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Profiles of Travel & Tourism PR firms, pg. 22 Travel goes digital, pg. 9

Safe to go back in the water: has travel recovered from recession? Pg. 20

Rankings of top Travel & Tourism PR firms, pg. 35

Gulf disaster: tourism goes July 2010 | www.odwyerpr.com into crisis mode, pg. 14 JulyMagazine:Layout 1 6/24/10 1:17 PM Page 2

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Vol. 24, No. 7 July 2010 CONTENTS

EDITORIAL HOW MEDIA HANDLES ‘Media Merger Summer’ to reveal ENVIRONMENTAL DISASTER more news bias. Forced to respond to two different 6 18disasters at the same time, one PR agency NEWSWIRES VICTIM TO describes how it avoided a communications STRING OF HOAX NEWS calamity. 14 Three phony news stories hit major 8 newswires in late June, prompting the LOCALIZING YOUR SOCIAL services to increase security measures. MEDIA IMPACT Often, your biggest business TRAVEL PR SAILS INTO 19opportunities lie no further than your own DIGITAL WATERS backyard. A shrinking media landscape, along with recession weary travelers, has pushed9 TRAVEL REBOUNDS AMID leisure PR into the digital realm. RECESSION, DISASTER While campaigns and budget ORLANDO POW WOW 20costs still suggest caution, communicators SHOWCASED TRAVEL FEAST working in travel and tourism claim the Taking You Around Highlights from the U.S.T.A’s 42nd industry is on the uptick. annual Pow Wow in Orlando. 10 20Cover photos: Michael O’Shea. PROFILES OF TRAVEL & the World Since 1972 ‘FLASH SELLING’ RISES IN TOURISM PR FIRMS www.odwyerpr.com TRAVEL SECTOR Daily, up-to-the minute PR news A recent study by Ypartnership and 22 the Harrison Group reveals the trends11 shap- ing Americans’ travel decisions this year. RANKINGS OF TOP TRAVEL & • Tours & Groups TOURISM PR FIRMS TRAVEL PERCEPTION, 30 • Cruise.com RAIN OR SHINE How do pros meet client demands, WASHINGTON REPORT • Student Travel as oil spills, economic pressures and12 new media landscapes hamper PR efforts? 40 • Vacation Destination Experts WHAT DOES IT MEAN TO COLUMNS • Competitive Online Booking BE A DIGITAL AGENCY EDITORIAL CALENDAR 2010 New technologies change how PROFESSIONAL DEVELOPMENT January: Crisis Comms. / Buyer’s Guide communicators create, shape 13 36 Fraser Seitel February: Environmental & P.A. • One-on-One Travel Consultation and execute their campaigns. GUEST COLUMN March: Food & Beverage WHEN DISASTER STRIKES: 37 Wes Pedersen April: Broadcast & Social Media Locations: TOURISM TURNS CRISIS PR GUEST COLUMN May: PR Firm Rankings How PR pros can respond when 38 Arthur Solomon June: Global & Multicultural disaster threatens a travel or 14 July: Travel & Tourism NorthAmerica, Europe, tourism campaign. MEDIA WORKSHOP August: Financial/I.R. Jon Gingerich Asia Middle East 39 September: Beauty & Fashion POSITIVE THINKING AND PEOPLE IN PR October: Healthcare & Medical PR: A WORKING PRIMER Find out about cruises sailing from New York 41 November: High-Tech Five simple suggestions that can PR BUYER’S GUIDE and other worldwide destinations make a difference both in business16 and in 42 December: Entertainment & Sports life. ADVERTISERS 888-333-3116 Davis & Gilbert...... 21 KEF...... 3 Ruder Finn...... 15 CAUTION URGED ON 212-563-3500 SOCIAL MEDIA Evins Comms...... 13 Log-On...... 25 TV Access...... 20 Research shows most consumers Fleishman-Hillard..BACK COVER NAPS...... INSIDE COVER Zimmerman Agency...... 7 still form their opinions from what they17 see in Hawkins Intl. PR...... 17 Omega Travel...... 5 OmegaNewYork.com traditional media. HSMAI...... 43 rbb PR...... 16 World Headquarters • 3102 Omega Office Park, O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New Fairfax, Va., 22031• 703-359-0200 York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. JulyMagazine:Layout 1 6/24/10 1:17 PM Page 5

Taking You Around the World Since 1972

• Tours & Groups • Cruise.com • Student Travel • Vacation Destination Experts • Competitive Online Booking • One-on-One Travel Consultation

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Find out about cruises sailing from New York and other worldwide destinations 212-563-3500 888-333-3116 OmegaNewYork.com World Headquarters • 3102 Omega Office Park, Fairfax, Va., 22031• 703-359-0200 JulyMagazine:Layout 1 6/24/10 1:17 PM Page 6

EDITORIAL ‘Media Merger Summer’ to reveal more news bias NATURALLY, THE FIRM BEST KNOWN FOR edia is big business. Much to the FCC and media rivals’ chagrin, Comcast is poised EDITOR-IN-CHIEF to merge with NBC Universal in a $30 billion partnership that would marry the Jack O’Dwyer HOSPITALITY IS LOCATED IN THE SOUTH. Mworld’s largest cable and broadband provider to one of its biggest TV networks. [email protected] Time Warner unit Warner Brothers Entertainment is currently engaged in talks to acquire British TV production company Shed Media. Cablevision recently acquired cable provider ASSOCIATE PUBLISHER Bresnan for $1.3 billion. Rupert Murdoch’s News Corp. has bought the Skiff e-reader for $11 Kevin McCauley billion. As our “media merger summer” looms, a reasonable question could be: what will the [email protected] final content be like? The current state of corporate news reveals a unique hegemony: finely tuned on the research EDITOR Jon Gingerich and development end, the news has been retooled to meet marketing standards like any other [email protected] consumable product. Meanwhile, its content manages an exponential free fall in quality, embracing a biased editorialization of world events that shoots for visceral impact and prolif- SENIOR EDITOR erates an uninformed, one-sided worldview. The fact is, more people are watching the news Greg Hazley than ever, though it’s the last place you can turn to for reliable facts. [email protected] Glenn Beck, when not referring to healthcare reform as “reparations for slavery,” when not calling President Obama a “racist” because he won’t meet with BP executives (or a “socialist,” CONTRIBUTING EDITORS depending on his mood), loves to rile Tea Party constituents by claiming the Obama Fraser Seitel Administration is planning a shopping spree with our hard-earned tax dollars. In reality, Richard Goldstein Obama’s 25 separate tax cuts as part of the stimulus package have resulted in an average fam- Christine O’Dwyer ily of four now paying 4.6 percent of its income in Federal income taxes, the ADVERTISING SALES second lowest Federal tax rate in 50 years. John O’Dwyer Rush Limbaugh, when not claim- Advertising Sales Manager ing last winter’s snowstorms were a [email protected] “nail in the coffin” to global warm- Joshua Fierman ing (apparently he’s a scientist National Advertising Representative now), says the BP escrow account [email protected] “shakedown” is “straight out of the Communist Manifesto,” that Jack Fogarty Obama “looted” BP and even com- National Advertising Representative mitted an “abject violation of the U.S. [email protected] Constitution.” Par for the course, Sean Hannity recently claimed that Obama is “cutting troops’ pay” and “cutting back on the mili- O’Dwyer’s is published monthly for $60.00 tary spending now as we speak.” Which is funny, because he isn’t. a year ($7.00 for a single issue) by the Shortly after Scott Brown took Massachusetts’ Senate seat, Keith Oberman baselessly J.R. O’Dwyer Co., Inc., charged him as being an “irresponsible, homophobic, racist, reactionary, ex-nude model, 271 Madison Ave., New York, NY 10016. teabagging supporter of violence against women.” The sad fact is, it’s simply no longer accu- (212) 679-2471 Fax (212) 683-2750. rate to claim Fox News is the lone stenographer for party politics. They’re simply doing what all the networks now do: supplying a product that keeps their existing customers happy. © Copyright 2010 The news has undergone a branding revolution, positioned itself to reiterate the precon- J.R. O’Dwyer Co., Inc. ceived perceptions of its market segment. Taken to its logical extreme, the news becomes something akin to a Jorge Luis Borges story: it’s a world where everyone has a special chan- à la carte OTHER PUBLICATIONS & nel devoted to them, an informational parroting mechanism where content is catered SERVICES: to mirror our subjective, myopic worldviews. A slightly more realistic expectation of this trend is a news environment that simply appeals www.odwyerpr.com  breaking news, commentary, useful databases and more. It is no secret the South is known for a special blend of hospitality. to our drool-bibbed, fledgling attention spans. In order to take advantage of a coveted market segment and climbing ratings, MSNBC’s “The Rachel Maddow Show” has been the subject What you might not know is the nation’s leading hospitality Jack O’Dwyer’s Newsletter  An eight- of a noticeable format retooling, from a bona fide news program into an obvious aping of “The page weekly with general PR news, media and travel firm is located in the land of sweet tea and spanish Daily Show with Jon Stewart.” Does it bother you that news programs are now remodeling appointments and placement opportunities. themselves in the vein of a comedy show? moss. Representing hotels, resorts, travel brands and destinations, As the news business grows in market share, you can expect its focus to narrow. Besides the O’Dwyer’s Directory of PR Firms  has the/zimmerman/agency has made generating measurable listings of more than 1,850 PR firms through- fact that networks are using media to disseminate false views that influence their bottom line, results into another of those famous southern traditions. besides the fact that it’s morally reprehensible — beside the fact that it isn’t news —these prac- out the U.S. and abroad. tices have the power to wipe out political adversaries and destroy peoples’ lives, as Fox News proved by repeatedly airing a false, Orwellian montage on ACORN. The name of the game is O’Dwyer’s PR Buyer’s Guide  lists 1,000+ products and services for the PR industry in 54 simple: throw baseless charges out there until something sticks. Repeat a lie enough times and categories. maybe people will think it’s true, at least enough to increase ad revenues. You might just scare someone enough into taking action. Call it party pandering. Call it a tent revival. Call it com- jobs.odwyerpr.com  O’Dwyer’s online edy. News it ain’t.  job center has help wanted ads and hosts — Jon Gingerich resume postings. [email protected] / 850.668.2222 / zimmerman.com

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NATURALLY, THE FIRM BEST KNOWN FOR HOSPITALITY IS LOCATED IN THE SOUTH.

It is no secret the South is known for a special blend of hospitality. What you might not know is the nation’s leading hospitality and travel firm is located in the land of sweet tea and spanish moss. Representing hotels, resorts, travel brands and destinations, the/zimmerman/agency has made generating measurable results into another of those famous southern traditions.

[email protected] / 850.668.2222 / zimmerman.com JulyMagazine:Layout 1 6/24/10 1:17 PM Page 8

MEDIA NOTES Newswires fall victim to string of hoax press releases

The PRN release was disseminated A series of false news releases were dispatched from major around midnight on June 15 and carried the newswires during the same week in June, forcing the services headline “Obama Orders Full Investigation to enact tightened security measures and launching a federal of General Mills Supply Chain Following criminal investigation aimed at finding those responsible. Food Recalls.” GM spotted it and alerted PRN, which sent out a notice to disregard the dispatch. By Greg Hazley at least two other companies and a different GM noted that headlines and stories news release service occurred last week.” appeared briefly on Dow Jones Newswire, Pierce has claimed a total of three false WSJ.com and Fox Business News. t least two phony news releases hit news releases have hit newswires during Automated alerts further dispatched the major newswires during the same the same week. phony headlines as well as links. Aweek in mid June. BW said the fake Javelin release is now A Google search with the headline con- Cambridge, Massachusetts pharmaceuti- the subject of a federal criminal investiga- tinued to turn up copies of the fake release cal company Javelin Pharmaceuticals was tion related to stolen identity and fraud. The early the next afternoon, but it appeared to the latest victim. On June 18, a phony news company said in the wake of the incident have been removed around 1:30 p.m. release titled “US Supreme Court split — that it would no longer accept client releas- General Mills said it is investigating and rules in favor of Big Pharma,” was sent es submitted via email, effective immedi- law enforcement is involved. It vowed to over Business Wire and dispatched by an ately. prosecute the matter to the fullest extent of unidentified third party. It claimed a 5-4 CEO Cathy Baron Tamraz said the elim- the law. Perpetrators uncertain Supreme Court decision ruled Javelin’s ination of email was scheduled to be part of acute pain products had been lawfully pro- a planned security upgrade in August. The Minneapolis Star-Tribune on June duced and marketed. All releases must now be submitted via 18 said it received an email from the pur- Javelin officials later released a statement the company’s “BW Connect” platform, ported perpetrator of the General Mills claiming the release was false. which BW said has been operational since hoax. The person identified himself as Matt Rick Pierce, VP of Investor Relations for 1998 without any breaches or incidents. Reed and answered the same phone number Javelin, who was cited as the contact for the “Business Wire on rare occasions accept- that was given on the fake news release. fake release, said the company quickly saw ed e-mails as an accommodation to clients,” “It’s not to manipulate stock prices, but to the hoax release and notified Business said Tamraz. “Based on this weekend’s serve to discredit Obama,” Reed told the Wire, which issued a retraction the follow- events, we have put an immediate end to newspaper. “General Mills was not targeted ing morning at 7:45 a.m. The original fake this practice.” specifically for any particular reason. They release was issued at 11:19 p.m. the night BW transmits more than 250,000 press were just used as a vehicle for the press before. releases annually. release.” “Javelin has confirmed that Javelin’s “On Friday evening, June 18, Business PRN’s VP of corporate communications, electronic mail system was not used for the Wire transmitted a press release for Javelin Rachel Meranus, said in a statement to hoax and was not compromised,” said Pharmaceuticals that we have since learned O’Dwyer’s that the company issued a press Pierce. “Law enforcement authorities have was fraudulent,” said Neil Hershberg, release in the U.S. and the U.K. provided been contacted. Similar incidents involving Senior VP of Global Media at BW. “The from “someone purporting to be from General Mills, Inc.” News briefs release was not issued or authorized by Javelin Pharmaceuticals. This is a case of Meranus said upon learning from CNN DROPS AP CONTENT stolen identity and is being treated as a General Mills that the release was a hoax, criminal investigation.” PR Newswire issued a “kill” notice advis- CNN announced it will cease using materi- PR Newswire reports false GM probe ing media and databases to pull the press als from The Associated Press, favoring The fake BW dispatch came just days release immediately. instead to fill programming time with its own after a phony release was issued under “PR Newswire maintains stringent edito- news items. General Mills’ moniker through PR rial procedures and safeguards to protect “We will no longer use AP materials or Newswire, claiming that the Obama admin- against hoax releases, and it is an extreme- services,” said CNN Worldwide President Jim istration is investigating the food giant’s ly rare occurrence when a situation circum- Walton in a June 21 memo to CNN staff. supply chain. vents these procedures,” she said. “We take “Starting today, CNN newsgathering will be General Mills announced the news this situation — and any similar hoaxes that the primary source of all content for all of our release sent over PR Newswire to be a fake, our peers in the news distribution services platforms and services.” stating the apocryphal Obama administra- industry have to confront — very seriously. AP spokesman Paul Colford said the news tion probe of the company is false. We have reported the situation to the appro- agency had been “unable to reach agreement “We were the victim of a hoax,” said priate regulatory authorities and will coop- with CNN on its license to use our content.” Tom Forsythe, VP of Corporate erate in any investigation that may occur as AP is one of the world’s largest news agen- Communications for General Mills, in a a result of the hoax. Because this situation cies, used by more than 1,500 daily U.S. news- statement distributed via Business Wire. is pending potential investigation, we can- papers and operating 243 bureaus. “We found the false release and removed it not comment further at this time.” AP earnings fell 65-percent in 2009 to $8.8 within minutes, but even false information PR Newswire declined to comment million, a result of nationwide newspaper can still spread incredibly quickly on the beyond its original statement to O’Dwyer’s closings. Internet.” following the General Mills incident. 

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Travel PR sails into digital waters without much thought given to overall business objectives, cultural fit or strate- Like most industries in the last year, travel has taken it gy. Very often programs were created simply to revolve around the “it” social on the chin. Airlines cut capacity, hotel projects have media platform or tool of the moment: been put on ice, destination properties have seen double “we must have a Facebook page, we must be on Twitter.” It’s vital that social media digit declines and others have gone into foreclosure. plans are integrated into a broader strate- gic business plan. By Charles Mardiks travel demand is sending consumers back Power of traditional media to the skies, seas, roads and rails. While social and digital will continue to Traffic on U.S. airlines was up 2.4 per- play a pivotal role in travel PR, it should- ue to sweeping layoffs and corpo- cent in March to 62.4 million passengers, n’t be at the expense of traditional media. rate cost cutting, business travelers according to the U.S. Bureau of We must bring the romance and the magic Dhave been grounded and vacations Transportation Statistics. A rise in demand back to the travel story, and engage the postponed. of 3.6 percent outpaced a capacity reduc- powerful traditional media to tell these At the same time, we’ve seen a similar- tion of 0.5 percent; as a result, the average stories. ly shrinking media landscape. More than load factor rose 3.3 percentage points to With a shrinking pool of traditional 300 magazines closed in 2009 — titles 82.6 percent, the highest ever recorded for media, it’s now more important than ever like Travel + Leisure Golf, Gourmet, the month of March. The Air Transport to continue to cultivate relationships with Cookie, Modern Bride and Elegant Bride Association now expects airlines to post a editors, staff writers and freelancers and to name a few. Newspaper circulation global profit of $2.5 billion in 2010. to integrate traditional channels into digi- continues to drop, ad revenue is shrinking The U.S. hotel industry will end 2010 tal and social platforms. and the industry has experienced an with increases in two out of the three key As media channels compete for fewer unprecedented wave of layoffs, bankrupt- performance measurements, according to eyeballs, the blurring of what is social, cies and closings. At a recent meeting of Smith Travel Research. A 3.6 percent rise digital and traditional will continue. In travel journalists, a prominent travel edi- in occupancy to 56.7 percent is now antic- the end, it will be rich and engaging con- tor of a major metropolitan daily was ipated for the year, a 0.6 percent dip in tent that attracts consumers — no matter quoted as saying that only eight full-time room rate to $97.26, and a three percent what the channel. newspaper travel editors remain in the rise in revenue per available room to Meaningful measurements U.S. $55.13. A 5.7 percent lift in demand is In order for the content to be seen and Television viewership also continues to expected to outpace supply growth of two heard it must rise above the clutter. decline, as consumers spend more time percent. Creative, compelling concepts and stories with their computer or mobile devices. The U.S. Office of Travel & Tourism are the answer. Yet in a cost-cutting, last- No surprise that the social and digital Industries reports that travel expenditures minute, time-pressed environment, inno- space continues to flourish, thus requiring by international visitors within the U.S. vation, creativity and “wow” ideas often practitioners to keep pace with an ever rose 11 percent in March to $10.8 billion. take the back seat to the more mundane changing media landscape and news This marks the second consecutive and mediocre. It should be a priority to cycle. monthly spending increase as well as the return to an environment that inspires Last year most of us were faced with largest increase since August 2008. For innovative thinking that breaks through staff reductions and shrinking budgets. the first quarter of this year, spending by the sea of sameness and captures the Meanwhile, clients and CEOs continued visitors to the U.S. was up four percent to attention of media and consumers alike. to look to public relations to deliver mea- $31.8 billion. Cruise Lines International In the end it will be fresh thinking that sureable results — often without proper Association estimates 14.3 million pas- drives increased consumer awareness and resource allocation and planning. sengers will cruise this year, up 855,000 demand. Competitive pressures were at an all time or 6.4 percent over last year. The past year held everyone more high in the travel space as companies vied Looking forward accountable than ever. CEOs, CFOs and for their share of a shrinking pool of trav- With a brighter travel industry forecast, CMOs have increasingly been demanding elers. This often sent PR professionals now is the time to regain C-suite confi- ROI. This will not change. However, in into a reactionary mode of hardly being dence of a long-term strategic, brand- the past many of us have been trapped by able to plan for the month, yet alone six building PR approach that has lasting AVE and impressions. As we focus on months or a year. The name of the game impact. We must break down silos and more long-term planning, we need to also became last-minute, short-cut tactics and make sure that PR has a seat at the broad- work towards more evolved measurement constant change to respond to a highly er business table. In 2009 it was all about metrics that are properly funded and competitive environment. The year was jumping on the social media bandwagon demonstrate our contribution to advanc- characterized by “what have you done for and showing short-term gain. We must ing the broader business objectives. me today?” begin the process of returning to a more With a return to a longer-term, strategic Brightening travel horizons integrated approach that brings back approach that fosters creativity and is As we climb out of recession, increased structure and strategic focus to our pro- accountable, public relations will help the consumer confidence is propelling the grams. travel industry to continue down the road travel industry to move towards recovery. This past year, it was often the case that to recovery. No doubt it’s going to be a slow climb, but many social campaigns were rapidly cre- Charles Mardiks is Managing Director the statistics are promising and pent-up ated as a result of “presence pressure,” of MMG Mardiks in New York. 

