It’s the time to network—virtually, tive. Consider developing niche guided nies selling masks, cosmetic and skincare of course—like crazy; amp up your Linke- trips with noted influencers that they can companies producing hand sanitizer and dIn activity and other social outreach. Tap sell to their followers. Reward the influenc- restaurants and bars focusing on take-out the professional organizations that you be- er with a trip and a possible commission on and delivery. It’s much more difficult for long to. Participate in webinars and virtual each trip sale. travel companies that are dependent on in events and panel discussions to remain vis- While there’s no telling how long the person experiences and attract consumers ible. Share relevant, current client results dark economic cloud will hover over the from national and global markets to do so. with others. travel industry, there are bound to be a few Sure, some travel companies are able to It’s also time to help these clients with showers and perhaps even a storm in the shift more focus on local/regional drive- strategies on how to target new local/re- not too distant future. However, with a bit to-markets. As an example, a travel agency gional markets and conceptualize “one- of tenacity, ingenuity and flexible planning that specialized in safaris to Africa imme- tank” and hyper-local vacation programs. that can pivot to the ever-changing nature diately shifted gears and created wildlife This is also a time to laser-target past guests of this pandemic, you are certain to weath- safaris to the U.S. National Parks. Some and visitors who are already loyal to the er this storm too. cruise lines are reimagining itineraries to brand or destination and trust that they Charles Mardiks is Founder and President call on smaller, less-crowded or remote will be safe and well looked after by them. of Mardiks PR. 

10 JULY 2020 | WWW.ODWYERPR.COM Reopening strong digital network informed and ahead of the Steps travel brands can take as they return to business. news, while also engaging feedback when applicable, creates a brand loyal community By Jennifer Baum that will later be more willing to help ampli- ust over four months ago, the world Stay nimble in static times: If you’re un- fy and share news on your behalf. There is endured a tailspin that some of us able to operate at full capacity, take a step also an opportunity to establish an affiliate Jsaw coming but none imagined would back and identify areas where you have flex- relationship with these like-minded brands take over so quickly. Our beloved hospital- ibility to adapt and be creative. Oftentimes, to swap content and leverage each other’s ity industry has been decimated, leaving especially in hotels, food and beverage de- audiences. thousands of committed employees with- partments offer the opportunity to pivot Adjust your focus on your immediate out jobs and the future on shaky ground. business models and create unexpected rev- community: As you start to reopen, your Restaurants and bars closed. Hotels shut- enue streams, as we’ve seen recently with to- biggest ally—and the first segment of busi- tered. And our world morphed into some- go cocktails and take out only service offer- ness to come back—will thing unfamiliar. ings. Other great ways to think outside the be your local commu- These are unprecedented, challenging box include transforming parking lots into nity. This group of lo- times, words we hear more often than we’d beer gardens until indoor dining is allowed; cal residents, press, in- like but true nonetheless. The world has offering hotel rooms at a special rate to be fluencers and partners changed, and the hospitality and travel in- used as individual office spaces; expanding should be the first you dustry has been enormously affected. This in-room services; and even pop-up burger reach out to with re- is the new normal, if you can even use the bars or food trucks that bring the dining ex- opening info and the word “normal.” perience outside the hotel’s walls. first to be welcomed But hospitality is evolving and flexibility Align with local partners: Taking care of back on property. Also, Jennifer Baum is key in order to be successful, especially others is what we do in the hospitality in- where and when you in the immediate future. In recent months, dustry and one major lesson that we learned can, continue to give back through chari- we’ve seen businesses adapt to stay relevant from this pandemic is that we’re “in this to- ties, volunteering as well as providing local during the Coronavirus pandemic. Hotels gether.” That includes the recovery phase. I’ll incentives and promotions to show your opened their doors to healthcare workers likely say this more than once, but your lo- loyalty and support during troubling times. and patients, restaurants and chefs created cal community is your most important asset Incentivize guests: Travel now poses a care packages for those in need, and vari- whether you’re in crisis or not. When you clear risk due to required transportation ous fashion and hospitality brands adapted support your community in a time of need, and potential for exposure. In order for their business to make PPE masks when they will support you. Align with local part- guests to be inclined to travel, they need there was a shortage. In June, our agency ners and consider creating an overarching to see an added incentive when booking, also pivoted to offer three new services to recovery campaign to win back consumer such as a value-add or package deal. These better serve the needs of our hospitality col- trust, increase audience reach and reinforce types of perks may include a free upgrade to leagues and to help navigate the road ahead. “open for business” messaging. a villa when booking one of the property’s Now, as the world starts to reopen and we Get social: Maintaining a consistent social suites, or a travel package inclusive of F&B, navigate each day and each new challenge media presence and using it to communi- spa, valet and activity offerings. that comes with this process, it’s more im- cate timely news and updates to consumers Offer private experiences: From aviation portant than ever to ... is an important step in engaging followers to villas, as well as dining and other experi- Prioritize PR: Often during times of cri- pre- and post-reopening. Your content can ences, privacy is going to be the most cov- sis, budgets are tightened, and PR is the entertain and be informative: use it to show, eted amenity in the immediate future for first to be cut or downsized. However, this not tell, what your brand and team are do- travelers. Make privacy a priority and get is precisely the time when your communi- ing behind the scenes while you’re not fully creative with both programming and space. cations team is needed the most. Restor- reopened (e.g. at-home cooking/cocktail If you don’t currently have private villas or ing and strengthening your brand’s image demos, a short wellness session featuring dining rooms, try transforming unexpected by communicating with the press, crafting yoga and meditation). Highlight what social locations into secret hideaways that travel- messaging to past guests, connecting with distancing measures and hygienic practices ers and guests could rent out for an after- key partners, as well as developing internal you’re implementing to ensure guests’ safe- noon or day, with added-value services to lines of communications for staff and sales ty. What can people expect from the arrival help attract clientele and boost revenue (e.g., teams is essential. process? You can even share old photos and transform an unused event terrace typically Share health and safety standards: Trav- video content to remind and inspire peo- booked for cocktail events or weddings into elers are ready to pack their bags and get ple while they make plans to travel to your an escape space with a fully loaded cabana back out there, but they need to be reas- destination once things get settled. It’s also and butler service). sured that their health and safety are just as important to give thanks to your supporters Recognize new business sources: Un- important to you as it is to them. Any and and community whenever you can and your fortunately, for the immediate future, gone all new health and hygiene protocols should social media channels provide a great plat- are the days of the quick cheap flight and be listed clearly on your website so potential form to do just that. the last-minute jet-set. As travelers pivot guests can easily find the information they Maintain your relationships with influ- their focus away from air travel for the im- need when booking. Language should be encers and content creators: While you mediate future, they’re redefining their idea approachable, clear and easy to understand. may not have the same budget to work with of “local” and seeing longer road trips as a If corporate brand guidelines aren’t readi- paid influencers as you did before, this is a way to expand their travel experience. This ly available, follow local/state templates as good time to tap into existing relationships needed. and strengthen those ties. Keeping your _ Continued on page 15

WWW.ODWYERPR.COM | JULY 2020 11 FEATURE Why a travel rebound may arrive sooner than expected The data is in, and Americans are getting ready to get back out on the road again. By Julie Freeman

t’s no secret that the travel and tourism sentiment and logistics—but these upward industry is among the hardest hit by trends suggest people have moved from just ICOVID-19, and we’ll feel those reper- dreaming about traveling again to actively cussions for a long time. The U.S. Travel listening to messages about booking future Association has estimated that total travel travel and, in some cases, getting in their spending in the U.S. is predicted to drop 45 cars and starting to travel regionally. percent by the end of this year, and since With travel restrictions now being eased the beginning of March, the pandemic has around the globe, we’re leveraging our re- led to more than $237 billion in cumulative nowned proprietary research and insights losses for the U.S. travel economy. in a signature “Ready + Set + Go” approach Numbers like these are demoralizing, but to recovery to help partners across the in- We can measure those data-driven find- we’re seeing an increasing number of desti- dustry get back on their feet. While it’s true ings against other tools such as social lis- nations, hotels and attractions opening back that we’re all in this together, every client is tening, which checks the pulse on more up and providing glimmers of hope, lead- dealing with unique circumstances: varying emotionally-driven conversations across ing us to confidently say the travel rebound shelter-at-home mandates and transporta- social media platforms. will arrive sooner than originally expected. tion capacities; different sets of assets they’re Consumers are rapidly Our research shows the pent-up demand for able to leverage; limited staff and budgets; evolving from feelings of travel is powerful, and it crosses all demo- and other challenges that make it impos- anxiety and fear to hope graphics. In fact, 66 percent of Americans sible to create a one-size-fits-all solution. and anticipation, signi- expect to book their next leisure trip within That’s why we rely on our data to inform our fying that now’s the time the next six months, and more than half plan strategies through each stage of recovery. to move from top-level to do so in the next three months, according In a downturn, it becomes important to inspiration to mid-level to our Travel Intentions Pulse Survey. be judicious about where destinations and consideration. We know from our research that travel brands should spend their money Julie Freeman on PR, marketing and advertising. As we people are most interest- know, domestic leisure travel is recovering ed in hearing messages much faster than business and internation- about safety and health protocols before al travel. Within that realm we’ve learned travel deals or value adds. Having such in- that, right now, Americans are beginning to sights in our arsenal puts us in an enviable feel increasingly confident about all forms position to create strategic PR plans to carry of transportation. They feel safest in their our clients across every stage of recovery. own vehicles, but trust in air travel grew 20 Now that many destinations and brands percent between May and June. There’s a lot are further into the Ready or Set stages, more interest in visiting state and national thoughtful campaign messaging is essential parks, as well as beaches, compared to other to drive both short-term and future book- typical outdoor gatherings. ings. As travel marketers, it’s incumbent to move the needle toward the travel indus- try’s recovery by reimagining travel, find- Source: MMGY Global Travel Safety Barometer; June 2020 ing new ways to tell the story and utilizing the latest technology to get people traveling An important signal of recovery is deter- again: mining how safe travelers feel getting back • Now that Americans are ready to get out there. The MMGY Global Travel Safety into their cars and explore, we can leverage Barometer, a first-of-its-kind measurement road trip content and “nearcations,” health of travel sentiment, provides insights into and safety tips and information on how to how safe Americans feel across various cat- support locally owned businesses. egories of leisure and business travel. The • We’re amplifying outdoor recreation, newest data shows that perceptions of safety RV and camping stories, secluded retreats are rising across all sectors as the travel in- and open-air experiences, all of which en- dustry enters the summer season, and over courage people to explore the outdoors and the course of a month we saw the needle maintain social distancing on their travels. move a full 10 points, a strong move in the Our data shows an uptick in confidence • The luxury travel space is ripe with right direction. On a scale of 0 to 100, con- in hotels and resorts, but overall Americans potential story ideas as high-end travel- sumer confidence in domestic travel rose currently feel safer in a vacation rental. And ers seek out inspiration such as chartered from 34 to 44 points, and trust in interna- while cruise bookings into 2021 are surpris- planes, villa rentals, vineyard visits and pri- tional travel moved from 22 to 32 points. ingly robust, prospective cruisers need to be We still have a long way to go—both in nurtured with messages of confidence. _ Continued on next page

12 JULY 2020 | WWW.ODWYERPR.COM Travel PR COVID-19 recovery plans Five insider tips to help the travel industry recover from the COVID-19 pandemic. Pick a focal point and lean in By Melanie Brandman You’re excited to re-open and you want to deliver a WOW moment to leave a lasting ith the world turned upside down first demonstrate to the media why and impression on travelers. While it might be and the travel industry weather- how these offerings are newsworthy. Spend tempting to think about Wing an unprecedented pause, the time thinking about your client—and how something bold and path to recovery can seem arduous at times. they relate to what’s going on in the broader new—a grand re-open- But we can always find a silver lining. We national, regional and local conversation— ing event? a new signa- see the wave of recent and upcoming re- and identify two or three “Why Now’s” that ture offering?—this is openings as a chance for hotels, resorts and will anchor your recovery plan. one area in which we destinations to adopt an “opening” mentali- Re-evaluate your audience recommend looking to ty and be born anew. While your hotel, resort or destination your past for inspira- As the saying goes, you’re only new once. might have had an 80 percent/20 percent tion. Distill the essence This is why many of the world’s leading ho- split of focus on national/international vs. of what makes your ho- tels, resorts and hospitality clients seek out regional/local pre-COVID, it might be time tel, resort or destination Melanie Brandman travel PR experts as they prepare to reopen. to invert these numbers and focus on trav- unique—whether it’s a Having the support of a seasoned luxury elers in your immediate backyard first. This signature arrival experience, a drink at the travel advisor working behind the scenes to can be a very real opportunity for our travel bar, an evening ritual or that perfect area curate a seamless—albeit different—travel PR clients, but it requires a pivot in focus. to watch the sunset—and find a way to cel- experience will be critical. Most important- To accommodate the rise in domestic road ebrate and subtly reinvent that experience ly, it’s our job to articulate why these mo- trips for our hotel and resort clients, we en- for travelers with safety in mind. ments and new offerings are newsworthy to courage them to think about their parking Adjust tactics based on the timeline our trusted media contacts to amplify the policies and ways to attractively package Once a reopening date is established, message. stays for guests arriving via car. How might your PR team will have a sense of how Our agency has always believed in pro- their needs be new or different? What will a much runway you have to work with and viding bespoke service to our clients. We’ve socially distanced welcome experience look what tactics can deliver the biggest impact earned a reputation as one of the top travel and feel like with guests arriving via car? in that time frame. For instance, if a hospi- PR agencies, due in part to our customized We’re also advising our international cli- tality PR partner is engaged 30 days prior and innovative approach, where no two cli- ents to pay close attention to the airlines to reopening, short-lead outlets—such as ent plans or strategies are the same. Wheth- that service their destination for news newspapers, digital outlets, e-newsletters er it’s a standalone project, 30-day quick lift about routes resuming and any increased and broadcast—should be prioritized over or long term strategy, we take pride in our airlift. Lean in on your resources—up- long-lead pitches to national outlets. ability to develop smart, actionable coro- stream tourism boards are often among the This can be complemented by a short- navirus recovery plans that will help our first to know about routes resuming—and term social media strategy, whereby the travel PR clients re-open and get back to focus your PR efforts on the markets who property or destination creatively builds business, stronger than ever. can now access your destination. excitement and paints the picture of the And while there’s no “one size fits all” Examine owned assets experience to be had once the doors—or solution, we’d like to peel back the curtain Does your photography show a bustling borders—reopen. This is where your new and share five insider tips that guide our lobby, buzzing cafes or patrons elbow-to-el- photography will play a critical role in visu- thinking to help our clients re-enter the bow at the bar? In the pre-COVID era— ally communicating that your hotel, resort, market and capitalize on being “new” once where locals at your F&B outlets and a or destination has traveler’s safety in mind. again. co-working style lobby were all the rage— Now more than ever, it’s time to pull to- Be sure to ask: “why now?” these same images may now be red flags for gether as an industry and demonstrate the As travel enthusiasts, it’s easy to get tun- today’s safety-minded travelers. Equally as true spirit of hospitality. You’re only new nel vision when approaching a hotel, resort important, are you showcasing a diverse again once and we look forward to making or destination’s coronavirus recovery plan. clientele? If resources permit, use this time the most of this transformative time in the But remember that in order to achieve your before you welcome guests back to audit travel industry—together. client’s goals—securing best-fit coverage to your website and social channels and help Melanie Brandman is CEO and Founder of drive heads in beds and arrivals—we must fill in the content gaps. The Brandman Agency. TRAVEL REBOUND an instant media trend in the early days ing and cancellation policies. _ Continued from page 12 of shelter-at-home mandates, is still reso- We anticipate travel will ultimately make nating with audiences, as is digital content a full comeback, and as it does, the market- vately led tours. from chefs, artisans and other local influ- place will be more competitive than ever to • There’s a surge of interest in responsible encers. attract visitors. Clients who stay the course travel in a post-COVID world, as we con- • For international travel, we know peo- now with focused, proactive and nimble PR sider how to manage overtourism through ple feel more confident booking at least six programs that leverage insights and build reduced capacity. months out, so we’re able to target long-lead on timely messaging will keep brand aware- • “Secondary” cities are getting attention publications to deliver inspiring content. ness high, putting them in the best possible as consumers look to travel to less-crowded • As the cruise industry returns, it’s essen- position for total recovery. or closer-to-home destinations. tial to push concrete messages about health Julie Freeman is EVP & Managing Director • Virtual travel experiences, which was and sanitization protocols, flexible rebook- at MMGY NJF. 

