Communications & New Media June 2018 I Vol. 32 No. 6

SPECIAL TRAVEL & INTERNATIONAL ISSUE How wellness is changing the travel industry Weathering a natural disaster crisis Special report: a look at the ‘New South’ Hospitality harnesses the power of paid social Travel and the transformation economy

Hoteliers score with mobile bookings June 2018 | www.odwyerpr.com Social media in the era of 5G PR Why multicultural PR isn’t just about race

Vol. 32. No. 6 June 2018

EDITORIAL BUILDING PR STRATEGIES ON RELATIONSHIPS In a fast-moving world, the human 6 19 touch is more important than ever. JOURNOS SEE MEDIA TRUST MAKING A COMEBACK TRAVEL AND THE TRANS- Public trust in journalism might be FORMATION ECONOMY on the rise, according to a survey. 8 Travelers are moving from vacations 20 to transformative experiences. WEATHERING THE 12 STORM OF A NATURAL DISASTER PROFILES OF TRAVEL & Communications preparedness is 9 TOURISM FIRMS key to riding out the unexpected. 22 RANKINGS OF TRAVEL HOW HOTELS CAN USE & TOURISM FIRMS PAID SOCIAL’S POWER 33 Marketers leverage paid social campaigns to build hotel business. 10 THE GREATER GOALS OF MULTICULTURAL PR To move beyond race and ethnicity, A LOOK AT THE ‘NEW 34 focus your strategies on inclusion. SOUTH’ How an economic powerhouse INTERNAL STRATEGIES TO keeps the old Southern charm. 12 RESTORE EMPLOYEE TRUST 20www.odwyerpr.com To build trust from the C-suite down, Daily, up-to-the-minute PR news 36 it takes effective communication. HOW WELLNESS IS CHANGING TRAVEL Wellness experiences are trans- INNOVATION IN GLOBAL forming the travel industry. 14 HEALTH MARKETS The guidelines for ethical comms. 37 aren’t necessarily the same globally. HAS DIGITAL CHANGED TRAVEL PR? PEOPLE IN PR Many travel clients remain skepti- 15 cal of digital media’s benefits. 37 HOTEL BOOKINGS ARE PROFILES OF GOING MOBILE INTERNATIONAL FIRMS How to use mobile technology to 38 EDITORIAL CALENDAR 2018 bring guests to a property. 16 WASHINGTON REPORT January: Crisis Comms. / Buyer’s Guide February: Environmental & P.A. A SHIFT IN March: Food & Beverage STORYTELLING 44 April: Broadcast & Social Media Travel and hospitality marketers May: PR Firm Rankings can learn from emerging trends. 17 June: Travel & Global columns July: 50th Anniversary Special PROFESSIONAL DEVELOPMENT August: Financial/I.R. SOCIAL MEDIA IN Fraser Seitel THE ERA OF 5G 42 September: Beauty & Fashion An up-close glimpse at the pres- FINANCIAL MANAGEMENT October: Healthcare & Medical ent and future of social media. 18 Richard Goldstein November: High-Tech 43 December: Entertainment & Sports