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REPORT Orlando ‘Pow Wow’ showcased travel PR feast

By Carla Marie Rupp With the recent enactment of the Travel Promotion Act, Stephen Joyce, National Chair he 42nd annual U.S. Travel of the U.S. Travel Association Association’s International Pow and President and CEO of TWow, a five-day May conference Choice Hotels International, held in Orlando, Florida, proved to be a said, “We expect this to be the bonanza for media and PR pros specializ- dawn of a new generation in the ing in travel and tourism. promotion of the United States The premier international marketplace as one of the world’s premiere for U.S. travel, more than 5,000 people destinations.” from all over the world — a five percent The multi-faceted conference increase from last year — registered for was packed not only with busi- the Orlando Pow Wow, including 450 ness opportunities — by some journalists and more than 1,000 travel estimates over $3.5 billion in organizations and buyers from 70 coun- travel bookings to the U.S. — tries. but also with luncheon and lav- Pre-scheduled business appointments ish evening events (at Walt numbered more than 70,000. Journalists Disney’s Magic Kingdom, were able to mingle with communicators Universal Studios and as well as schedule appointments with PR SeaWorld Orlando). contacts, which proved successful for Almost as important as the many PR opportunities. official functions are the rela- “Pow Wow 2010 was an extremely tionships made or enhanced important event for us,” said Sam while walking and chatting on Cook, Owner and CEO of the vast showroom floor or at UncleSamsNewYork.com, an exhibitor events. at the event. “The Internet, coupled Press awarded, rewarded with the rise of online travel review At a barbeque luncheon fea- websites, has allowed niche tour com- turing country music and fash- panies to rise and gain popularity ion styles from Texas, writers across wide audiences of travelers networked with hotels and hos- looking for things to do. Our company pitality representatives the … speaks to the growing popularity of world over. Orlando, the host walking tours, pub crawls, fashion tours, city, invited reporters to an and nightclub tours that focus on the elaborate Press Brunch, with a social aspect of travel – I call it the ‘last chance to sample world class mile’ of tourism. I found journalists and cuisine and entertainment at magazines were very interested to cover a one of the area’s newest shop- company like mine that is trying to bring ping, dining and entertainment these niche tours to the mainstream trav- complexes, Pointe Orlando, on el trade across the United States.” Sunday, May 16, followed by a New generation for travel PR six-hour themed tour. Press conferences, a required event for Drawings were held, giving official media attending the Pow Wow, prizes (such as a complimenta- were held throughout the day on May 18. ry two-night stay at Mystic They started with a morning press confer- Dunes Resort & Golf Club or a ence from Universal Studios Hollywood, comp package at Kennedy and continued with events hosted by the Space Center for four including Transportation Security Administration, lunch with an astronaut and a the U.S. Travel Association, news from Close-up NASA Tour) and edu- 2011 Host City San Francisco CVB from cating the reporters on learning this year’s Host City, the Orlando/Orange more about the area and its County Convention & Visitors Bureau. attractions. The presence of the media provided Another jam-packed favorite plenty of PR networking opportunities media event was the Press for destinations and attractions. Hundreds Room sponsor Las Vegas members of the press to an Elvis Presley of PR professionals networked with inter- Convention & Visitors Authority’s spe- impersonator. national and U.S. freelance and staff jour- cial party for the media on Tuesday, May “We were happy to help the travel jour- nalists eager for story ideas for their pub- 18th. Jesse Davis, Senior Manager of lications and broadcast outlets. International PR for LVCVA, treated Continued on next page

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nalists and the all the public relations their lives easier and get the news out.” journalists attending Pow Wow through- people from the destinations at the It was nearly impossible for journalists out the next month. Orlando Pow Wow,” said Nick Wayland, to have a chat with all of the publicity and Ten international journalists and tour CEO and founder of TravMedia, which public relations spokespersons during the operators, each from a different country, powered the official Pow Wow online Media Marketplace, so TravMedia is participated in the Experience Natural pressroom. “The whole point is to make making the press releases available to the North Central Florida Post Pow Wow Fam tour. Stops included viewing wildlife from a boat in Wakulla State Park, touring the Florida Museum and the Stephen F. Foster Culture State Park, and ‘Flash selling’ rises in travel sector seeing butterflies released at the Butterfly By Carla Marie Rupp Rainforest. TripAdvisor came in as one of the At the Media Marketplace Reception, higher uses for travelers. Of about travel writers were recognized for out- one-half of the respondents on social standing writing, receiving awards and ore American travelers are networks in the study, the cash prizes. taking last-minute vaca- “Millennials” and “Xers” were the Denmark travel writer Carsten Mtions, waiting for deals to highest users of the networks. Anderson was recognized for penning the come in before they commit to a trip. Only one out of five with Internet article “Holiday with Speed at Miami,” They also appreciate “green travel,” access used smart phone apps to book published in Business Traveler Denmark, but most are not interested if it entails travel, but “we expect this to grow,” about being a passenger in a professional spending extra money. said Yesawich. racecar at a Miami track. Ypartnership CEO Peter Yesawich Jim Taylor, Vice Chairman of the “I was picked because they could feel said during a June 8 webinar that these Harrison Group, described the four the ‘speed’ and atmosphere in my writing, are just a few of the results from the “tribes” of leisure travelers that he and I think. I’m glad they thought it was the 2010 Portrait of American Travelers Yesawich called the “Sensationales,” best story from Miami,” said Anderson. Study Highlights, a study conducted the “Familias,” the “Touristas,” and Silvio Cioffi, from São Paulo, Brazil, by Ypartnership and the Harrison the “Extraordinaires.” was another winning journalist this year. Group. The first consists of more male He won $1,000 cash prize for his first “Flash-selling is a phenomenon, adventurers, spending approximately article “Alaca,” detailing a recent trip to with three out of 10 travel buyers tak- $60 billion, and with the second, Alaska. The article appeared in Brazil’s ing advantage of a last-minute trip,” mostly females led in the planning, largest newspaper, Folha de S. Paulo. said Yesawich. That would mean a trip spending about $43 billion. The third “I’m very happy that they liked it, and of less than eight days away. group, “Touristas,” is a bit older, that I won for this,” said Cioffi. He also said the study showed 27% male-led on average, with a love of the Journalists came from as far away as of respondents took at least one last- outdoors. The fourth group, spending Mexico, Russia and Denmark.  minute trip last year. some $52.5 billion, viewed travel “It’s all about ‘the deal’ for many related to the arts as more important travelers in America,” said Yesawich. and was predominantly female. PR services briefs The study revealed that a higher Taylor said the demand for leisure OPUS CRUISES BIGBUZZ percentage of respondents found cred- travel should grow modestly in the ibility in recommendations from fami- year ahead, led by the “affluents.” New York digital agency BigBuzz recently ly and friends (81%), considerably Both Yesawich and Taylor agreed unveiled Long Island’s Opus Casino Cruise higher than credibility from media that Boomers have “the most to lose” Line. coverage (46%) on travel. The figure in the economy. “It will be strikingly Operating with daytime and evening cruises for travel guides is 57% and for blogs more difficult for the 58-plus age out of International waters off the south shore 33%. group,” Taylor said. of Long Island, Opus Casino Cruise Line sets Eight out of 10 travel consumers say But “the deal” will be important to sail this summer, offering upscale dining, they are environmentally conscious. everyone, they said. “It’s amazing entertainment, and a full-service casino. But only 16% reported they would pay how price becomes the great leveler,” BigBuzz, the cruise line’s AOR, is in charge of more money. “They would not pay a said Yesawich. “Online, people can handling all collateral materials for Opus premium even if they felt a sense of search by what budget they want to Casino Cruise Line. BigBuzz’s current outreach responsibility,” said Yesawich. spend on their vacation.” efforts will include print ads, outdoor, Internet About two-thirds of those polled The study showed that important advertising, and television and radio commer- said they use the Internet, and 46% use life events would continue to play a cials. social media. Ninety percent of those part in vacation plans. Sixty-five per- The digital agency recenty unveiled the tag users are on Facebook. But did they cent of those in the study said they line "It's all on the water." A surrounding cam- use Facebook material on travel to would take a vacation in the next year paign, which was created over a period of six make decisions on travel destinations? to celebrate a life event, such as a months, also included the development and Only six percent of respondents in the birthday divisible by five, or an design of Opus Casino Cruise Line’s website study said Facebook was important to anniversary. along with the system that will power the site them in their travel plans. Family reunions are growing, as and interact with the ticketing system, a social Facebook/Twitter social media use well. “It’s a big bundle market for the media marketing program, and a customer was 19% and YouTube was 14%. future,” said Yesawich.  retention program.

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FEATURE Travel perception management, rain or shine

By Carrie Zimmerman of the Coast” highlighting the area’s rich heritage tourism. Beyond a major co-brand n the world of fusion marketing, the lines with the History Channel and between advertising, digital communica- exposure from “Good Itions, social media and public relations Morning America,” “CBS have blurred. Now that Facebook is the News” and CNN to USA most visited site on the Internet — finally Today, the campaign was surpassing Google — we’re in the midst of maximized with a YouTube an entirely new game. The question contest component. The mil- becomes: how do PR practitioners meet the lions of impressions generat- challenge of increasing business for a desti- ed increased the destination’s nation, resort or hotel in today’s difficult bed tax collections by 10 per- times, against oil spills and economic pres- cent. Equally creative cam- sures, to achieve results utilizing fluidity, paigns were developed for strategic plans, smart partnerships and The Ritz-Carlton Destination make a client desirable to the media and Club. ultimately consumers? Smart partners With the recent oil spill in the Gulf of Negotiating strategic Mexico potentially affecting all Florida alliances is another essential clients, our agency has been forced to act component activated by the quickly, establishing minute-by-minute proprietary WOW! planning plans to ensure that correct information is process of The Zimmerman being communicated through all vehicles. Agency capitalizing on co- Top: The Zimmerman Agency hosts The Weather Channel for To overcome perceptions that the oil spill brands to increase exposure at a live broadcast for the Emerald Coast client. Bottom: A had affected all Florida beaches leading Zimmerman Agency representative at Cancun client, Le little to no cost. For LaPlaya Blanc Spa Resort, for Style Network wedding special. into Memorial Day weekend and the kick- Beach and Golf Resort in off of the important summer travel season, Naples, Fla., the Z-team for Florida’s Emerald Coast — the Destin secured a $500,000 partner- where the resort will be featured as a “per- area along Northwest Florida’s Gulf coast ship with Lilly Pulitzer for the launches of fect hideaway” not only in an upcoming — the agency’s crisis response team the new collection, “Escape to the Water’s novel, but also in a special back-of-the- secured the “Today Show Weekend Edge” and the Lilly Loves Green marketing book promotional page in more than Edition” with Kerry Sanders live from the platform, taking strides to improve environ- 500,000 copies distributed with in-store beaches of Destin, reaching five million mental practices and supporting charities collateral in Amazon.com, Borders, Barnes viewers, live cut-ins also aired on MSNBC that do the same. A natural collaboration of and Noble and more. reaching another 300,000 nationally and a two iconic resort brands, a percentage of Maximize broadcast features package aired on “NBC Nightly News”. promotional proceeds are benefiting The If a picture is worth 1,000 words, then The message of “Our Coast is Clear” show- Conservancy of Southwest Florida for Sea broadcast features are priceless. At Le cased the sugary white shores and kept can- Turtle Protection. The LaPlaya high-end Blanc Spa Resort in Cancun, the cellations to a minimum. trip getaway was communicated through Zimmerman Agency recently coordinated Establish emotional platforms multi-channels including a targeted e-blast the filming of an on-site destination wed- Grabbing emotion over function is para- to 100,000 loyal Lilly customers, signage in ding special resulting in an one-hour show mount for readers, viewers and listeners. 100 stores, Facebook, Twitter, blogs and a on Style Network airing late 2010 and The economy is counter intuitively causing catalogue mailed to three million con- reaching an international audience of 37 major brands to reach up for emotional sumers nationwide. million. Total media value is $100,000 brand stories to not only show people what Stretching marketing dollars further and establishing Le Blanc in the consideration they’re buying, but also who they’re buying promoting Reunion Resort in Orlando as set of future brides. from. Destinations, resorts and hotels are no the ideal summer destination, the agency Public relations goals don’t stop with cre- different. During continued economic partnered with Cooking Light and Nature’s ating a difference. The exciting twist to downturn, PR pros counsel clients not to be Own, a leading national bread brand, on the travel and tourism public relations story- tempted to play the rate game, but to re- “Ultimate Family Reunion Sweepstakes.” lines now is to act fast staying on top of examine the “value” equation instead Amazingly, the integrated campaign result- ever-changing trends, be focused applying because price is not the only factor in estab- ed in in-store POP and events in 2,500 retail smart solutions and be fearless with tech- lishing brand loyalty. Lowering rates can be grocery outlets across the country, product nology advantages, including social media detrimental to the brand image and impos- placement on 50 million bread bags, highly and search engine activation, to find new sible to gain back when the economy trafficked microsite views and promotional ways to communicate messages, get ink bounces back. pages in the Wall Street Journal and New and put clients on top. As more clients are Developing an emotional bond is sup- York Times — all without spending a dime. experiencing, when “the going gets tough,” ported by American’s return to “authentici- For the exclusive Casa de Campo in the the tough turn to the power of PR. ty.” For the Outer Banks of North Carolina, Dominican Republic, the agency negotiat- Carrie Zimmerman is President of The our agency ideated “Crystal Coast Ghosts ed a $1 million HarperCollins promotion, Zimmerman Agency in Tallahassee. 

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What does it mean to be a digital agency? Back in the pre-“Mad Men” days, we had art directors and copywriters who created most of our advertising. The copywriter would come up with a big idea and a tag line, and the art director would create a few executions. Of course, revisions would always be made. It was more of a “handoff” between the copywriter and the art director, not a collaboration. By Kevin Kelly ple to integrate brands into their lives. has the attributes of “traditional” media Nike+ may be one of the most innova- like reach and frequency, but becomes an tive and definitive digital platforms ever example of owned media at a fraction of ver 50 years ago, an agency called created. Nike+ is many things, but at its the costs associated with traditional media, Doyle Dane Bernbach discovered a core it’s a huge online interactive commu- but with similar reach. Obetter way to create ads, putting the nity. Through a chip in your sneaker (or You also benefit from the “earned- art director and the copywriter into the “less cool” manual means), you record media” (free “media” from favorable pub- same room to generate a truly “big idea.” your route, distance, “power boost” song, licity) from your community’s sharing No more handoffs. Instead, a collabora- and other attributes of your run to your with others in their consumer circles and tive effort between the two. Thus, the cre- iPod. You later dock it when you get becoming brand evangelists, bringing in ative revolution was born. home, and upload this information to the new members to your brand platform and Some 50 years later, it seems we have Nike+ Website. Your distance becomes community. come a long way … haven’t we? part of the mass community’s total-miles- Many marketing challenges are simply Websites, iPhone apps, and online run, you can share tips, running routes, becoming impervious to the old tradition- strategies are typically created as handoffs and fitness ideas with your online commu- al method of pumping out messaging from an existing ad campaign. We ask our nity and possibly begin a friendly compe- through the media. The digital platform brilliant digital talent (technicians, web tition with rivals. This platform enables offers a new approach and is brought forth designers, and programmers) to just “do users to integrate the brand into their lives by truly digital agencies. Working with a the next thing” with it. In this model, the on a continual basis. digital, or truly integrated, agency can big idea was already in place: a campaign The other wonderful thing is that there offer you greater resources and an has been running, and media have been is an instance of “owned media,” like a TV increased ROI for your marketing dollars. bought, but where were the tech geeks show where millions of Nike+ runners per Kevin Kelly is Founder and CEO of (and I say that most affectionately) when month check in on an average of three BigBuzz Communications, and host of the we were generating the big idea? times per week (better than a TV show). It “Buzz Bubble” video podcast.  Today, the smart integrated agencies, better known as the “Digital Agencies,” are seeing a similar revolution — a digital revolution of sorts. These digital agencies are bringing their technology gurus into the beginning of the process and putting them into the room with the copywriters and the art directors. A great idea can come from anywhere, and by including techni- cal minds in the process, we’re working with a much larger pool of possibilities. Since its inception in 1987, Evins Communications has received We still believe in the value of a “true consistent acclaim for innovative branding, marketing, insight” and the big idea (GE’s “We Bring communications and public relations in the luxury travel and Good Things To Life” or Nike’s “Just Do hospitality sector.

It”). However, digital agencies are produc- © ing ideas with a different method, and as a Our multi-disciplinary, Story-telling Paradigm is based upon the result are creating more innovative and premise that “Consumer Adoption” is far more powerful and effective work. Digital agencies have the enduring than “Consumer Incursion.” resources and the wherewithal to create a platform that people will integrate into Whether leveraging social or traditional media, strategic their lives, not just a campaign that will partnerships or viral marketing, Evins catalyzes and harnesses reach/touch the public through various the power of conversation rather than simple promotion to break media. This is the difference between the through the competitive clutter in the marketplace. big idea and a great digital platform. Digital agencies can work from a new Call 212-688-8200 or email [email protected] to learn more. dimension of building platforms. The www.evins.com interaction between the consumer and the brand now truly becomes interactive and bidirectional. Campaigns reach people through various media, but unless it’s a Sole recipient of International Star Diamond Award for excellence in branding, direct-response campaign, it may not elic- marketing and public relations in luxury travel and hospitality and related industries. it any action. Digital platforms cause peo-

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FEATURE When disaster strikes: tourism goes into crisis mode By Lou Rena Hammond wrench into the PR plan. Travelers immediate- fter several difficult years, the ly became reticent about social activation airline industry is finally poised booking vacations in the Ato turn the corner. Just keeping area, and our firm an airline afloat was hard enough: immediately found building and launching an entirely new itself in crisis mode. airport in today’s economy is practical- Taking control ly unheard of. To reiterate the mes- Politics aside and fingers crossed, all sage that the Gulf oil signs showed the economy to be recov- spill has not impacted ering from the financial crisis quicker area beaches, we enlisted than anticipated. After dropping 15 per- Dan Rowe, the President cent in 2009, International Air and CEO of Panama City Panama City business and government leaders held a ribbon cut- Transport Association now forecasts Beach Convention & ting ceremony in May to commemorate the opening of Northwest the industry should yield a profit in Visitors Bureau, as the Florida Beaches International Airport, the first new airport to 2010, with air traffic expected to grow best resource on the con- open since 9/11. The airport faced a communications setback in the wake of April’s Deepwater Horizon oil spill disaster. by seven percent in 2010, according to dition of area beaches the IATA. and the impact of the socialstorytelling That’s the good news. However, spill on tourism. Maintaining transparency when committing to open its new, state- Rowe became the defacto spokesman Panama City Beach’s social media team of-the-art Northwest Florida Beaches of the region and immediately endeared continued to post daily images of clean International Airport in May, Panama the agency to nationwide media. Panama beaches through its social media channels City Beach, on Florida’s northwest City Beach also participated in a nation- and provided access to live cameras on its coast, never could have imagined that al satellite media tour, with B-roll depict- website. the previous month would set the stage ing clean, white-sand beaches as well as The destination also launched a digital for the worst oil spill in American his- the new airport. This dual messaging was billboard campaign in target markets to tory. of particular importance as the June-to- showcase daily photos of oil-free beaches. The Gulf Coast destination is a fun August season is when the destination LH&A utilized this strategy to communi- and affordable beach community popu- typically generates about half of its annu- cate how Panama City Beach is being open lar with families, couples and groups, al tourism revenue. and transparent during this challenging known for its sugar-white beaches and To dovetail LH&A efforts with the time. CNN and Fox Business interviewed crystal-clear emerald waters. Lou CVB’s Real.Fun.Beach. marketing cam- Rowe and ran segments focusing on adver- Hammond & Associates was hired in paign, the agency invited consumer and tising efforts. October to promote Panama City trade media to experience Panama City Panama City Beach continues to up the socialnetworking Beach. The Panama City Beach Beach first-hand. Individual media visits ante to create awareness and excitement for Convention & Visitors Bureau had and a group press trip were designed to the destination during the oil spill crisis. tasked LH&A to complement its showcase the area’s affordable accom- Working with its destination members, Real.Fun.Beach. marketing initiative, modations, dining options, myriad of Panama City Beach wisely developed a to help generate year-round bookings water sports and fun entertainment Real.Fun.Guarantee (a vacation assurance and to make way for its state-of-the-art options. plan offering consumers a resort credit if international airport. To build pre-opening awareness for the the oil spill impacted their vacation) which The new airport — which celebrated airport and introduction of Southwest LH&A, in turn, released to the media. its opening on May 23 — was slated to Airlines to the marketplace, LH&A host- While premature to compare revenues make the Gulf Coast destination acces- ed a media event in New York and from summer 2009 to summer 2010, the sible to even more vacationers. The arranged broadcast interviews with top image of Panama City Beach continues to first airport built from the ground up national business media. Additionally, a be portrayed positively by the media. since 9/11, the impressive facility was series of media missions were orchestrat- Agency efforts have generated strong designed with the latest safety bells and ed to non-stop gateway markets, includ- results for the destination. Within 60 days whistles as prescribed by the TSA and ing Houston, Nashville, Orlando, LH&A reached more than 97 million peo- Office of Homeland Security. It is also Baltimore as well as Atlanta, serviced by ple, equating an approximate ad value in rfrelate@ruderfi nn.com a green facility, and its operators are Delta Airlines. excess of $7 million. currently pursuing LEED certification. Simultaneously, airport opening plans It’s never a simple task to publicize the On April 20 however, the Deepwater continued at full speed, which included a opening of an airport, but doing so in turbu- Horizon oil rig exploded in the Gulf of ribbon-cutting ceremony with Florida’s lent times adds a layer of drama and com- Mexico, killing 11 and creating an oil Governor, Charlie Crist and Senator Bill plexity. When handed lemons, it’s the savvy spill that gushed unprecedented Nelson, open-house party for Panama PR practitioner that can serve up a refresh- amounts of oil into the Gulf and onto City Beach residents, gala fundraising ing glass of lemonade. miles of U.S. coastline. Needless to say, event and escorted tours for credentialed Lou Rena Hammond is Chairman and The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com the offshore oil spill threw a proverbial media. Founder of Lou Hammond & Associates. 