WWW.ODWYERPR.COM | JULY 2020 13 FEATURE Roadmap for a 360-degree reopening strategy Hospitality and travel brands have discovered a way to turn our current crisis into an opportunity, utilizing social media platforms in an effort to reinvent themselves while engaging and attracting new audiences. By Jennifer Hawkins t seems like ages ago that the travel in- tion it. Remember “screen detoxes?” Well, you provide now has likely changed, so dustry came to a halt as the world locked connection-starved users are now turning don’t be afraid to dip a toe into a different Idown to flatten the curve of coronavirus. to technology to socialize, learn new skills, platform. Yet, it’s only been four months. Now, with keep apprised of local announcements and Start by identifying where the audiences local economies reopening and summer tune into the never-ending 24/7 news cycle. you desire to attract spend the most time shining down on the Northern Hemisphere, What’s more, social media is the first stop for and engage most often. Here’s a quick over- it’s high time for hotels, resorts, travel op- people to engage with their favorite brands. view of the most popu- erators and other hospitality-related busi- Worldwide, 44 percent of social media users lar platforms and tips nesses to reach out and let travelers know say they’re now spending more time on so- to build engagement on they’re ready to welcome them again, albeit cial media platforms. In March alone, Face- each of them: with considerations. book saw growth of over five million new Instagram is the dar- Hotels have long strived to play host to active users, while Instagram gained four ling of consumers and travelers under all kinds of conditions, but million. Your target audiences are growing tastemakers and reach- in this time of uncertainty, that role must be online and it’s more crucial than ever to cap- es everyone from Baby executed with an unparalleled level of atten- ture, inform and entertain them. Boomers to Gen Z. tion. Guests are eager to resume traveling, As an agency, we’re spreading the word Successful Instagram Jennifer Hawkins visit their favorite hotels and explore new about upcoming hotel openings to the “tra- accounts unfold like a destinations. And with this increased de- ditional” travel, food and lifestyle media. brochure with seamless imagery and vocab- mand, we’re witnessing an incredible trans- But we’re seeing that with things changing ulary in keeping with branding. Be sure to formation. Hotels are welcoming a new era so rapidly, our hospitality clients are find- emphasize unique selling propositions that of hospitality, reinventing themselves to en- ing their social media platforms are the best might cater to nervous travelers, and use In- sure that today’s traveler is safe, and at the way to communicate timely and immediate stagram Live for content to appeal to wan- same time, having a genuinely enjoyable information—and their followers are re- derlust or a desire for space, such as waves experience. warding them. crashing on the beach at sunset, or recently Many hospitality companies have turned When relaying a reopening via social me- acquired selections from the wine cellar. this crisis into an opportunity, using our dia, keep in mind that everyone has had These moments of travel bliss will help in- “pandemic pause” to address necessary their own personal experience with the spire your audience to book their next trip protocols and details—from instituting pandemic. That experience may be ongoing and keep you top of mind. and training employees on new cleanliness and shaped by local policies in their state, Facebook is beloved by Baby Boomers techniques and technologies to remodeling so the details you communicate should be and allows for lengthier posts and in-depth public spaces such as lobbies, restaurants honed for general audiences. People emerg- information. Typical posts that do well are and pool decks—in an effort to welcome ing from lockdown are likely to be just as articles and items that link elsewhere. Face- back guests in search of a much-needed cautious as they are excited about travel, so book Live is good for promoting personali- change of scenery. there’s no need to push them into booking a ties in action: say, the Golf Pro offering tips For the hospitality brands that dove deep room, table or tour. It’s always nice to offer on sinking a putt on 11, or the Exec Chef into their local communities and offered some wanderlust travel content to get peo- demonstrating a new dish to go with a per- assistance to first responders and others ple thinking about their next getaway. fect wine pairing. who put their lives on the line in the cha- It’s important to be both honest about your YouTube is good for short video content otic early days of the pandemic, their ini- hopes to draw guests, and realistic about to offer travelers an immersive glimpse be- tial generosity is paying off in brand equity the pandemic-aware hospitality you’ll pro- fore they commit. Engaging, high-quality and positive awareness. While we’ve taken vide them with upon arrival. If your resort video is key to conveying your offerings, notice of the room giveaways and commit- now has socially-distanced seating around though it’s best to keep things under two ments to loyal staff, not all consumers have. the pool or barriers to separate front desk minutes, as there’s so much else out there. Without an effective communications strat- personnel from arriving guests, let people According to Forbes, companies that use egy, many travelers aren’t aware of the in- know about it in a clever way that forms a video content see a 41 percent increase in credible behind-the-scenes efforts that have connection and sparks a conversation. traffic through web searches compared with taken place over the last several months, or There are a wide range of social media those that don’t. the experience that awaits them in this new platforms that travel brands can utilize to TikTok has been on the minds of many climate. We know from experience that one grow and engage audiences, but the hot- of late for good reason: It’s all about enter- of the best ways to get the word out about test at the moment—TikTok—isn’t neces- tainment. The platform’s popularity has sky- your reopening plans is to embrace a smart sarily the best bet for luxury hotels. While rocketed among influencers trying to push and simple social media strategy from the your guests might be using it while they themselves creatively during the lockdown. C-Suite down. visit—especially if they have teens with Though you may not want to allocate limit- Interestingly, with everyone in lockdown them—the platform’s demographic tends to ed marketing and social media resources to for so many months, one of the many ef- skew very young. While the platforms your a new platform now, you should at least be fects of the pandemic was the deepening of travel company used prior to the lockdown paying attention. Start by creating a TikTok users’ immersion in social media at a mo- might seem like obvious choices given their ment when society had just begun to ques- already established audiences, the content _ Continued on next page

14 JULY 2020 | WWW.ODWYERPR.COM Travelers still plan to hit the road in 2020

New findings suggest Americans may begin traveling again sooner percent feeling most comfortable to visit than you think. within the next six to 12 months. By Holly Zawyer Other survey findings include: he COVID-19 pandemic has devas- able spending just as much on a trip as they • Domestic travel will become increasing- tated many businesses, perhaps none would have before COVID-19. 80 percent ly popular with 83 percent of those surveyed Tmore visible than the effects it has had of travelers surveyed said they’re willing to looking forward to staying within the U.S. on the travel and tourism industry. Due to travel for a length of three to seven nights for their first trip post-COVID-19. mandatory restrictions, the industry has during their first trips post-COVID-19. • Adventure, wellness, been at a standstill with airlines, hotels and Health and safety protocols are a priori- and bucket list trips tourism boards around the world scram- ty among travelers. Resort and hotel safety ranked highest among bling to adjust campaigns while reinventing protocols ranked the highest priority (75 the type of trips fre- themselves to come out on the other side percent) influencing immediate travel de- quent travelers are look- prepared to welcome and serve would-be cisions, versus proximity to home (23 per- ing to explore during travelers in the new normal. cent). The number of COVID-19 cases in a their next vacation. The good news is people will travel, and destination ranked among the top factors • Top domestic re- we’ll regain confidence in the travel experi- (63 percent) that would influence travelers gions of interest include ence again. Zapwater surveyed more than when making their purchasing decision for the West Coast and Holly Zawyer 1,200 U.S.-based frequent travelers about their next vacation post-COVID-19. Southeast. post-COVID-19 travel to help our clients When travel resumes, U.S. travelers will • A majority of those surveyed travel most make informed, strategic decisions as the choose to travel by car and plane. Travel by often with family or spouse. U.S. begins to reopen businesses and allow car will become increasingly more popular, It may feel like we haven’t traveled in a life- for some travel flexibility. The survey results with 57 percent planning to drive for their time, but one thing we know for sure is that shed some light on how travelers feel about first trip post-pandemic. Of those surveyed, the desire to travel is stronger than ever. We future travel plans, which will help agencies 53 percent plan to fly for their first trip post- must continue to inspire travel by generat- and their hotel and destination clients better COVID-19. 35 percent of frequent travelers ing awareness about re-openings and driv- prepare to reopen. are very likely to take a short-haul flight ing bookings to help industry partners re- Travelers are remaining optimistic (three hours or less) for their first trip post- cover. However, it’s also our responsibility to during the COVID-19 pandemic and still COVID-19. ensure recovery plans reach the right audi- plan to take trips in 2020. According to the International travel to the Caribbe- ences within the right markets while being survey, 65 percent of respondents are look- an, Europe and Canada ranked highest mindful of each target markets’ unique situ- ing forward to traveling again, both inter- for travelers to visit within the next six ation with content that allows your client to nationally and domestically. 39 percent of months. Internationally, Canada placed stay connected in a positive and meaningful travelers are hoping to travel within the first first, with over 36 percent of respondents, way. six months after travel restrictions are lift- the Caribbean ranked second with over 35 Holly Zawyer is Managing Director, Mi- ed. 56 percent of participants feel comfort- percent and Europe placed third with 33 ami, at Zapwater Communications. 

ROADMAP FOR REOPENING business—“What’s your hygiene policy?” REOPENING STRONG _ Continued from page 14 “Can you advise on cancellations?”—you’ll _ Continued from page 11 have ready and consistent answers. account for your brand so you can reserve It’s also important to remain transparent gives travel brands a unique opportunity your brand handle and activate a content on social media. This means don’t delete to reimagine where their “drive markets” strategy when the time is right. comments (negative or positive). Instead, are, and expand their outreach to include Twitter holds a special place for messaging respond publicly with the facts and offer more states, towns and cities. And with on leadership and brand news, but Twitter an invitation to continue the conversation. more time spent behind the wheel, the re- accounts take time, and if you don’t have that Figure out in advance who should be no- surgence of the radio will be a great way time, your travel business could miss out on tified to handle crises comments, and who to meet people where they are. A powerful a lot of other opportunities. Nothing’s more will have final sign off on public responses. radio ad or radio show appearance can ei- off-putting to a traveler than an abandoned Keep things honest and transparent, and de- ther help persuade people to add a stop on social media account. fuse situations rather than drag them out on their planned journey or help inspire them LinkedIn is the platform to build a a public page. And be sure to update your to plan future farther flung trips as they get thought leadership profile. Best for industry website with new protocols and link the a taste for travel again. insights, assuming you can post regularly, by COVID-19 FAQ page within your social As we continue to move through re- which I mean weekly. It’s also a great place media presence for easy access. opening phases and travel rebuilds, there to see what others in your industry are up to Reopening a travel business in the midst are still a lot of unknowns, and things and a place to share more formal company of an industry-crushing pandemic is a new can—and will—change in an instant. But announcements. challenge, but communications pros, just uncertainty doesn’t mean you can’t have a Once you’ve selected platforms to invest like any seasoned hotel manager, have seen strategy in place, so long as it’s nimble and your brand time toward reopening, plan their share of crises and know what they’re adaptable. With a plan, you’ll be ready to your communications strategy. Start by map- doing. welcome wanderlusters in no time. ping out FAQ documents, so when potential Jennifer Hawkins is President of Hawkins Jennifer Baum is President and Founder of customers ask pointed questions about your International Public Relations.  Bullfrog + Baum. 

WWW.ODWYERPR.COM | JULY 2020 15 FEATURE The future of travel and hospitality Harnessing the power of adventure, transformation, sustainability, that have been suffering under the crush of scores of international tourists for such connections and places to redefine how we travel. a long time, are now on-track to welcome By Ali Lundberg tourists back more responsibly and better than ever. There’s a renewed appreciation ravel, hospitality and experiential es—or, traveling for the ’gram—as traveling for local culture and supporting small, local tourism has come a long way in the itself once again becomes more of a luxury, businesses. Smaller, historic, landmark cit- Tlast decade, particularly in the last few more studied and well thought-out. We’ll ies will benefit greatly from this. years through a mix of creativity, passion, see more sustainable and ethical travel ex- The pandemic hasn’t only greatly impact- innovation and technology. In some ways, periences take shape and become available ed the economy, but has had a huge impact it feels like COVID-19 has put these ad- for explorers. As travelers rethink how they on our collective mental health. Through- vances on hold, most notably in the world travel and how frequently they do so, there out the pandemic, peo- of travel and hospitality. Sustainability is a will be more desire to travel with purpose. ple have been isolated in prime example. Single-use plastics, once People have taken for granted the genuine more ways than one. In publicly shamed, are coming back into use connections they have with others; the pan- the absence of face-to- as a health and safety measure. Mini bath- demic really brought this to light, and many face connections, people room amenity bottles, which were being have been devoid of meaningful, intimate, have sought new ways replaced by larger multi-use containers, are personable interactions throughout the to bond, mainly in the now stocked on shelves and disposed of fol- global health crisis. It will take time to bring virtual space. Despite lowing each use. While we’ll continue to see those connections back. But what better the isolation, individu- some of the industry’s most exciting initia- idea than to begin with travel? The power of als are finding new and Ali Lundberg tives take a back seat for a bit, we’ll also see the place is such a tempting call. The places unique ways to remain scores of others brought to the forefront of that we’ve never thought of, never heard of, connected to travel and their communities. the travel experience—and the potential to never discovered call to us. The small cities, Travelers are taking advantage of the new innovate in the “new normal” travel world state parks, landmarks, remote and off-the- industry norm of carefree cancellation pol- is significant. beaten-path locales and the coveted, once- icies, allowing us to book with confidence, These current travel norms and expec- in-a-lifetime bucket list trips that show up knowing that if our plans change, they’ll tations naturally create a very unique and on our vision boards year after year will take care of us. The anticipation of a trip, exciting position for marketers. There are become a priority. The call to action that speaking to travel advisors, planning ahead new stories to be told and different ways to COVID-19 has created is that once it’s safe and ultimately booking a trip can be nearly tell them. There are new meanings and ex- to do so, we should seize the day and turn as satisfying as the trip itself, providing an periences to be shared. Through our work those travel dreams into reality. immediate, positive mental health experi- with hotels, destinations and leading travel While exploring, future travelers are seek- ence. Once travelers arrive at their desti- experts, we have the power to help shape the ing open spaces, privacy and spots that fewer nations in the future, many hotels, resorts future of the industry together and guide people seek, allowing more room to explore and spas will be there to welcome visitors our clients to introduce programming and and experience diversified cultures, and the with new programming and experiences experiences that meet the demands of fu- opportunity to explore the unknown. The centered around mindfulness and wellness ture travelers. We’re able to share stories that power of discovery and adventure will fuel to combat the mental and physical toll that shine the spotlight and encourage travelers the travel industry. It will ignite and inspire the pandemic has had on so many. Wellness to hit the open road to explore new desti- us to pack our bags and get back on the and fitness will merge with nature and the nations or perhaps more deeply explore road. Yes, the great “American Road Trip” outdoors more than ever, spa treatments nearby regions and dig beyond the surface is making a comeback in 2020, and that’s will focus on recovery and expect to see an to seek out those authentic moments. We certainly no surprise. The safety of our own uptick in immune boosting therapies. have to smartly and sensitively navigate cars, filled with friends, loved ones and our As we prepare for the future of travel, the new marketing practices in order to support pets, has never been more appealing. For importance of telling creative, inspiring and business growth and sustain the health and the luxury travel sector, privacy is the new credible stories comes squarely into view. As safety of guests and staff. must-have amenity and the ultimate val- new travel behaviors form, the industry will Global tourism will see seismic shifts in ue-add, and we’re seeing a surge of interest continue to come together to shape the new the post-pandemic era. Expect to become in buyouts, villas, residences and exclusive ways in which travelers inevitably see the a more sustainable, mindful traveler, expect stay experiences at hotels and resorts. world. As storytellers, we have the power a gained appreciation for supporting small, One certainty that’s emerged from the to influence what our clients are doing and local businesses and an understanding of pandemic is the exhaustive impact of mass shape what travelers can expect and, most how that support directly translates into tourism: the effects on the environment, the importantly, need. We’re honored to be at impactful travel experiences. Expect travel- planet, the people. The viral contrast of the the helm of a concerted industry effort to ers to seek out smaller crowds, hyper local “before-and-after” pictures that have sur- create that new form. The thrill of a new ad- destinations and giving back to the planet faced throughout the pandemic has forced venture, the powerful transformation a trip and the environment. There will be a surge us to see the undeniable effects of mass can offer, a new way forward for sustainable of travelers who purposefully seek out jour- tourism. We want to do better. We want to travel—and the genuine connection to peo- neys and experiences that put an emphasis preserve. And we want to help—not just to- ple and place—will redefine how we travel on mindful, slow travel—travel that chang- day, but for future generations. It will nat- and how we will want to travel in the future. es, that redefines. Travelers will naturally urally take time for international travel to Ali Lundberg is Executive VP at J Public steer away from cookie-cutter experienc- come back. Places like Venice and Santorini Relations. 

16 JULY 2020 | WWW.ODWYERPR.COM

FEATURE How does a grand hotel stay grand during a pandemic?

A look at how some five- and six-star hotels have found remedies stead of those open trays of chocolates or and solutions to staying open amid the obstacles presented by bowls of exotic fruit on the coffee table, ev- COVID-19. erything will be wrapped. And then there’s By Geoffrey Weill something as natural as tipping. Does the waiter or maid really want those euro notes hat do Berlin’s Adlon, Copenha- cierge desks; rearranging tables and seating you’ve snuggled in your pocket next to your gen’s Hotel d’Angleterre, the Baur groups for social distancing; installing hand used Kleenex? Wau Lac in Zürich, the Beau-Rivage sanitizers everywhere; taking temperatures Yet each of the “grand” hotels with whom Palace in Lausanne, the Britannia in Trond- at the hotel entry; eliminating most buffets; we work seems to have heim and the Hassler in Rome have in com- no more cute little bowls of nuts and olives come up with a way to mon? All six not only survived World War in the bar; sanitizing key cards or their gor- go above and beyond I, they also successfully weathered the Span- geous and clunky old-fashioned keys; no government require- ish Flu pandemic of 1918-20. (The pandem- more stationery or pens in the rooms; clear ments and client expec- ic is believed to have begun in Kansas and disposable covers rolled onto TV remotes; tations. Heckfield Place shipped to Europe with the doughboys. minibars either emptied or massively san- in England is enabling It earned the name “Spanish Flu” because itized between guests; packs of wipes and guests to have lunch or King Alfonso XIII caught it and survived. sanitizers in the rooms, and so on. One of dinner at a private table When it finally petered out, it had killed an the biggest quandaries is “yes, masks” or anywhere they choose in Geoffrey Weill estimated 50 million worldwide.) “no, masks,” “gloves or no gloves.” When the 400-acre grounds and Sadly, none of these hotels seemed to have governments don’t set the rules, some hotels gardens. At Schloss Elmau in Bavaria, guests kept records of how they dealt with the felt these would alarm guests. Our counsel can reserve an hour for sole use of one of Spanish flu, even if they actively did. Like was and is that Americans will be reassured its six spas. At Ireland’s Ashford Castle the the police in Philadelphia in 1919, did the by staff wearing masks and gloves. banished breakfast buffet has been replaced staff wear masks? Did they rearrange the by masked-and-gloved waiters pushing restaurant tables? All we do know is how trolleys to carve ham or squeeze juices ta- these six hotels, plus many other “grand” bleside. At the Orania.Berlin waiters wear hotels, have faced, analyzed and sought masks as well as photo pins that show their remedies to the horrific obstacles presented smiles. Copenhagen’s Hotel d’Angleterre by COVID-19. has guests reserving half the pool for their A recent segment on NBC Nightly News private use. At the King David and all Dan discussed how midlevel U.S. hotel chains Hotels, Israel’s massive and iconic break- are reopening, focusing on increased auto- fast buffet has been retained, but it’s behind mation, the elimination of staff-guest inter- glass, and a masked and gloved waiter fills action, a constant cleaning of “touch points,” your plate. At the Adlon in Berlin, staff wear the closing of restaurants and the termina- dozens of pairs of white cotton gloves a day tion of room service. A “grand hotel” doesn’t instead of latex. And at both the Adlon and long remain a “grand” if you take away the Schloss Elmau, guests can opt for “privacy” smiles, the bows, the graciousness, the ame- that stretches way beyond a “do not disturb” nities, the service. So, these hotels—plus Then there’s the question of “cleaning.” sign. “Privacy” means no staff member will many other “grands”—have spent days and It’s hard for an already hygiene-obsessed enter the room during a guest’s stay, with hours appointing committees and creating and spotless “grand hotel” to boast of ad- room service trays, linens and towels de- solutions to meet the challenge. And it has ditional cleaning measures, the inevitable livered to the door. It’s the guest’s choice to become our job not only to convey those implication being it wasn’t formerly quite turn the “grand” experience into “do it your- solutions to the media but also to weigh in clean enough. What many are doing is self.” At resorts like the Beau-Rivage Palace with ideas, suggestions and answers. deep-cleaning each room between guests, in Lausanne and Ischia’s Regina Isabella, Most of the twenty or so “grand”—aka leaving rooms empty for 24-72 hours be- chaise longues at the pool are arranged in five/six-star—hotels on our roster shuttered tween guests, and twice daily opening the couple- or family-groupings; the Regina Is- when the pandemic lockdowns set in, giving room windows to enable any lurking virus abella’s spa has taken on an even more clini- them the luxury and leisure to come up with particles to escape. Indeed, opening win- cal veneer, and in Lausanne, the brand-new solutions for their eventual reopening. But dows may become another new must that Cinq Mondes spa is opening with built-in the Adlon, the d’Angleterre, the Baur au Lac post-COVID luxury hotel guests demand. COVID protections. The least draconian (and the Dan Tel Aviv) never closed down, Beyond the opulence and grandeur, it’s “grand hotel” is the Britannia in Trondheim, so their solutions had to be wrought on the the service that makes a “grand hotel.” Peo- where virus-sporadic Norway has required run. Yes, they closed off floors. Their restau- ple paying $1,000 a night don’t particularly socially distanced tables but no masks. rants were closed by government order, but care to schlepp their luggage to their rooms. When Americans can freely get back to room service continued full tilt. And now, The solution? When porters deliver the Europe, they’ll still find plenty of grandeur. as Europe cautiously reopens, they’re being bags, they flamboyantly cleanse each case— But, until there’s a vaccine, it will be a gran- joined by more and more hotels that re- especially the handles—with alcohol wipes deur elegantly protected by sanitizer, glass, opened in late May and June or are set to in full view of the guests. Elevator operators masks and gloves. What service staff will reopen in July, August and September. are making a comeback, with gloves and have to concentrate on is ensuring that their The solutions have a lot of similarities: masks beneath the pill-box hat, so guests eyes are smiling. windows installed at reception and con- don’t need to touch elevator buttons. In- Geoffrey Weill is President of WEILL.