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EDITORIAL Trade debate is party politics in action ne reason I seldom engage in political discussions online anymore is due to the fact that people are so committed to their tribes that party loyalty now supersedes the greater EDITOR-IN-CHIEF Ovalue that can be found in developing and expressing coherent viewpoints. The drama Kevin McCauley and subsequent debate surrounding Trump’s tariffs plan underscores this dilemma perfectly. [email protected] Since when did the left become the party of free-trade orthodoxy? Liberals have collectively derided the Trans-Pacific Partnership, and similarly recognized the free-trade agreements be- PUBLISHER fore it — GATT, NAFTA, etc. — as emblematic of a playing field tilted against U.S. workers to John O’Dwyer the benefit of corporate profits. [email protected] Defending America’s manufacturing sector and the communities that have been de-indus- trialized, displaced and decimated by globalization and the unchecked mercantilism of foreign free-trade agreements was a sine qua non of Bernie Sanders’ platform. Has everyone forgotten SENIOR EDITOR this? Jon Gingerich I ask because there’s not a lot of daylight between what rank and file liberals are now saying [email protected] about Trump’s tariff plan and arguments used by free-market Republicans for ages, and listen- ASSOCIATE EDITOR ing to these hilarious T. Boone Pickens repudiations of Trump’s policy as an attack on business Steve Barnes and the markets has left me scratching my head [email protected] I’m convinced that many liberals are either confused about basic economics, or — the more likely scenario — they’re too preoccupied playing knee-jerk politics to recognize they’re con- CONTRIBUTING EDITORS tradicting themselves when they oppose a measure that bucks traditional Republican views Fraser Seitel simply because the guy pulling the lever is a President they despise. Politics, right? Richard Goldstein If it’s any consolation, the right is doing the same thing: a recent poll found that 70 percent of conservative voters — who’ve traditionally seen protectionist policies on tariffs as barriers EDITORIAL ASSISTANTS to corporate profits and a high GDP — now say they favor Trump’s tariffs plan, which is a & RESEARCH 180-degree contradiction from what they were saying during Bush II, when our trade deficit Jane Landers peaked. Everyone needs to make up their minds. Melissa Webell Threading the needle on this contentious issue has revealed a greater problem underwriting our divisive political climate: everyone is playing party politics these days and no one seems interested in thinking critically for the sake of discovering meaning and truth in a rational, Advertising Sales: John O’Dwyer coherent worldview. If Republican voters are now championing Trump’s attacks on foreign [email protected] competition at a cost to their long-standing support for free trade — that is, if their views on trade have now become a proxy for an anti-immigration stance — it’s only fitting that Dem- ocrats have failed to articulate a sensible counter narrative for the rust-belt and labor union O’Dwyer’s is published monthly for $60.00 base it claims to support. a year ($7.00 a single issue) by the Notice this confusion isn’t quite so pronounced in Washington, and that’s why GOP lead- J.R. O’Dwyer Co., Inc. ership (Ryan, Flake, Hatch, Graham and about 110 other Republican members of Congress) 271 Madison Ave., #600 are now are rolling out legislation in an attempt to nullify Trump’s plan, because they view New York, NY 10016. unfettered trade agreements as a windfall for the economy and U.S. corporations. That’s also (212) 679-2471 Fax: (212) 683-2750. the reason why many Democratic leaders from red states (such as Ohio’s Sherrod Brown) have joined Schumer, Casey, Warren et al. in manking a begrudging about-face in recent weeks, ad- © Copyright 2018 J.R. O’Dwyer Co., Inc. mitting that Trump’s tariffs plan is a step in the right direction in addressing the world’s largest Other Publications: trade deficit while returning our priorities to the manufacturing base at home. It’s a sad day when someone you’re politically opposed to does something you like. www.odwyerpr.com For the record: there’s a lot to criticize about Trump’s tariffs. For one, they’re haphazard; put- Breaking news, commentary, useful data- ting a lid on unregulated imports from China, which has been engaged in the unfair practice bases and more. of dumping cheap products stateside whose cost is subsidized by the Chinese government and O’Dwyer’s Newsletter often bear prices far below their U.S. value, doesn’t sound like a bad idea. Europe, Canada and A four-page weekly with general PR Mexico? Not so much. Then there’s the trademark boardroom braggadocio stunts Trump has news, media appointments and placement pulled to gain leverage on these deals, sowing bad faith and distrust with some of our closest opportunities. allies in the process, which could result in corresponding tit-for-tat tariffs on U.S. goods and a broader trade war. Those steel tariffs aren’t going to do much for U.S. steel and aluminum O’Dwyer’s Directory of PR Firms workers anyway. Oh, and Trump imposed them under a seldom-used section of the Trade Listings of more than 1,250 PR firms throughout the U.S. and abroad. Expansion Act, which allows a sitting President to impose tariffs on the grounds of national security, which is ludicrous. O’Dwyer’s PR Buyer’s Guide These criticisms are all fair game. But when you begin engaging in ad hoc, navel-gazing ar- Products and services for the PR industry guments that appropriate your political opponent’s positions, the only audience you’re going in 50 categories. to find for these grievances are those who are just as confused as you.  jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings. —Jon Gingerich