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socialactivation

socialstorytelling

socialnetworking

rfrelate@ruderfi nn.com

The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com JulyMagazine:Layout 1 6/24/10 1:18 PM Page 16

FEATURE Positive thinking and public relations: a working primer

By Ronn Torossian the office and ask: “Did Coca Cola call 1) The power of imagination. It is already?” He did this every single taken for granted, not fully utilized and morning. Until they actually called. seldom used to leverage your profes- Coincidence? You may think so, but sional direction. he notion of ‘positive thinking’ is in this business, I can testify: positive The truth in contrast is, imagination almost always associated with thinking integrated into our lives can is the first and furthest envisioning of Tthe self-help section of your local make a difference. where you want to be. It could be pic- Barnes & Noble. Truth is, it’s much Here are five suggestions that, in my turing yourself with a new client, pic- more practical than you might think. experience, has made me confident on turing your new office, imagining a It’s said that during the early days of how the practice of positive thinking media coverage piece on recent major founding the legendary Ogilvy ad can get you where you want to be, both achievements of yours. Anything you agency, Sir David Ogilvy would go into in business and in life. picture on a daily basis consistently can materialize physically. 2) Act as if you already possess what you want. Sometimes we hold back on actions or emotions just because we “aren’t there yet.” A simple tip: Pretend you are there and you’ll find yourself happier, and more ful- filled with what you are currently doing. 3) Don’t listen to your inner skep- tic. People are often skeptical of their abilities, and great PR people (and gen- erally business people) recognize that passion is key. It is crucial not only to be passionate about your own job, but about the brand, firm, or personality you’re representing. Your positive pas- sion for a product can radiate far, and will be genuinely reflected in your media pitches, releases and placements. 4) What you give out is what comes back. You claim you can’t do some- thing? It’s certainly harder if you don’t try. Express positive outcomes regard- ing ideas, initiatives and efforts. Don’t look for why it wouldn’t work. It is well reflected in the methods of profes- sional brainstorming. You do not rule out anything that is brought up. Apply it to something in your life. 5) Communicate. Yes, it’s a funny tip to offer communicators and public relations practitioners but it’s easily forgotten and is being deserted. Pitching the media? Connect over the phone. Following up? Give them a call! When we express ourselves verbally (and positively) we attract better results. Less space for gaps in mutual understanding, and better personal rela- tionships. Five basic tips for the Public Relations practitioner and beginning positive-thinkers, that if applied daily can be life changing. Ronn Torossian is President and CEO of 5WPR in New York. 

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Caution urged on social media By Jack O’Dwyer He sold it to Ipsos SA in 2000 and in 2004 became CEO of VC, founded by his son Andrew. The company special- izes in online opinion panels. ngus Reid, a researcher and blue Gilfeather urges “reality connection” chip counselor, urged companies to Researcher John Gilfeather, who has Abe cautious when using social been consulting with VC on the new pro- media, saying his research shows that most gram, said, “It is important to dispel the Researcher John Gilfeather with Angus Reid (left) at the June 16 New York press conference. still form their opinions from what they see myth that reputation can be captured in a Photo by Jack O’Dwyer in traditional media. simple index number. Reid, who heads Angus Reid Public “Reputation needs to be better con- will be based on 1,000 Americans. Opinion, a division of Vision Critical, noted nected to market and business realities. Five ‘media personalities’ that while social media are popular, much There are stakeholder segments which are VC has come up with what it calls five of what is on that is not news and does not more important and influential and seg- “media personalities.” influence opinion as much as what is on ments that have less impact. These seg- “Media Maniacs” rarely pick up a news- normal channels. ments have different media consumption paper or magazine and get almost all their Reid and other members of his team patterns. ReputationPlus recognizes this information from social media, radio and addressed a press conference at the Bryant and can give corporations a specific insight TV. They tend to be more brand-conscious. Park Restaurant to introduce and guidance into managing reputation.” “Socialites” also rarely pick up a maga- ReputationPlus, described as “a diagnostic A benchmarking study has been complet- zine and are nearly indifferent to newspa- reputation measurement and management ed by VC and results are available so corpo- pers. They rely on the internet for news and approach that provides top companies with rations can gain a “deeper understanding of can also be found on social media. They’re a comparative view of their corporate repu- public perception across a variety of com- more interested in TV than radio. tation and guidance for gaining a reputation petitive sets.” “Broadcast Receivers” like all segments edge.” Companies taking part were evaluated by but are turning less to magazines and news- It will probe such negative issues as exec- 800 Americans drawn from the company’s papers. utive compensation, and “management’s online “Springboard America” panel. “Joe Watchers” never miss a favorite short term thinking, secrecy, greed and Demographic breakout included investors show and shun all media except TV and arrogance,” the press was told. ‘Danger’ in social media and active investors. online news. They don’t use social media. The U.S. census balanced sample includ- “Tuned-Outs” are “old school who most- Literature of Vision Critical says that ed those aged 21 and over. Future studies ly avoid the media except for favorites.”  social media is an “inexpensive and poten- tially explosive medium” that tempts adver- tisers with the possibility of “going viral,” but warns that leading brands may design “strictly for this effect” which could dam- age them. Social media “tends to represent the bleeding edge of humor, provocativeness, candidness or shock value — more so than HIPR, a boutique PR agency, offers unparalleled experience repre- a brand would usually project,” says Vision senting world-class lifestyle and hospitality brands. Recognized by top Critical. This “bleeding edge” may not be consis- travel clients for our insightful strategic approach, our expertise lies tent with the basic positioning of the prod- in dealing with today’s constantly changing media landscape. Our uct because that positioning “is earnest and methodical, creative, and forward-thinking solutions are designed to thought-through and not designed for cheap gags,” says VC. meet the challenges of executing successful media relations programs. This can “create confusion,” it adds. At HIPR, it’s not about new media versus traditional, but about assessing “You get noticed but you don’t communi- the right media program for each individual client. We are passionate cate anything valuable.” It further says that attention-getters have and curious. Everything we do is about making the most of any one of two things: “an infatuation with one- opportunity. MANHATTAN-BASED, GLOBALLY-MINDED. self (more about the advertiser than the product) or with the medium. Neither can P 212 255 6541 E [email protected] w hawkpr.com contribute much brand staying power.” Nike and Apple are cited as examples of Find us on Facebook and Twitter @hipr brands that “translate well across all chan- nels.” Reid has been in research more than 40 Hawkins International Public Relations years, heading the Angus Reid Group which became the largest research firm in Canada with revenues of $60 million.

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FEATURE How media handles an environmental disaster The travel industry is typically well equipped to anticipate and respond to any number of potential conditions. But who could have predicted that a volcanic eruption on April 14 would wreak continen- tal havoc, grounding more than 100,000 flights in and out of Europe? Similar to the aftermath of 9/11, when air traffic to and across the U.S. came to a virtual standstill, the ash plume from the Eyjafjallajökull Volcano eruption brought European travel to a halt and catapulted travel to front page news. By Linda Kundell For USTOA, we prepared a press release As the crisis continued, the media turned emphasizing that tour operators were its attention to how tour operators and assisting affected travelers by a variety of vacation packagers were handling the situ- s the volcano story died down, means: rebooking for future trips, offering ation. another environmental issue hit the credits for future travel, or refunding pay- When the effects of the volcanic ash Afront pages: the Gulf oil spill. A ments. cloud began to subside, reporters looked to number of Gulf travel and tourism authori- Releases were emailed to consumer, future scenarios, and whether the volcano ties have taken an aggressive media insurance and travel trade press, plus dis- had stimulated more interest in travel approach to combat the TV-fueled misper- tributed via wire service and posted to each insurance. Outlets such as USA Today, ception, reminding viewers that the entire client’s web site, prompting numerous smartmoney.com, and bankrate.com asked coast was not affected by the spill, media inquiries. Anticipating press ques- whether people would be covered for announcing they’re open for business, and tions, KC crafted message points for future eruptions, and whether the volcanic assuring media that USTOA tour operators UStiA’s president for use in media inter- situation would curtail summer travel to serving the area are fully committed to stay- views. Europe. ing the course for their 2010–2011 pro- Despite all the emphasis placed on social The other good news is that, despite the grams. media in the marketplace, we relied on tra- volumes of gloom and doom predicted The Wall Street Journal, Washington ditional methods of distribution. Reporters from the onset, the Eyjafjallajökull Post and AP have contacted us to determine showed a distinct preference for email and Volcano and the Deep Horizon oil spill whether travel insurance would apply to oil phone communication, both of which have not appeared to have affected most spills and how tour operators have been proved the most effective during the crisis. Americans’ summer travel plans. In fact, Keeping cool under pressure reacting to the situation. Kundell the travel business in general is up signif- Communications represents two travel- Regarding the Eyjafjallajökull Volcano, icantly, based on a USTOA poll of mem- related industry organizations: the United media inquiries peaked on April 20 and 21, ber companies we recently conducted. It States Tour Operators Association and the a week after the initial eruption. KC should be noted that the volcanic eruption US Travel Insurance Association. Both received a barrage of information requests even spawned heightened awareness of associations were faced with an unprece- from a range of outlets including the New travel insurance, with UStiA members dented event, and the need to communicate York Times, Wall Street Journal, Hartford reporting increased interest and inquiries. effectively with the press was critical to the Courant, KOMO Radio, Seattle Times, While the same overall percentage of image of tour operators and travel insurers. Detroit News, and trade publications such the U.S. population as 2009 is traveling In addition, providing assurance to the pub- as National Underwriters, Travel Agent, (60%), they’re going further abroad, and lic that travelers would be covered for can- Travel Pulse, and online media such as the “staycation” of yesteryear has lost its celled or delayed travel became a priority as cnn.com and Walletpop (aol.com). We luster. Ninety percent of USTOA member well as a promising public relations oppor- arranged interviews with UStiA’s presi- companies reported that business is up tunity. dent, and crafted responses to media since the beginning of the year, surpassing From reactive to proactive queries, sometimes with as little as an earlier predictions. International travel Responding on behalf of an entire indus- hour’s deadline. leads the way, with 96% of respondents try, rather than a single company, brought While we have received a steady number saying that business has increased an with it additional considerations and chal- of calls regarding the Deep Horizon oil average of 30% over last year lenges. spill, the volume of queries has been con- When a crisis hits, remember to avoid Our first step was to request client siderably lower than those related to the knee-jerk reactions and be prepared to approval to form consensus statements, by ash cloud. This may be because, while an wait out possible media opportunities until polling association members to determine ecological catastrophe and an economic you have the information you need. how they were responding to the crisis. disaster for affected coastal communities, Anticipate questions and answers, and pre- Until we had answers, we had to sit out a the oil slick’s impact on travelers as of this pare message points for your spokesper- couple of early media opportunities. writing has been fairly contained geo- son(s). Know what type of questions you Armed with poll results, we then pro- graphically. can answer, and know client policy on Types of media questions duced a press release for UStiA, announc- which types of questions are proprietary ing that most travel insurance companies Initial questions focused on the basics of information. Always honor reporter dead- were covering travelers under trip interrup- travel insurance coverage: what is travel line, offer 24/7 PR access, be sure to tion and delay benefits. The press release insurance, were claims being honored and respond promptly, and post relevant press also included a statement from the for how long a period were people covered? releases on the client web site as soon as Insurance Information Institute that had Reporters also wanted to know how travel possible. earlier reached out to us regarding UStiA’s insurance was assisting those affected by Linda Kundell is owner of Kundell response. the situation, as well as industry losses. Communications in New York. 

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Localizing, prioritizing your social media impact

By Heather Lutze way. If you’re going to take the time and Campaign 1, you could show ads for key- effort to keep your social media platforms words such as “cosmetic dentistry,” know- up-to-date and informational, then you ing that only consumers in the surrounding any small business owners think probably want your potential customers to areas would see them. For Campaign 2, you they need to dominate the world read them. The true power of social media could show ads for keywords such as “cos- Min order to be successful. More marketing is the ability to gain search metic dentistry Fairfield VA,” knowing that often then not, the real business opportuni- engine ranking by optimizing your plat- regardless of where that person is currently ties are right in your own backyard. forms, thereby getting found in the search located, they have a need for a dentist in For many small business owners, under- engines and getting traffic to your plat- Fairfield. standing the nuances of how to attract and forms. Local Business Center ads are a fantastic capture a local search audience and convert Chances are you’ve already done the way to gain additional, localized ranking in them into paying clients is a big challenge. hard work. You’re giving great information, the search engines. Local Business Center Fortunately, you can attract new cus- uploading videos and images, and giving gives you the opportunity to connect your tomers, stand out in your local market, customers a real value-add. Now you sim- local listings with your Google Adwords achieve a real competitive edge, increase ply need to pick one strategic keyword per account, meaning that when someone your web ranking and dominate web search post and do a little post optimization, and searches for your keyword in your local results by following a few simple steps. you’ll have search engine ranking. For each area, your listing will appear with an Get social blog, use a keyword tool, find a keyword address and phone number under the stan- Social media marketing is an excellent with good search volume, and simply add it dard ad text. tool in an Internet marketer’s toolkit. It into your post title and throughout the con- Local Business Center ads can be opti- gives you a great opportunity to demon- tent. mized. For example, if one of your local strate how your company is different, and it The trick is using a keyword tool to local- listings is titled “Fairfield Dentist,” you gives a real voice to your online presence. ize posts. You probably won’t see the tools could label it “Fairfield Dentist, Cosmetic Many businesses that do some social media diving in deep enough to get search volume Dentistry” and gain ranking for someone marketing do a good job of helping con- for Fairfield, Virginia, or for any town for searching for cosmetic dentistry in sumers find their social media platforms off that matter. However, what works for Fairfield. By using a keyword tool and the main website. And, for the most part, Americans, works for “Fairfieldians.” This including your keyword in the local listing, they do keep their accounts updated with means if there is great search volume under small businesses can take full advantage of relevant, high-value information. However, “Cosmetic Dentistry,” for example, there’s a local Internet Marketing approach. in order to really harness the potential of probably good search volume under Target appropriately these platforms, you need to make a few “Cosmetic Dentistry, Fairfield VA.” Think Get the right local domain for the right changes with a localized spin that will go a global, but act local with your keywords. audience. As much as we are targeting local long way for search engine marketing. Get local keywords and local listings, there is a fine Your blog is the most important social When it comes to marketing on the line between local and too local. For exam- media element your company can create. Internet, the sky is truly the limit for really ple, some businesses put their phone num- As such, it needs to be a part of your main narrowing in and getting in front of your tar- ber or address (or part of it) in their domain web site and it must support your brand. get audience. Local searching is no excep- name. Whereas an address and/or phone Just having a blog doesn’t cut it; in fact, you tion. Here are a few tricks of the trade that number is certainly local, it is just a bit too can have the most informational, well- can help you dominate local search results. local. Searchers definitely identify with organized blog in the world, but if it isn’t an Use Geo-Targeting carefully. Many local localized keywords; however, typically they integrated part of your web site, it’s useless. businesses that do Pay Per Click advertising don’t search down to the street number or Unfortunately, most businesses have a use Geo-Targeted criteria, which means phone number level until they are looking blog that acts like its own website, one that your PPC ad will only show if the searcher for directions or a specific provider. remains separate from the company’s prin- has a local IP address in the geographic area Therefore, get a web site address that is ciple online identity. The blog often gets you’ve defined. The biggest gap in running local-keyword rich. A small change in your more traffic and better web rankings than only a geo-targeted by IP address campaign web address can make a very big change in the main site, and as such, gets all the cred- is that people who are not physically located your search engine Findability. it for the business owner’s well thought-out, in your area when searching won’t see your You can truly dominate your local market. regular posts, while the web site gets none. ads. So, if someone lives around the corner By utilizing the strategies covered, you can Ideally, you want your web site to get but happen to be across the country visiting up your game on the local competitors. everything. The goal is not for consumers to family and using their computer to find Ideally, you want to be the only provider in read your blog; it’s for them to read your some local businesses to call when they’re town as far as the search engines are con- blog, and then visit your site and take back in town, your PPC ads won’t show. cerned. action. For this reason, Geo-Targeted Pay Per With so many people going online to get Port your blog directly into your main Click accounts need to have two cam- their local needs met, this is one area of your web site. Ideally, users will see the same paigns. Campaign 1 is the localized cam- web marketing campaign you can’t afford to header and footer as the main website, mak- paign that only shows ads to consumers in overlook. ing it very easy for them to jump from a your area, and Campaign 2 is a state-wide Heather Lutze is CEO of The Findability blog post to a relevant section on your web- or national campaign with keywords that Group and is the author of, “The Findability site. have local modifiers. Using our cosmetic Formula: The Easy, Non-Technical A little keyword research goes a long dentistry example from earlier, in Approach To Search Engine Marketing. 