18 JULY 2020 | WWW.ODWYERPR.COM

FEATURE Engaging destination partners in uncertain times Developing targeted programs encourages destination partners’ involvement and participation. Society as a leader in mask making, which led to a U.S. News & World Report story on “How to Make an Effective Face Mask.” By Lou Rena Hammond • Offered destination marketing organi- zation advocacy through grant programs artners make the difference in market- half of our destination clients. Our team offering hotels for frontline medical work- ing any destination. Their offerings— was particularly sensitive to the news and ers, branded destination small business Pstores, restaurants, accommodations, shifted strategy to meet the need of editors relief programs and institutions and attractions—that make up and journalists seeking content amidst the phased re-opening mea- the fabric of a locale are essential in attract- pandemic. Our relationships with the me- sures that educated local ing visitors. We at LHG, representing some dia were crucial in understanding their ap- communities on inte- 20 destinations from cities to counties to proach and supporting their evolving needs gral safety implementa- states and islands, understand their import- for readers. We implemented a partner ded- tions as travel began to ant role. We believe partner involvement is icated hot tip program to share timely media resume. essential in creating an ambience that leads requests and story leads, which resulted in Our team, in tandem to a destination’s success. Over the years, national placements including Business In- with our clients, devot- we’ve established specific programs to en- sider, Town & Country, Vanity Fair, Forbes, ed tremendous focus courage their participation. This outreach Architectural Digest, Travel + Leisure, Wash- and effort into recov- Lou Rena has created enthusiastic stakeholders that ington Post, Bloomberg and many more ery webinars. We helped Hammond understand working together makes the along with key local and regional outlets. plan, organize and host webinars for desti- difference for now and into the future. Being proactive for our clients was imper- nations’ industry partners. They showcased This partnership has become an integral ative throughout the process. Examples of messaging tactics, public relations and part of successfully promoting a destina- take-charge support included: marketing strategies, the hot tip program, tion. However, with the new envi- partner tool kits and available resources. ronment of the pandemic and social With webinars hosting more than 600+ change, a stepped-up program was participants, this tactic proved invaluable needed immediately. Working close- and a success for destination marketing ly with our clients, we forged ac- organizations. As one CEO remarked, tivities that kept partners involved, “thank you for pulling off the Zoom call knowledgeable and prepared to today. I am hearing from our partners that meet challenges never experienced the information was so helpful. It takes a in the past. Perhaps one of the big- great team to make it happen.” gest trials was no more meetings, Throughout this entire period, beyond trade shows and friendly get-togeth- navigating the important day-to-day ef- ers; now it was a virtual world. To forts, we continued to look to the future. the rescue, a pro-active agenda for By creating a phased recovery plan for partner involvement that was met each destination and remaining agile, with excitement and appreciation. we met the challenges as they unfold- Some tactics we employed include: • Assisted with messaging, talking points, ed. Plans outlined a strategic approach We immediately reenacted a communiqué and content development for an array of including a series of tactics that we could as a call to action. This weekly communi- communications channels including web- immediately implement in every locale cation, originally debuted during Desert site copy, email content, newsletters, social as well as initiatives/projects to be rolled Storm followed by 9/11, launched Febru- media content themes, collateral and more. out when travel restrictions are lifted. ary 7 in response to COVID-19 as a valu- • Created destination marketing toolkits Thankfully, as we saw travel and tourism in able client resource during extraordinary that included visitor guidelines, safety pro- the rebounding phase, we delivered our fi- times. The communiqué provided an over- tocols, messaging for community partners, nal communiqué on June 12. It has been an view of the situation throughout the pan- commentary on the treatment of visitors unprecedented time but we firmly believe demic with current statistics, industry re- and internal messaging adapted for multi- this is just the beginning as we go forward ports, travel news, facts, suggested talking ple platforms. with destinations and their partners. We’re points and guidelines from the Centers • Provided thought leadership for evolv- in a new world, much learned and much for Disease Control and Prevention, the ing content opportunities. LHG brain- more to be achieved. Yes, we came togeth- World Health Organization, AHLA, the stormed and joined forces with destinations er as a family and that experience makes us U.S. Travel Association and more. Desti- to gather virtual partner offerings for pitch- stronger with renewed strength to face the nation clients were able to quickly share ing and integration into social media plat- future. We know travel is an essential part this content with travel partners who ex- forms. Sampling includes cooking class- of American life and I personally say, we pressed resounding appreciation of the es, bartending tutorials, children’s book have a bright future together! As one client support, which was an overarching success. readings, illustration workshops, guided noted, “your insight and support was so Shifting outreach to media during this time meditations, street art tours and festival appreciated throughout COVID, you are a proved to be paramount and worthwhile. performances. One example of supporting valuable part of our team.” Just because people weren’t traveling didn’t a specific partner within a client destina- Lou Rena Hammond is Founder of Lou translate to ceasing pitching efforts on be- tion was showcasing the American Quilters Hammond Group (LHG). 

20 JULY 2020 | WWW.ODWYERPR.COM

FEATURE Navigating the post-COVID-19 media landscape Now that travel is beginning to reopen, it’s paramount that travel stay engaged with their followers. brands reinvent themselves through engaging stories that appeal Trust and transparency should be a cen- tral focus when developing communica- to the essence of travel while revealing their humanity. By Melanie Neff tions strategies. With this in mind, there will be value in working with influencers who ravel public relations professionals ism and International Transport the Hon. have established a niche-within-a-niche, are well-versed in crisis communi- Kerrie Symmonds on April 28, where he for example, a travel blogger that only stays Tcations, considering that working in briefed the media about COVID-19 tour- in boutique hotels that give back to local the travel industry prepares you to expect ism updates. Media from across the globe communities. Likely, their following is also the unexpected. With that said, no one attended the press conference and left with interested in those topics. By working with saw COVID-19 coming, and for a while, it a wealth of information regarding how the highly-engaged micro-influencers, brands seemed like everything came to a halt. The island has managed the pandemic. can leverage the trust and relationship they global pandemic created a ripple effect that As the world begins to return to some have with their audience and have them impacted all industries, and businesses had sense of normalcy, many travel writers are answer—almost in real-time—some of the to move fast to reinvent their offerings in ready to visit destinations and experience most frequently asked questions that will order to stay afloat. COVID-19 has creat- all the new safety protocols put in place, arise post-COVID-19 ed a significant shift for PR practitioners, from airport security to hotel check-ins. travel. especially in the travel industry. It has When it comes to press trips, the recom- Brand partnerships challenged our strategies, and now more mendation for the moment is to host in- and influencer relations than ever, we have to think outside the box dividual visits and small family groups. A need to strive for au- during a time of crisis. brand’s biggest ambassador is someone thenticity. Celebrations With many hotels and destinations who’s already experienced it, which is why are a great way to show- closed, PR professionals had to get creative our agency will work with contacts that are case authentic storytell- in approaching media and sharing rele- already familiar with the properties and ing. Many celebrations vant information for upcoming stories. We destinations we represent. Before schedul- like birthdays, anniver- quickly became a source of information for ing these trips, brands should survey the saries and weddings had Melanie Neff our media contacts. Our clients became the media to understand what they’re looking to be placed on pause expert voices leading webinars, podcasts for as they venture into this new world of due to the pandemic; these now represent and online trainings when information and travel. As for the activities during their vis- a great opportunity to invite influencers to future forecasts seemed to be lacking. it, itineraries should allow the media to see redo some of these significant milestones. While a focus on crisis preparedness is first-hand all the new safety protocols in At the same time, these initiatives may en- essential, brands also need to look at ways the hotels, destinations and tours, as well courage followers to do the same. to retain consumer loyalty for future travel as include wellness and nature-focused ac- With limited budgets and resources, peaks, especially considering many desti- tivities. Transparency is key at this stage. tracking ROI will become more import- nations and hotels will open at around the Studies have shown that individuals are ant than ever. To ensure brands can mea- same time and competition will be fierce. excited to travel and want to have meaning- sure the success of campaigns, initiatives Now that travel is starting to open for ful experiences and the opportunity to be like providing each influencer with special business, brands need to develop flexible surrounded by nature, and this is true for booking codes they can share with their recovery plans to adjust to this new reality. media as well. following with access to a special rate will The travel and hospitality industry is aware According to Cisco, video is expected to need to be part of the strategy. of the importance of showing travelers its make up 82 percent of all internet traffic by Recovery plans should also include give- commitment to safety without compro- 2021. Video content will become essential aways with media partners and influencers mising a memorable vacation experience. as brands continue to develop their media to get people excited about travel. Giving We’ve heard this question in many of the and influencer strategies. By working with back to the community will be crucial to travel industry webinars: how do we make TV, Youtubers and Vloggers, brands will be showcase the brand’s humanity. A great ex- cleanliness and safety protocols interesting able to amplify the message and showcase ample is Palladium Hotel Group’s “Capeless and “mediable?” Like many COVID-19-re- through their work the new experience of Heroes” promotion, which offers up to a 40 lated questions, the answer isn’t simple; as traveling post-COVID-19. percent discount to first responders when storytellers, PR professionals have to go be- With influencer engagement increasing making a reservation at any of the brand’s yond the safety protocols and also tell the over 40 percent, influencer strategies will be 48 hotels. Another example of an initiative human stories that are so intertwined with crucial as brands begin to navigate through that gives back to the community is Barba- the essence of travel. It’s a people industry, the next normal. Social media will contin- dos’ “We Care” campaign, which will give after all. The goal is to amplify the good, ue to play a central role in recovery plans. away a seven-day vacation to Bajan first re- engage the travel community and show the Hotel and destinations’ social media chan- sponders. brand’s humanity. nels help these entities stay top-of-mind to As we continue to navigate the new media For the time being, trade events, media consumers and inspire future travel, espe- landscape post-COVID-19, it’s imperative visits and media tours have been placed on cially as many consumers are working from to revisit and readjust plans. The industry hold, yet brands should continue to share home and smartphone usage has increased. is in a state of transformation, and brands updates with outlets through online press For example, Cala Luna, a boutique hotel need to reinvent themselves, explore new conferences, webinars and digital inter- in Costa Rica, used social media during opportunities and try new things. views. We held the first digital press con- lockdown to share recipes for virtual happy Melanie Neff is an Account Executive at ference with Barbados’ Minister of Tour- hours, meditation tips and nature videos to CIIC. 

22 JULY 2020 | WWW.ODWYERPR.COM

FEATURE What’s next for travel public relations?

Uncertainty has characterized today’s travel environment. But if the last few months have taught us anything, it’s that clients are looking to marketing partners to provide more of a “whatever it takes” content marketing approach, one that makes relevant connections with audiences and influences the decision that results in a meaningful conversion. By Curtis Zimmerman

ravel is part of the human experience. tion with the audience that can influence keting arena is likely a little late to the And, although recovery from the a decision that results in a reservation, a game. To be effective—and to provide an Tpandemic remains uncertain at times room night, increased revenue per avail- element of measurement that can connect as we fight to see more light at the end of able room, a meeting or whatever can drive our efforts to the client’s the tunnel, we know that no matter what, revenue has a value. It’s how we, as public bottom-line—means people will travel again. relations professionals, make that connec- we have to optimize We’re all reading—and in many cases, tion that may have changed in the client’s each effort and ensure conducting the research that shows— eyes. our clients that we are COVID-19 fatigue has led to a pent-up To grasp what’s next for travel public held accountable to the demand that’s ready to explode for many relations, we need to look at our counter- same objectives that travelers. Leisure travelers are venturing parts in advertising, social media, digital drive their business. out to domestic destinations, the road trip marketing, influencer marketing, research But, with content, the is now a luxury experience and hotels and firms and the media. concept of optimiza- resorts continue playing a guessing game And, to a greater extent, we need to un- tion no longer begins Curtis Zimmerman when it comes to projections for rate, oc- derstand the role each of them play in the during or following the cupancy and revenue. broader travel marketing mix. It’s not really launch of the event, the message, the acti- Business travelers are using Zoom in re- about integration. It’s more about transfor- vation, the site. cord numbers, and airlines are hungering mation. The answer to what lies next can be Now, optimization and in fact the en- for a time when face-to-face replaces de- found in daily conversations with clients. tire focus of content marketing is shifting vice-to-device and whatever normal that Clients have adopted a “whatever it takes” to become more agile. And, agile doesn’t transpires includes airline travel at a more approach to compete and in many ways to mean more nimble, although travel clients robust level. survive. like that too. Agile content marketing is ac- Although we project a level of confi- That doesn’t mean we’re now in full- tually the method, and more often now the dence, and thought leadership, the truth is fledged competition with our counterparts tools to allow us to produce content itera- that uncertainty is the rule of the day. Cli- from other marketing disciplines, but it tively by using available data and audience ents know it. We know it. And, everyone does mean clients will look to us to provide insights to inform our approach as well as involved in hospitality and travel reluctant- more of the “whatever it takes” and less of the content itself. ly has to admit it. what’s considered in the public relations We’re not saying that public relations will During the pandemic, we’ve persevered scope. transform into a content only proposition. through intelligent and timely crisis man- As an agency, we’re fortunate that we’ve And, we’re not saying that content is the agement and the ability to provide clients been methodically building out and staff- only thing that will require agility. But, the a path to follow when there was little or ing a robust in-house content studio to prospect of agile content marketing will al- no prospect of success. So, what’s next for accommodate the growing video and pho- low us to develop ideas that can move the travel public relations? tography production needs of our clients. needle for travel clients from the concept The digital revolution is now an ongoing But, we know that’s not enough. In fact, it’s to the creation and development of the idea evolution that shows no prospect of ending likely only a nod to what’s next. by measuring how each new piece of con- anytime soon. Platforms continue to shift, Certainly, content marketing is now a tent performs based on what actually mat- media professionals come and go at a sadly fully engaged part of travel public relations. ters to the client. At the bottom-line. record pace. Relationships still matter, but Creativity, and the production and devel- Agile content marketing isn’t new. But, the game has changed. Influencer market- opment of digital and ambient activations embracing a more data-driven approach to ing is a tool that’s one-part public relations, for travel clients are no longer the sole re- developing content that can be measured one-part social media, one-part activation sponsibility of ad agencies and digital mar- isn’t just agile—it’s smart. I’m the first to and one-part reality check. Tracking and keting firms. admit that we successfully use creativity to analytics are critical parts of the equation. As a public relations firm with a focus gain the attention of travel audience. But, For travel clients, the answer may be eas- on hospitality and travel, we’ve seen first- the ability to include the consumer in the ier. The objective hasn’t changed. Or, has hand that clients are open to ideas and in- process through data and insights mitigates it? Awareness, exposure, a path to a con- terpretations that push the boundaries of risk, improves efficiency and enhances our version, a level of engagement, website traditional PR, and tread sometimes not so ability to be relevant and timely. And, for visits, positive sentiment. Sure, clients will lightly on digital and creative. Paid, owned our travel clients, it increases the potential still expect public relations to play a role in and earned can proudly be all be delivered to drive the conversions that drive their each of those elements. But, if the last sev- through public relations. business. eral months has taught clients anything, it’s So, let’s accept that anyone in public re- Curtis Zimmerman is Co-Founder of The the concept that making a relevant connec- lations just getting into the content mar- Zimmerman Agency in Tallahassee, FL. 