6 JUNE 2018 | WWW.ODWYERPR.COM

REPORT Journos believe media trust is making a comback A perceived public trust in journalism is on the rise, according to historic route — press releases — as 63 per- cent said this is how they prefer interacting an annual media survey conducted by Cision. with PR pros, and nearly half (44 percent) By Jon Gingerich said they found these announcements to be the most trustworthy source of brand-re- espite the constant chaos encircling subscriptions, by contrast, leapt 46 percent lated information, compared to only 30 today’s media world, perceived public in 2017). The Wall Street Journal added percent who said the same about company Dtrust in journalism has been on the 300,000 digital subscriptions in fiscal 2017. spokespersons and 20 percent who cited a rise in the last year, according to findings Misinformation and the fake news phe- company’s website. in the latest State of the News Media report nomenon continue to take the blame for the When asked what factors could make press issued by Chicago-based PR software giant media’s trust problem: more than half (56 releases more effective, 45 percent suggested Cision. percent) said fake news has made readers PR pros utilize a clearly-stated news hook. The report, which surveyed journalists more skeptical about the content produced Nearly a third (28 percent) also wanted PR regarding their current perceptions of the by newsrooms. pros to do a better job of researching their media world as well as the trends and chal- By and large, journalists said they consider newsbeats and outlets before pitching them, lenges facing the press today, found that 71 being accurate more important than being and a similar number (27 percent) said they percent of respondents believe the public first: 78 percent of respondents said that be- disliked releases riddled with jargon, prefer- has lost trust in journalists in the last year. ing 100 percent accurate in their reporting is ring writing with a conversational tone. It’s an alarming number, but a positive sign their top priority, superseding the possibility When asked to predict what new technol- if you consider this percentage is down of breaking a story or having an exclusive. ogies journalists think will impact the ways markedly from the 91 percent who said the Only 10 percent placed an emphasis on be- in which they work, more than a third (34 same thing in Cision’s survey last year. ing first, a three percent decline from 13 per- percent) cited new social media algorithms, Journalists’ newfound confidence comes cent in last year’s survey. followed by cheaper video production tech- in light of a recent return in profits and Members of the media also ranked differ- nology (26 percent) and AI and machine readers to many subscription-based news ent earned and owned channels for trust- learning technology (21 percent). outlets. The New York Times Co. report- worthiness. Nearly a third of journalists (28 percent) ed that first-quarter revenues were up four The survey polled journos on what PR said staffing and resources would be the percent and operating profit had jumped 22 outreach channels they find most helpful, biggest challenges facing the industry in the percent to $34.1 million (digital-only Times accurate and trustworthy. Most opt for the coming year. 

8 JUNE 2018 | WWW.ODWYERPR.COM Weathering the effects of a natural disaster

You never know which way the wind will blow or when the ground will shift; that’s why creating a communication preparedness roadmap to ride out the downpour is a step that can’t be overlooked. By Stacy Moskowitz