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FEATURE As travel rebounds, an industry remains cautious ic conditions continue to stabilize. It’s a bittersweet victory for communicators with clients in In Asia, travel demand increased 10% the travel and tourism sector. The leisure industry’s slow, during the first quarter of 2010, according certain road to economic recovery has been wrought with to the Pacific Asia Travel Association. historic calamities accompanied by just the sort of damning International visitor arrivals to South Asia alone grew 17% in the first quarter from the images that deter travel: from the largest oil spill in U.S. history year before, and visi- to a volcano that managed to ground an entire continent of air tors to Australia and travel, resulting in a 52% decrease in European flights for the New Zealand increased by 6%. month of April. International arrivals to the entire Pacific an average increase of business by at least By Jon Gingerich region grew 6% dur- 30% over last year. ing the first quarter, These trends seem to be consistent and collectively Asia mazingly — and with almost com- everywhere. The Caribbean Tourism is expected to experi- plete universality — destinations Organization reported a 6.5% growth in ence a 10% growth Aand travel associations are still U.S. tourist entries during the first quarter Ágnes Huff, in travel this year. President & CEO of reporting higher occupancy rates and more of 2010 alone, as well as a 4.5% reported Compare this to Ágnes Huff advanced bookings this year than in 2009. growth in aggregate tourist arrivals so far last year, when some Communications Communicators are now left to proceed this year. international travel with fingers crossed, hoping for the best yet The European Travel Commission sectors experienced trained to expect the worst. claims that continental arrivals increased declines of nearly If numbers alone are any indication, by 7% during the first two months of 2010. 15% and many PR business has picked up significantly for Of the 77 European destinations reporting firms experienced travel companies compared to last year. data, 60 showed travel numbers considered double-digit drops in According to a recent U.S. Tour Operators “positive” by the Commission and 24 post- tourism client busi- Association study, domestic vacations are ed double-digit growth. Visits to European ness. If the economy up an average of 33% this year, and 96% of destinations are expected to grow by 2.4% and current crop of travel companies polled said they’ve seen this year and nearly 4% in 2011 as econom- new travel marketing messages are any Larry Meltzer, indication, we’re not Agency Principle & out of the clear yet, Creative Director but there’s nowhere of MM2 to go but up. “The rates are still down about 20% com- pared to 2008 levels” said Lisa Ross, President of rbb Public Relations, “The length of stay has shortened, the rates are still decreased and spending is still down overall, but because 2009 dipped so hard, by comparison 2010 is showing that occu- pancy is coming back.” One theme that remained consistent in the communications industry last year was the idea of value: PR pros were pushing travel clients to slash prices and pile on as many financial incentives and extra ameni- ties as they could manage. Communications experts told O’Dwyer’s the value angle still exists this year, though it has taken a muted presence, with messages that instead imply total value and quality, and packages that offer onsite credits instead of simply saving a buck. “Travel is a discretionary item, and what we found last year was people were staying home. Our campaigns involved getting peo- ple out as much as we could, and to do that we were driving travel with deals,” said Continued on next page

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Larry Meltzer, Agency Principle and collapsed budgets of yesteryear, particu- A crop of new messages have become a Creative Director of MM2 Public Relations. larly because they remain more economi- focal point for many travel campaigns, “This year people want to travel more, cally flexible on client prices than ad themes that take their origins in 2007 and they’re looking for value and experience agencies or large PR shops. 2008 but ultimately fell by the wayside more than just ‘the deal.’ Last year was all “Speaking as a single practitioner, I see when economic necessity became travel’s about getting people off the couch, this year a great deal of opportunity for people like call-to-arms. Notions of travel as therapy, it’s all about connecting with them.” myself, simply because our overhead is ideas of “indulgence,” “refreshing your- “I’m still seeing value. Clients aren’t low and we can offer our services at an self” and “rejuvenation” have taken the exactly slashing prices, but I think it’s one of affordable price,” said Bendel. “In my front line as leisure’s raison d’être. those things we’ll be living with for a long business, I haven’t even gone out and “It’s about protecting the brand at a time,” said Peggy proactively looked for business, it’s all higher level. Value has a different mean- Bendel, President of come from referrals.” ing depending on who you are and who Bendel Comms. “Smaller firms have a bit more leeway,” you’re talking to. It’s all about experience, International. “Since agreed Meltzer. “On the consumer side, and if the traveler feels they’re getting we’re just coming out smaller firms play better in that space. more for less,” said Meltzer. “No matter of this, now that peo- Typically, we tend to be more price con- what the economy is like, people want to ples’ jobs are looking scious.” travel.”  secure and their 401ks are looking better, you’ll see that Peggy Bendel, people are traveling President of Bendel again and operators Communications are getting more International advanced bookings. You don’t want to be overly confident, but things are going rea- sonably well.” Ágnes Huff, CEO of Ágnes Huff Comms. PROTECTING PROPELLING Group in Los & Angeles, said this is INTERESTS BUSINESS the time when value needs get smart. PR >> The goal of any business Lisa Ross, President pros should nimbly of rbb Public suggest value, while is to stay ahead of the competition... Relations working with mes- sages that compli- ment the market’s recovery. Understanding your client’s prod- uct is paramount: simply putting every trav- el campaign you have in the bargain bin to DAVIS & GILBERT HAS THE NATION’S PREMIER PUBLIC RELATIONS LAW rake in visitors simply won’t do. PRACTICE AND PROVIDES A COMPREHENSIVE RANGE OF SERVICES: “The budget messages are continuing. You still want to get the best deal at the Advertising, Marketing & Promotions Labor & Employment best price and the best result, but PR agen- Benefits & Compensation Litigation cies are really being held accountable for the campaigns they suggest, because Corporate Private Client Services clients also want to know they’re getting Entertainment, Media & Publishing Real Estate value,” she said. “At the same time, we’re Insolvency Solutions Tax also demanding more from our clients. If & Creditor’s Rights Technology, Digital Media you want us to execute a successful cam- Intellectual Property & Privacy paign it has to be a cooperative effort.” What hurt many communicators partic- ularly last year was the practice of clients slashing their PR budgets and internaliz- ing their creative campaign work. This If you would like information, please contact: drastically changed the dynamics and Practice Chair Michael C. Lasky, 212.468.4849, [email protected]. focus of many PR campaigns, and now that budgets have rebounded many com- municators believe clients are eager to 1740 Broadway, New York, NY 10019 212.468.4800 www.dglaw.com begin hiring agencies anew for their spe- cial projects. It’s believed by many that smaller PR firms fare the best chance of experiencing a speedy recovery from the

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Profiles

O’Dwyer’s Guide to: TRAVEL & TOURISM

7.10 COMMUNICATIONS

news climate, addressing and We’ve created award-winning improving reputation issues, and solutions to marketing challenges, changing environmental, business led teams of top marketers, handled and marketplace needs to capture crises of startling proportions, media attention and demonstrate escorted press trips, planned special client superiority and differentials. events and promotions, solved The firm’s airline concentration thorny problems, spoken at confer- includes clients such as British ences and trade shows around the Airways, Qantas Airways, Qatar world, written articles and books — Airways, Bahamasair and World and had an exciting and fulfilling Travel Indochina, one of the world’s leading Asia travel experts, spe- Airways, which have achieved top- time doing so. cializes in creating innovative Small Group Journeys so travelers expe- of-mind awareness and share of We also enjoy working in part- rience the ‘real Asia,’ escaping tourism traps to offer only unique itiner- voice for their brands through the nership with other firms to tackle aries so travelers can meet the people, experience the culture and firm’s commitment to partnership special assignments that might dis- savor the cuisine. Ágnes Huff Communications Group works closely and passion for measurable results. rupt ongoing client services, from with targeted media to facilitate top line brand awareness for its clients AHCG is a founding member of crisis communications to special resulting in increased sales amidst an evolving travel market. the PR Agency Network, with affil- events. iate offices in Boston, Chicago, Public speaking is a forte, as Dallas, Los Angeles, Miami, New well: among us, we have served as wide range of global and national York, and Washington, D.C. keynote speakers, workshop leaders clients in most major industries. ÁGNES HUFF Travel industry client experience and panelists on the topics of public With established expertise in strate- includes airBC, American Airlines, relations, marketing, social media, COMMS. GROUP gic public relations counseling, Bahamasair, British Airways, destination branding, strategic com- media relations, online marketing, FedEx, Los Angeles World munications, media training and product and campaign launches, 6601 Center Dr. West, #100 Airports, Loew’s Santa Monica organizational structure. special events production, and Los Angeles, CA 90045 Beach Hotel, Mojave Airport, Current tourism clients include other communications assets, 310/641-2525 Princess Cruises, Singapore the luxurious, environmentally-sen- www.ahuffgroup.com AHCG’s focus remains on deliver- Airlines, Travel Indochina, Turkish sitive Olarro (olarrokenya.com), on ing best-in-class service to enhance Airlines, Qantas Airways, Qatar the edge of the Maasai Mara, just a Ágnes Huff, PhD, President/CEO client profiles and improve market Airways and World Airways, year old; Peter Sommer Travels Anna Jerden, Vice President position in an ever-changing busi- among others. (petersommer.com), offering his- ness climate. toric and culinary gulet sailing and Located in Los Angeles, Ágnes The agency’s specialty travel land tours of coastal Turkey, Greece Huff Communications Group and tourism practice continues to BENDEL and Sicily; London’s second-oldest (AHCG) is an award-winning, full- innovate, reaching new heights for COMMUNICATIONS hotel, Flemings, which has just service public relations, marketing its clients through the firm’s propri- completed a spectacular multi-mil- and crisis management firm. etary SmarterPhD Marketing INTERNATIONAL © lion-pound renovation of its Established in 1995, the agency Solutions protocol. AHCG’s Georgian townhouses (flem- brings more than 30 years of col- media relations specialists stay New York • Arizona • California • ings.co.uk); and Montana-based lective experience among its strate- ahead of industry curves by North Carolina • Oregon • Ecology Project International (ecol- gic communications team serving a demonstrating relevance in today’s Washington, DC • Sydney, Australia 917/969-9919 ogyproject.org), pairing US high www.BendelCommunicationsIntl.com school students with their peers in Mexico, Costa Rica, Ecuador and Peggy Bendel, President the Greater Yellowstone Ecosystem Sue Lomenzo, Strategic to enhance and restore wildlife and Communications/Social Marketing habitat. Bill Baker, Destination Branding Andrea Hutchinson, Partnership Marketing COYNE PR

Travel is our passion, and among 14 Walsh Drive our team, we’ve covered the globe Parsippany, NJ 07054 — well, not Antarctica (yet)! 973/316-1665 Headed by Lifetime www.coynepr.com Achievement public relations award-winner Peggy Bendel, we’re 1065 Avenue of the Americas Disney Parks teamed up with Coyne PR to kick off Disney’s newest a consortium of senior travel indus- 28th Floor program for 2010: “Give a Day, Get a Disney Day.” Disney Parks part- try professionals with more than a New York, NY 10018 212/938-0166 nered with HandsOn Network to celebrate the volunteer spirit with century’s real world experience, a simple proposition: every person who gives a day of volunteer representing almost every facet of Tom Coyne, CEO service in 2010 can receive a free one-day admission ticket to a Walt the travel industry, including coun- Rich Lukis, President Disney World Resort or Disneyland Resort theme park. tries, regions, cities, NGOs, hotels, John Gogarty, Senior VP, Travel, trade shows and tour operators. Entertainment & Lifestyle

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PROFILES OF TRAVEL & TOURISM PR FIRMS

itor spending. Hotel (NC), currently undergo- Coyne PR’s travel practice We are pioneers in this indus- THE ing a $633 million expansion, possesses the creativity, experi- try. CRA provides each client a via media relations, in-market ence and passion to make a custom experience and we con- DILENSCHNEIDER and on-property events, partner- game-changing impact on your tinue to lead by creating inno- GROUP ship development, and new business. Our team has man- vative techniques which are media communication. aged and executed world-class now standard all with the ulti- DGI is promoting New York’s events and promotions, brand- mate goal of increasing the MetLife Building Central Park Conservancy and building campaigns, social number of visitors and their 200 Park Ave., 26th Floor its active role in the tourism sec- media programs and media rela- spending when they get to each New York, NY 10166 tor, drawing 25 million annual tions for some of the travel destination. 212/922-0900 visitors to Central Park with industry’s most prominent CRA provides the perfect Fax: 212/922-0971 public programs, educational brands and destinations. With combination of strategic mar- www.dilenschneider.com resources and special events. In clients spanning from Disney keting and creative savvy solu- 2010, the Conservancy cele- Parks & Resorts to Hard Rock tions which have garnered the Robert L. Dilenschneider, brates its 30th anniversary and International, the travel team firm ten prestigious US Travel Founder & Chairman the 25th anniversary of has developed ideas and cam- Association Mercy Awards in a Joan Brower, Principal & Co- Strawberry Fields. paigns that take our clients (and record eight years. The firm has Director, Travel & Lifestyle Division The Firm integrates travel and the media) to new heights — also received countless recogni- Joan Bloom, Principal & Co- wine in its media outreach and Director, Travel & Lifestyle Division sometimes literally — as is the tion for its work, including mul- partnership development for the case with the launch of tiple Adrian Awards from the CIVP/Wines of Provence. Bed- SkyJump Las Vegas, the Hospitality Sales & Marketing Founded in 1991 and head- and-breakfast accommodations world’s tallest controlled Association International. quartered in New York City with at wine chateaus, restaurants freefall located 855 feet above So let’s begin the journey to offices in Chicago and with wine pairing menus, and the Vegas Strip at the top of the your marketing successes. With Washington, DC, and consult- wine route visitors’ centers Stratosphere Tower. Our in- CRA, you are destined for ants throughout the world, The offering guided tours are avail- depth knowledge of the travel greatness. Destination CRA. Dilenschneider Group (DGI) is able for travelers motoring industry and long-standing rela- a strategic public relations firm through Provence. tionships with the travel media DEVELOPMENT providing clients with access to DGI’s experience with Italy help brands stand out in the opinion leaders and influencers tourism is reflected in its pro- crowded travel marketplace. COUNSELLORS essential to accomplishing busi- motion of Florens2010, a week- ness objectives and unavailable INT. (DCI) long festival of culture and the CRA elsewhere. arts, taking place in Florence Led by tourism professionals and the surrounding area in mid- 215 Park Avenue South, 10th Fl. Joan Brower and Joan Bloom, November. The Budapest 1813 E. Broad Street New York, NY 10003 the Firm’s Travel & Lifestyle 212/725-0707 Airport Authority also has Richmond, VA 23223 Division understands the eco- www.aboutdci.com assigned the Firm to assist in the 877/342-0161 nomic impact of travel, and has promotion of airline routes from www.charlesryan.com created award-winning pro- the U.S. to Budapest. Andrew Levine, President grams for destinations, hotels / Caryn Foster Durham, Mng. Dir. Karyl Leigh Barnes, Sr. resorts / spas, cruise lines, tour Susan Lavenski, Mng. Dir. VP/Tourism operators and wineries. DKC , Sr. Crisis , SVP Peggy R. Bendel For VisitDenmark, the official Aly Goodwin Gregg Advisor 386 Park Ave. So., 10th Flr. , Sr. VP/Economic tourist office of Denmark, the Dariel Curren New York, NY 10016 Charles Ryan Associates is Development focus is on Copenhagen as a the five-star standard in travel trend-setting city. Boasting 13 212/685-4300 and tourism marketing. We are Development Counsellors Michelin stars, Copenhagen also www.dkcnews.com International (DCI) is the leader among the most experienced in is becoming a culinary mecca. Dan Klores, Chairman/CEO the world and provide an in marketing places. In 2010, With vibrant new neighbor- Sean Cassidy, President impeccable client experience; a DCI celebrates its 50th anniver- hoods, night spots, galleries and Diane Briskin, Managing Director classic approach to travel and sary! Since 1960, the firm has designer shops, the city has tourism marketing, but with focused exclusively on travel achieved media recognition Established in 1991, DKC is important modern twists. and economic development through special events, fam among the largest independently We offer a unique experience, marketing, representing more trips, strategic partnerships and owned public relations firms in including the finest amenities: than 350 countries, states, promotions of creative travel the country with employees in powerfully creative, results- regions and cities around the packages. New York City, Atlanta, Los driven strategy, thoughtful globe. Destinations turn to DCI DGI recently secured world- Angeles, Washington, D.C. and media planning, targeted media for results-oriented branding, wide publicity for the results of Albany. The firm works across buying and innovative interac- destination representation, a first-of-its-kind global survey diverse industries, meeting var- tive approaches. The CRA phi- media relations, social media on business travel, commis- ied strategic communications losophy provides our clients strategy, special event design sioned by client Marriott Hotels needs. with the most modern market- and management, travel trade and Resorts and conducted by One of the cornerstones of the ing tools and a worry-free jour- sales and marketing, and crisis the Marist Institute for Public firm, DKC’s hospitality and ney to increase visitors and vis- communication. Current Opinion. Key findings measure lifestyle group draws from a tourism clients include: “Global Business Trends in the wealth of staff experience in The August issue of O’Dwyer’s will profile PR California; Colombia; Dubai; Third Millennium” and examine creating a campaign, from the Finger Lakes Wine Country; the economy, business travel, firms that specialize in Investor Relations, as buzz building required of a Massachusetts; Miami, FL; New career and personal goals, gen- launch event to the creativity well as Professional Services firms. Mexico; Park City, UT; Peru; erational and cultural differ- and media savvy that go into If you would like your firm to be listed, Greater Portland, OR; ences. ongoing promotion. contact Editor Jon Gingerich at 646/843- Tasmania; Toronto; A major PR initiative contin- By taking an aggressive, out- 2080 or [email protected] Williamsburg, VA, and Wines of ues to brand and re-launch Continued on page 24 California. Harrah’s Cherokee Casino & 

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PROFILES OF TRAVEL & TOURISM PR FIRMS

Crisis Communications, Media Travel industry client experi- Relations, Product Placement in ence includes Appalachian Film & Television, Social Regional Commission; Ohio Networks/Social Media, Strategic Tourism Division; U.S. Partnerships, and WOM Buzz Department of the Interior, Marketing. National Park Service; Cedar EVINS does not merely seek Fair; Lake Erie Shores & to provide a service, but to Islands; North Dakota National become a dynamic partner and Parks; Franklin Park strategic business asset for Conservatory; and many other clients. EVINS measures success destinations, cities / communi- in terms of mindshare, market ties / regions, convention and share and, ultimately, bottom- visitor bureaus, hotels / hospital- line impact. ity properties, festivals, attrac- The Agency’s unique, multi- tions and more. platform approach has been leveraged to great success on FLEISHMAN - behalf of numerous marquee brands, industry innovators and HILLARD Fleishman-Hillard was there to support its client, the Tourism pioneers such as The Address Development Company of Trinidad and Tobago, at the World Travel Hotels & Resorts, Cornelia Day 200 N. Broadway Market, one of the world’s largest travel shows. Pictured at this Resort, Delta Business Elite, St. Louis, MO 63102 major event are team members of TDC Trinidad and Tobago. Exclusive Resorts, Four Seasons 314/982-1700 New York, Hotels & Resorts of www.FleishmanHillard.com Halekulani, The Lanesborough, Marquis Jet, Rosewood Hotels & John Graham, Chairman DKC Dave Senay, President & CEO EVINS Resorts and The Setai Wall Continued from page 23 COMMUNICATIONS Street. Practice Group Leaders Della Sweetman, North America of-the-box approach to media LTD. Kitty Lee, Asia Pacific outreach and creating strategic FAHLGREN Caroline Calvert, partnerships where appropriate, 635 Madison Avenue MORTINE Europe/Africa/Middle East DKC maximizes the media New York, NY 10022 attention that each client 212/688-8200 PUBLIC RELATIONS As one of the world’s leading receives, extending the story Fax: 212/935-6730 strategic communications firms, beyond the traditional travel and [email protected] Fleishman-Hillard has established www.Evins.com tourism pages and into new cate- 4030 Easton Station, Suite 300 a reputation for being a destination gories such as fashion, entertain- Columbus, OH 43219 agency — a results-focused partner , Partner, ment and green living. DKC is Mathew L. Evins 614/383-1500 and resource that travel industry Chairman and CEO also known for its excellence in www.fahlgrenmortine.com clients seek out. conceiving, organizing and run- Louise R. Evins, Partner, Vice Fleishman-Hillard’s 150-mem- ning special events that garner Chairman and COO ber travel and tourism practice has , President and CEO media attention and reach target Michael W. Silvia, Partner and Neil Mortine served in the communications Senior Vice President Melissa Dykstra, SVP, Executive audiences both directly and Director cockpit with international and virally. Marty McDonald, VP, Tourism domestic airlines and supported Current travel and tourism Since its inception in 1987, Practice Area Leader overseas and regional destinations clients range from The James, a EVINS Communications has in addressing the 2009 travel modern interpretation of a luxury received consistent acclaim for slump. It also has helped numerous hotel, to classic Caribbean desti- its innovative branding, market- Fahlgren Mortine provides resorts, cruises and other tourism nations like Paradisus and Half ing, communications and public public relations services for product clients grow their brand, Moon, to the four, entertainment- relations programs. EVINS spe- clients across many industries launch or promote their properties, oriented Harrah’s properties in cializes in optimizing brand and is a top 25 independent firm and protect their reputation. Atlantic City — Harrah’s Resort, mindshare and brand engage- nationally (currently #22 on the The ever-changing currents of Caesars, Bally’s and Showboat. ment. The foundation of our O’Dwyer’s list). The firm has the hospitality industry, profound DKC has forged a niche in approach is our proprietary been recognized with dozens of global challenges and the emer- boutique, highly-personalized Word-of-Mouth Storytelling top national PR and tourism gence of new and sustainable © hotel brands such as the Paradigm . This multi-discipli- awards including Silver and tourism models, as well as commu- Algonquin and The Study at nary experiential approach is Bronze Anvils from the Public nications channels, have inspired Yale. New York’s Empire Hotel based upon the premise that Relations Society of America, clients to partner with Fleishman- and Hotel Marcel, glam-boutique “Consumer Adoption” is far and offers a tourism practice area Hillard to chart a course to success. properties with celebrity follow- more powerful and enduring than with special emphasis on results- The firm’s travel and tourism spe- ings, keep DKC current and on “Consumer Incursion.” EVINS driven social media and strategic cialists are entrenched in the day- the cutting edge of the hospitality catalyzes and harnesses the media relations campaigns. to-day issues surrounding the industry. power of conversation rather With 60 associates and scores industry. Across a global network, Notable clients also include than simple promotion to break of clients based in more than 25 teams share best practices and iconic brands and leaders in the through the competitive clutter in states from California to information, address regional and hospitality and lifestyle industry, the marketplace. Connecticut, Fahlgren Mortine is domestic challenges, provide including Delta Air Lines, EVINS incorporates the follow- headquartered in Columbus, strategic consulting, develop cre- Harley Pasternak, Starwood ing practices into a holistic and Ohio, with locations in ative and high-impact programs, Hotels, Grand Central Terminal, integrated program that is specifi- Cleveland, Cincinnati, Dayton and execute tactical campaigns Gran Melia Hotels, Rums of cally designed to advance our and Toledo, OH; Denver; across as many as 30 or more cities Puerto Rico and Flywheel clients’ business agendas: Brand Atlanta; Ft. Lauderdale; and Sports. Engagement, CEO Branding, Lexington, KY. Continued on page 26