24 JULY 2020 | WWW.ODWYERPR.COM Restoring confidence in the travel, hospitality industry

Making travel safer and implementing new health and safety standards are among the top challenges the travel and hospitality sector now faces in reassuring and convincing Americans to venture out. By Richard Williams hile the COVID-19 pandemic mental Protection Agency-approved prod- In order for travel to return to customary has caused turmoil and disrup- ucts and will have blacklight inspection by numbers, those in the hospitality indus- Wtion for many industries, it’s no room attendants; focusing on retraining try need to restore consumer confidence secret that the travel and hospitality sector programs for housekeeping teams on all through their innova- has been one of the most impacted, with es- cleaning protocols are being implemented tive cleaning processes timates of more than $900 billion in losses across the portfolio; and cleaning public ar- and sanitation proto- reported in the U.S. alone. eas hourly with extra attention to frequent- cols. On the heels of virtually no travel during ed areas, including front-desk counters and For instance, hotels the months of April and May, as the coun- public restrooms. and resorts have nat- try begins to open back up this summer, Communicating cleanliness as safety urally increased their Americans are already starting to con- measure cleanliness and san- sider venturing out, and bookings for late It’s not just the hotels committed to doing itizing processes but summer and early fall are seeing increased more. Most airlines are following and even common areas such as numbers according to airlines and hotels. exceeding in most cases, guidance from the restrooms, doorknobs, Richard Williams For that trend to continue, people need to CDC to help contain and stop the spread and other highly used feel safe about the way they travel and plac- of the coronavirus, bringing in new layers places of contact are still a concern for trav- es they visit and stay, which is why those of protection to help protect passengers elers. Although surfaces may look clean, in the hospitality industry are implement- throughout their journey. how do you know they are clean? Microbes ing stricter sanitation efforts in all facets of JetBlue has increased its aircraft cleaning are tiny and undetectable without a micro- their business protocols. Under guidance and is utilizing disinfectant that’s effec- scope. That’s where ATP monitoring can from the World Health Organization and tive against coronavirus across frequently help by quantifying your cleaning efforts U.S. Centers for Disease Control and Pre- touched surfaces, such as tray tables, seat and helping you define “clean.” Best of all, vention, many airlines, hotels, resorts and covers, armrests and seatbelts. Additional- it’s quick and simple and can provide an an- attractions are undertaking increased safety ly, common surfaces in airport terminals swer in 15 seconds. measures to help reduce the risk of infec- are also frequently disinfected with hospi- ATP monitoring works using biolumi- tion towards workers and patrons. tal-grade disinfectant. nescence to produce a Relative Light Unit, Hotels lead charge with hygiene officers Meanwhile, Virgin Atlantic has imple- which can tell you how much organic mat- As demand for rooms rises, those in the mented new guidelines requiring planes ter is present on a surface. All organic mat- hotel industry are trying to reassure po- to be cleaned after each and every flight ter, like mucus, saliva and food particles tential guests that they’ve put additional using a high-grade registered disinfecting contain energy stored in the form of an measures in place to protect against coro- product that has been tested to be effective ATP molecule. To test a surface for clean- navirus transmission and welcoming guests against viruses. Cleaning teams board pri- liness a sample is collected using Hygiena’s back with open arms. or to each flight and complete a rigorous patented Snap-Valve ATP swab. After the Take Marriott International for exam- checklist for cabin cleanliness including sample is collected, the snap-valve is bro- ple. As the third largest hotel chain in the disinfecting cabin surfaces and customer ken, and the patented eco-friendly chemis- world, with more than 7,300 properties and contact areas such as seats, seatback pock- try is mixed with the collected sample and 1.3 million hotel rooms, the company has ets, door handles, tray tables, inflight enter- read by the luminometer. If an ATP mole- beefed up its efforts on cleanliness, hygiene tainment screens and floors. cule (aka organic matter) is present in the and social distancing to ensure guests that All of this technology used by these com- sample, then it will glow, producing an RLU their safety and well-being is of chief im- panies offer the highest classification of dis- on the luminometer. That RLU quantifies portance. Marriott has begun rolling elec- infectants recommended by the Centers for the cleanliness of the surface. Hygiena’s sys- trostatic sprayers with hospital-grade disin- Disease Control and Prevention and World tem offers both surface and water tests to fectant to sanitize surfaces at all locations. Health Organization to treat known patho- ensure hygienically clean environments. Then there’s Four Seasons Hotels and Re- gens. This will keep germs out and instill more sorts, which last month entered into a part- Quantifying cleanliness to staff, confidence among staff, guests and the ho- nership with Johns Hopkins Medicine In- customers tels and resorts themselves. ternational, to validate its new global health That’s where Hygiena comes in, offering Let’s face it, COVID-19 has changed all and safety program, Lead With Care, and rapid cleaning verification solutions to the facets of the way we live, work and travel, provide ongoing, real-time guidance on the hospitality industry, utilizing advanced and for the hospitality industry to recover evolving COVID-19 situation. technologies and patented designs with completely, it’s going to take a high level of Additionally, each Four Seasons proper- rapid, accurate, dependable and affordable commitment and care to be actively com- ty will appoint a hygiene officer focused on test platforms. Hygiena helps travel and municated with transparency to all indus- implementing enhancements to its already tourism companies find solutions and lev- try staff, passengers and guests. stringent procedures. This includes dis- els of cleanliness that’s demanded in this Richard Williams is Global Marketing infecting rooms daily with U.S. Environ- new COVID-19 normal. Manager of Hygiena. 

WWW.ODWYERPR.COM | JULY 2020 25 O’Dwyer’s guide to TRAVEL AND TOURISM PR

Digital Marketing & Social Media. dustry’s most respected organiza- We have a 360-degree approach tions. to PR, social media, branding and Clients Include: Blue Waters Re- digital marketing that delivers sort & Spa, BodyHoliday, Cathay game-changing results to our cli- Pacific Airways, CIVANA, COMO ents. Hotels & Resorts, Crystal, Dora- Our 150+ tenacious and creative do Beach, a Ritz-Carlton Reserve, communications practitioners de- Experience Scottsdale, Fairmont velop and execute creative cam- Olympic Hotel, Grand Hotel Kro- paigns that connect our clients nenhof, Hilton Chicago, Hotel In- with their target audiences in mem- digo Los Angeles Downtown, Hy- orable ways. Every aspect of our att Regency Indian Wells Resort & programs are designed to impact Spa, InterContinental San Diego, our clients’ bottom line, bringing Jamaica Inn, JW Marriott Den- leading businesses a resourceful, ver Cherry Creek, Kulm Hotel St. bold and results-driven approach Moritz, La Mamounia, LUMA Ho- to communication. tel Times Square, Marriott Interna- 5WPR’s diverse client experi- tional Caribbean & Latin America, ence includes Sparkling ICE, It’s a Moxy Chelsea, Moxy East Vil- 10 Haircare, jane iredale, Bowlmor lage, Moxy Times Square, Palmer AMF, CheapOAir, L’Oreal, SAP House Hilton, Raffles Singapore, NS2, VIZIO, The Trade Desk, Rome Cavalieri, A Waldorf Astoria CareerBuilder, Santa Margherita, Hotel, Round Hill Hotel & Villas, Topps, Retro Fitness, Welch’s, Life- Starhotels Collezione, The Galt Styles, SodaStream and Zeta Glob- House Hotel, The Lodge at Sono- al, among others. Our innovative ma, The Ritz-Carlton, Half Moon programs have received recogni- Bay, The Ritz-Carlton, Kapalua, tion and we have won many awards The Ritz-Carlton, Kyoto, The including PR Agency of the Year, Ritz-Carlton Residences, Waiki- Clockwise from top left: Melanie Brandman, Kristen Vigrass, Ty Bentsen PR Executive of the Year, Product ki Beach, The Ritz-Carlton, San & Stephanie Krajewski. Launch of the Year and Business to Francisco, The Ritz-Carlton, To- Business Program of the Year. kyo, Triumph Hotels, Troutbeck, 5W PUBLIC Since 2003, New York City- Viceroy Los Cabos, Visit Victoria, based 5W Public Relations (5WPR) RELATIONS W Costa Rica - Reserva Conchal, has worked with widely known THE BRANDMAN Waldorf Astoria Atlanta Buckhead and emerging brands, corporations AGENCY and Windsor. 230 Park Ave., 32nd floor and high-profile individuals. Our New York, NY 10169 practice areas include Consumer 261 Fifth Ave., 22nd flr. 212/999-5585 Products & Brands, Food & Bev- New York, NY 10016 CAROLYN IZZO Fax: 646/328-1711 erage, Health & Wellness, Beauty, 212/683-2442 INTEGRATED [email protected] Apparel & Accessories, Home & [email protected] www.5wpr.com Housewares, Travel & Hospitality, www.brandmanagency.com COMMUNICATIONS Entertainment & Sports, Corpo- 8484 Wilshire Blvd., Suite 245 Ronn D. Torossian, Founder & Beverly Hills, CA 90211 (CIIC) CEO rate, Technology, Public Affairs & 323/944-0064 Dara A. Busch, Matthew Caiola, Government Relations, Nonprofit, NY / Miami Presidents Crisis Communications, Events, Melanie Brandman, Founder & 845/358-3920 x11 CEO [email protected] Kristen Vigrass, President www.ciicnews.com Ty Bentsen, Managing Director, Global Strategy Carolyn Izzo-Feldman, President Stephanie Krajewski, Senior Vice & Founder President Amy Sedeño, Executive Director & Partner The Brandman Agency is a dy- Paola Cuevas, Senior Director namic, results-driven integrated communications and public re- Carolyn Izzo Integrated Commu- lations firm specialized in travel, nications (CIIC) is an award-win- luxury and lifestyle. Founded by ning, highly respected full-service Melanie Brandman in 2000, The public relations and social media Brandman Agency is consistently firm specializing in creating dy- ranked one of the top tourism and namic campaigns for the travel & hospitality agencies in the indus- tourism, real estate, hospitality, try. With offices in New York City food & beverage and lifestyle in- (HQ), Los Angeles, London and dustries. The CIIC team is made up Sydney, the Agency prides itself of enthusiastic and connected PR The CIIC team on location at an Aliz Hotel Times Square event hosted by on the global lens we bring to our professionals who bring 25+ years Barton & Guestier Wines. work, supporting some of the in- of combined experience from sev-

2626 APRILJULY 20202016 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Travel & Tourism PR Firms eral of the country’s top PR firms. ness investment (economic devel- For 24 years, CIIC has been dedi- opment) and talent. Our Tourism cated to servicing the travel & tour- Practice partners with destinations ism and real estate development to increase leisure, corporate and markets with top-tier public rela- association visitor arrivals and tions campaigns and award-win- spending. How? By winning the ning results. CIIC has represented support of key influencers—media, leading hotels and resorts as well as digital influencers, meeting plan- independent hotels and hospitality ners and the travel trade. We com- brands in both the US and interna- bine smart strategy with the right tionally including, Marriott Inter- tactics to deliver powerful results. national, Hyatt, Hilton, Palladium DCI’s work has been recognized Hotels & Resorts, The Norman annually by the Hospitality Sales Estates at Rancho San Lucas, Vivo and Marketing Association Inter- Resorts, Aliz Hotel Times Square, national, achieving Best In Show The Savoy Miami, and Cala Luna D/R helped luxury river cruise company Uniworld make news of its first and Platinum awards. The firm is Hotel in Costa Rica to name a few. foray into the Peruvian Amazon. Launching this September, The Aria Am- globally connected through TAAN As destination experts, CIIC’s ros- azon brings Uniworld’s all-inclusive amenities and five-star cuisine by Worldwide, a network of 46 agen- ter of tourism clients includes, Los top chef Pedro Miguel Schiaffino to this incredible river. cies in 29 countries. Over the years Cabos, Baja California Sur, The we have partnered with the world’s Mexican Caribbean, Surfside, FL the transformative power of trav- evolving PR and travel industries, strongest travel brands, from Visit and Barbados, among others. el will never leave us. As we look our modern approach to marketing California, Travel Texas and Visit CIIC’s work is strategic, creative ahead, we believe people will rely has led the agency to numerous Florida, to Tourism Australia, Prom and results-driven, having been and seek out travel experiences to honors, including most recently the Peru and South African Tourism. honored with Media Relations help them heal, connect with others coveted Platinum HSMAI Award Awards by PR Daily, as well as nu- and more deeply understand the and PRSA Big Apple Award for a ELEVEN SIX merous HSMAI (Hospitality Sales world around them. After all, it’s socially conscious campaign tar- & Marketing Association Interna- not about the destination or hotel— geting the Millennial and Gen-Z PUBLIC RELATIONS tional) Adrian Awards across Gold, it’s about who we are and who we demos. Silver and Bronze categories. With can become along the way. With an Clients: Abu Dhabi, The Afflu- 261 Madison Avenue, 9th Floor offices in New York and Miami, understanding of the ever-changing ent Traveler Collection, App in the New York, NY 10016 consumer experience and critical Air, Bowling Green, KY, Brendan 646/325-5894 CIIC is an esteemed member of [email protected] LATAM PR and is a Certified needs within the travel/tourism and Vacations, City Wonders, Costsav- Women’s Business Enterprise by hospitality space, we invite you to er, Friendly Planet Travel, Le Bar- Katie Barr Cornish, Principal WBENC. come along for the journey. thélemy Hotel & Spa, NEST, Por- Emma Silverman, Vice President ter and Sail, Reno Tahoe, Royal Eleven Six prides itself on creat- COYNE PUBLIC DECKER/ROYAL Champagne Hotel & Spa, Trafal- gar, TRAVELSAVERS, U River ing a new normal in the PR agency RELATIONS Cruises, Uniworld Boutique River world. It is not business as usual. 135 W. 41st Street, 5th floor Our media relationships are deep New York, NY 10036 Cruises. and varied. We seamlessly pitch 5 Wood Hollow Road 646/650-2180 Parsippany, NJ 07054 www.deckerroyal.com DEVELOPMENT across multiple verticals, placing 973/588-2000 @deckerroyal our clients beyond the travel pag- coynepr.com/industry/travel-tourism COUNSELLORS es and in business, arts and fashion Cathleen Decker, Stacy Royal, INTERNATIONAL pieces. Our thinking is strategic 1400 Broadway Founding Partners and most importantly, creative. 36th and 37th Floors We push the creativity envelope, Decker/Royal is an integrated (DCI) New York, NY 10018 always aiming to spark the trends marketing and communications 212/938-0166 215 Park Ave. South, 14th Floor, and not just stay ahead of them. agency serving hospitality, trav- New York, NY 10003 Our innovative campaigns deliver Thomas F. Coyne, CEO el, and tourism clients worldwide. 212/725-0707 tangible, profitable results. John Gogarty, President Merging traditional public rela- www.aboutdci.com With a focus that goes beyond Jennifer Kamienski, Executive tions with a digital first approach, 750 N San Vicente Blvd., Suite 800 W just public relations and includes Vice President D/R connects, engages, and in- Lauren Mackiel, Senior Vice West Hollywood, CA 90069 marketing and social media, we fluences audiences wherever they President 424/281-6717 are driven not only by how much are, whenever they are. It’s why press we can secure for our clients we understand that while a glossy 1 Adelaide Street East, Suite 3001 The travel industry has been but rather how we can positively magazine feature and major news- Toronto, ON M5C 2V9 greatly impacted by COVID-19 impact their bottom lines. The mar- paper placement have their place, 647/276-1917 and, in response, Coyne Travel is keting and social media tactics we in today’s PR space—a conversa- helping clients from the east coast Karyl Leigh Barnes, Pres., Tourism employ are creative, cost-effective, tion surrounding SEO and strategic to the west coast—including the Daniella Middleton, SVP, Tourism and realistic to execute. And most brand partnerships are just as key. Cayman Islands Department of importantly, they drive sales and We do storytelling for a new era— Our passion is places. Established Tourism and Outrigger Hotels & impact the bottom line. right now, and always with a singu- in 1960, Development Counsellors Resorts—navigate this unprec- Highlights and successes over the lar objective: results. International (DCI), is focused on edented situation with on-going past year include securing top-tier And it begins with leadership. elevating the lives of people living, creative and strategic counsel. and buzzworthy partnerships for After running successful teams at a traveling and working in the plac- From developing rebound travel clients with brands such as Free well-known agency, partners Cath- es we serve by engaging our pas- road maps, crisis and issues man- People, Core Power Yoga, Tipsy leen Decker and Stacy Royal broke sions for travel, exploring new cul- agement, and offering creative Scoop and Smorgasburg as well as with tradition to open their com- tures, and doing good. During the solutions that will inspire people handling digital engagement for se- munications workshop, the epon- last half century, we have worked to travel again, once it’s safe—our lect IHG’s U.S. Open activations in ymous Decker/Royal, with offices with more than 500 cities, regions, team has a pulse on the future of the New York City and securing broad- industry. And while the landscape in New York City and London. states, provinces and countries to already looks and feels different, With decades of experience in the help them attract visitors, busi- _ Continued on page 28