urricanes, earthquakes, volcano gency Management Agency’s response as a conduit to inform people about how eruptions and more. Words we never would be swift and organized, unlike that they can help. You know the city’s business- Hwant to hear, but know all too well, of Katrina. es better than most, so it’s not if but rather when because natural We were ready, to communicate to stake- there’s no organization disasters are inevitable. holders early and often about Houston’s more knowledgeable to The U.S. has had its fair share of late — resilience, big hearts and determination. gather and share relief Hurricanes Harvey and Maria, the Cali- With planning and careful thought, aided information. It could be fornia wildfires, and just recently Kilauea by the community’s incredible support of the difference between erupting — and it seems that mother nature neighbors, we set out to instill confidence whether or not someone doesn’t plan to let up any time soon. In fact, and maintain long-term affinity for the city has a place to sleep and some climate experts predict we are going now known as #HoustonStrong. a meal to eat. to experience these events more often. Show compassion When disaster strikes, Stacy Moskowitz When natural disasters strike, the ripple We are humans first, communicators sec- the location is put in the effects can be endless. And anything that ond. Human suffering and loss takes prece- spotlight. Often the perception of how the happens to the tourism industry impacts dence above all else. destination weathers the figurative storm the entire country. In 2017, the travel in- Once your team is accounted for and out can dictate how quickly it will recover and dustry generated $2.4 trillion in economic of harm’s way, the tourism body should get what the future of tourism might look like. output and supported 15.6 million Amer- to work serving the business community By sharing accounts of heroism and ican jobs directly and indirectly. That’s 2.7 with resources for those affected and keep strength, the human stories aren’t forgotten percent of the GDP that can be attributed the media informed. This is particularly in the barrage of one destruction photo af- to travel and tourism. important for a civic organization trying to ter another. Social media allows the good If you’re a tourism industry commu- aid its constituents. that comes from the bad to take center nicator like me, you know the need for Most crises are a 24/7 job for communi- stage in a way that wouldn’t have been pos- weather-related crisis preparedness is cators. A natural disaster will veer from this sible before. more important than ever. With events like norm. It’s very likely you’ll want to do your It’s a marathon, not a sprint earthquakes and tornadoes that don’t pro- part by volunteering to support the relief The immediate relief effort might be days vide advance warning, a plan to navigate a efforts. After all, it’s your hometown, and or weeks and the action is sure to be fast- crisis effectively should be a critical element there is no greater way to show your love paced, but the recovery phase often takes of your organization’s overall communica- for it than with actions that mean so much years. And there is no doubt tourism will tion playbook. more than words. fall off in the immediate short term. Here are a few best practices to success- You can and should contribute. Your per- Go in with eyes wide open and let the idea fully manage communication surrounding spective and tone from firsthand involve- of revitalization fuel your passion to bring events of such enormity. ment could be vital to communication mes- your town or state back to better than its Learn from the past saging that stakeholders need and want to former glory. Learn from the community’s While numerous natural disasters have hear. It can also help set the record straight experience, then celebrate the rebuilding occurred since Hurricane Katrina, the im- if media are not reporting accurately. process with enthusiasm. ages of New Orleans are still raw and vivid While you or your team is walking the Get back to bread and butter communica- in our minds to this day. It’s the one that so talk, your agency partners should be draft- tion. Your contact list is a goldmine waiting many others are compared to. ing messaging and statements, fielding me- to tell the world you are ready to welcome Having worked with Visit Houston for dia requests and monitoring news coverage visitors once again. And make sure travel- several years, Padilla supported the Greater and social discussions. ers and clients understand the important Houston Convention and Visitors Bureau’s Stages of social media role they can play simply by visiting and communication efforts surrounding Hurri- Social media has changed the way we do contributing to the local economy. cane Harvey last summer. just about everything. During a natural di- Communication over the long haul will Given the proximity to NOLA, and the saster, it can be a lifeline. For tourism busi- be a determining factor in the success of a magnitude of impact that was expected, we nesses, there are often three key stages. destination’s resurgence. knew H-Town’s response would be com- First, serving as a source of information. Even though you can never fully prepare pared to that of Katrina. Not knowing how The Hawaii Tourism Authority is currently for any type of natural disaster, having a the storm would unfold, we identified clear using its social channels to provide contin- strategic guide map in place can help min- roles and responsibilities for the GHCVB uous updates on the status of the Kilauea imize the effects from events of incredible team. We anticipated loss of power, em- volcanic eruption, as did Sonoma County magnitude, and be a catalyst to get back to ployees working remotely, and interrupted Tourism in the wake of the wildfires last business quickly. internet and cell service. fall. Stacy Moskowitz is a Senior Director in We also had to hope the Federal Emer- Social media can then move to serving Padilla’s Consumer Practice. 