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520 8th Avenue, 14th Floor New York, New York 10018 d͗ϮϭϮ͘Ϯϳϵ͘ϰϱϲϳͻ&͗ϮϭϮ͘Ϯϳϵ͘ϰϱϵϭͻǁǁǁ͘ůŽŐͲŽŶ͘ŽƌŐ JulyMagazine:Layout 1 6/24/10 1:18 PM Page 26

PROFILES OF TRAVEL & TOURISM PR FIRMS

Johannesburg-based &Beyond companies, including Cavallo owns and operates some 40+ luxu- Point, Jean-Michel Cousteau Fiji ry safari lodges in seven countries, Islands Resort, Post Ranch Inn, El dedicated to protecting and improv- Capitan Canyon, Wyndham ing the natural environments and Worldwide, Luma, and more. communities that surround them. Graham is recognized in the indus- WEILL’s work has been to under- try with 54 top national PR awards score these projects, including pio- (since 2002) including Stevie’s neering the reintroduction of the Best Communication Campaign, endangered black rhino; developing North America, PRSA’s Silver water-transportation systems; build- Anvil and Silver Anvil Award; a ing clinics, schools and child-care Special Creativity Award from the projects. International Public Relations Aqua Expeditions’ MV Aqua, Association (all in tourism); and the first 5-star luxury cruise in the the Magellan “Best Agency Peruvian Amazon, has been con- Communications Campaign tributing to the preservation of the Worldwide.” Graham operates people and wildlife since its incep- throughout Europe via Plexus, an tion two years ago. It has concen- exclusive organization of agencies trated its efforts to improve the it co-founded. health and life of the river inhabi- Israel’s Green website was conceived and designed by Geoffrey tants, including the Manatee Rescue HAWKINS Weill Associates. Project. This year, Inkaterra, Peru’s fore- INTERNATIONAL most leader in sustainable tourism PUBLIC RELATIONS FLEISHMAN-HILLARD and first to be carbon-neutral, cele- GEOFFREY WEILL Continued from page 24 brates 35 years of preserving the  ecosystem and culture of Peru. In 119 West 23rd Street, Suite 401 ASSOCIATES New York, NY 10011 the Amazonian and at the Machu at a time. 212/255-6541 Picchu, Inkaterra has been provid- [email protected] Through seamless global and 27 West 24th Street ing permanent local jobs, protecting www.hawkpr.com integrated communications, New York, NY 10010 the wildlife and promoting concepts Fleishman-Hillard combines travel 212/288-1144 of sustainable development based A New York boutique PR and tourism marketing and public www.geoffreyweill.com on conservation. agency, Jennifer Hawkins and relations with deep agency expert- Geoffrey Weill, President WEILL assists Hotel Fouquet’s her team have extensive experi- ise in the areas of digital communi- Ann-Rebecca Laschever, Sr. VP Barrière, Paris’ most ecologically ence representing leading luxury cations, social media, branding and Tania Philip, VP responsible five-star hotel, publi- hotels, resorts, spas, destina- positioning, strategic planning, cre- Paula Franklin, Assistant VP cize its uniquely progressive atti- tions, and travel products. The ative services, word-of-mouth and tude to environmental awareness. firm represents a roster of grassroots services, trade relations, Celebrating its 15th year, Sustainable practices at the hotel world-class clients and fully meetings and conventions market- Geoffrey Weill Associates is recog- include organic produce at its understands the global big pic- ing, media and influencer relations, nized for its unique and honest restaurant and whisking guests ture issues of today and con- special events, investment promo- approach to public relations. Its around the city in electrically run E- stantly changing media land- tion, government relations, reputa- wide range of tourism clients solex bikes. scape. tion management, crisis and issues includes two national tourist They have unrivaled personal counsel, marketing to moms, multi- boards: Israel and Thailand and GRAHAM & relationships with print and cultural marketing, CSR and sus- numerous upscale hotel clients, broadcast media as well as with tainable practices and more. including AmanResorts, Cape ASSOCIATES, INC. the leading players in digital Representative clients of the Grace, Cape Town; Beau-Rivage media. Their collective passion Fleishman-Hillard travel and Palace, Lausanne; Baur Au Lac, 111 Maiden Lane, #650 for travel perfectly complements tourism practice (represented either Zurich; and Orient-Express Trains San Francisco, CA 94108 their detailed, creative approach domestically and/or in international & Cruises. Long before eco-tourism 415/986-7212 and undeniably spot-on results. regions) include Air New Zealand, and “Green” were household Fax: 415/986-7216 Ali Bey Hotels and Resorts, British names, many of the clients on the [email protected] Airways, Cathay Pacific Airways, WEILL roster were practicing sus- www.graham-associates.com HERMAN & Carnival Cruise, City of Dreams tainable tourism practices. ALMONTE PUBLIC Macau, Great Wolf Lodge, Hyatt This year, the Israel Ministry of Graham & Associates is Hotels, Hilton Resort Ras Al Tourism is celebrating Israel’s “100 renowned for award-winning RELATIONS Khaimah, Jade Resort Residences Years of Green,” commemorating expertise in strategic national and Costa Rica, Marriott Hotels the start of the kibbutz movement international PR, communications, 261 Madison Avenue, 11th floor Canada, NetJets Europe, Palm 100 years ago, as well as the envi- branding and social media pro- New York, NY 10016 Springs Desert Resort ronmental practices that have made grams for travel and hospitality, 212/616-1190 Communities Convention and Israel an environmental world consumer lifestyle and real estate www.Herman-AlmontePR.com Visitors Authority, Singapore leader, including developing solar clients. The agency also has a Airlines, Tourism Australia, Tres energy, electric cars, desert irriga- proven specialty working with Paula Herman, Stu Herman, Rios Resorts (Riviera Maya), The tion systems, fish restocking and companies with an environmental Mario Almonte, Managing Ledge at Skydeck Chicago, reforestation projects. WEILL pro- and socially responsible focus. Partners: Therme Wien (Vienna), Tourism duced an entire marketing cam- Founded in 1996, the agency is Development Company of paign around the anniversary, known for its successful launches, Herman & Almonte Public Trinidad and Tobago, VAMED including a new website: travel- relaunches and highly creative and Relations (HAPR), formerly Vitality World (Austria), Visit St. greenisrael.com, and a brochure results-driven campaigns. Graham Herman Associates PR (founded in Pete/Clearwater and Wings printed on recycled paper, part of & Associates has a successful track 1986), specializes in travel, Corporate Travel (South Africa). which is seeded and can be planted. record with hallmark and emerging tourism, hospitality and transporta-

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tion. HAPR’s clients have included www.adrianawards.com or contact also known as KTCpr, is a 20- international tourist boards, hotel us at [email protected] or year-old public relations, market- KUNDELL chains, airlines, tour operators, and 703-506-3297. For information on ing and publishing company niche cruise lines. We have also HSMAI, visit www.hsmai.org or formed by Richard S. Kahn, for- COMMUNICATIONS represented leading industry associ- contact us at [email protected] or mer Editor-in-Chief and ations, such as the United States 703-506-3280. Associate Publisher of Travel 2440 Broadway, Street 228 Tour Operators Association Agent magazine. New York, NY 10024 (USTOA) and the Student & Youth KEITH SHERMAN Kahn, having spent 22 years as 212/877-2798 Travel Association (SYTA). a reporter, writer and editor for www.kundellcommunications.com Among our current clients are Air AND ASSOCS. newspapers and magazines, has a 210 West 89th Street India, European Waterways — strong understanding and connec- New York, NY 10024 Europe’s largest luxury hotel barge 234 West 44th Street tion to the media — the end game cruise company, and tour operator New York, NY 10036 for any public relations agency. Linda Kundell, President Incredible Vacations. 212/764-7900 KTCpr was launched with a www.ksa-pr.com HAPR is headed by a team of purpose — to be responsive to the Kundell Communications pro- seasoned PR professionals who are media and act as a resource. In vides clients with a wealth of expe- attuned to today’s multimedia com- Keith Sherman, President Brett Oberman, VP that way, the company has been rience and a proven track record munications environment and Scott Klein, VP able to sustain a steady growth that has generated placements in social media trends. We are adept based on the success of achieving top-tier print, broadcast and new at developing media relationships Keith Sherman & Associates results, in large part thanks to media. Linda Kundell, the firm’s and at pitching unique story angles provides diversified public rela- Kahn’s relationships with the president, is a long-time industry that resonate with editors. As such, tions and marketing communica- media. KTCpr employees have veteran who is widely respected. we are respected as a credible, reli- tions services to travel, entertain- all been indoctrinated into the Her firm combines firsthand able news source, and an effective ment, media and lifestyles clients. fold, and response time on media knowledge of the travel industry, communications bridge between KSA has represented “The New queries is basically zero. strong media contacts and a thor- editors and their audiences. The York Times Travel Show” since its Our expertise covers media ough understanding of hard-hitting bottom line: over two decades of inception seven years ago. Clients relations, the creation of promo- news reporting to garner client cov- public relations success. include the Montreal Jazz Festival, tions (print, radio and Internet), erage in publications such as USA The Abu Dhabi Festival, The New the launch of new hotels and Today, New York Times, Wall Street HOSPITALITY SALES York Marriott Marquis, Hertz, The resorts, marketing consultation, Journal, plus online and local TV Ryokan Collection (Japanese bou- crisis communication, speech and radio. & MARKETING tique hotels), Shanghai Symphony writing and publishing services. The firm’s multi-faceted ASSOCIATION Orchestra, Sony, The Onion, A testament to KTCpr’s quali- approach to problem solving Architectural Digest, Columbia ty of work and the tireless dedi- includes strategic counseling, issue INTERNATIONAL University, Memorial Sloan- cation of the staff, clients are management, image development, (HSMAI) Kettering Cancer Center, The also very loyal — Bolongo Bay marketing and crisis communica- Broadway League, Bristol-Myers Beach Club in St. Thomas (19 tions, editorial content develop- Squibb and “The New York Times years and the company’s first ment, new media, speechwriting 1760 Old Meadow Rd, Ste. 500 Arts & Leisure Weekend.” client), the Caribbean Hotel & and media relations for both b to b McLean, VA 22102 KSA is a member of the IGLTA and b to c clients. Specializing in 703/506-3280 Tourism Association (18 years), and provides specialized expertise Vacation.com (10 years) and La travel, tourism, association, and Fax: 703/506-3266 in reaching the LGBT market. lifestyle accounts, the firm is [email protected] Cabana Beach & Racquet Club [email protected] KSA has also publicized hun- in Aruba (19 years). Other backed by a network of senior- www.hsmai.org dreds of films, network and cable clients include the Philippine level, independent associates. www.adrianawards.com television broadcasts, Broadway, Department of Tourism (5 KC’s public speaking division national touring productions and years), Victoria Cruises (9 provides performance-driven train- ing and coaching using theatre- The Hospitality Sales & high profile events for such clients years), Travel Impressions (5 based techniques. Current travel Marketing Association as Focus Features, Universal years), Ritz Tours (9 years), clients include the U.S. Tour International (HSMAI) is the hos- Pictures, Tony Awards on CBS for Spice Island Beach Resort in Operators Association (USTOA) pitality industry source for knowl- 18 years, Olympic Medalist Brian Grenada (12 years), Blue and the US Travel Insurance edge, community, and recognition Boitano, Bolshoi Ballet and others. Horizons Garden Resort in Association. for leaders committed to profes- KSA is a hands-on agency distin- Grenada (12 years), Mango Bay sional development, sales growth, guished by innovation, smart strate- in Barbados (10 years), Interval revenue optimization, marketing, gic thinking, proactive effort, International (12 years), The KWE GROUP and branding. HSMAI’s annual integrity, personal attention, New Yorker Hotel (2 years), Adrian Awards honors outstanding responsiveness and a passionate Sandos Hotels & Resorts (2 4425 Ponce de Leon Blvd., Ste. 260 achievement in travel advertising, drive to deliver excellent results for years), eCruises.com (2 years) Coral Gables, FL 33146 public relations, and web market- the clients we represent. and Pink Beach Club Bermuda 305/476-5424 ing. Founded in 1957, the Adrian The company is headquartered (returned after trying another Fax: 305/476-5434 Awards embraces every segment of in Times Square. agency for 2 years). www.kwegroup.com the industry, including hotels, air- Key placements over the years Karen Weiner Escalera, lines, cruise lines, car rental compa- KTCPR have been TV exposure on President & Chief Strategist nies, destinations, credit card com- “Today,” “The Early Show” and panies and more. Winners are 77 North Centre Ave., Suite 215 local New York news stations as For 30 years, the KWE group selected from a field of more than Rockville Centre, NY 11570 well as coverage in The New York has developed marketing and pub- 1,100 entries annually by senior 516/594-4100 Times, The Washington Post, The lic relations solutions for all seg- industry and media experts. www.Kahn-Travel.com Los Angeles Times, Newsday, The ments of the luxury travel, hospital- The 2010 HSMAI Adrian Boston Globe, Miami Herald, ity and real estate industries. From Richard S. Kahn, President Travel + Leisure, Conde Nast Awards competition opens in July Theresa Oakes, Account boutique hotels, spas, and resort and closes in September. Supervisor Traveler, Sports Illustrated and developments, to cruise lines, trav- For more information on many more in addition to all the HSMAI’s Adrian Awards, visit Kahn Travel Communications, major travel trade publications. Continued on page 28

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venting the concept of PR, allotted time. exploring new technologies Headquartered in New York (especially in the digital and City with offices in Palm Beach social media space), searching and Charleston, the agency boasts for innovative solutions, and an exceptional roster of clients working hand-in-hand with our with an unmatched rate of reten- clients’ PR and marketing teams tion. In fact, many clients have to achieve astonishing results and been partners for more than ten awards. Agency principals are years. Clients find powerful syn- involved to assure a mix of tradi- ergistic partnerships within the tional and social media tactics LH&A community often joining with documented results that forces on programs and projects drive revenue to each client’s that maximize opportunities for bottom line. Clients include all. many of the most prestigious With quality as a guiding princi- destinations and resorts in the ple, the Lou Hammond approach world: VisitScotland, Tourisme has been extremely successful — Montréal, Tourism Victoria in making the agency one of the most Australia, the island of highly-recognized and award-win- Mustique, Eden Rock in St ning in lifestyle communications. Bagpipes and shortbread first thing in the morning! LDPR supports Barths, Curtain Bluff in Antigua, Scotland Week 2010 on the CBS Early Show plaza. Preferred Hotel Group, Atlantis M BOOTH & — Paradise Island, The Ritz- Carlton resorts in Orlando and ASSOCIATES, INC. KWE GROUP International (HSMAI), Karen is a Naples, Abercrombie & Kent, frequent speaker on travel trends RockResorts and Residence Inn, 300 Park Avenue South Continued from page 27 and is editor of an internationally among others. New York, NY 10010 syndicated luxury travel and 212/481-7000 lifestyle trends newsletter and blog. LOU HAMMOND & Fax: 212/481-9440 el technology, and government [email protected] tourism boards, our programs get LAURA DAVIDSON ASSOCIATES, INC. [email protected] www.mbooth.com results. PUBLIC RELATIONS Creator of the KWEst PROcess 39 East 51st Street , President New York, NY 10022 Margaret Booth for strategic market positioning and Brad Laney, Sr. Vice President & product development, KWE group 72 Madison Ave., 11th Floor 212/308-8880 Director New York, NY 10016 Fax: 212/891-0200 believes that all successful pro- [email protected] grams begin with a solid strategy to 212/696-0660 www.ldpr.com www.louhammond.com M Booth & Associates is an most effectively merchandise what twitter.com/louhammondpr award-winning public relations already exists or to create some- Laura Davidson, President agency that excels in creating thing new and different. This is Leslie Cohen, Executive Vice Lou Hammond & Associates is programs that inspire today’s why we go to great lengths to iden- President a full-service public relations com- traveler and drive bottom-line tify emerging trends to connect pany specializing in communica- results for our clients. clients with luxury travel and Venturing beyond the limits of tions and marketing outreach for Our approach of reaching lifestyle trends, so they benefit conventional PR, LDPR is a premium brands in the trav- travelers in new and unexpected from changes in the marketplace. leader of a new breed of PR el/tourism, design/furnishings, ways means that your message Named one of the “Top 25 Most agency — lean, fast, enthusias- culinary, retail, real estate, beau- will successfully break through Extraordinary Minds in Sales & tic, smart, visionary, creative and ty/fashion and hospitality indus- the clutter and influence travel Marketing” for 2008 by Hospitality assertive. LDPR calls its method- tries. decisions. We specialize in cre- Sales and Marketing Association ology “media marketing,” rein- For 25 years, Lou Hammond & ating new consumer touch Associates (LH&A) has dedicated points that extend the reach of its resources, energies and talents “traditional” media relations by to serving the lifestyle arena leveraging strategic partner- worldwide with results-driven ships, TV/film integrations and programs for clients who set the direct-to-consumer initiatives. standard in their industries. The agency is a recognized Through strategic communica- leader in effectively utilizing tions programs that emphasize social media channels for travel swift action, creative solutions and brands, and currently manages a global perspective, LH&A has ongoing campaigns that create earned the respect of media report- communities, conversation and ing on quality products — estab- engagement, with measurable lishing a reputation for service, results. PRSA awarded M Booth integrity and unmatched style. the Best Social Media Founded by industry icon Lou Campaign of the Year for Travel Hammond, the company takes for the agency’s work with pride in its departure from busi- Travelzoo and Twitter. ness-as-usual, remaining fiercely As agency of record for the Representatives from the U.S. Virgin Islands prepare for a segment on independent and providing clients U.S. Virgin Islands, M Booth NBC’s South Florida Today as part of the agency and Department of with fees based on an agreed-upon has primarily focused on devel- Tourism’s strategy to drive interest and demand for air service from select plan, not on time sheets. At oping and executing strategies cities. M Booth & Assocs. is agency of record for the Virgin Islands. LH&A expenses are never marked to help the destination combat up and clients never run out of effects of the recession. By