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2020 27 w Profiles of Travel & Tourism PR Firms fresh thinking, and integrated ELEVEN SIX PUBLIC strategies with global and local- RELATIONS ized approaches to ensure client _ Continued from page 27 differentiation and market pres- ence. As travel makes its recovery cast coverage on Queensland, after COVID-19, FINN Partners’ Australia with ABC and National clients tap into our expertise in Geographic to celebrate the 50th travel and lifestyle and also seek anniversary of Earth Day. The our guidance in repositioning and agency signed on a variety of marketing themselves across tech, new clients including Andaz West health, wellness, culinary, social Hollywood, Art of Living Retreat responsibility and other sectors to Center and Hyatt Regency Aru- diversify offerings in a changing ba Resort, Spa & Casino. Client world environment. work expanded beyond travel to The PR team for Fahlgren Mortine client TravelNevada gathers at the Supported by trend research, working with Dairy Market, a new Haunted Ball media event in NYC. insights, digital and influencer merchant hall opening in Charlot- marketing, our team is unrivaled tesville, VA as well as the Internal EVINS uses media and influ- Carolina and West Virginia. Travel for award-winning creativity and Family Systems Counselling Asso- encer engagement, strategic part- industry client experience includes bottom-line results. Our deep in- ciation. Additional clients include: nerships, digital & social media, Discover Dominica Authority; dustry knowledge and skill sets put Andaz Mayakoba Resort Riviera content creation & management Myrtle Beach Area Chamber of us in a unique position to develop Maya, Craddock Terry Hotel, Hy- and branding & brand language to Commerce/CVB; Travel Nevada; thoughtfully conceived strategies att Regency Maui Resort & Spa, make a significant impact on the Destination Panama City; Coastal to elevate client brands for imme- Kimpton Hotel Eventi, Kimpton development, growth and success Mississippi; Airstream; Niagara diate recognition and long-term Muse Hotel, Pestana Hotel Group, of a client’s business. EVINS also USA; Monterey, CA CVB; Visit success. Remote Lands, Red Savannah, Six offers clients advice on corporate Sun Valley; North Dakota Depart- The agency’s global travel port- Senses Hotels Resorts Spas, The and executive reputation manage- ment of Commerce/Tourism; and folio includes clients in lodging, Ritz-Carlton New York Westches- ment; issues and crisis manage- many other destinations, regions, destinations, airline and cruise, ter, Tourism & Events Queensland ment; cause-related marketing; and hospitality properties and more. design, health and wellness, attrac- and Visit Richmond. affinity programs. tions and travel related services. Mathew Evins serves on sever- FINN PARTNERS FINN’s travel portfolio includes EVINS al philanthropic, professional and top destinations such as New industry boards, including Luxu- 301 East 57th Street York State, Jamaica, Hong Kong, COMMUNICATIONS ry Travel Exchange International, New York, NY 10022 South Africa, Iceland and Brand ULTRA Luxury Exchange, the 212/715-1646 USA. Hotel brands include Kem- 830 Third Avenue International Hotel Investment www.finnpartners.com pinski, Raffles, Mandarin Oriental, New York, NY 10022 Forum and the International Lux- 212/688-8200 and Accor. Airlines include Air ury Hotel Association (ILHA). He Virginia M. Sheridan, Travel & France-KLM and Turkish Airlines. [email protected] has also contributed to numerous Lifestyle Director, New York Travel www.evins.com In addition to communication industry publications and business Debbie Flynn, Travel & Lifestyle, instagram.com/evinssct Global Director strategies, FINN Travel & Life- media including Elite Traveler and style offers Trade Representation Mathew L. Evins, Chairman HOTELS Magazine. for clients such as Jordan, Taiwan, Finn Partners is one of the Louise R. Evins, CEO world’s fastest growing indepen- Belize, Dominica and Saint Hele- David Harrison, Executive Vice FAHLGREN dent marketing and communica- na. The agency also specializes President & Head of Digital Con- in Responsible Tourism, Cruise tent & Integration Practice MORTINE tions firms with an international Drew Tybus, Senior Vice President Travel & Lifestyle practice op- Marketing Services and Economic & Head of Food, Wine & Spirits erating out of three main hubs— Development. 4030 Easton Station, Suite 300 Our commitment to our clients is Practice Columbus, OH 43219 United States, UK/Europe and Chad Belisario, Vice President & 614/383-1500 Asia. With 100 professionals, to be an extension of their brands Head of Travel & Hospitality Prac- Fahlgrenmortine.com the team offers client excellence, —a true partner in every way. tice, Lifestyle, Health & Wellness Practice Neil Mortine, President and CEO Marty McDonald, Executive Vice Founded in 1987, EVINS has President, Tourism Practice Leader been consistently recognized for its creative excellence, strategic As an integrated communica- planning and tactical execution for tions company, Fahlgren Mort- industry innovators and pioneers ine represents five countries, six in the travel and lifestyle space states, dozens of cities, food and including, American Express, Col- beverage companies, numerous gin Cellars, Departures Magazine, national attractions and countless Hotels & Resorts of Halekulani, local favorites, and is known as a Inspirato, Jet Linx Aviation, The firm that gets results. The agency Fifth Avenue Hotel, The Knicker- has been recognized with dozens bocker Hotel, The Lanesborough, of national PR and tourism awards The Lowell, Preferred Hotels & for enhancing brand perception, Resorts, Rosewood Hotel & Re- including Silver and Bronze Anvils sorts and Uniworld Boutique River from PRSA, Mercury and Destiny FINN Partners Travel and Lifestyle team, on behalf of its Jamaica Tourist Cruise Collection amongst many Awards from the U.S. Travel Asso- Board client, hosted wedding and bridal writers on a press trip to experi- others. In 2020, EVINS was cho- ciation and many others. Headquar- ence the romantic side of the island and learn about the latest trends and sen as a Brand Official by Forbes tered in Columbus, Ohio, Fahlgren event resources at the Jamaica Bridal Expo & Conference. The annual Travel Guide, the global authority Mortine has locations in Colorado, event allows Jamaica to showcase why it’s a continued top destination on luxury travel. Florida, Idaho, New York, South for weddings and honeymoons.

28 JULY 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms FISH CONSULTING ism practice has worked with and and Prix Productions, the compa- With an impressive global reach, helped grow a number of desti- ny’s longform content feature and Hemsworth leverages its Passion. 117 NE 2nd St. nations, resorts, municipalities, documentary film division, with Insight. Connections. to surpass Fort Lauderdale, FL 33301 attractions, museums, historic offices in Raleigh and L.A. FWV client expectations at every turn. 954/893-9150 regions and event properties. We employs more than 120 public re- The agency has been hired by com- [email protected] start by translating a client’s assets lations, public affairs, social media, panies large and small because of www.fish-consulting.com into meaningful and emotional sto- advertising and digital marketing its track record for delivering out- rylines and follow that up with me- experts between its Raleigh, N.C. standing results with a distinctively Lorne Fisher, CFE, CEO / Manag- ticulously crafted, research-driven headquarters and other offices personal touch. Under its innova- ing Partner Jenna Kantrowitz, SVP / COO campaigns that have been success- around the country. tive new ‘PR Stimulus Program’ Lauren Simo, VP ful at increasing awareness, driving launched in Q2 2020, Hemsworth visitation and creating uniquely HAWKINS now—in addition to ongoing, re- Founded in 2004, Fish is a nation- sharable visitor experiences. tainer-based work—offers three al communications consulting firm Our experienced and passionate INTERNATIONAL levels of customized, affordable that has helped some of the fast- team of storytellers have helped PUBLIC RELATIONS PR, social media and marketing est growing brands achieve their travel, tourism, economic devel- support designed to specifically business goals. Our clients span a opment and special event interests 119 West 23rd St., #600 help those in the lodging, cruise, variety of industries, including the find their voice, from the mountains New York, NY 10011 destination and hospitality sectors restaurant, retail, hospitality, home of Gatlinburg, Tenn., to the islands 212-255-6541 who have been impacted by the services, fitness, beauty, and health/ of the Dutch Caribbean. [email protected] COVID-19 pandemic. wellness segments. Current travel and tourism indus- www.hawkpr.com Ranked one of the country’s fast- In 2020, Fish was named the glob- try clients include Concord Hospi- Jennifer Hawkins, CEO, Founder est-growing agencies for five years al agency of record for Best Western tality Enterprises, a hotel develop- running, Hemsworth has received Hotels & Resorts. This win is a re- er and operator of over 100 hotel Founded in 2002 by Jennifer numerous accolades including sult of several experienced travel properties across North America; Hawkins, Hawkins International Adrian Awards, American Business and hospitality PR professionals the Wilmington and Beaches Con- Public Relations is a bi-coastal, Awards, “Best Places to Work” joining the firm over the past few vention & Visitors Bureau (Wilm- award-winning communications Awards and others. years. The Best Western account ington, Carolina Beach, Kure agency with offices in New York Clients include Air Partner, anchors Fish’s newly formed Travel Beach and Wrightsville Beach City, Los Angeles and San Fran- AmaWaterways, Bahamas Para- & Hospitality practice. N.C.); the Wilmington Convention cisco. dise Cruise Line, Coral Hospitali- From brand building, nation- Center; Visit Greenville, NC and Hawkins International’s creative, ty’s Georgia State Parks & Lodges, al media relations and influencer the North Carolina Museum of Nat- integrated and tailored approach to Cruise Barbados, Discover Dun- marketing to local grand openings, ural Sciences, the state’s most-visit- public relations and digital strate- woody, Driftwood, Grand Hyatt crisis management and corporate ed attraction. gies, has earned numerous acco- Grand Cayman, Kenefick Ranch communications, Fish’s expertise Prior travel and tourism work in- lades from industry peers, media Vineyard & Winery, Margaritaville in travel and hospitality runs deep cludes campaigns for Divi Resorts and clients around the world. The Hollywood Beach Resort, Massa- and its creative, strategic approach and its nine Caribbean properties; agency’s strong domestic footprint, nutten Resort, Oasis Travel Net- to PR drives impactful results. cooperative marketing campaigns coupled with its global reach and work, Orion Span, SmartCruiser. Our strategic media relations for the tourism organizations of varied cultural sensibilities have com, Sonesta Fort Lauderdale, Wa- campaigns consistently land our Aruba, Bonaire, Curacao, St. Croix afforded it the opportunity to work ters Edge Wineries and others. partners coverage in the most wide- (U.S.V.I. Dept. of Tourism) and St. with a variety of hospitality-affili- ated companies specializing in sec- ly read and watched consumer and Maarten; Dorothea Dix Park, a 308 HERON AGENCY business outlets nationwide. We acre destination park in Raleigh, tors including travel and tourism, wellness, design, culinary, real love developing creative ways to N.C.; the Dude Ranchers’ Associ- 1528 W. Fullerton Avenue get media talking about the brands ation; Gatlinburg, Tenn.; Cabarrus estate and more. Clients include Chicago, IL 60614 we work with—and getting cus- County, N.C. (home to NASCAR’s Accor, Fairmont Hotels & Resorts, 773/969-5200 tomers talking about them, too. Lowe’s Motor Speedway); Oak- Seabourn Cruise Line, Wilderness [email protected] Fish is based in Fort Lauderdale, land County, Mich.; Branson, Mo.; Safaris, among others. www.heronagency.com Florida, with operations in Dallas, the Old Salem Moravian Village Noreen Heron, President Washington, D.C., and London. (N.C.); America’s Historic Trian- HEMSWORTH Lianne Hedditch, Executive VP gle (Williamsburg, Va.); the Great- COMMUNICATIONS er Raleigh CVB (N.C.); Tweetsie Heron is an award-winning hos- FRENCH/WEST/ Railroad (N.C.); Trailways Trans- 1510 SE 17th Street, Suite 200A pitality communications agency. VAUGHAN portation System (Fairfax, Va.); the Fort Lauderdale, FL 33316 Our comprehensive results-driven National Cowboy Hall of Fame & 954/716-7614 campaigns are ROI-proven and 112 East Hargett St. Western Heritage Center; the Rock [email protected] help garner attention that leads to Raleigh, NC 27601 & Roll Hall of Fame + Museum; www.hemsworthcommunications.com real bottom line results. Simply put, 919/832-6300 and the Washington Tourism De- we go beyond producing glossy www.fwv-us.com velopment Authority (N.C.). Fort Lauderdale • New York • placements. Founded in April 1997, the firm Atlanta • Charleston • Tampa • Los In our 20-year history, when we Rick French, Chairman & CEO is led by Chairman & CEO Rick Angeles David Gwyn, President / Principal start with a client, our trajectory is Natalie Best, Chief Operating French, President David Gwyn and Samantha Jacobs, Founder & that we grow with them and con- Officer / Principal Chief Operating Officer Natalie President tinue to represent them in various Leah Knepper, VP, Travel & Tour- Best. Among its operating divisions Michael Jacobs, COO capacities, developing strong alle- ism Practice are: FWV Fetching, a pet and vet- giances and partnerships. French/West/Vaughan (FWV), erinary PR and marketing agency Hemsworth Communications is a Our robust local, national and in- the Southeast’s leading public rela- based in Tampa; AMP3 PR, a fash- full-service global public relations ternational campaigns include not tions, public affairs, advertising and ion, beauty, luxury and lifestyle agency that specializes in travel, only Public Relations and Market- digital media agency, is home to PR firm based in New York City; tourism and hospitality. Capabil- ing, but digital elements including one of the country’s leading Travel CGPR, an active lifestyle, outdoor, ities include brand strategy, media SEO tactics, social media/influenc- & Tourism practices. ski, fashion, technology and travel relations, promotions, social media, er relations, and the development For more than two decades, PR and consumer brand marketing event planning, thought leadership, FWV’s dedicated Travel and Tour- agency based in Greater Boston; crisis communications and more. _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2020 29 w Profiles of Travel & Tourism PR Firms grown to be one of the most rec- HERON AGENCY ognized and resourced firms pro- _ Continued from page 29 viding strategic communications counsel and services to major consumer brands, products and of strategic long term alliances and services. Our motto is “we earn promotions. We have the band- it,” and at HUNTER we focus on width to deliver unprecedented ex- doing so in three key areas: earning posure for clients, who never ques- consumer attention, earning cli- tion what we are up to. We provide ent relationships and earning staff constant communication, and have dedication. With a broad range of a reputation for organization and expertise in many industries, we speed. proudly serve brands across a va- With an emphasis on hospitality riety of consumer sectors includ- throughout the 20-year history of ing Travel + Restaurants, Food + the firm, Heron Agency has man- Beverage, Wine + Spirits, Home + With our powerhouse insights team, HUNTER’s senior-most strategists aged campaigns for over 30 hotel Lifestyle, Health + Beauty, Retail with expertise across various industries help our clients develop posi- brands spanning over 500 prop- + Ecommerce, Education, Fashion tioning and articulate a distinct brand identity that transcends borders erties. From Brand Relationship and Toys + Games. Management, Crisis communica- and helps them show up with a unified voice around the world. For HUNTER offers a suite of glob- tions, Grand Opening Event Coor- TABASCO® Brand we spearheaded the development of a global brand al services including communica- dination, FAM Trip Coordination strategy, identified consumer + influencer targets and developed support- tions strategy and architecture, cre- and Execution, Outlet PR, Market- ing programming to be better partners for the 195 countries and territories ative campaigns, content creation ing and Social Media, and Influenc- that sell their products. and toolkiting, in-market counsel, er Relationship Management, our and executional support. HUNTER communications agency with a Diego, along with additional loca- team has the experience and tenure understands there is rarely a silver modern approach to digital and tions in Toronto, Denver, Nashville to deliver. bullet, and therefore looks for a traditional lifestyle & travel pub- and Arizona. The company’s glob- balance between a consistent brand lic relations. IMAGINE PR works al portfolio includes clients in the HUNTER narrative and the need for flexibili- with some of the most well-known U.S., U.K. and throughout Europe, ty in executing at a local level. We hospitality, destination and travel Mexico, Caribbean, Dubai, New 41 Madison Ave., 5th Floor tailor turnkey global solutions to brands. Our clients are leaders in Zealand, Asia and more. New York, NY 10010 our client’s specific objectives. Our high-end hospitality and experi- Since launching in 2005, travel 212/679-6600 approach considers strategic stake- ential travel who value us for our brands, destinations and hotels have holders and their individual mar- ingenuity, love of travel and knowl- been at the core of JPR’s expertise Grace Leong, CEO ket challenges to understand and edge of the ever-shifting media & and client portfolio. An integrated Jonathan Lyon, Partner Donetta Allen, Partner prioritize marketing communica- influencer landscape. agency with an approach rooted Gigi Russo, Partner tions needs. Solutions are scalable Clients include: Ellerman House, in holistic marketing, storytelling Erin Hanson, Partner by-design and often supported with Cape Town; Maisons Pariente; and ROI, JPR approaches their cli- Alexandra Conway, Managing ongoing market counsel to ensure Higashiyama Niseko Village, A ent campaigns from all sides. JPR Director, UK Office executional excellence. Ritz-Carlton Reserve; Hotel Arts reaches beyond the headlines and Barcelona, a Ritz-Carlton Compa- into guest programming, brand Contact: [email protected] IMAGINE PR ny Hotel; Mandapa, a Ritz-Carl- partnerships and influencer man- Samara Farber Mormar, Exec- ton Reserve; Quasar Expeditions; agement. Always innovating, JPR utive Vice President, Strategy + Fregate Island Private; Singita; Partnership 262 W. 38th St., #703 was the first agency in its space to New York, NY 10018 The Ritz-Carlton, Koh Samui, launch a podcast in 2018, Priority HUNTER is an award-winning 212/922-1961 Thailand; The Ritz-Carlton, Kuala Status, and the agency curates a consumer products and services [email protected] Lumpur, Malaysia; The Saxon Ho- quarterly industry newsletter for marketing communications firm www.imagine-team.com tel; ThirdHome; Tschuggen Hotel top travel media called Window with offices in New York, Los An- Group; Tswalu; YTL Hotels. Seat. geles and London, staff located Gabriele Sappok, Partner JPR is consistently listed on the Andreas Sappok, Managing Observer’s annual “PR Power 50” strategically across the U.S., and Partner J PUBLIC relationships for on-the-ground ex- as one of the country’s most pow- ecution with like-minded agencies IMAGINE PR is an award-win- RELATIONS erful PR firms and was in Crain’s globally, including Mexico, Brazil, ning hotel and travel public rela- 2019 list of “Best Places to Work in Japan, China, and others. tions firm based in New York City 530 7th Ave., #502 New York City.” The agency also Founded in 1989, HUNTER has with global reach. We are a creative New York, NY 10018 garnered “Top Places to Work” by 212/924-3600 PR News and “Agency of the Year” [email protected] by Bulldog Reporter in addition www.jpublicrelations.com to multiple trade and consumer Instagram.com/jpublicrelations/ Podcasts.apple.com/us/podcast/ awards for company culture and priority-status/id1377405287 brand success. JPR’s client cam- paigns have won multiple HSMAI Jamie Sigler O’Grady and Sarah Adrian Awards and been named a Evans, Partners finalist in The Shorty Awards. Sampling of clients: Adare Man- J Public Relations (JPR) is a or; Bobby Hotel; Hotel Chateau du global communications, influenc- Grand-Lucé; Chewton Glen; Clive- er management and social media den House; Eden Roc Cap Cana; agency specializing in travel, desti- The Ocean Club, A Four Seasons nations, consumer, real estate, well- Resort; Four Seasons Resort La- being and sustainable brands. The na’i; Grand Hotel Tremezzo; Great agency has four offices: New York J Public Relations partners Jamie Sigler O’Grady and Sarah Evans. City, London, Los Angeles and San _ Continued on page 32