WWW.ODWYERPR.COM | JUNE 2018 9 FEATURE How hotels can harness the power of paid social

Marketing agencies are now utilizing smart, ROI-driven paid social campaigns to build big business for hotel clients. By Amy Ogden et’s be honest, social media can feel like cial networking sites. Today that figure is can add custom events to track actions a moving target. It seems like every 65 percent. That’s great news; there are so like viewing specific content, entering the Lweek produces a new feature, tool or many people to reach through your social booking engine or making a purchase. algorithm change. Something you’ve prob- channels. Ads Manager reporting tools allow you ably heard more and more about in the past The bad news: This means billions of peo- to see if your social media feeds are driving year is paid social media, which might feel ple are logging in daily to see posts from their intended goal. By like just another “thing” to keep up with. billions of people and brands, causing a spotting trends over However, paid social is a key part of any mind-bending digital traffic jam. To offset time, you can identify good social media campaign and under- this information overload, Facebook has areas to adjust — for standing how it works will bring your social implemented algorithms to filter what con- instance, your image, strategy to a new level and show true ROI. tent your followers see, essentially “choos- budget or audience — Have you ever wondered if paid so- ing” what Facebook thinks a follower wants to improve social me- cial media really works for booking hotel to see and hiding the rest. Even if someone dia performance. rooms? In an ROI-driven industry, that’s a follows your page or brand, they may never What this means in a valid question. Here’s a real-world example see your posts unless they proactively go to nutshell: of paid social for a hotel (certain names and your page. For a relatively small Amy Ogden details have been changed to protect the Reality check: In 2012, Facebook Busi- budget you can create brilliant): ness Pages were reaching 100 percent of and implement ads that are more targeted The Islands had captivated honeymoon- their audiences organically (no payment re- than ever before with the added budget of ers for decades — often at a price point they quired). Today, that number is about seven direct attribution. would not pay otherwise. Then, in 2016, percent on the high end. This explains why The implementation of the Pixel allows Zika made its first appearance on the is- you may see a page with 10,000 followers you to see exact details about your ads and lands. Immediately, this started scaring off but nine likes on a post. Introducing social also direct results: rooms booked, sites vis- freshly married couples who were not will- media ads. The obvious reason for ads is to ited, actions taken. ing to risk exposure. support the currently free business model, Social media marketing has never been One of the Island’s top destinations, Hotel but this also offers marketers a way to target more quantifiable. X, saw a steep decline in bookings. Decades their audience in a way like never before at Where do you go from here? If you’re of marketing efforts were out the door. So, a price unheard of at this scale. starting from a classic organic paid strate- what now? Due to Facebook’s extensive algorithmic gy (posting images with no paid strategy), DINKs (double income, no kids), partic- efforts to make the platform an interest- here’s a good roadmap: ularly those in the LGBTQ+ market, were ing place for people to spend time online, Create gorgeous content. Either hire the solution. Through social media, Hotel they gather as much data on users as pos- a social media photography team or take X was able to rebrand themselves through sible. This means your ads can be targeted a few classes and shoot your property visuals and partnerships to appeal to this towards active users who have provided yourself. It all starts with beautiful, social- audience. From there, content was lifted to every detail about their lives: job updates, ly-driven content. social media users who fit the target, living marriages and breakups, brands they love, Implement a smart paid campaign. in the hotel’s direct flight markets. With- the music they listen to and even where You can do this yourself by learning how it in 6 months, spending $1,000 a month on they vacation. works and keeping up with changes in the paid social ads, the hotel saw $1,000,000 in The best news yet, these ads are relatively industry or you can partner with a paid so- confirmed bookings, tied to the paid social inexpensive compared to traditional adver- cial team to manage this for you. media campaign as a key conversion touch- tising and they are trackable with the im- Continue to build your following. You point. plementation of the Facebook Pixel. What can do this through consistent strategies That’s just one example of a smart, is the Facebook Pixel? The Pixel is used including engaging with new guests who ROI-driven paid social campaign. Let’s go for conversion tracking, optimization, and are visiting the property, following fans of back a few years to understand how we got remarketing on Facebook and Instagram, synergistic properties and engaging with here and how we can work with today’s allowing you to track the efforts tied to life- current and past brand fans. current social media space to show true style content needed for success in 2018’s This is such an exciting time in branding, ROI and leverage paid social media in the digital landscape. The Pixel allows you to marketing and sales teams. Never before smartest way possible. customize your audience based on activity have we been able to target and track so The numbers are staggering: 7.6 billion on your website. You can remarket to ev- specifically. Embrace this new opportunity, people in the world; 2.8 billion using social eryone who visits your site or define rules learn how to navigate it or find a great part- media; Facebook reported advertising rev- for people who visit specific pages or take ner and get ready to bring your brand and enue of $35.8 billion in 2017. specific actions. From there, you can track sales to a new level. The good news: 10 years ago, 7 percent the actions that matter. The pixel automat- Amy Ogden is Senior Vice President of of the US population used one or more so- ically tracks visits across your website. You Brand Development at JPR. 