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staying true to a hyper-targeted media tools, integrating Web 2.0 approach, M Booth helped the vehicles including blogs, U.S. Virgin Islands target visi- Twitter, Facebook, LinkedIn tors most likely to visit the des- and other real-time vehicles into tination, ensuring the highest longer-term PR schedules. ROI for dollars spent. The team The Agency works closely has also developed strategic with clients to develop targeted partnership integrations with niche programs such as literary high profile brands such as getaways for The Wayfarers Overstock.com, Target, Babies walking vacations; art, culinary, “R” Us, Walmart and Buy Buy photography, fly-fishing and Baby that create opportunities horseback riding events for for the destination to speak Triple Creek Ranch (Relais & directly to consumers and Châteaux, Montana); the intro- inspire travel decisions. duction of new China and Working closely with the Turkey tours for FLO-USA; and client’s marketing team, M the launches of Ayurvedic and Booth also plays an integral role wellness programs at Tabacón in working with the destina- Grand Spa Thermal Resort tion’s airline partners to main- (Costa Rica). The Agency also tain and grow airlift to the terri- specializes in working with Winners of the Colorado Tourism Office’s “Snow at First Sight” contest, tory through PR support in key CVBs and Tourist Boards for who hailed from Australia, Hawaii and Atlanta, embark on a day of feeder markets. M Booth & projects including deskside cross-country skiing in Crested Butte, Colorado. The winners went from Associates’ travel portfolio meetings, media events and having never seen snow to becoming seasoned snow sports enthusi- includes the U.S. Virgin Islands, media marketplaces, with fre- asts, visiting more than 20 ski resorts and many other areas across the Greenland, Myrtle Beach (SC) quent projects developed and state. In addition to skiing and snowboarding, the winners went ice Area CVB, Frommer’s, The executed for Arizona, climbing, snowshoeing, snowmobiling, and experienced the ‘other Signature at MGM Grand (Las Louisiana, Florida and Bavaria side’ of Colorado’s winter lifestyle, from après ski to relaxing in spas Vegas), Montage Laguna Beach, among others. and hot springs. The Colorado Tourism Office is a MMG Mardiks client. Montage Beverly Hills and Red Door Spas. MIDDLETON & agency’s day-to-day work, ships, and crisis management. GENDRON M&G is well-known for its ties In addition to ongoing pro- MDP PUBLICITY to the celebrity, sports and spa grams for clients such as the communities (Yvonne Trump Hotel Collection and 21 East 87th Street #5A 1065 Avenue of the Americas Middleton sits on the board of Capella Hotels and Resorts, New York, NY 10128 New York, NY 10018 the Women’s Sports Foundation along with dozens of famous 917/359-3512 212/980-9060 and Mary Gendron lends her independent properties, M&G is Fax: 212/534-3227 www.mg-pr.com expertise to regional and inter- looking forward to another year [email protected] www.mdppublicity.com national spa industry organiza- of opening or re-introducing Twitter: merylpearlstein Yvonne Middleton, Chairman tions). hotels and resorts including The The agency is also credited Setai Fifth Avenue in New York Meryl D. Pearlstein, President Middleton & Gendron has with prowess at event planning, and Elegant Hotels Group, enjoyed an excellent reputation forging promotional partner- Barbados. MDP Publicity is a boutique among blue chip clients and the PR and writing agency, special- media for over three decades. A izing in the hospitality, travel, mid-size agency with consider- food and lifestyle industries. able bench depth, M&G enjoys With clients ranging from luxu- the talents of both senior and up- ry hotels and resorts to restau- and-coming members of staff rants, destinations and tour who share a long term commit- operators as well as expertise in ment to both the agency and writing for all types of media, their clients. the Agency has a far-reaching Over the past year, M&G’s understanding of what moti- aggressive, innovative strategies vates today’s traveler and and creative skills have been put today’s journalist. to work to keep its high-end MDP Publicity’s ability to hotel and travel clients viable in highlight what is most meaning- a challenging economy. The ful and interesting about its agency also credits its strong clients is demonstrated repeat- digital/social practice with keep- edly in the Agency’s emphasis ing its clients front and center. on strategic media relations. Not only did M&G successfully Creative, interactive and open five prestigious hotels results-oriented media tours, nationally and internationally, media receptions and market- but it managed to help them all Trump Soho debuts: Middleton & Gendron (M&G) orchestrated the places are scheduled according earn coveted spots on media highly successful opening of Trump Soho (New York City) in April, to a client’s needs and budget, “best of” lists (Condé Nast the newest property of the Trump Hotel Collection. The brand, with press releases, interviews Traveler, Robb Report, Travel & launched three years ago with M&G as agency of record, is posi- and press trips filling out each Leisure, and Elite Traveler tioned as “the next generation of luxury hospitality,” showcasing the program. among them.) skills and style of Donald Trump’s three grown children pictured left Taking center stage in 2010 is While media relations to right, Erik, Ivanka and Donald, Jr. the Agency’s facility with social remains the centerpiece of the

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the impact of H1N1 misinforma- M. SILVER tion. ASSOCIATES, INC. In business for 35 years, M. Silver is headquartered in New York with a Fort Lauderdale, 747 Third Avenue, 23rd Floor Florida office. Both offer special- New York, NY 10017 ized and results-oriented services www.msilver-pr.com to clients seeking national, interna- tional, special-interest and Morris Silver, Chairman and CEO Hispanic market penetration. The Virginia M. Sheridan, President agency is represented globally by Rosalie Hagel, Executive VP its partnership in the Worldcom Linda Ayares, Senior VP Public Relations Group — a worldwide alliance of more than M. Silver Associates is one of 100 independent public relations the country’s leading mid-sized agencies in 40 countries on five public relations and marketing continents. communications agencies special- A sampling of current clients Aruba’s Minister of Tourism, Transportation and Labor Affairs, Otmar izing in travel and tourism as well includes Cruise Lines E. Oduber, was interviewed on NBC’s Today Show while in New York as consumer products, luxury International Association, Greater City in March 2010 for a series of events to promote the island of brands and financial services. With Fort Lauderdale, Emirates Airline, Aruba, a M. Silver Associates client. A special group of Aruban an enviable client retention rate, Aruba Tourist Authority, Carnival dancers accompanied the Minister during his visit, which one of the highest in the industry, Baltimore, Turkish Culture & took place following the commencement of Aruba’s annual Carnival the agency has earned strong Tourist Office, Riviera Nayarit celebrations on the island. From L to R: Hoda Kotb, Minister Oduber, praise for providing targeted, cus- CVB, Grupo Vidanta, Singapore and Kathie Lee Gifford. tomized, highly impactful and Tourist Board, and Mayor’s cost-effective promotional pro- Alliance for Cats and Dogs. grams that drive business and This past year, the agency respond to clients’ needs. MWW GROUP MMG MARDIKS launched “Snow at First Sight,” MSA has received more than a campaign designed to launch 275 public relations awards for the Colorado Tourism Office’s excellence, and agency principals One Meadowlands Plaza 245 Fifth Avenue, Suite 902 social/digital platform and pro- Morris Silver and Virginia M. East Rutherford, NJ 07073 New York, NY 10016 mote Colorado’s top-ranked Sheridan, have been honored with 201/507-9500 212/219-7560 [email protected] www.mmgmardiks.com winter season to non-skiers as Lifetime Achievement awards by well as skiers and snow sports Hospitality Sales & Marketing www.mww.com enthusiasts. Snow at First Sight Association (HSMAI). Charles Mardiks, Managing Michael Kempner, Pres. & CEO Director began with a global online Travel clients have included Alissa Blate, Executive Vice Roland B, Alonzi, Vice search for three people who have major international and domestic President, Global Consumer President, Account Group never seen snow. Entrants posted destinations, multinational hospi- Marketing Practice Leader Director 60-second videos on a microsite tality companies, individual hotels (SnowAtFirstSight.com) explain- and resorts, airlines, cruise lines For over two decades, MWW MMG Mardiks is a creative ing why they have never seen and rail companies, casino and Group has created exciting travel collaboration of some of the snow and why they would like to gaming operations, real estate programs that connect some of the sharpest minds in travel and experience it for the first time in development, travel associations world’s most impressive destina- tourism public relations. A sub- Colorado. Three winners were and providers of travel services tions and hospitality brands with the sidiary of MMG Worldwide, a selected to spend three weeks in and products. Additional agency media and consumers. Though global marketing communica- Colorado during the state’s leg- capabilities include we’ve grown exponentially and tions agency serving the world’s endary winter season to experi- space/aerospace, food & beverage, developed the resources of a leading premier travel and tourism ence skiing and snow sports, cause-related, CRS and web 2.0 international agency, we still brands, MMG Mardiks is a reporting back via social media applications. The agency also has approach each assignment with the strategic communications firm channels. The campaign generat- been called upon frequently to same entrepreneurial spirit and pas- with personalized senior-level ed more than 404 million develop and implement crisis sion upon which this agency was service and large agency impressions and more than $4.1 management programs for a vari- built. Travel and hospitality brands resources. MMG Mardiks offers million in advertising equivalen- ety of clients and in response to a choose to grow with us because of comprehensive public relations, cy, with an ROI of 20:1. variety of issues. our personal commitment to their media relations, and marketing Current clients include: Notable recent achievements success and our ability to deliver communications services includ- Carlson Hotels Worldwide, the include supporting the 25 member game changing results. ing: digital/social media cam- Colorado Tourism Office, Hotel lines of Cruise Lines International Services include: conducting paigns, crisis communications, Missoni, MasterCard, Radisson Association (CLIA) in responding media, trade and travel agent trips to event marketing, and partnership Edwardian Hotels, Regent to the global economic crisis with domestic and international destina- marketing. MMG Mardiks is Hotels & Resorts, Renaissance a variety of high-visibility promo- tions; leveraging social media to growing its powerful digi- Aruba Resort & Casino, tions; a “Learn to Dive” integrated increase brand visibility; develop- tal/social media practice, seam- Renaissance Curaçao Resort & marketing program for Greater ing trade positioning programs that lessly integrating new media, Casino, The Rezidor Hotel Fort Lauderdale CVB and the elevate destination profiles; creating social networking, geo-target- Group, Radisson Blu Hotels and launch of Aruba’s new “90,000 innovative campaigns to re-energize ing, and LiveWeb strategies Resorts, Park Inn, Ringling friends” branding campaign. The destinations and increase mind and using channels such as International Arts Festival, agency also has worked with the market share; and establishing rela- Facebook, Twitter, FourSquare, Rocky Mountaineer, Sarasota cruise industry and Greater Fort tionships with key influential lead- YouTube, Flickr, and others to Convention & Visitors Bureau, Lauderdale to counter negative steer members of the travel, meet- build digital buzz and business ShermansTravel Media, and perceptions due to the recent BP ings & incentives, business, lifestyle for our clients. Travel Guard. oil spill and, in the case of CLIA, and consumer press.

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NANCY J. PERITUS FRIEDMAN 200 South Fifth St., Suite 503N PUBLIC RELATIONS Louisville, KY 40202 502/585-3919 Fax: 502/585-5561 35 East 21st Street, 8th Fl. www.perituspr.com New York, NY 10010 212/228-1500 Fax: 212/228-1517 Peritus is a national, full-service [email protected] communications agency with divi- www.njfpr.com sions in public relations, public affairs, creative services and mar- Nancy J. Friedman, President keting. We have years of experience Jennifer Maguire Coughlin, in the tourism and hospitality indus- Managing Director try, directing award-winning mar- Emily Wilson, Vice President keting and public relations cam- paigns for the likes of Marriott For more than 20 years, NJFPR, Hotels, 21c Museum Hotel, Hotel has created targeted, strategic and Preston, and Louisville Convention effective public relations campaigns and Visitors Bureau. Most recently, for clients in the travel, hospitality we were selected to lead marketing and lifestyle industries — including and public relations efforts for the hotels, resorts, real estate, destina- city of Gatlinburg. Our work has tions, spas and restaurants. Media produced media placements nation- specialists and savvy strategists, the wide in publications such as The agency leaves no stone unturned New York Times, The Wall Street when it comes to developing and Journal, Condé Nast Traveler, executing award-winning pro- Travel + Leisure Magazine, Vanity grams. We combine focus, passion Fair, W Magazine, USA Today, and integrity with industry expertise Southern Living, The Chicago and a national network of media Tribune and The New York Times relationships to give our clients the Magazine. recognition they merit and enable At Peritus, we pride ourselves on their businesses to grow. Expertise our ability to engineer winning includes media relations, social solutions and our relentless, pas- media campaigns, special events, sionate effort to keep our clients on partnerships, guerilla marketing and the fast track to success. Our firm is PR stunts. headquartered in Louisville, Ky., Current agency clients include: with offices in Nashville, Tenn., The Allegria Hotel, Long Island; Lexington, Ky., Indianapolis, Ind., On its 23rd anniversary, NJPFR celebrated by securing front page Apple Core Hotels, New York; Columbus, Ohio, and Birmingham, New York Times coverage for two of its NY hotel clients, The Jane Balsan at the Elysian Hotel, Ala. and The Pod. Identifying trends, creating marketing programs and Chicago; Borgata Hotel; The obtaining targeted coverage are the agency’s hallmarks. Bowery Hotel, New York; QUINN & CO. Camelback Inn; Casino & Spa, Atlantic City; Clink. at The Liberty PUBLIC RELATIONS Hotel, Boston; Cooperstown, New York; The Elysian Spa & Health 520 Eighth Ave., Suite 2102 Club, Chicago; Gansevoort Park, New York, NY 10018 New York; Gemma at The Bowery 212/868-1900 Hotel, New York; Grand Hyatt New Fax 212/465-0849 York; Hotel Gansevoort, New York; www.quinnandco.com Hyatt Regency Aruba Resort & The Purple Lounge Blog: Casino; Jackson Hole, Wyoming www.quinnandco.com/wordpress (Media Marketplace); The Jane, Facebook, LinkedIn & Twitter: @Quinnandco New York; JW Marriott Resort & Florence Quinn, President Spa, Palm Desert, CA and Carla Caccavale Reynolds, Scottsdale, AZ; The Liberty Hotel, Partner, Travel Boston; The Maritime Hotel, New Suzanne Billet Rosnowski, York; Matsuri at The Maritime Partner, Real Estate Hotel, New York; The Pod Hotel, John Frazier, Exec. VP, Travel New York; Ria at the Elysian Hotel, Danielle Pagano, VP, Food, Chicago; Sheraton Hotels & Wine + Spirits Resorts; The Spa at Camelback Inn, Scottsdale, AZ; The Spa at Desert Quinn & Co. combines our sig- Carla Caccavale Reynolds, partner at Quinn & Co.; Florence Quinn, pres- Springs, Palm Desert, CA; Spring nature creative approach to tradi- ident, Q&C; Shana Pereira, regional director of the Americas, Tourism Creek Ranch, Jackson Hole, WY; tional media with strategic digital Queensland; and John Frazier, executive VP, Q&C celebrate the HSMAI Sheraton Lincoln Harbor, New media initiatives to develop Adrian Best of Show win for Tourism Queensland's The Best Job in the Jersey; St. Petersburg/Clearwater, dynamic and highly effective inte- World PR campaign. Best Job turned into a social media phenomenon for Florida; The Water Club; Westin more than a year. Hotels & Resorts. Continued on page 32

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Audit focused on social media, nishings, Redpoint is a full service SEO, blogs and Web site. It identi- marketing PR firm with an entre- fies opportunities and challenges, preneurial style, brand building and generates recommendations to expertise, and a passion for results. stay ahead of the competition, We orchestrate compelling cam- manage reputation and engage. paigns that integrate traditional PR with sophisticated digital and RBB PUBLIC social media marketing initiatives. Select travel/hospitality clients RELATIONS include Loews Hotels; Affinia Hotels; The Principality of 355 Alhambra Circle, Suite 800 Monaco; Tropicana Casino & Miami, FL 33134 Resort, Atlantic City; The 305/448-7450 Benjamin Hotel; TAG Galyean www.rbbpr.com AIA; The Denihan Hospitality Group; Student & Youth Travel Christine Barney, Lisa Ross, Association; Offshore Sailing Tina Elmowitz School; Woodstock Inn & Resort, Redpoint Marketing PR’s “Jersey Shore” Package for the Tropicana VT; Staybridge Suites Times Miami-based rbb Public Square; Saybrook Point Inn & Spa, Casino & Resort Atlantic City let guests party like Snooki, the Relations is a leading PR firm with Situation, and the whole gang did during Episode 7 of the hot MTV CT; Nonantum Resort, a wealth of experience serving hos- Kennebunkport; Broadway.com; reality series. In just two months, media coverage appeared in more pitality entities from hotel compa- than 1,000 broadcast, print, and online outlets. Ripley’s Believe It or Not! Times nies and airlines to destinations and Square; Wanderfly. cruise lines. The agency prides Redpoint executives bring a itself on delivering award-winning QUINN & CO. The Algonquin Hotel that was cov- “nose for news” to every client ered by more than 400 broadcast campaigns that use smart commu- challenge, ensuring that marketing Continued from page 31 segments, including Letterman, nications to persuade, motivate and ideas have just the right dash of risk Regis & Kelly, Ellen and Good influence consumer decisions, and to make them significantly news- grated PR programs. We help Morning America. We also created being recognized for best practices worthy without being operationally clients in our core areas of Food, an entirely new niche product, The in media relations, corporate and challenging to implement. Wine + Spirits, Real Estate and Procreation Vacation, for Starwood crisis communications, product Travel achieve goals, reach target Caribbean. Most recently, we were introductions and digital/social ROGERS & COWAN audiences with key message points the U.S. PR firm behind the block- media. and ultimately drive business. buster The Best Job in the World rbb’s Travel & Leisure roster Quinn & Co.’s innovative initia- campaign (Tourism Queensland). includes brands such as Homewood 8687 Melrose Avenue, 7th Floor tives are recognized globally. Our We also crafted a Blowout Sale at Suites by Hilton; Zoëtry Wellness Los Angeles, CA 90069 & Spa Resorts and Secrets, Dreams 310/854-8117 unique approach has resulted in a Hudson Hill Condominium, NYC, Fax: 310/854-8106 number of industry “firsts” and the centerpiece of which was an e- and Now Resorts & Spas by AMResorts; Costa Maya and [email protected] earned us hundreds of awards; video campaign with weekly chats www.rogersandcowan.com including HSMAI Adrian Best of with the developer. This “first” in Canyon Ranch Hotel and Spa. Show awards for best travel PR NYC residential development Recently, the firm received a PRSA Silver Anvil and a Silver Sabre for Tom Tardio, CEO campaign of the year, worldwide. helped spike sales 25%; each video Tara Walls, EVP We have many compelling suc- e-blast sent Web site traffic jump- its “Flu-Free Guarantee” campaign Fran Curtis, EVP cess stories: We invented Martini ing 50%. developed for client AMResorts. on the Rock, the $10,000 martini at The agency offers a Digital Three-time winner of “PR Rogers & Cowan offers signifi- Agency of the Year,” rbb gives its Fortune cant experience in creating and exe- 500 and entrepreneurial cuting integrated marketing and PR clients award-winning counsel and campaigns for clients in the travel results, and the individual attention and tourism industries, including available only through a boutique resorts and resort developers, hotel agency. Explore how rbb’s employ- associations, government tourism ee-driven workplace results in offices, visitors bureaus, museum extraordinary client satisfaction at and cultural exhibits, airlines, tour www.rbbpr.com or call 305-448- packagers, cruise lines and travel 7457. magazines. We create PR and marketing REDPOINT strategies that elevate a client’s core MARKETING messages beyond travel outlets and into the lifestyle media through the PR, INC. influence of entertainment. Our dis- tinctive approach goes beyond 161 Ave. of the Americas, Ste 1305 media relations to include influ- New York, NY 10013 encer seeding, product placement, 212/229-0119 promotions, special events, social www.redpointpr.com media and green marketing. The rbb Public Relations puts the spotlight on one of Dreams Resorts & agency’s work has included build- Victoria Feldman de Falco and Spas’ signature offerings, the Explorer Kid’s Club, part of the brand’s ing awareness for hotels and resorts Unlimited Luxury concept. The Dreams Cancun property launched a Christina Miranda Diaz, Principals through celebrity seeding pro- new Eco-Program giving children the opportunity to participate in Gabriella McNamara, Senior VP grams, positioning countries as per- environmentally-friendly practices around the resort while also fect travel destinations through des- learning new methods on how to live more green. Specializing in travel, hospitali- tination integrations in films and ty, interior design, and home fur- television shows, executing con-

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sumer sweepstakes tied to entertain- Ruder Finn is well placed to exe- ment brands, activating sponsorship cute global programs across a of entertainment events and launch- broad range of disciplines and ing eco-friendly resorts to a world- industries and has offices in key wide audience. In 2010, R&C global media centers, including received 2 Buzz Awards recogniz- Boston, Chicago, Los Angeles, ing our work integrating American San Francisco, Washington D.C., Airlines into Paramount’s block- Basel, London, Paris, Jerusalem, buster film, “Up in the Air.” Beijing, Guangzhou, Hong Kong, Current / past clients include Shanghai and Singapore. American Airlines, The Islands of the Bahamas, Canadian Tourism SPRING, O’BRIEN Commission, Bodies … the Exhibition, Titanic … the Artifact & CO. Exhibition, Royal Caribbean, Miami Convention & Visitors 50 West 23rd St., 11th Floor Spring, O’Brien sent Richard Bangs, a father of modern adventure travel, Bureau — Miami Boutique Hotels, New York, NY 10010 to Hong Kong to film during Chinese New Year in February 2010, for its The Seaport, Hollywood’s Rock 212/620-7100 client the Hong Kong Tourism Board. The resulting one-hour documen- Walk and Rock and Roll Hall of Direct: 212/402-1610 tary – “Hong Kong: Quest for the Dragon” – premiered this July as part of Fame. [email protected] Bangs’ nationally televised PBS series “Adventures with Purpose.”