30 JULY 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms J PUBLIC RELATONS _ Continued from page 30 Wolf Lodge; Helena Bay; Hotel del Coronado; Iconic Luxury Ho- tels; InterContinental Los Ange- les Downtown; InterContinental, Washington D.C.—The Wharf; L’Auberge de Sedona; Perry Lane Hotel; Rancho La Puerta; Rancho Valencia Resort & Spa; The Jef- ferson Washington DC; The Palms Turks & Caicos; The Shore Club; Twin Farms; Utah Office of Tour- ism; Viceroy Sugar Beach; Visit North Carolina and Waldorf Astoria Los Cabos Pedregal. Lou Hammond Group worked with Space Center Houston on the Apollo 50-anniversary celebration, with fire- works to countdown when Neil Armstrong first stepped on the Moon. LAURA DAVIDSON LOU HAMMOND Center, drove record attendance; management, content creation and PUBLIC RELATIONS produced Apollo 50th anniversary influencer and event marketing. GROUP 72 Madison Ave., 8th Floor concert celebrating first steps on Magrino is dedicated to maximiz- New York, NY 10016 the moon, largest single-day ticket ing the reach and power of earned 212/696-0660 900 Third Avenue sales in history media for our clients, putting over New York, NY 10022 • Provided social media services 25 years of strategic insight and Facebook.com/lauradavidsonpr 212/308-8880 from strategic consulting to full intelligence into everything we twitter.com/ldpr [email protected] community management for or- do. Employing our 360° lifestyle Instagram.com/ldprtravel www.louhammond.com www.ldpr.com ganic and paid social media cam- approach to brand building and Lou Hammond, Founder/Chairman paigns public relations, our campaigns are Laura Davidson, President Stephen Hammond, CEO • Launched New Jersey’s An- focused, strategic and assembled Leslie Cohen, Executive Vice Presidents: Terence Gallagher, thony Bourdain Food Trail secur- to balance cost-effectiveness with President New York; Gina Stouffer, Charles- ing 175 million impressions, 40+ positive results. Our break-through ton; Ivie Parker, Denver; Amanda stand-alone features including strategies look beyond the silos of LDPR is a dynamic and innova- Hansen, Houston NBC’s Today Show, Afar, Eater, traditional PR and individual social tive travel and lifestyle PR agency The Daily Meal Lou Hammond Group (LHG) is channels; Magrino has a fluency in headquartered in NYC with staff in • In response to demand from a celebrated, integrated marketing all mediums, understanding that California and Chicago. The firm destination clients, augmented communications firm with offices each function serves as a launch- has been at the forefront of integrat- partnerships to include economic in New York, Charleston, Denver, pad for the other to shape percep- ed initiatives for destinations, inter- development and placemaking Houston, Los Angeles, and Miami. tions and inspire change. That is national hotel companies, indepen- • Sampling of new travel clients: LHG has built a legendary reputa- the reason some of the world’s dent resorts, luxury tour operators Sacramento, Marquette, Pearland tion over the past 36 years as the most revered lifestyle brands turn and lifestyle products. We balance Economic Council, McNair Inter- leading mid-sized agency serving to us—and return to us. www. creativity with strategic thinking ests/Houston, Fifth Avenue BID, the travel industry. A few things to magrinopr.com and hold ourselves accountable Kimpton Key West, Cherokee know: with KPIs to ensure we are track- Plantation, Divi Tamarijn Aruba, • Independent: known for MARDIKS PR ing for success to support our cli- The Gant Aspen and, after compet- boundless creativity and enthusi- ents’ business goals. We have an itive review, retained contracts for asm 261 Madison Avenue in-house social media team that uti- Collier County and Kentucky • Operates differently: no time New York, NY 10016 lizes their network of influencers to • 2020—secured coverage, 117 sheets—clients get the attention 646/283-5273 avoid the ‘cookie cutter’ approach million reach, March and April, www.mardikspr.com they need when they need it and instead shifts the narrative to COVID-19 Recovery • Founder of the global PR a tailored partnership. Our team LHG clients know they are Charles Mardiks, President/ World Network, 20-year organiza- utilizes their hospitality exper- working with the most trusted, go- Managing Director tion tise to implement impactful social to media and influencer resource in • Impressive client retention, At the intersection of creative and strategies that provide a true ROI. the industry with a singular com- serving partners over a decade; strategic, Mardiks PR is a market- LDPR’s culture is defined by our mitment to delivering quality, mea- Charleston, Nassau Paradise Is- ing solution provider, specializing collaborative approach - we create surable results. highly curated and individualized land, New Haven, Norfolk, Pana- in travel and tourism. The agency programs for clients we consider ma City Beach, Providence, Sono- leverages the power of storytelling family, and who continue to part- ma, Santa Fe MAGRINO to create engaging, integrated cam- ner with us for our proactivity, per- Results, our key to success. In paigns. Our multi-channel cam- sonalized strategies, and pure and 2019, LHG: 352 Park Avenue South, 6th Floor paigns combine media outreach, heartfelt passion for this industry. • Organized 270+ media visi- New York, NY 10010 social media and event activation tors, 95% on-time production; 29 212/957 3005 along with strategic partnerships to Our clients include Aman; Ab- www.magrinopr.com ercrombie & Kent; VisitScotland; media missions, 240 participants build buzz and business for leading and contracted 70 top influencers Sydney/Destination New South Susan Magrino, Chairman & CEO global travel brands, destinations Wales, Australia; Tahiti Tourisme; • Clients recognized with 60+ Allyn Magrino, President & CRO and associations. The Resort at Paws Up, Montana; magazine awards including #1, LeighAnn Ambrosi, EVP & CAO The agency was founded by Andaz Maui At Wailea Resort; #2, #3 and #10, Top Small Cities, Charles Mardiks. Charles has two Park Hyatt, St. Kitts; Ocean House, Condé Nast Traveler Readers’ Magrino offers a full suite of decades of integrated marketing Rhode Island; Chatham Bars Inn, Choice public relations and social media and public relations experience in Cape Cod; Bequia Beach Hotel; • Integrated campaigns for services, from media relations and global travel and tourism, and he Briggs & Riley, among others. Space Center Houston, Visitor strategic partnerships to platform brings together a highly networked,

32 JULY 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms nimble team of senior-level, hands- global perspective. Our campaigns on strategists and creative thinkers. are rooted in research and insights, The dedicated Mardiks team is fu- and we are master storytellers and eled by a love for travel, a nose for content creators who know how to news and a scrappiness that gets make news out of simple concepts the job done. As a true extension or large-scale programs. We forge of our clients’ teams, we work dili- an emotional connection to reach gently to nurture, build and connect our audiences where they live, media and industry relationships to work and play. solve clients’ marketing problems Industry innovators and thought with smart, strategic and creative leaders, MMGY NJF is the pi- solutions. oneer of Hotel Week NYC, and Clients include: Athenaeum Ho- MMGY is the author of the wide- tel & Residences (London), Ce- ly acclaimed Portrait of American lestyal Cruises, Condor Airlines, Travelers® annual research study. My Greek Table with Diane Kochi- With offices in New York City, How do you inspire people to travel when they’re stuck at home? Through las, Park Royal Beach Resort (Can- Los Angeles, Kansas City, Aus- their stomachs! MMGY NJF leveraged the popularity of Taco Tuesdays to cun), Safari Pros, Visit Guernsey, tin, London, Miami, Dubai, Van- create a campaign during the COVID-19 crisis for Travel Texas that drove and Visit Sarasota County. couver and Washington, D.C. and forward momentum to keep the Lone Star State top of mind for future trav- an international partner network, el. We got chefs around the state to share their taco recipes that we trans- MMGY NJF Travel Consul, we serve many of formed into an IGTV series for consumers and media. Taco ‘bout results: the world’s premier travel and tour- the campaign trended nationally on social media and generated place- 360 Lexington Ave., 10th Floor ism brands. Other MMGY Global ments in Food & Wine, Travel + Leisure and BuzzFeed, among others. New York, NY 10017 areas of expertise include research 212/228-1500 and insights, strategic communica- www.njfpr.com tions planning and implementation, food, wine, convention and event ativity supported by data-driven sectors. We provide strategy, me- knowledge. Julie Freeman, EVP & Managing brand marketing, traditional and Director social media buying, digital/social dia and influencer relations, sto- What We Do: Our capabilities Lauren Kaufman, SVP media strategy, website develop- rytelling, crisis management and span the mixed marketing spec- Nancy Friedman, Founder ment and management, e-CRM, social media services for leading trum—earned media strategy, dig- travel industry relations and inter- hospitality brands domestically and ital communications, experiential At MMGY NJF we are global national destination representation. globally. & entertainment marketing, social connectors, storytellers and cura- Clients Include: Amtrak, Apar- Our agency is distinguished by media and travel trade represen- tors of travel experiences—inspir- ium Hotel Group, Berkshire Ha- a committed team of passionate tation. We specialize in building ing people to view the world differ- thaway Travel Protection, Borgata professionals who develop genuine brands. We are creators at heart, al- ently and then see it for themselves. Hotel Casino & Spa, Breezes Re- long-standing relationships with ways finding fresh ways to craft the As marketers specializing solely sort & Spa, British Virgin Islands, media and clients and thrive on ex- right narratives. in travel and hospitality, we help Cheap Caribbean, Costa Rica Tour- ceeding expectations. Who We Work With: Our travel put travel brands on the map and ism, Etihad Airways, Eurail, Fitler We don’t believe in PR for the and tourism portfolio spans desti- navigate their narrative through Club, Generator Hostels, Greater sake of PR. We believe in public nations including Bermuda, Hous- innovative thinking, creativity and Palm Springs CVB, Hamilton Prin- relations as a creative, strategic ap- ton and Toronto; hotels and resorts storytelling. MMGY NJF offers cess, HEI Hotels, Hotel Vermont, proach aligned with sales and mar- from major brands and indepen- boutique service and expertise in Intrepid Travel, ITC Hotels, Karis- keting goals. dent stars. Our consumer portfolio consumer and trade media rela- ma Hotels, Meritage Resort Collec- Clients Include: Walt Disney ranges from emerging F&B brands tions, social media, corporate and tion, Oceania Cruises, Pod Hotels, World (Disney Dreamers Academy, like Tractor Beverage Co., to estab- brand positioning, experiential and Refinery Hotel, Rhode Island Tour- runDisney), Visit Sarasota, Cirque lished heritage brands like Ober- event marketing, strategic partner- ism, Sea Island, Shinola Detroit, du Soleil, Walt Disney World Swan meyer, Duluth Trading Company ships and promotions, influencer South Dakota Tourism, St. Peters- and Dolphin Resort, The Cove at and Red Wing Heritage Shoes. We engagement and crisis communi- burg/Clearwater, The Asbury, The Walt Disney World Swan, Ocean also represent some of the biggest cations. We are the winners of the Beaches of Fort Myers & Sanibel, Prime Restaurant, Mandara Spa names in studio fitness and well- 2020 HSMAI Adrian Award Best The James New York Nomad, The (Orlando), Shula’s Steak House ness: Mindbody, Pure Barre and of Show in PR for our work on the National World War II Museum, (Orlando), Todd English’s bluezoo CorePower Yoga. National World War II Museum’s Travel Texas, Visit California, Visit and Il Mulino Why We’re Different: Bou- 75th Anniversary of D-Day cam- Dallas and Visit San Jose. tique-minded with big agency re- paign. sources, we deliver some of the For those seeking senior level TURNER best creative ideation anywhere. counsel, unwavering brand advo- TJM Authenticity is a core value for cacy and unrivaled media savvy, COMMUNICATIONS 250 W. 39th St., 16th Floor TURNER and we’re proud to live MMGY NJF is a PR powerhouse New York, NY 10018 the lifestyles we represent through 212/889-1700 and one-stop shop. Hundreds of 2441 West State Rd. 426 [email protected] our clients. Our bilingual team has hotel, destination, travel and life- Suite 1061 www.turnerpr.com helped us work with global brands style brands have entrusted their Oviedo (Orlando area), FL 32765 in Latin America and our team’s di- reputations to MMGY NJF whose 407/977-5004 Christine Turner, President verse backgrounds ensure we bring “Leave No Stone Unturned” phi- [email protected] Angela Berardino, Chief Strategy a worldly perspective to our work. losophy has catapulted the firm www.tjmcommunications.com Officer Our Simply Give program encour- to the top. Our integrated PR and ages our team to get involved with social media team prides itself on Treva J. Marshall, President TURNER is an industry-leading volunteer efforts that will effect ([email protected]) communications agency with a 20+ long-standing client relationships Joel Kaiman, Vice President change in our world. and an innate ability to move with- ([email protected]) year history representing lifestyle, Where To Find Us: Our offices in many spheres: tapping media heritage, outdoor, travel and hos- are in New York, Denver, Chicago and industry influencers, forging TJM Communications is an pitality brands, skillfully blending and Miami, and we have a team of creative partnerships, uncovering award-winning lifestyle public re- public relations and social media multilingual associates to best ser- strategic advantages, and providing lations firm servicing the travel, strategy, delivering boundless cre- vice our worldwide client base.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2020 33 w Profiles of Travel & Tourism PR Firms VIVA LIFESTYLE PR cun, Hacienda San Angel, Hyatt Regency Trinidad, National Tour- 22 Griffin Rd. ism Office of Serbia, La Paz Tour- Framingham, MA 01701 ism, Fairmont Mayakoba, CASA 646/266-0387 Kimberly, Mount Cinnamon Re- [email protected] sort, Ocean Clubs Resorts, Hawks www.vivalifestylepr.com Cay Resort, Hotel Zachary, Hyatt Regency Sonoma Wine Country, Alison Sager, Founder Marriott Marquis Chicago, Pacifi- VIVA Lifestyle PR is a boutique ca Hotels, Swissôtel Chicago, The creative consulting firm specializ- Kinney SLO, The Kinney Venice ing in integrated public relations, Beach, The Santa Maria Hotel & communications, marketing, and Golf Resort Panama, Hilton Aruba branding services for international Caribbean Resort and Casino, and clients in the travel, lifestyle and Coco Collection Resorts Maldives wellness sector. Clients: AG Group, AG Hotels, Nicky Fitzgerald and Kate Fitzgerald Boyd, owners of Angama Mara (a THE ZIMMERMAN Boutique Journey, Elewana Col- lection, Manfredi Fine Hotels Col- Weill client) in Kenya, celebrating the lodge’s 5th anniversary, with Wil- AGENCY lection and SIT Platinum. low and Anna Boyd. 1821 Miccosukee Commons Fitzgerald Boyd, founded, own integrated communications agen- Tallahassee, FL 32308 WEILL and operate the 30-tented safari cy specializing in lifestyle brands, 850/668-2222 lodge, Angama Mara, overlook- with a focus on travel, hospitality, [email protected] 29 Broadway ing the Great Rift Valley in Ken- and destination clients. Founded www.zimmerman.com New York, NY 10006 ya; and Liz Biden is owner and in 2005, the agency has grown 212/288-1144 co-founder of The Royal Portfolio, into one of the premier creative Carrie Zimmerman, Kerry Anne 866/PR-WEILL a collection of small properties in firms in the United States. In fact, Watson, Principals www.geoffreyweill.com South Africa, that includes The a leading public relations industry Silo Hotel, La Residence in Fran- publication named Zapwater one For more than three decades Geoffrey Weill, President Ann-Rebecca Laschever, EVP schhoek, and Royal Malewane in of the five most creative agencies The Zimmerman Agency has Mark Liebermann, SVP Kruger National Park. Red Carna- in North America. been among the leading hospi- Beth Levin, Asst. VP tion Hotels, which owns Ireland’s With offices in Chicago, Los tality and travel public relations historic Ashford Castle and The Angeles and Miami, we share a firms in North America. Today, Celebrating its 25th anniversary Milestone in London, to name a culture that fosters creativity, qual- the firm offers a highly creative this year, WEILL specializes in few, is owned by Beatrice Tollman ity, collaboration and enthusiasm. and contemporary approach to promoting luxury, exclusive trav- and now overseen by her daughter Long-standing relationships and public relations that includes the el experiences and national tourist Vicki Tollman; and the boutique the determination to lead in a dy- support of full-service social me- offices. Orania.Berlin hotel in the trendy namically evolving industry dis- dia, a 360-degree approach to dig- Of our 25+ clients, more than neighborhood of Kreuzberg, is run tinguishes the agency’s work. ital channels, and proprietary an- 60% have been with us for more by manager Jennifer Vogel. Our agency integrates multidis- alytics. The Zimmerman Agency than 5 years, and 40% for more Weill remains committed to ciplinary services such as digital teams utilizes proprietary Momen- than ten. We specialize in across- being diverse and inclusive both engagement, experiential tactics tum Planning to drive creativity, the-spectrum communications, in whom the company hires and and media relations—to drive bot- strategy and technology to deliver ensuring every client’s messages whom it represents. tom-line results. To date, Zapwater relevant and timely content and are transmitted via all print, elec- has won 145+ industry awards for communications for clients. tronic, broadcast, digital, influ- excellence, including some of the Hospitality/travel clients in- encer and social media. For some ZAPWATER industry’s most prestigious acco- clude: Belize Tourism Board, Bo- clients, we also handle UK public COMMUNICATIONS lades, many for our travel and des- hemian Hotel Savannah, Brazilian relations. tination clients. Court, Blue Diamond Resorts, Unlike most travel PR firms 118 North Peoria, 4th Floor Zapwater is also a founding Brown Palace, Canyon Ranch our staff ratio is 50% male, 50% Chicago, IL 60607 member of Travel Lifestyle Net- Woodside, Champions Retreat female. We’re single, married, 312/943-0333 work (TLN), representing the Golf Club, Chateau Elan, Grand straight, gay, Christian, Jewish, www.zapwater.com United States within its interna- Bohemian Hotels, Grand Lucayan atheist, white, black and people of [email protected] tional network of owner-managed Resort, Hard Rock Hotels & Ca- color. marketing and communications sinos, Hotel DuPont (Delaware), We’re also proud that many of 1460 4th Street, Suite 306 agencies serving tourism and life- Innisbrook Golf Resort, Florida, Santa Monica, CA 90401 our clients are owned and/run 310/396-7851 style clients. Network members Interstate Hotels & Resorts, Kar- by women. AdventureWomen, a collaborate to deliver interna- trite (New York), Kessler Canyon tour company for and by wom- 331 Almeria Avenue tional expertise to clients seeking Resort, Kessler Collection of Lux- en, is owned by Judi Wineland Coral Gables, FL 33134 connections and reach across the ury Resorts, Little Palm Island, and her two daughters, Nicole 305/444-4033 globe. Mansion on Forsyth Savannah, Wineland-Thomson and Erica Our travel client roster includes a North Carolina’s Crystal Coast, Landerson. Heckfield Place, the David Zapata, CEO curated mix of destinations, hotels Orlando World Center Marriott, sustainable country manor house Cheryl Andrews, Executive VP & resorts and airlines including: Mahekal Resort (Playa del Car- in Hampshire, England, is com- Jennifer Lake, Senior VP Visit Finland, Finnair, PrivateFly, men), Montage Palmetto Bluff, mandeered by GM Olivia Richli; Jennifer Barry, Managing Director, Visit Maldives, Grenada Tourism Pelican Grand (Ft. Lauderdale), and the iconic Beau-Rivage Palace Los Angeles Authority, Tourisme Montréal, Ritz-Carlton Dallas, Ritz-Carlton in Lausanne, site of such historic Holly Zawyer, Managing Director, Destination Club, Reunion Resort, Miami Turismo de Portugal, Travel Mani- events as the Treaty of Lausanne Stephanie Poquette, VP, Social toba, Bianca Sands, Buenaventura Streamsong Resort (Florida), TPC and the Iran Agreement, is lead by Media and Influencer Programming Golf & Beach Resort, Cayo Es- Network (Corporate), Visit Flori- GM Nathalie Seiler-Hayez. Nicky panto, Frangipani Beach Resort, da’s Sports Coast, Visit Park City, Fitzgerald and her daughter Kate Zapwater Communications is an Grand Residences Riviera Can- Visit Tallahassee and Westgate. 