10 JUNE 2018 | WWW.ODWYERPR.COM

FEATURE A look at the ‘New South’ Affordability and a high quality of life have brought jobs, opportunity and prosperity to the U.S. South. But as a new economic powerhouse emerges, the region continues to retain the charm, traditions and culture that have always defined the Southern experience. By Lou Rena Hammond arketers and manufacturers, the motive plants have opened in Montgom- national flavor. “There are sophisticated media and developers are focusing ery and Mobile, Alabama. Aerospace and food eaters and wine drinkers everywhere Mtheir attention on the South. The defense manufacturers have also expanded now, in cities large and small,” he told the region has become a powerful economic their presence in the Southeast to capitalize New York Times. engine bringing unparalleled growth and on the availability of large tracts of land, an While New York may still retain its repu- opportunity. This isn’t a new phenomenon; available workforce and its strategic loca- tation as the media capi- it’s a long-term shift that has been occurring tion. With its railroads and upgraded port tal of the nation, region- over a period of decades. facilities due to the Panama Canal expan- al magazines are zeroing A quick look at the numbers helps tell the sion, locations in the Southeast offer access in on local interests. The story. The U.S. Census Bureau reports that to both domestic and foreign markets. Air- award-winning Garden the South is now home to 38 percent of the bus has opened its first U.S. plant in Mobile, & Gun Magazine, based U.S. population, with the Southern region Alabama. Google has opened several data in Charleston, SC boasts growing at the fastest rate in the nation. centers in the region, and even Starbucks one of the most affluent Stretching from East to West, the Sun Belt now has a coffee roasting plant in South audiences in the nation. states are forecast to account for 88 percent Carolina. All of this activity adds up to an The monthly magazine Lou Rena of the population growth between 2000 and ongoing economic boom for the region. covers all things South- Hammond 2030, according to Census Bureau reports. Southern universities, medical and re- ern — home and garden, The South is also home to ten of the fifteen search facilities enhance the region’s repu- cuisine, travel, arts and culture, sports and fastest growing large cities in the U.S. The tation as a center of innovation on both a events. Similar publications such as Mag- Southeast Region — generally considered national and international stage. nolia Journal, Local Palate and the Modern to include twelve states — has experi- Luxury group cover both the local and enced a boom in its service economy, national scenes. manufacturing base, high tech indus- Travel and entertainment destination tries and financial sector. This growth Visitors continue to be drawn to the has fueled a dramatic increase in hous- Southeast to experience the charm of ing and office development, as well as the Old South along with the vibrancy expansion of travel infrastructure. of the New. In 2016, Charleston, SC was The region’s favorable climate and voted number-one “City in the World” by quality of life has always contributed to Travel & Leisure. Expanded airline ser- the “Snow Belt to Sun Belt” migration. vice on national and regional carriers has In increasing numbers, Americans are made these destinations more accessible also heading south in search of jobs for both business and leisure travelers. and more affordable housing. Some- Increased travel has produced a dramat- times described as “aspirational cities,” ic increase in new hotel construction they can offer greater upward mobility throughout the region. and opportunity. This population shift Today’s travelers are particularly inter- has brought with it a change in demo- ested in historic and cultural destinations, graphics, with younger, more affluent Charleston, South Carolina in 2017 was named the “Best as well as scenic locales that are off the and hip residents moving into the re- City in America” by Travel + Leisure magazine for the fifth beaten path. They are traveling to expe- year in a row. gion. These are the foodies, travelers, rience the local scene whether it is the adventurers and members of a new cre- cuisine, arts and entertainment, or the ative class that are now the face of the New Media opportunities abound region’s natural beauty. South. The big news in the media world was the The fueled economy has brought signifi- Manufacturing moves south announcement last year by Time Inc. that cant change to the area. We are witnessing The manufacturing industry is being lured the company is moving Food & Wine to its the gentrification of old neighborhoods, to the South by lower taxes and new incen- multimillion dollar facility in Birmingham, increasing real estate prices and unprece- tives. Four cities in the Southeast — Nash- Alabama. It will join its stable of food pub- dented population growth. But, as the New ville, Miami, Raleigh and Atlanta — are on lications including Cooking Light, Coastal South emerges, the Old South continues the short list of finalists competing for Am- Living and Southern Living. The sprawling to retain its charm, traditions and culture. azon’s planned second headquarters in the complex provides space for 28 test kitchens, Southern hospitality and cooking — from U.S. photography bays and video studios. The fa- the Kentucky Derby and the Grand Ole The region’s business-friendly environ- cility also houses a “digital food desk” with Opry — and the new South Beach scene are ment has attracted auto manufacturers its online publications including Food 52 all part of the unique flavor that defines the from the Midwest as well as from Europe and Eater. Southern experience. and Japan. Offering wide expanses of space Food & Wine Editor Hunter Lewis said Lou Rena Hammond is Chairman and for manufacturing facilities, major auto- that the move gives the publication a more Founder of Lou Hammond Group. 