RUDER FINN Chris Spring, President David Kleinman, Executive VP industries: food, wine and the arts. Lauren Kaufman, Vice President Since 2001, the agency has serv- VOLLMER PUBLIC Nora Brossard, Editorial Director iced a range of international and 301 East 57th Street RELATIONS New York, NY 10022 domestic clients from its Orlando, 212/593-6400 With more channels of commu- Florida location and maintains a www.ruderfinn.com nication today than ever, the need strong reputation for quality serv- 808 Travis, Suite 501 for dynamically engaging content ice, professionalism and returning Houston, TX 77005 713/970-2100 Richard Funess, President has never been greater. There’s no value and results to our clients. Our 212/715-2222 Gail L. Moaney, APR, Executive longer a box to think outside of! personalized, hands-on approach VP/Director, Travel & Economic Attuned to ‘the new normal’ ensures our work is strategically Development demands thrift as well as innovation aligned with the client’s needs. For more than two decades, to achieve the competitive edge, Comprised of a team of passion- Vollmer has made a name for Ruder Finn’s Travel and sparking new business opportuni- ate professionals, we are especially itself in the travel and tourism Economic Development practice is ties for our clients by burnishing proud of the diverse nature of our sector. Today, we’re proud to made up of talented individuals public relations, social media and company, with staff members rep- be ranked as one of the nation’s who have spent their careers pro- branding campaigns with creative resenting origins from around the top public relations firms in moting international travel destina- ideas from online marketing and globe, possessing vast professional destination marketing, media tions, tourism organizations, advertising. We consistently travel experience. outreach, travel trade promo- hotels, airlines, cruise lines and a achieve high-visibility broadcast TJM Communications has been tions, social media strategies, wide variety of travel-related enti- and cable TV, print and online cov- called upon to service clients in product launches, online travel ties and international events. The erage to catapult their brands Spain, South Africa, Canada, and retailing as well as industry travel experts at Ruder Finn look beyond the fray of an ever-realign- throughout the United States. Our issues and management. beyond the traditional aspects of ing marketplace. Drawing from travel and tourism practice current- We have a passion for travel their clients’ offerings, focusing on travel-related areas like food and ly includes clients such as: that inspires us to drive aware- what differentiates clients from wine to architecture and design, we Florida’s Space Coast Office of ness of and sales for those com- competitors. Ruder Finn staff forge opportunities rather than wait Tourism; Walt Disney World Swan panies we represent. Working always strives to educate and for them. We don’t tell our clients and Dolphin Resort; Valesa in small teams from our offices stories, we get their stories told – Cultural Services and Hotel ensure that a pitch call ends with Continued on page 34 media knowing something about a delivering integrated campaign Majestic in Spain.  client that they didn't know before. solutions, leveraging celebrity par- Our mix of traditional public ticipation in special events, on-loca- relations, including social media, tion film shoots and colorful crisis communications, event plan- spokespersons to bring our clients’ ning, cutting-edge interactive and competitive advantages to life. consumer promotions experts are dedicated to always exceeding our TJM clients’ expectations. Ruder Finn also has an expertise in economic COMMUNICATIONS development initiatives. Our staff INC. has helped raise awareness of national, regional and municipal organizations such as airports, sea- 2441 West SR 426 #1061 Oviedo, FL 32765 (Orlando area) ports, corporate parks and residen- 407/977-5004 tial developments with the same Fax: 407/977-5009 flair we bring to our travel clients. [email protected] Current clients include: Air www.tjmcommunications.com The Iditarod-bound Oswald “Newton” Marshall, Jamaican “musher” France KLM, Air Jamaica, Bay of the Jamaica Dogsled Team (center) visited New York to participate Gardens Resorts, Embassy Suites Treva J. Marshall, President at the Adventures in Travel Expo. On hand to capture the unique jour- Hotels, Hotels.com, the Jamaica ney of the Jamaica Dogsled Team were FOX TV’s Mike Woods (right) Tourist Board, Projects Abroad TJM Communications is a bou- and Jamaica Tourist Board Sales Representative Chris Dobson (left). and the Tropicana Las Vegas. tique lifestyle public relations firm The Jamaica Tourist Board is a Ruder Finn client. Headquartered in New York City, specializing in travel and related

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awards in every major category. In broadcast publicity programs 2005, Rene Mack was honored by including satellite media tours and HSMAI with a lifetime achieve- facilitation of on-air programming ment award for his contribution to featuring clients. The PR firm also the travel industry. creates and manages focus events, While there are many highlights online and social media programs, for 2009, three are monumental: editorial deskside interviews, fam one is launching Royal Caribbean’s trip facilitation, trade show publici- Oasis of the Seas (the world’s ty and media relations, and special largest cruise ship) and driving it to events. be “the most Googled word” the Clients include destinations like day of her arrival in the U.S.; Cozumel, Honduras, Mazatlan and another is amplifying Canadian The Napa Valley Destination messages around the 2010 Winter Council, and hoteliers and resort Olympic Games; and most recently operators including Barceló Hotels is contributing to the successful & Resorts, Cambridge Beaches launch of Universal Orlando Resort & Spa, Choice Hotels, The Zimmerman Agency representatives host journalists in St. Lucia Resort’s Wizarding World of Harry Grand Traverse Resort, Grupo for the Almond Resorts client. Potter. Posadas, and Hilton Caribbean and A selection of clients includes: Latin America. Travel and leisure American Airlines, The Islands Of clients include the American VOLLMER PR The Bahamas, Beverly Hills Association for Nude Recreation, Vacation Rental Managers Continued from page 33 WEBER Conference & Visitors Bureau,  Canadian Tourism Commission, Association, Truvle and HIMA SHANDWICK Hilton Head Island Chamber of Health, providing an affordable in Texas and in New York, our Commerce, InterContinental Hotels alternative to high healthcare costs travel specialists build true, 919 Third Avenue Group, Lastminutetravel.com, New in the U.S. Commonwealth of lasting partnerships with our New York, NY 10022 Orleans Metropolitan Convention Puerto Rico. clients. Our in-house media and 212/445-8000 & Visitors Bureau, Royal www.webershandwick.com presentation team works to Caribbean International, Singapore THE ZIMMERMAN ensure that travel spokespersons Rene Mack, President, Travel & Airlines and Universal Orlando AGENCY are prepared to communicate on Lifestyle Resorts (Wizarding World of Harry message with confidence. In Alice Diaz, Executive Vice Potter). addition to expertise in the President, Travel & Lifestyle 1821 Miccosukee Commons Tallahassee, FL 32308 domestic market, we have an YPARTNERSHIP 850/668-2222 established network of travel Weber Shandwick’s Travel & www.zimmerman.com Lifestyle practice excels in creating specialist firms in the U.K., 423 S. Keller Road comprehensive marketing strate- Mexico, Canada, Germany, Orlando, FL 32810 Carrie Zimmerman, President France, Latin America and the gies for clients that leverage offline 407/875-1111 Asia Pacific to support our and online media channels, digital www.ypartnership.com/PR clients’ needs worldwide. media platforms, promotions, and The Zimmerman Agency creates Current travel clients include brand and entertainment integra- Peter Yesawich, CEO relevant messaging which carries Travelocity, Sabre, Texas tions to speak directly to con- Chris Davidson, CCO consumer traction during difficult Tourism, Get There, NYLO sumers. In a shifting industry, these Noel Perkins, EVP, PR economic periods, and times of Hotels, W-Victory Hotel, The programs secure headlines, ignite recovery. Ranked by O’Dwyer’s as Joule, Hotel Crescent Court, conversations and drive the bottom Ypartnership, formerly one of the largest hospitality public ATME and IgoUgo. Vollmer line for clients. Yesawich, Pepperdine, Brown & relations firm in the United States, has a handle on travel. We’re Known for innovation, collabo- Russell (YPB&R), ranks among the agency maintains its leadership proud to represent leaders in the ration and creativity, the Travel America’s largest integrated position with a pioneering platform travel industry and to be known practice has earned major industry marketing companies specializ- combining its public relations divi- for generating results on their awards from PRSA Anvils and ing in the travel, tourism, hospi- sion with its robust 30-person in- behalf. PRWeek, to 13 Platinum HSMAI tality and leisure categories. house digital/social discipline. Headquartered in Orlando with The travel group handles offices in New York and Los extraordinary destinations such as Angeles, Ypartnership celebrat- the British Virgin Islands, endear- ed its 25th anniversary in 2008. ing escapes like the Outer Banks The Public Relations Division of and award-winning resorts and Ypartnership is comprised of 19 hotels from the Caribbean’s leg- publicists, including three veteran endary Club Med villages and vice presidents who oversee three Palace Resorts in Mexico to the hip individual public relations teams. Gansevoort in South Beach and Ypartnership serves more than 20 famed Waikoloa in Hawaii. public relations clients in travel and Its newly-energized consumer tourism and related categories such brand division touts national as real estate development and brands including Party City, PGA leisure-related products and servic- TOUR, Firehouse Subs, Evamor es. Water, Bertram Yacht, Tropical Weber Shandwick’s Travel & Lifestyle Practice welcomed Oasis of the Ypartnership PR provides com- Smoothies and Firedog. Seas with Good Morning America’s Sam Champion (not pictured) and prehensive public relations plan- The Zimmerman Agency WOW! Melissa Rycroft. In photo (L to R): Tracy Quan, Royal Caribbean; Erin ning and implementation. Tactical platform of planning has proven to Burden, Weber Shandwick; Melissa Rycroft; Alice Diaz, Weber services range from traditional be a magnet for some of America’s Shandwick; Rene Mack, Weber Shandwick. press kit and press release develop- most iconic brands, in and out of the ment and distribution to complex world of hospitality. 

34 JULY 2010  WWW.ODWYERPR.COM JulyMagazine:Layout 1 6/24/10 1:19 PM Page 35 O’DWYER’S RANKINGS TOP TRAVEL AND TOURISM PR FIRMS

Firm 2009 Net Fees 1. Edelman New York $15,213,343 2. The Zimmerman Agency Tallahassee 5,820,000 3. Lou Hammond & Associates New York 5,413,488 4. M. Silver Associates New York 3,986,000 5. Ruder Finn New York 3,500,000 6. Quinn & Co. New York 2,401,972 7. Allison & Partners San Francisco 2,235,926 8. Spring, O’Brien + Co. New York 1,950,000 9. Ypartnership Orlando, FL 1,938,067 10. Vollmer Houston 1,796,582 11. 5W PR New York 1,174,750 12. Zeno Group New York 1,080,989 13. New West Lousiville 854,600 14. Jackson Spalding Atlanta 841,327 15. BLAZE Los Angeles 773,560 16. Coyne PR Parsippany, NJ 705,000 17. rbb Public Relations Coral Gables, FL 612,812 18. Fahlgren Mortine Columbus, OH 382,153 19. Richmond PR Seattle 378,470 20. Lane PR Portland, OR 370,881 21. McNeely Pigott & Fox Nashville 305,534 22. RLF Communications Greensboro, NC 247,541 23. Luckie Strategic PR Birmingham, AL 233,695 24. Winning Strategies Newark 188,735 25. MDi media group Mobile, AL 155,882 26. Maccabee Group Minneapolis 145,633 27. Kohnstamm Communications St. Paul 144,306 28. Ron Sachs Communications Tallahassee 135,935 29. Linhart PR Denver 105,256 30. Moore Consulting Tallahassee 98,887 31. Bridge Global Strategies New York 78,794 32. Landis Communications San Francisco 60,000 33. Guthrie/Mayes & Associates St. Louis 32,947 34. Red Sky Public Relations Boise 27,088 35. Boardroom Communications Plantation, FL 25,000 36. Trevelino/Keller Comms. Atlanta 22,000

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OPINION Professional Development BP crisis, when CEO Hayward volun- BP’s two ‘killer’ mistakes teered to Britain's Sky News that he believed the Gulf of Mexico spill would By Fraser Seitel tanked captain befouled Alaska’s perime- result in a “very, very modest” environ- ter, the Exxon company still stands today mental impact. as a symbol to many of corporate greed Uh oh. and arrogance. Years from now, when BP no longer P is probably finished as a compa- So just as the Gulf’s pelicans are exists, except in PR text books, few will ny. The beleaguered Gulf Coast soiled, so too is BP’s PR goose cooked. remember that Hayward’s full quote was Bpolluter has lost billions in market Which is somewhat ironic — because lot more measured, “It is impossible to value, faces millions more in cleanup other than two whopping PR mistakes, say and we will mount, as part of the expenses, and hun- the company has tried admirably to aftermath, a very detailed environmental dreds of lawsuits. acquit itself positively in the Court of assessment but everything we can see at It’s likely that after Public Opinion, even as it battles the the moment suggests that the overall the mud settles, BP worst oil spill in history. environmental impact will be very, very will be purchased by Clearly, BP learned from Exxon’s dis- modest.” Exxon or Shell and astrous handling of the Valdez spill 21 Too late. The BP CEO’s “modest cease to exist as a years ago. impact” prediction — played in an end- company. While Exxon was closed-mouthed less loop on cable TV — was enough to But it will linger in about its observations and intent in sink his company. Fraser P. Seitel has the annals of mega Valdez, BP has been available and com- #2 - Downplay expectations. been a communications PR crises — taking municative. Equally as deadly for BP was the consultant, author and its place next to the While Exxon’s CEO Lawrence Rawl company’s continued penchant for rais- teacher for 30 years. He ing expectations, only to suffer public is the author of the Exxon Valdez in was famously “too busy” to get his big Prentice-Hall text, The textbooks. Know of behind up early to Alaska to view the opprobrium when they didn’t pan out. Practice of Public a good one? spill first-hand, BP’s Tony Hayward has It is axiomatic in public relations that Relations. The BP reputation camped out in the Gulf, leading the the greater one tamps down expecta- is down for the effort to plug the hole and personally tions, the more likely to look like a hero count. Nothing the company can do from enduring all the brickbats from outraged if the expectations are exceeded. here on will fully resurrect its reputation- residents and self-serving politicians. Simply stated, it is better to “low ball” al standing. Indeed, in this third decade While Exxon’s tone was defensive potential outcomes, i.e. anticipate the since the Exxon tanker piloted by a and standoffish from the get-go, BP worst, than it is to get everyone’s hopes early on agreed to pick up the costs for up and risk having them dashed. PR services briefs “all legitimate claims” and expressed BP first estimated that no oil was leak- appropriate remorse for not succeeding ing, making the problem seem more AGENCY SIGNS RUBENSTEIN in cleaning up the spill. As Hayward put manageable. Then the company raised it after one unsuccessful attempt, “I feel estimates to 42,000 gallons, then New York based entertainment booking devastated … absolutely glutted.” 210,000 gallons, and now ... well, you agency The Agency Group has retained So despite the fact that local oppor- get the point. Had BP warned that a great Rubenstein Public Relations to secure tunists, like Florida Sen. Bill Nelson, amount of oil might leak, the company’s business exposure for the company’s leapt at every chance to gain national air credibility wouldn’t have suffered so brand, its agents, and its sponsored time by bad mouthing BP’s PR, the dearly in light of the constantly increas- events. company tried to be straightforward and ing numbers. As one of the world's foremost enter- responsive. BP also reported that its “top kill” tainment booking agencies,The Agency That BP suffered a terminal loss in attempt to stop the leak was “going Group currently has 57 agents and a com- credibility was due, principally, to the well.” Hours later, the company paused bined roster of nearly 1,500 celebrated company’s violation of two sacrosanct the procedure, and ultimately cut it off artists, speakers and authors. All are from crisis management principles: in failure. Again, had the company cau- diverse genres including rock, metal, reg- #1 - Never predict. tioned early on that the procedure was- gae, folk, R&B, hip-hop, classical, and chil- In 1958, when Brooklyn Dodger n’t guaranteed and kept expectations at dren’s entertainment. catcher Roy Campanella underwent bay, it wouldn't have lost the credibili- Rubenstein will work to further establish hours of surgery after a car accident on ty it did when “top kill” itself was The Agency Group as an industry leader by an icy Long Island road, his surgeon was killed. securing inclusion in trend stories related asked, “Will Campy play again next Again, despite the non-stop criticism to the entertainment business, generating year?” the company has received for practic- ongoing feature coverage in entertainment The beleaguered surgeon responded ing pitiable public relations, BP has publications, and promoting the company’s that it was unlikely Campanella would tried admirably to be candid and trans- individual divisions (music, literary, speak- be back so soon but ... “with proper parent in dealing with a terrible situa- ers, performing arts). Rubenstein will also rehabilitation, there’s no reason he can't tion. assist The Agency Group in creating signa- resume play sometime in the future.” But primarily due to committing two ture events that will help raise awareness Roy Campanella would require a cardinal crisis management sins in the for the company and promote its impres- wheelchair for the rest of his life. midst of history’s most catastrophic oil sive talent roster. The moral: In a crisis, never predict. spill, BP has ensured its place forever in That’s why it was suicidal early in the the Public Relations Hall of Infamy. 