34 JULY 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’STRAVEL AND TOURISM RANKINGS PR FIRMS

Firm Net Fees (2019) Firm Net Fees (2018)

1. Edelman, New York, NY $36,330,000 21. 360PR+, Boston, MA $791,390

2. Finn Partners, New York, NY 12,498,000 22. Kivvit, Chicago, IL 625,256

3. Zimmerman Agency, Tallahassee, FL 12,000,000 23. Berk Communications, New York, NY 623,200

4. J Public Relations, New York, NY 11,149,000 24. O’Malley Hansen Communications, Chicago, IL 508,000

5. Turner, a Fahlgren Mortine company, New York, NY 11,004,894 25. MP&F Strategic Communications, Nashville, TN 321,863

6. MMGY NJF, New York, NY 10,710,041 26. Violet PR, Montclair, NJ 314,189

7. Development Counsellors Int’l (DCI) New York, NY 9,976,317 27. Hunter, New York, NY 300,000

8. Lou Hammond Group, New York, NY 8,112,253 28. LaunchSquad, San Francisco, CA 264,000

9. Hawkins Int’l Public Relations, New York, NY 6,000,000 29. Trevelino/Keller, Atlanta, GA 200,000

10. Jackson Spalding, Atlanta, GA 4,806,932 30. Standing Partnership, St. Louis, MO 174,544

11. French | West | Vaughan, Raleigh, NC 4,487,319 31. IW Group, Inc., West Hollywood, CA 155,000

12. rbb Communications, Miami, FL 3,568,936 32. Marketing Maven Public Relations, Camarillo, CA 134,488

13. Coyne PR, Parsippany, NJ 3,000,000 33. Singer Associates, Inc., San Francisco, CA 132,068

14. Zeno Group, New York, NY 2,724,979 34. Bob Gold & Associates, Redondo Beach, CA 110,700

15. 5W Public Relations, New York, NY 2,700,000 35. Inkhouse, Waltham, MA 100,000

16. Moore, Inc., Tallahassee, FL 2,465,825 36. Lawlor Media Group, New York, NY 54,500

17. Zapwater Communications, Chicago, IL 1,905,975 37. Stuntman PR, New York, NY 35,000

18. Hemsworth Communications, Ft. Lauderdale, FL 1,800,000 38. FrazierHeiby, Columbus, OH 15,449

19. Pineapple Public Relations, Chamblee, GA 1,336,144 39. Serendipit, Phoenix, AZ 8,531

20. Lion & Lamb Communications, New York, NY 999,000

© Copyright 2020 The J.R. O’Dwyer Co. O’Dwyer’s guide to INTERNATIONAL PR

GLOBAL COMMUNICATIONS PARTNERS

https://www.globalcommunication- partners.com/about Global Communi- cations Partners is a specialist financial and corporate communica- tions network bringing together leading independent public rela- tions consultancies in the world’s major financial markets. Since 1995, GCP member firms have been providing the skills needed to help clients successfully communi- cate their messages to financial and corporate decision-makers. GCP is represented in the United States by Lansons Intermarket, one of this country’s ten largest financial- Exchanging international learnings at 2019 Board Meeting of PR World Alliance in Paris are (left to right) Mari- ly-focused public relations firms, anne van Barneveld, The Netherlands; Anna Krajewska, Poland; Henry Feintuch, U.S.; Catherine Kable, France; according to O’Dwyer’s. and Meike Grisson, Germany. Other member firms include Honner (Australia), Interel (Bel- 5W PUBLIC their target audiences in memo- Doug Wright, Senior Account gium), Cunha Vaz Brazil, Argyle rable ways. Every aspect of our Director Public Relations (Canada), Grupo RELATIONS programs are designed to impact Albión (Columbia), Shan (France), our clients’ bottom line, bringing Launching your company/prod- Charles Barker (Germany), Ad- 230 Park Ave., 32nd Floor leading businesses a resourceful, uct into the U.S. market? We excel factors (India), Twister Commu- New York, NY 10169 bold and results-driven approach at that! nications Group (Italy), Sharpe 212/999-5585 to communication. Feintuch Communications has International (Netherlands), Cunha Fax: 646/328-1711 5WPR’s diverse client experi- a solid track record of supporting Vaz Portugal, Klareco Communi- [email protected] companies looking to internation- cations—Asia (Singapore, Hong www.5wpr.com ence includes Sparkling ICE, It’s a 10 Haircare, jane iredale, Bowlmor alize into North America. And we Kong, Kuala Lumpur and Yan- Ronn D. Torossian, Founder & AMF, CheapOAir, L’Oreal, SAP do it in a smart and cost-effective gon), Access Communications & CEO NS2, VIZIO, The Trade Desk, way. Consulting (South Korea), Grupo Dara A. Busch, Matthew Caiola, CareerBuilder, Santa Margheri- Our senior team of PR and mar- Albión (Spain), Farner Consulting Presidents ta, Topps, Retro Fitness, Welch’s, keting pros has helped all types of Ltd (Switzerland), Borouj Consult- LifeStyles, SodaStream and Zeta organizations to adapt their brand ing (UAE) and Lansons (UK). Since 2003, New York City- Global, among others. Our inno- and messaging while providing the based 5W Public Relations vative programs have received rec- experienced, hands-on PR “street PROI WORLDWIDE (5WPR) has worked with widely ognition and we have won many smarts” to help ensure local mar- known and emerging brands, cor- awards including PR Agency of ket success. Specialty market seg- porations and high-profile individ- Jeff Altheide, Global Managing the Year, PR Executive of the Year, ments include ad/marketing tech; Director, [email protected] uals. Our practice areas include Product Launch of the Year and audio video/AV; consumer elec- Consumer Products & Brands, www.proi.com Business to Business Program of tronics; ecommerce; clean tech; Facebook: @PROIWorldwide Food & Beverage, Health & Well- the Year. fintech; manufacturing tech; and Twitter: @PROIWorldwide ness, Beauty, Apparel & Accesso- technology. We offer both project LinkedIn: @PROIWorldwide ries, Home & Housewares, Travel and retainer services. & Hospitality, Entertainment & FEINTUCH For U.S. companies seeking to International Board of Directors The 2020-2021Board is comprised Sports, Corporate, Technology, COMMUNICATIONS enter world markets, our global Public Affairs & Government Re- network—the PR World Alliance of: lations, Nonprofit, Crisis Commu- Ciro Dias dos Reis, Global Chair, —is ready to assist. The network Brazil (Imagem Corporativa) nications, Events, Digital Market- 245 Park Ave., 39th Fl. of best-of-breed independent con- New York, NY 10167 Clare Parsons, Immediate Past ing & Social Media. We have a sultancies is particularly adept at Chair, UK (Lansons) 360-degree approach to PR, social 212/808-4900 [email protected] coordinating market entry public Laura Tomasetti, Vice-Chair, media, branding and digital mar- www.feintuchcommunications.com relations programs throughout Eu- Americas Region, US (360PR+) keting that delivers game-changing www.PRWorldAlliance.com rope and North and South America Lisa Ross, Vice-Chair, Americas results to our clients. www.jumpstartglobal.com and excel in coordinating multina- Region, US (rbb Communications) Our 150+ tenacious and creative tional campaigns. We offer even Jeff Lambert, Vice-Chair, Ameri- communications practitioners de- Henry Feintuch, President cas Region, US (Lambert) broader reach—into 109 countries Kaija Pohjala, Vice-Chair, EMEA velop and execute creative cam- Richard Anderson, Senior Manag- globally—through our member- ing Director Region, Finland (COCOMMS) paigns that connect our clients with ship in thenetworkone. Rania Azab, Vice-Chair, EMEA

3636 APRILJULY 20202015 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Global PR Firms Region, Egypt (4PR Group) Business Communications (New as well as a solid understanding of Eliza Rogalski, Vice Chair, EMEA York-Chicago-Raleigh), Jackson the dynamic multinational market- Region, Romania (Rogalski Spalding (Atlanta-Dallas), rbb (Mi- place. Damaschin PR) ami- Fort Lauderdale), RF|Bind- We provide strategic communi- Lena Soh-Ng, Vice-Chair, APAC er (New York-San Francisco), cation, public relations and public Region, Singapore (Huntington 360PR+ (Boston-New York-San affairs counsel, product promotion Communications) Angela Scaffidi, Vice-Chair, APAC Francisco), Falls Communications and introduction, social media pro- Region, Australia (SenateSHJ) (Cleveland-Washington, DC), grams and more. Elaine Chuah, Vice-Chair, APAC Lambert (Detroit-Lansing-Grand Members can be engaged for Region, Malaysia (Priority Commu- Rapids-New York), Jones PR support of an individual event, nications) (Oklahoma City), Crenshaw Com- in-country support or a coordinat- Jeff Altheide, Global Managing munications (New York), Ground- ed multi-national campaign. Our Director Floor Media (Denver), MPRM membership in thenetworkone Allard W. van Veen, APR, FCPRS, (Los Angeles), c+c (Seattle-Port- connects us to 1,200 additional LM, Senior Board Advisor Jean Leopold Schuybroek, Direc- land-Boston), The Vandiver Group independent agencies in 109 coun- tor, Global Dev. (St. Louis), Walker Sands (Chica- tries; we continue to seek best-of- go-San Francisco-Seattle), Brown breed firms in strategic locations. Background & Cohen (Toronto), FWD Consul- PROI Worldwide har- tores (Mexico City) and Imagem PUBLIC RELATIONS nesses the collective Corporativa (Sao Paulo-Rio de power of the world’s Janeiro-Brasilia). GLOBAL NETWORK most ambitious entrepreneurial Global Footprint communications firms. By sharing PROI Worldwide has offices in Argentinierstrasse 71 global insights and best practic- virtually every European country, TOP 16/DG, 1040 es, PROI agencies remain best in The Middle East, Africa, and Asia Vienna, Austria market trendsetters, supporting the Pacific and includes some of the +43 1 227 60 40-0 Marianne van Barneveld, Pres- [email protected] drive to deliver the most impactful largest and leading Agencies in ident, PR World Alliance and communications campaigns for major markets including Germa- Gabor Jelinek, Executive Director Founder, Marcommit, The Nether- their clients. In 2019, PROI en- ny, The Nordics, England, France, [email protected] lands. compassed 78 partners with 7,300 Spain, Italy, Hong Kong-China, In- employees in more than 165 cities dia, Australasia and Japan. President: Robert Bauer, Manag- and 50 countries. With combined ing Partner, Accelent Communica- Todor Janev (Janev & Janev), tions EMEA Region Chair revenue of nearly US$ one billion, PR WORLD Todd Lynch, Managing Director. PROI ranked 4th among consoli- The Public Rela- dated communications groups, and ALLIANCE tions Global Network Worldcom Public Relations was the only one in the top ten that (PRGN) is “the World’s Group utilizes a trusted global is based on a unique partnership of www.PRWorldAlliance.com Local Agency.” Clients partnership of independent firms independent business people. across six continents depend on the to help clients create the perfect What distinguishes the PROI Board of Directors combined resources of the Public solution to any PR challenge or op- global partnership from ‘networks’ Marianne van Barneveld, chair- man (The Netherlands) Relations Global Network (PRGN) portunity, regardless of geography, is that PROI Worldwide includes [email protected] to deliver targeted public relations industry or discipline required. agencies ranging from very large, +31 (653) 372 153 campaigns in markets around the Worldcom’s inde- to medium and small—with staff Henry Feintuch, CFO (U.S.) world. PRGN is one of the world’s pendently owned pub- numbers of 10 to 850 per agency. [email protected] largest international public rela- lic relations firms boast The size of PROI firms is usually +1 212/808-4901 tions networks measured by reve- 143 offices employing directly related to the size of the Daniel Bruin (Brazil) nue. PRGN harnesses the resources some 2,000 staff in 115 market, the agency’s regional or [email protected] of 51 independent public relations cities across six continents. In to- global reach and the broad inte- +55 (11) 2898 7461 Catherine Kablé (France) firms in 53 locations and more tal, Worldcom partners reported gration of digital, marcom, public [email protected] than 1,000 communications pro- combined revenue of US$300+ affairs, consumer, healthcare and +33 (1) 44 50 54 75 fessionals to connect international million from 3,034 clients. Estab- other practice areas. Anna Krajewska (Poland) companies and organizations with lished in 1988 and recently cele- When you retain a local PROI [email protected] individual and culturally diverse brating its 30th anniversary, the Worldwide agency +48 (22) 826 74 18 markets globally. Visit PRGN on- average tenure of Worldcom part- They will help you plan a global, line at www.prgn.com or on twitter ners is 13 years. Whether seeking regional or local communications PR World Alliance at @PRGN. a single firm or creating the ideal program and help you to recognize, is an international solution/team through a collabora- prioritize and address differences network of premier, tion of Worldcom partners, brands in culture, custom, values and so- independent commu- WORLDCOM have access to seasoned profes- nication consultancies. Our mem- cial mores, especially as the cam- PUBLIC RELATIONS sionals dedicated to providing paign is developed beyond your bers—public relations, investor creative, strategic solutions that local market. Our local PROI Part- relations and public affairs firms— GROUP deliver results. Our firms are ac- ners drive their own business based have well-developed competencies customed to working together and on proven local competence in in a broad array of communication 500 Fifth Avenue provide agility, strong media and their respective markets. Compe- practice areas and industry sectors. Suite 1640 local influencer relationships, deep tence is not centralized at regional Our skills and experience help us New York, NY 10110 industry and discipline experience or global offices as can often be the to form strong, productive partner- 800/955-WORLD (9675) and the knowledge and willingness case within multinationals. ships with companies, institutions, 212/286-9550 (US and Canada) to provide thoughtful, objective, PROI Worldwide’s Americas governmental entities, non-profits/ [email protected] www.worldcomgroup.com results-driven counsel. Learn more Region NGOs and industry and profes- about Worldcom at www.world- sional associations. PROI Agencies with head of- Roger Hurni (Off Madison Ave), comgroup.com or call Todd Lynch fices in North and South America PR World Alliance provides cli- group chair at 1/800-955-9675. Connect with include Finn Partners (New York + ents with an extensive depth of Monty Hagler, RLF Communica- Worldcom PR Group on Facebook Offices throughout the US), G&S knowledge in individual countries tions, Americas Region Chair and LinkedIn. 