12 JUNE 2018 | WWW.ODWYERPR.COM

FEATURE How wellness is changing the travel industry Consumers’ desires for wellness experiences is now transforming on planes, or immersive wellness programs, clients, contacts and the travel and hospitality industry overall. we have seen an influx of wellness profes- By Jennifer Hawkins sionals able to personalize itineraries onsite t wasn’t that long ago that the concept of are hungry to cover places, properties and at hotels, as well as relaxation and advanced “wellness” was the exception in the luxu- experiences that incorporate health and healing treatments available to give guests Iry hospitality industry. As recently as the wellness. the next level of comfort and well-living. turn of the millennium, travelers seeking to Wellness is the new luxury: Guests will Discerning where wellness ends and enhance their personal health and well-be- spend significantly more on wellness offer- hospitality begins: Wellness programs ing and bring balance to their demanding ings. Here in New York, at least, it’s almost are transforming lo- and disconnected lives had to seek out well- impossible to walk anywhere without seeing cal communities and ness-focused destination spas and resorts a sign for a yoga studio or a juice cleanse. tapping into different for programs to benefit their mind, body This was not always the case; throughout demographics, adding and spirit. Hotels were places to check in to the 1980s and much of the 1990s, hotel new revenue streams on business or relax on vacation, not places and resort spas and yoga studios were the for hotels. Hotels can for personal transformation. exception, rather than the rule. Today, well- similarly provide access How times have changed. Over the past ness comes packaged to inspire consumers to a bells-and-whis- decade and a half, wellness has worked its and meet resulting demand. It can be found tles fitness center — if way into nearly every inch of the hospitali- in urban hotels offering halotherapy (salt not right onsite, then Jennifer Hawkins ty industry, from hands-on cooking classes inhalation room) or cryotherapy (intense through partnership for guests to master techniques for creating cold chamber) for business guests seeking with a nearby facility. Meditation partners healthy dishes at home, to spa menus that a quick-and-easy way to unwind; rooftop or yoga practitioners offering onsite in- highlight products made from local ingre- yoga to raise the spirits of vacationers as struction and activities in a bustling city are dients and authentic treatments drawn from high as the sights; or, as offered by Carillon also the sorts of programs customers will ancient cultures. Even as the definition of Wellness Resort in Miami, a grocery guru to flock to. wellness continues to evolve and its appli- accompany guests on their trip to the local There’s an entire community aspect found cation differs from program to program and market for a stress-free lesson on decipher- in wellness, and wellness-focused guests re- address to address, it’s everywhere. ing nutrition labeling and making healthy siding at luxury hotels often long to be part Along the way, the relentless growth of choices. of a community scene, from eating healthful wellness has transformed the way my public cuisine created from local ingredients by a relations firm works with our clients, part- local chef to engaging in communal expe- ners, and the media. riences such as bath houses and infrared As with any trend, there are plenty of indi- saunas. As such offerings are cost-effective viduals and enterprises seeking to capitalize with minimal ongoing labor costs, they’re a on opportunities related to the concept. And win-win. why not? According to the Global Wellness Guests also desire for wellness experienc- Institute, “wellness” is a $3.72 trillion global es to extend throughout and beyond their industry encompassing preventative/per- stay. Many hotels now offer access to yoga sonalized medicine, beauty and anti-aging, videos for guests to practice in their rooms, healthy eating, nutrition and weight loss, and every hands-on cooking (or cocktail) the spa industry, fitness and mind-body, class led by an executive chef (or bar man- workplace wellness and more. ager) includes recipe cards for guests to use While there’s much for hotels, resorts and The Moon deck at the Gaige House + Ryokan in their own kitchen at home. Similarly, the tour operators to gain from the growth of in Glen Ellen, California’s Sonoma Valley wine goal of the grocery guru at Carillon Wellness wellness, my firm has seen a lot of attempts country. Resort is to help guests continue on a path to attract wellness seekers go awry due to to better health and wellbeing, while the lack of knowledge and proper investment, One thing’s certain: People will spend Mindful Living Program offered onboard financially, logistically and spiritually. more time and money for wellness. Accord- the luxury yachts of Seabourn includes the Here are some things we’ve found: ing to the Global Wellness Institute, the av- daily practice of meditation and yoga as well Travelers and hoteliers equate wellness erage international wellness tourist spends as wellness seminars to lead guests toward with a new form of luxury, and guests are nearly 61 percent more on a wellness vaca- change both during and after their cruise. willing to invest significant time, money tion than a traditional tourist. Compound Keeping wellness “real”: wellness offer- and attention upon it. that with the fact that wellness tourism ac- ings can help tell a better story. First and Wellness programs are transforming local counts for close to one in six tourism dol- foremost, we’re advising our clients to keep communities and tapping into a different lars spent and it’s easy to see how wellness wellness “real.” As consumers and the me- demographic to add new revenue streams programming can be lucrative for hotels or dia become more and more knowledgeable, for hotels. a good investment for entrepreneurs. only authentic wellness programs and expe- Wellness and wellbeing are authentic ex- Meanwhile, from a communications per- riences will find customers and coverage. tensions of a brand or a personality, and we, spective, it has been exciting to watch the Resilience is another wellness-associated as communicators, can use these diverse of- ways in which wellness is changing the trav- trend in the hospitality industry, and we’ve ferings to better tell a local or brand story. el industry and to share innovative exam- seen many creative properties use their As consumer interest continues to grow, ples of authentic offerings around the globe. perceived challenges as opportunities. For media focused on travel, bridal and fashion Whether it’s horseback riding, meditation _ Continued on next page