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Guest Column

band of brothers there. No “One for all BP’s name will live on and all for one.” At a May 3 White House dinner with By Wes Pedersen favor with the hot-to-drill Republicans, business executives, the Washington exposed his acceptance of oil company Post says, Obama firmly told Exxon declarations of safety and his willing- Mobil Chairman Rex Tillerson that he or millions of Americans, the BP ness to compromise, for political gain, expected the complete oil industry to logo will forever morph automatical- with his save-the-earth convictions. dedicate its engineering talent to fixing Fly on the nation’s highways into an The plummy Brit accent of Tony the spill and preventing others. It was, oil-drenched pelican struggling to sur- Hayward has not helped BP in its strug- the President told Tillerson, a question vive. For President Barack Obama, the gle to keep its corporate head above the of duty — and in the industry’s own very name “British oily waters. His is not a voice of com- financial interests. Petroleum” will in mand nor is it one of assurance or con- We look for evidence of such united perpetuity remain an viction. He has given it his best, but he rescue assistance that may have resulted albatross. has become a figure for mimicry only from the presidential directive. Instead, BP’s image is so slightly shy of one being burned in effi- we find reports that Exxon and Shell are, bad now that the gy in some quarters. as the New York Times describes it, company may not It is not supposed to work that way in “licking their chops” at the notion that long survive in its PR. In a catastrophe, the Code Blue BP will be forced by massive expenses present form, even if mantra is, “Get the CEO out front with into bankruptcy. the facts — stat!” That always presup- Wes Pedersen is a it succeeds in bring- Against such background, we are left retired Foreign ing a full halt to the poses that the truth will have a salutary with the bitter knowledge that neither Service Officer and oil spill. The effect on public opinion. the company nor the federal government principal at Wes President, mean- Hayward, however, insisted too long knew how to cope when oil began to Pedersen Commun- on trying to make the picture of disaster ications and Public while, must lead his foul the Gulf. It’s impossible for any PR Relations Washing- party into the less ominous than it was. He may not from either side to cover up that fact, or ton, D.C. November elections have been lying, but it did not take the ever excuse it.  crippled by charges public long to figure out that he was not telling the full truth, or that he did not of chronic indecision not only in the BP News briefs case but on a mounting number of other know what the true facts were. major fronts, plus some quite trivial inci- Hayward, in short, tried spin but BP RANKS AS MOST dents that never should have made the lacked the talent for it. Obama, too, ‘NEGATIVELY PERCEIVED’ headlines. tried spin only to find himself handi- The President is noticeably less cock- capped by BP’s wavering claims of A new corporate reputation survey finds progress and by his administration’s sure on this issue than he has been on BP to be a “magnet for negative opinions,” inability to cope rationally and effec- most other issues. Criticized at first for scoring last in an assessment of the public tively with calamities or even a failing to understand the human, eco- opinion of 54 prominent global companies. picayune case smacking of hanky panky nomic, ecological and political impacts The study was performed by interactive in federal recruiting. of the Gulf geyser, he has shifted from research and technology company Vision BP throughout has conducted itself Critical, along with its public affairs division, one PR tactic to another, dumping the like a foreign power, establishing a professorial mien on occasion to unleash Angus Reid Public Opinion. According to the command center that has sought to con- study, almost half of Americans hold “very a Harry Trumanish burst of anger at the trol media coverage. It has gone so far negative” opinions of BP. As a company, BP oil men he deems responsible. as to tell some photographers it does not is frequently referred to as “idiots,” “arro- BP’s CEO may not have been lying, want them to take pictures of animals gant” or “secretive.” Americans’ assess- but it did not take the public long to fig- dying in the oil-smeared Gulf. The ment of BP exceeds – by at least 16 percent- ure out that he was not telling the full Washington Post reported that local truth. police along polluted routes have in age points – the negative opinions of In the process, he has contributed to some cases worked to enforce BP wish- Citigroup, Bank of America, Goldman Sachs the wave of anti-incumbency that is es. and Toyota – the most publicly reviled com- sweeping the country. BP’s image before its industry, the pub- panies in recent months. The president was late in making the lic, the Congress, the courts and the media The survey also revealed that 30% of mandatory trips to console the Gulf pub- is threatened anew by reports that it has, Americans read, saw or heard news about lic and create photo-ops. It’s not some- over a 10-year period, ignored warnings these companies in traditional media. In thing any President likes to do, and that it was violating safety rules in a contrast, only 9% saw or read news about everyone knows the trips are just for variety of installations. Those reports, these companies in social media. For BP, show. He is now being compared with building daily, will most assuredly lead this same pattern was consistent: 86% got his predecessor, who managed to make to new demands for federal regulations their BP news through traditional media and his post-Katrina visit to Louisiana look that businesses of all types will be fight- only 33% through social media. precisely like the sham it was. ing in Congress. The study utilized the company’s Mr. Obama is now seeking ways to If BP has played the PR game with far ReputationPlus system, a diagnostic reputa- disassociate himself from remarks, less finesse than would be expected tion measurement and management made just days before the Gulf explo- from a major globe-encircling corpora- approach that provides comparative views sion, that “oil rigs today generally don’t tion, the oil industry itself has been of corporate reputation. cause spills.” That quote, made to curry found wanting in similar regard. No

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OPINION Guest Column Birds of a different feather, similar PR problems By Arthur Solomon companies now have an image that all the talk about a specific project. A few days PR crisis specialists in the world can’t prior to the conference, a series of anti- solve. (Only time and their future actions government demonstrations made inter- P has a PR problem. Goldman can salvage their reputations.) national news. I received a phone call Sachs has a PR problem. While Lesson Learned: There is no template saying that the foreign rep would not Bthe circumstances are different, for a PR crisis. They come in all sizes and answer any questions about the disorder they are also eerily similar. shapes. in his country and would like me to Both companies were portrayed in the During and after my nearly 25 years at accompany him while in the U.S. to help media as the best in Burson-Marsteller, I always believed that with media problems that might arise. the business and protecting a client from media controver- Thought Process: Institute a “good were lauded as good sy was more important than the “big hit.” cop, bad cop” process with me playing corporate citizens. Thus, I always practiced “precautionary the bad guy. I met with the press confer- Both are now con- PR” — meaning crisis prevention — ence organizer and said that we would sidered by many as when planning or implementing an agen- withdraw from the conference unless he unethical compa- da. But unforeseen happenings occur. would make an announcement at the nies. Here are three personal examples of beginning, and again before the Q & A Both companies preventing a negative situation from session, that only questions relating to didn’t hide from the developing into a full blown crisis: the matter at hand would be answered. I Arthur Solomon is a laudatory media Situation 1: As a method of achieving advised the client that if questions came former Senior VP for Burson-Marsteller. spotlight. greater client identification in the media, up about the demonstrations he should Both companies I recommended a departure from a tell the reporters to contact his country’s are now receiving client’s long-held practice of not using embassy. millions of dollars of free publicity with- athletes as spokespersons and suggested I also said, to the client and the group out even trying. using one to promote a single facet of its that organized the conference, that, if Both companies have been accused of multi-sports marketing program. We necessary, I would step in and end the Q stonewalling. could do so for one year as a test to see & A session and we would leave. Both companies are facing legal action the results, I was told. Result: The Q & A’s were limited to from the government and probably from I suggested a dozen retired athletes to the foreign rep’s remarks about the initia- individuals who claim they were harmed. be approved by the client and the sports tive he came to the U.S. to discuss. The (The damage done by both companies to entity involved. I was asked by the sports client was thrilled and I was greeted with the economy and individuals is still not entity if I would consider using a name gratitude by him and others who worked known.) not of my choosing; to get everyone on with him for the duration of this multi- Both companies have empowered those board I agreed. A round of year assignment. Importantly, a potential in Congress who want greater regulation interviews was arranged with national media crisis that could have received of their industries. media. I was told that a very prominent international coverage and derail the rea- Both companies are now paying the journalist would also like to be included. son for the press conference was avoided price of having unsympathetic allies in Many years before, the spokesperson on my watch. Washington, the media and the public. was criticized for some questionable Situation 3: Anti-American demon- As with the Tiger Woods situation, both conduct (no crime involved), but had strations in a foreign country received gone on to have a colorful, celebrated international coverage. After they contin- PR services briefs and successful career. ued for a week or so, officials of that I knew from his writings that the country were concerned that some in the ATOMIC POWERS PIONEER prominent journalist would probably U.S. might think the relationship Following a competitive and lengthy bidding make the long-ago past criticisms a between their country and the U.S. might war, Atomic Public Relations has been named major part of his story; he was not invit- be lessening. agency of record for Pioneer Electronics (USA) ed. Instead, interviews were limited to Thought Process: Government-to-gov- Inc. journalists who wrote about the topic at ernment talks were not a problem. But a Atomic will be in charge of providing strate- hand and did not go for the kill. method to convey the friendship message gic counsel, media relations, and social media Thought Process: If a reporter high- to all of the U.S. public was needed. programs for the electronic giant’s Mobile, lights the negatives of many years ago, Result: A round-table discussion was Home and DJ products. other journalists would have to mention arranged with a group of U.S. reporters The company will also work alongside it in their stories. It might then be picked and editors during which the official gov- Pioneer’s existing corporate communications up by other media outlets and the client ernment line of close ties with the U.S. team to develop and execute brand level strat- and the promotion might be buried in was emphasized. What could have been a egy, positioning and messaging. In addition, negative stories. media crisis in the U.S. was avoided. Atomic will also provide media relations, Result: A probable crisis derailed for Unfortunately, as the Tiger Woods situa- social media and video, event support and the client and promotion, which resulted tion revealed, there is a lot of boilerplate product promotion for all three of the electron- in using retired athletes for many years. and by-the-numbers PR crisis advice. ic giant’s business units. The firm’s budget is Situation 2: A press conference was Some of it makes sense, some doesn’t. undisclosed. arranged in the U.S. (by a third party) for I’m not a fan of book PR, especially in cri- a representative of a foreign country to sis and media situations. 

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MEDIA WORKSHOP Digital frontiers shape New York Times’ ed focus By Jon Gingerich ate access to more content, one of the edited. That’s a long, long time in the biggest benefits of blogs is the fact that tech blogosphere,” Bilton said. “So, I ublicists were given a sneak peak editorial staff can later update and cor- have to ask myself: What can I offer? I into the digital workings of the rect stories. Blogs thus take on an organ- know I can beat them at better writing, Pnewspaper of record during a June ic growth much alongside the story and I can offer experts and good ques- 9 panel of New York Times editorial itself, unencumbered by print’s rigidity. tions.” staff, hosted by the Entertainment This is just one reason why blogs have In fact, plenty of old rules still apply. Publicists Professional Society at the moved from the position of an adjunct Exclusivity still rules the roost, and so International Cinematographer’s Guild feature to the principle conversation. do credentials. Stephanie Goodman, in New York. Weekend Section Editor As it turns out, there’s plen- and Dance Editor, said ty of news that isn’t fit to she looks for academic print. The growing popularity credentials in experts: of several Times blogs has What books they’ve increased the demands (not to published, or if they’re mention workload) of its press part of a renowned think room. Times journalists now tank. find themselves under Bilton believe journal- increased pressure to produce ists “have much more of higher output, even as daily a voice online.” Blogs print readership and ad rosters also allow for more dif- have shrunk. ferentiation among pub- The result, according to the lications. Stelter panel, is more content with a believes media needs to diverse, distinct voice from find its voice and fill its its print counterpart, and an The June 9 EPPS panel of New York Times staff reporters (from L to R): Stuart niche if it wants to sur- editorial staff with more Elliot, Advertising Reporter; Brian Stelter, Media Industry Reporter; Nick vive in the digital envi- options in what they’re Bilton, Technology Reporter; and Stephanie Goodman, Weekend Section ronment. Editor and Dance Editor. allowed to deliver. “We need to do some- “It’s changed everything Photo by Jon Gingerich thing no one else is we do. We swim, live, eat and doing. There are thou- breath the digital environ- sands of news sources ment 24/7,” said Advertising Reporter The Times has restructured its editorial out there and we’re all writing the same Stuart Elliot, who covers marketing and departments to move with this digital story. We need to differentiate more. media industry news for the Times, and migration. There are some stories we’re just going also writes the newspaper’s Media “When something happens, you can to have to leave out.” Decoder blog. “The biggest benefit, for go in and add more paragraphs,” Brian Digital media has other problems too. you the reader, is you get a tremendous Stelter, Media Industry Reporter, who Stelter compared Twitter and Facebook amount of content you didn’t get before. also writes aside Elliot for the Media to blanket PR pitches, claiming the There’s a real value to having all these Decoder blog. “In the old days a blog recipient often finds him/herself digging extra channels available to communicate post would have been an extra feature. for quality content. with our readers, especially with the It’s something that wouldn’t have made “There’s usually a nugget buried newspaper getting smaller.” it in the paper.” somewhere in there that’s interesting, we “I don’t think I could be a reporter Then there are the disadvantages. just have to dig for it,” he said. without Twitter,” said Times Technology Some of the most popular blogs out Working with a colleague, Bilton Reporter Nick Bilton, who also pens the there are accustomed to — and in fact, recently helped create a computer pro- newspaper’s popular Bits blog. “I feel revel in — delivering the news without gram that calculated the average length the same way now about social media heeding the rigors of a fact-checking, of an email PR pitch. As it turns out, it’s that reporters from generations before edit-heavy fourth estate. The staff of the about 400 words long — nearly three probably felt about the typewriter.” Grey Lady is offered no such luxury. times the length the panel said makes for Bilton, who has been with the Times Times writers are expected to deliver the a comfortable, easy-to-digest message. since 2003, began working in the com- news at speeds comparable to blogs but “We all get a lot of PR pitches. Each pany’s design and research departments with the verifiability and professional- day that’s a tremendous amount of pitch- before moving over to editorial side. His ism you’d expect from the newspaper of es and there’s no way I can read them beat largely focuses on technology and record. As such, time is not on their side. all. It would help all of us if you could Web news. “In the time a tech blog puts up their trim them down a bit.” With every technological advance- 140-character stories, in the time Tech The event was moderated by Anne ment comes the immediate convenience. Crunch can paste a press release, I have Colaiacovo, a Partner at Allison & Aside from the ability to offer immedi- to write the article and I have to have it Partners. 

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WASHINGTON REPORT Douglass joins Atlantic

inda Douglass, who was President Barack Obama’s healthcare spokeswoman, is joining the Atlantic as VP to Lhandle communications and strategy. The former ABC and CBS correspondent was a contribut- ing editor at National Journal, sister publication of the Atlantic, before joining the White House PR shop. Douglass told the Washington Post’s Howard Kurtz that her role is to bolster the “visibility” of the Atlantic by highlighting its “smart analysts and great writers.” The National Journal is in the midst of a hiring spree, hiring about 30 reporters as its ramps up its digital transformation. The Linda Douglass publication has created a unified online DCI launches ‘Neutrality’ group newsroom, which includes other sites such  as Hotline and Congress Daily. ashington-based DCI Group is backing the launch of the Broadband Internet Technical Advisory Group, BP taps former DOE PA chief Wwhich includes high-tech companies and broadband providers to work on the “Net Neutrality” issue. nne Womack-Kolton, a Director for BP’s PR firm Dale Hatfield, former Chief Technologist at the Federal Brunswick Group and former Press Aide to Vice Communications Commission, oversees activities. He says BITAG APresident Dick Cheney, has been brought in-house by is to “function as a neutral, expert technical forum and promote a the London-based oil giant as head of group media for the greater consensus around technical practices within the Internet U.S. community.” Kolton joined APCO Worldwide as a VP at the close of the BITAG plans to do outreach to the Internet technical community, Bush administration in 2008. She was Assistant Press identify “best practices,” educate policymakers and service as a Secretary at the White House, Press Secretary to Cheney dur- “sounding board” on telecom issues. AT&T, Google, Verizon, ing the 2004 campaign, and served as Director of Public Cisco Systems, Comcast, DISH Network, EchoStar, Intel, Level 3 Affairs at the Dept. of Energy during the second Bush admin- Communications, Microsoft and Time Warner Cable are backing. istration from 2005-07. DCI’s Hillary Maxwell handles BITAG. Maxwell was Deputy She was plucked out of the Texas Attorney General’s office Press Secretary of Former Senator Trent Lott (R-Miss.) and served in 2000 to work as a Press Assistant on the Bush/Cheney in the Dept of Education’s office of strategic communications campaign.  responsible for western state outreach for President Bush’s “No Child Left Behind” initiative.  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.

Akin Gump Strauss Hauer & Feld, LLP, Washington, D.C., registered May 25, 2010 for Embassy of the Republic of Korea, Washington, D.C., regarding providing counsel and outreach related to the Korean-U.S. Free Trade Agreement. India Tourism Office, Los Angeles, Calif., registered June 8, 2010 for Government of India, Ministry of Tourism, New Delhi, India, regarding promotion of tourism to India from the U.S. through advertising in newspapers, magazines, bill boards and more. Noonmark Capital Partners, LLC, Larchmont, N.Y., registered May 11, 2010 for Bermuda Ministry of Finance, Hamilton, Bermuda, regarding assisting in arranging a business conference and one-on-one business networking meetings for the Bermuda Ministry of Finance and Bermuda pri- vate sector in Bahrain hosted by the Bahrain Government.  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 http://sopr.senate.gov.

Carliner Strategies LLC, Washington, D.C., registered June 15, 2010 for Orbital Sciences Corp., Dulles, Va., regarding Aerospace, science and exploration programs contained in the NASA and NOAA authorization and appropriations bills. Elmendorf Strategies LLC, Washington, D.C., registered June 11, 2010 for the National Football League, Washington, D.C., regarding issues related to contracts and collective bargaining. Ernst & Young LLP, Washington, D.C., registered June 10, 2010 for National Parks Conservation Association, Washington, D.C., regarding measures, including S. 2747, related to the Land and Water Conservation Fund Act of 1965.

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PEOPLE IN PR assisted Goldman through its crisis involv- Obama for America campaign and Deputy Levy hangs on at ing regulatory scrutiny and a PR backlash New Media Director, Publicis as Kenny exits against its business practices that was guiding the digital-politi- knocked off the front pages when the cal juggernaut’s fundrais- Deepwater Horizon oil rig exploded in the ing, online organizing and aurice Levy, at the wish of Gulf.  social media, among other Publicis Groupe’s board of direc- aspects. Mtors, will remain CEO beyond Recruiter Reynolds “Mike has pioneered the expiration of his contract at the end of stakeholder participation next year. moves to PR post through digital engage- Michael Slaby With that decision, digital guru David ment,” said Richard Kenny is departing. mooch Reynolds, a veteran PR sector Edelman, President and The 68-year-old Morocco-born French- CEO of the No. 1 independent firm. man Levy told the recruiter, has been named VP- SCommunications for Los Angeles- Slaby takes over for Rick Murray — Guardian in April that named Chicago Chief of the No. 1 inde- he would not based real estate developer Irvine Company and will hand off her search firm to Stanton pendent PR firm — overseeing the 300- seek a contract renewal. staffer unit, which Edelman says makes up A follow-up story in the Chase. Financial Times Reynolds, who founded The Repovich- about 11% of it $440M in revenue with report- business like Walmart and Unilever.  ed Publicis’ board was Reynolds Group in 1987 and became a “not happy” with Levy’s respected agency in job searches for com- Scannell to run BBC/USA planned exit. Levy munications and investor relations, said Maurice Levvy the move may be her biggest career then left open the pos- erb Scannell, former President of sibility of sticking decision. She said she was approached by the com- Viacom’s Nickelodeon Networks and around. HVice Chairman of MTV Networks, David Kenny, a former heir apparent to pany to do a search for a new communications has been named President of BBC Levy, was CEO of Digitas when it was Worldwide America. acquired by Publicis for $1.3B in 2006. chief, but after a meeting, Irvine management asked Besides overseeing the flagship TV oper- He spearheaded the build-up of the ad/PR ation, Scannell is responsible for BBC combine’s digital business, a move that if she would consider the post. Worldwide Productions, BBC.com, included the $530M acquisition of sales/distribution, home entertainment and Razorfish. In a similar time frame, executives at Stanton licensed consumer goods. Digital now generates nearly 30 percent The BBC’s U.S. unit has been on a roll of of Publicis’ overall revenues. Chase had approached Smooch Reynolds her about a role there as late, generating solid ratings for “Dancing A Publicis statement says the “future With The Stars” and “Doctor Who.” It is evolution” of Boston-based Kenny would well. “I’m taking my own advice: Always be available in 67M households. have included relocation to Paris, which The TV vet will coordinate efforts with he declined for “family reasons.” challenged, open to all possibilities, and willing to grow,” she said, adding she’s executive VP Jane Tranter in Los Angeles excited to be a “peer to all those I’ve men- and global managing director for con- Goldman brings in tored throughout the years.” tent/production, Wayne Garvie, in London. Reynolds started out as press deputy to Scannell had been running digital media (more) PR help L.A. councilwoman Pat Russell and later company Next New Networks, which he moved on to a post as regional PR director co-founded in 2006. At Viacom, Scannell is noted for developing hit shows such as avid Wells, who heads JPMorgan for United Cable Telvision and, eventually, Hill & Knowlton. “SpongeBob SquarePants,” “Hey Arnold!” Chase & Co.’s press office for the “Blue’s Clues,” “Rugrats” and “Dora the DEMEA region, is moving to Goldman Irvine, which focuses on Orange County  Explorer.”  Sachs in a Managing Director slot at the real estate, is privately held. end of the summer. Newsweek PR chief to Wells is slated to take up a role oversee- Edelman taps Obama’s ing U.S. media strategy reporting to com- NASDAQ munications chief Lucas Van Praag. digital guru He oversees corporate media relations rank De Maria, VP of Corporate across Europe, the Middle East and Africa ichael Slaby, who directed tech- Communications for Newsweek, has at JPMorgan and sits on the nology for the Obama campaign, Fmoved to the NASDAQ OMX Group company’s regional reputation risk Mtransition team and advised the to lead global PR and corporate comms. committee. administration, has been tapped as De Maria, who took on the Senior VP Wells stepped into the PR sector with Executive VP and Global Chair of of Global Corporate Communications, JPMorgan Chase in 2008 after serving as Edelman’s digital practice. guided Newsweek’s PR through its print editor of international company news at the Slaby, who took up the post on June 8, and digital re-launch in 2009. Financial Times. Earlier stints included had been handling communications and He previously headed global media NPR and Bloomberg News. tech strategy for venture capital firm relations at Thomas Reuters and, earlier, Public Strategies and Democratic com- TomorrowVentures. at Reuters before its acquisition by munications counselor Mark Fabiani have He was Chief Technology Officer for the Thomson Corp. 

JULY 2010  WWW.ODWYERPR.COM 41 JulyMagazine:Layout 1 6/24/10 1:20 PM Page 42

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