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2020 37 OPINION Professional Development The New York Times’ ‘beat Trump’ beat writer By Fraser Seitel bout 100 years ago, when I graduat- Ms. Haberman, a former tabloid reporter Trump is secretly sick ed journalism school, there was no and daughter of longtime Times columnist Another recurring theme in the Haber- Amore respected standard bearer for Clyde Haberman, is tasked with reporting man “Beat Trump” playbook is that the everything the journalistic profession stood on every Trumpian negative utterance, ma- President is hiding health problems, which, for than the New York Times. Not only were licious action, falsehood or personal defect if revealed, would jeopardize his reelection. Times’ reporters to help convince voters to elect Biden Pres- Most recently, after a mid-June speech to more accurate and ident of the United States. the graduating class at West Point, she wrote informative than She dutifully fulfills that mission with that Trump “faced new questions about his their competitors, every column she files, keeping the Trump health on Sunday, after videos emerged of they also demon- personal and professional deficiencies con- him gingerly walking down a ramp … and strated, more than stant and avoiding any reference whatsoev- having trouble bringing a glass of water to any other journal- er to any policy act that might be construed his mouth during a speech.” She dismissed ists, that repor- as a Trumpian success. Trump’s subsequent tweets about having to torial objectivity, The Times, of course, would never admit descend a long, steep, slippery ramp with impartiality and that Ms. Haberman’s job is to sink the Don- no handrails as “defensive,” noting that the neutrality were, in- ald, but here’s a sample of her recent hand- videos upon which she based her reporting deed, attainable. iwork—and the strategy behind it—from showed “clear skies and no evidence that Fraser P. Seitel has No wonder the which you might draw your own conclu- the ramp was slippery.” been a communications New York Times consultant, author and sions. Ms. Haberman went on to note that teacher for more than was the world’s Trump is racist Trump, the oldest first-term President in 30 years. He is the au- undisputed “paper In the wake of George Floyd’s death and U.S. history, “never fully explained his thor of the Prentice-Hall of record.” Every subsequent protests, there’s no more damn- abrupt visit to Walter Reed National Mil- text, The Practice of day, it demonstrat- ing accusation today that one is a racist. Ms. itary Medical Center in November, saying Public Relations. ed the construct Haberman not-so-subtly accuses the Presi- at the time only that it was intended to get a of “fairness” that dent of such bigotry with a withering fusil- jump on his annual physical.” And for good we learned about in J school wasn’t just lade of cherry-picked Trump quotes. measure, she added that while a White theoretical. It was, in fact, the way that re- Typical was her June 11 news column House doctor had released a June memo ally good journalists operated in their real highlighting Mr. Trump’s “long history of that the President’s checkup indicated he world jobs. It was this quality—of reporting making insensitive and tone-deaf com- was in good shape, it “provided little infor- dispassionately, telling both sides and let- ments on race, including remarks widely mation beyond blood pressure.” ting readers decide on the truth—that dis- seen as racist.” She noted that Mr. Trump The inference, of course, was clear that tinguished the Times as the beacon of jour- “has harbored offensive attitudes on race Trump may be hiding a potentially serious nalistic integrity. But alas, all good things for years, including his searing attacks on physical impairment. After that Haberman must come to an end. And so, too, has the the Central Park Five and his idea, on ‘The column, numerous print and broadcast New York Times surrendered its role as Apprentice,’ for an all-white team compet- media followed the Times’ lead and dutiful- journalism’s standard bearer for objectivity. ing against an all-black team.” She add- ly reported on the President’s suspect phys- Today’s New York Times, in fact, makes ed that in the wake of the Floyd protests, ical condition. no secret of its downright loathing of most the President was “hunkered down at the Trump is wounded and alone things Republican and all things Donald White House,” tweeting about injured pro- As the Trump circus has rolled on and Trump. This isn’t only apparent in its ed- testors and describing demonstrators as more associates have abandoned ship, a itorial pages—where op-ed writers run “THUGS.” pervasive theme of Haberman’s news col- the gamut all the way from Trump haters Ms. Haberman failed to mention that umns has been the President’s Nixonian like Tom Friedman and Maureen Dowd Trump’s comments also referred to his sup- isolation in the White House. to Trump hysterics like Michelle Goldberg port of “the rights of peaceful protesters,” Most recently, after John Bolton’s “kiss and Charles Blow—but also in its news his denunciation of the way George Floyd and tell” best seller was released, Ms. sections. (Full disclosure: I think Donald was killed, his understanding of the “hurt Haberman described the President as “act- Trump is an insecure, ill-informed, down- and pain of people who have been through ing trapped and defensive … with destruc- right dangerous President. But Joe Biden a lot,” and that the “thugs” he castigated tive behavior so out of step for an incum- ain’t no bargain either.) were those who lit fires, looted stores and bent in an election year.” The fact is, today’s New York Times in both wantonly destroyed private property. Nor She went on to reveal a man “wallowing news and editorial is 100 percent devoted did she refer to the President’s call to the in self-pity about news coverage of him to defeating Trump in November. Its clear Floyd family to express the nation’s sympa- since the coronavirus pandemic” … “bris- bias no longer debatable, its dedication to thies. tling at criticism that he hasn’t sufficiently objectivity no longer consequential. There’s no question that Donald Trump addressed the death of George Floyd” … The most blatant proof of this sad new often says and tweets stupid and hurtful and “consumed, once again with leaks from reality is that the Times is the first news things that his advisors—to whom he nev- the White House.” outlet to assign a fulltime reporter, Maggie er listens—never want him to utter. But As to those “leaks,” one wonders who in Haberman, to the “Beat Trump” beat, her branding him a “racist,” without at least the Trump White House would be willing sole responsibility to help ensure the defeat citing ample evidence to the contrary, is pa- of Trump in the 2020 election. tently unfair. _ Continued on next page

38 JULY 2020 | WWW.ODWYERPR.COM Financial Management Paycheck Protection Program updates By Richard Goldstein owners can’t be included when calculating during the covered period at the same level pdated Paycheck Protection Program payroll costs; however, retirement costs for of business activity as before February 15, loan forgiveness applications have S corporation owners are eligible costs. 2020 as a result of health insurance direc- Ubeen released by the U.S. Small Busi- They also include the addition of a safe tives related to COVID-19 between March ness Association and the Treasury Depart- harbor for businesses that’ve been unable 1, 2020 and December 31, 2020. ment in an effort to to return to the level of business activity The SBA issued a new, final rule on how make the process they had before the COVID-19 pandemic to determine payroll costs and owner com- easier for borrow- due to compliance with health and safety pensation when calculating loan forgive- ers as well as reflect guidelines for slowing the spread of the vi- ness under the new 24-week covered peri- changes from the rus. od. recent passage of Loan forgiveness application form EZ That new interim rule establishes the 24- the Payroll Protec- A new, shorter version of the loan for- week maximum amount for forgiveness at tion Program Flex- giveness application is available for certain $46,154 per employee or $15,385 per em- ibility Act. borrowers. It requires less calculations and ployee for the eight-week covered period Two versions of documentation than the full application. (plus covered benefits for employees). For the loan forgive- The three-page form can be used by bor- owner compensation replacement, the ness applications rowers that: forgiveness calculation is limited to 2.5 Richard Goldstein is are now offered to Are self-employed, independent contrac- months’ worth of 2019 net profit, up to a partner at Buchbind- borrowers. $20,383 for the 24-week period or up to er Tunick & Company tor or sole proprietor that had no employ- LLP, New York, Certified PPP loan applica- ees at the time of the PPP loan application; $15,385 for those electing eight-week pe- Public Accountants. tion highlights or riod. The full loan for- Didn’t reduce annual wages or salaries Some other important news giveness applica- of any employee by more than 25 percent We know your business is facing un- tion has been shortened from eleven pages during the covered period or alternative precedented challenges right now with the to five pages. payroll covered as compared to Q1 2020 coronavirus (COVID-19), and we’re here to Both applications give borrowers the op- and the borrower didn’t reduce the number partner with you in any or all of it. We’re tion of using the original eight-week pe- of employees and the average paid hours of available to discuss the new government re- riod—if the loan was made before June 5, employees between January 1 2020 and the quirements, tax deadlines and relief efforts, 2020—or the extended 24-week covered end of the covered period (ignoring reduc- as well as how to approach the business im- period. tions from the inability to rehire individ- pacts of the outbreak. They include how to calculate forgiveness uals and reductions in hours offered to be To help you stay informed about the on- inclusive of the newly revised 60 percent restored and refused); or going issues impacting you, check out the payroll cost requirement. Didn’t reduce annual wages or salaries Coronavirus Resource Hub on our website: Health insurance costs for S corporation of any employees by more than 25 percent www.buchbinder.com. 

PR news brief en people who speak or interact with the NYT’S ‘BEAT TRUMP’ BEAT WRITER Brand trust on the rise _ Continued from page 38 president frequently, including current and former White House aides, campaign ad- Consumers, whipsawed by the COVID-19 crisis visers, friends and associates. Most spoke and demonstrations for racial equality, are putting a greater emphasis on brand trust when purchasing a to take the monumental risk of “leaking” on condition of anonymity.” product, according to a special report of the Edelman anything to an arch Trump hater like Ms. Indeed, among the only critical individu- Trust Barometer released June 25. Haberman. Wouldn’t they worry that if als quoted by name in the defamatory col- Trust is now the second most important factor in found out, it could cost them their job? In umn was Anthony Scaramucci, the publici- buying a new brand (53 percent) or becoming a loyal customer (49 percent), trailing only price and afford- fact, after all the bad things Haberman has ty-seeking missile who Trump threw out as ability, according to the survey. That’s a jump from written to bury Trump, one wonders how press secretary after 11 excruciating days, fifth place a year ago, when trust ranked behind prod- in the world she still maintains “sources” and Sam Nunberg, the slightly, um, “off uct performance, customer service, retail presence within the Trump White House. The real center” media hound who last worked for and ingredients. answer, on closer inspection, may well be Trump in the 2016 campaign. Scaramucci Edelman found that 44 percent of consumers start- ed using a new brand “because of the innovative or that Haberman doesn’t have any “sources” and Nunberg aren’t exactly A-list Trump compassionate way” it has responded to the virus. close to the President or even inside the insiders. And if the two of them are typical That’s a seven-point jump from an April poll. White House, but rather, that her exposés of where Maggie Haberman gets her “in- Forty percent (up six points) stopped using a brand about damning internal Trump interac- side dirt,” you have to wonder how authori- because it did not act appropriately to the pandemic. Earned media (44 percent) only trails personal ex- tions are fed to her by individuals far re- tative Haberman’s reporting really is. perience (59 percent) and nearly doubles advertising moved from the President, whose identity And that’s really the point in considering (23 percent) in building trust in a brand. is never revealed and who, therefore, may today’s New York Times’ Trump coverage. The survey found that influence is built though au- or may not know what they’re talking The fact is that any semblance of accuracy, thority and empathy. about. fairness or objectivity has been sacrificed The three most credible spokespersons for building trust are an industry expert (60 percent), “a person Typical was her nuanced disclaimer in in favor of one simple rallying cry: Beat like yourself” (59 percent) and brand technical expert the recent post-Bolton column: “The New Trump! Somewhere, Walter Lippmann is (49 percent). York Times interviewed more than a doz- crying his eyes out. 

WWW.ODWYERPR.COM | JULY 2020 39 WASHINGTON REPORT State Dept. lobbyist resigns

ary Elizabeth Taylor, one of the high- est-ranking Black officials in the MTrump administration, has resigned to protest the President’s handling of racial issues. “Moments of upheaval can change you, shift the trajectory of your life, and mold your character,” she wrote in a letter to secretary of state Mike Pompeo. “The President’s com- ments and actions surrounding racial injus- Mary Elizabeth tice and Black Americans cut sharply against Taylor my core values and convictions.” As special assistant for legislative affairs at the State Dept., Tay- best-of-class counsel across multiple disciplines of regulatory and lor shepherded the nominations of Supreme Court justice Neil legislative public policy,” said Stewart Hall, CRS Chairman.  Gorsuch, CIA Director Gina Haspel and Pompeo through the Senate, as well as more than 400 other nominations, according to her State Dept. bio. Ballard cuts ties with D.C. The Washington Post called Taylor “a pivotal behind-the-scenes figure in the administration.” At 30, she was the youngest person rump-tied Ballard Partners cut ties with its Government of to hold her State Dept. job and the first Black woman to do so. the District of Columbia client due to the escalating feud be- Prior to joining the Trump team, Taylor worked in the office of Ttween Washington Mayor Muriel Bowser and the President. Majority Leader Mitch McConnell, serving as his liaison to Dem- That tension rose following the deployment of active-duty U.S. ocratic leaders on legislative and executive matters.  troops to the D.C. area in the wake of the Black Lives Matter protest. Bowser, who has marched with the demonstrators, on June 7 called the deployment an “invasion” and demanded the withdrawal H+K hires Tony Blair’s ex press of the troops. She also had “Black Lives Matter” painted on two blocks leading secretary to the White House. Trump attacked the Mayor on Twitter May 30, saying she’s “al- ill+Knowlton has hired Tanya Joseph, ways looking for money and help” and falsely charged that Bowser who served as UK Prime Minister Tony withheld DC police from demonstration. HBlair’s Press Secretary and is a trustee at The president on June 7 said he ordered the National Guard to the Cherie Blair Foundation for Women, as withdraw from D.C. now that “everything is under perfect con- Managing Director of its specialist services trol.” This followed criticism from retired generals about Trump’s unit in London. militarizing the response to the protests. Trained as a journalist, Joseph did a stint as There are about 5,000 National Guard soldiers in Washington. Managing Director for Public Affairs at Gray- About 1,200 of them are members of the D.C. National Guard. ling and ran her own consultancy for nine Tanya Joseph Brian Ballard, who chaired the Trump Victory fundraising orga- years. nization in Florida during the 2016 presidential campaign, headed She also was Director of Campaigns and Public Policy at the Na- the three-person lobbying team for Washington.  tionwide Building Society, Vice Chair at the Fawcett Society and while at Sport England, Joseph crafted the award-winning “This Girl Campaign” to encourage girls to be physically active. Vectis pitches for LA police union At H+K, the specialist services group includes corporate advi- sory, behavioral science, executive coaching, internal communi- he Los Angeles Police Protective League, the union that rep- cations and crisis/reputation management services.  resents Los Angeles Police Department officers, has retained TVectis D.C. to handle police reform legislation. The LAPD has been a focus of public scrutiny amid nationwide Lott, Breaux go to Crossroads cries for police reform in the wake of the George Floyd protests. Los Angeles mayor Eric Garcetti in June announced a proposal ormer Mississippi Senator Trent Lott, who to slash the LAPD’s annual $1.2 billion budget by up to $150 mil- was fired from Squire Patton Boggs on lion. ­LAPPL Director Jamie McBride responded by calling Garcetti FJune 8 after it got wind of his plans to leave “clearly unstable,” and being “more interested in his image and how the lobbying firm, has arrived at Crossroads he’s looked upon, as opposed to being a leader in difficult times.” Strategies with his colleague and ex-Louisiana According to a June 25 New York Times analysis of police groups’ Senator John Breaux. They sold Breaux Lott influence in Congress, a half-dozen police organizations have spent Leadership Group to SPB in 2010. a combined $2.9 million lobbying the federal government since Lott, 79, and Breaux, 76, said they look for- 2017. ward to new challenges at CRS, where they Trent Lott Vectis is the firm founded by former California Democratic Rep. will work with their sons, Chet and John Jr. and Whip Tony Coelho, along with Ron Packard, a Republican who The younger men were staffers at BLLG was Chairman of the Appropriations Committee on Energy and “Senators Lott and Breaux joining our firm ensures our clients Water. 

40 JULY 2020 | WWW.ODWYERPR.COM International PR News

Ruder Finn inks $1.7M pact for Effective June 3, Italy said Brits could travel there without the need to quarantine. Saudi mega-city The Finn Partners push will include trade representation, digital media and a dedicated influencer strategy to generate buzz about uder Finn has a $1.7 million one-year contract with Saudi Italy as the country recovers from the COVID-19 pandemic.  Arabia to develop a website and social media campaign for RNeom, the $500 billion mega-city that is supposed to be the centerpiece of Crown Prince Mohammed bin Salman’s plan to di- Xephenon touts Uzbek progress versify the Kingdom’s economy. The independent firm will station two to three employees in Sau- enophon Strategies has a nearly $600,000 contract with Uz- di Arabia to work on the campaign. Staffers in New York and Asia bekistan designed to highlight its progress on improving will support them. Xhuman rights with the goal of ending the cotton boycott The campaign will pitch Neom as a model for sustainable living erected against the former Soviet republic. and a city of the future, “a place that is focused on setting new More than 300 U.S. and European fashion and apparel compa- standards for community health, environmental protection and nies have pledged not to knowingly use cotton from Uzbekistan the effective and productive use of technology,” according to RF. because of the use of forced labor during the cotton harvest. The PR push also may shape U.S. public opinion and members of Xenophon will produce an environmental, social and gover- Congress about the development of Neom. nance report for Uzbekistan, create a branded communications RF’s contract includes a COVID-19 provision calling for it “to campaign centered on its governmental reforms, international use all reasonable endeavors to prevent the spread of COVID-19 trade and economic development, and pitch the U.S. media on among its personnel, the employer’s work site and any person at behalf of Uzbekistan’s export promotion agency. Xenophon’s sister the employer’s work site.” shop, Germany-based Cometis, is handling outreach for Europe. The Saudis also have Teneo working to promote Neom. It signed Foreign Policy magazine recently ran dueling op-ed pieces relat- a six-month $840,000 contract in January to manage the commu- ed to Uzbekstan. A March 28 piece called for an end of the boycott nications department of Neom. That followed a $2.1 million pact due to Uzbek President Shavkat Mirziyoyev’s March move to elim- inked in 2019.  inate cotton production quotas that were put into place during the 1920. That system encouraged the use of forced labor, bringing more than two million workers into the fields to pick cotton by Finn Partners opens up Italy hand. Due to mechanization, that number dropped to more than 100,000 last year. he Italian Tourist Board has hired Finn Partners in London A May 28 commentary argued that ironclad commitments for to lure travellers from the UK as the country opens up to responsible sourcing and investment that respects labor and hu- Tvisitors. man rights must be in place before ending the boycott.  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 www.fara.gov.

Steptoe & Johnson, LLP, Washington, D.C., registered Jun. 4, 2020 for Gonzalo Castillo, Santo Domingo, Dominican Republic, regarding pro-bono work to assist the presidential candidate of the Dominican Liberation Party.

Myriad International Marketing, LLC, Kansas City, MO, registered Jun. 18, 2020 for Visit Finland, New York, NY, regarding event coordination and stake- holder interviews in Los Angeles, Chicago and New York to promote Finland and Estonia to North American travelers.

AF International, LLC, Bethesda, MD, registered Jun. 22, 2020 for Iran Transition Council, Washington, D.C., regarding government affairs and media relations services for the council which was formed by the main pro-democracy Iranian political groups to enlist the cooperation of all leading opposition groups.

Coast to Coast Strategies, LLC, Lansing, MI, registered Jun. 4, 2020 for Qatar American Institute, Washington, D.C., regarding strategic planning, recruitment of participants and development of an alumni program for the Qatar-America Leadership Program throughout the US. 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 www.senate.gov.

Rubicon Advisors, LLC, Washington, D.C., registered Jun. 24, 2020 for Pure Blue Diagnostics, Toluca Lake, CA, regarding FDA COVID-19 testing.

SL Strategies, LLC, Washington, D.C., registered Jun. 24, 2020 for Coalition to Stop Flu, Washington, D.C., regarding federal funding and policy issues related to seasonal and pandemic influenza.

Van Scoyoc Associates, Washington, D.C., registered Jun. 24, 2020 for Altimmune, Inc., Gaithersburg, MD, regarding vaccine and therapeutic develop- ment and manufacturing capacity issues.

ML Strategies, LLC, Washington, D.C., registered Jun. 24, 2020 for SHAB Holdings, LLC, New York, NY, regarding issues related to guidance on summer camps by the U.S. Centers for Disease Control and Prevention.

WWW.ODWYERPR.COM | JULY 2020 41