14 JUNE 2018 | WWW.ODWYERPR.COM Has the digital revolution really changed travel PR? PR pros working in the world of travel have adapted to publishing’s digital revolution, but many clients remain skeptical of digital media’s efficacy in bringing them business and continue to treat print as priority number-one, adding an additional obstacle to the challenges communicators face in the course of ensuring a client’s contentment and enhancing their bottom line. By Geoffrey Weill et’s imagine you’re a travel PR pro and tifully adjusted to publishing’s digital rev- our job to persuade and convince the client it’s 2008. You slip into a coma and you olution, and indeed, have had to adapt to that online, social and digital media are stu- Lregain consciousness today, a decade it, some with impassioned fervor. We’ve pendously effective and later. jumped on and off the Facebook phenom- should bring them busi- As you emerged bleary-eyed from your enon. We’ve jumped enthusiastically onto ness. And it’s a task in slumber, there’s no doubt you’d be gob- the Instagram bandwagon. We dig Pinter- which, I am sure, we are smacked by the revolution that has oc- est. We’ve dabbled with Snapchat. We’ve all engaged with varying curred in the publishing scene during the been seduced by the influencers. Some of degrees of success. years you missed. Magazines that were once us have embraced Twitter, some of us have The bottom line re- considered the bible of travel and lifestyle sneered, while others have embraced it and mains, however, just writing have either disappeared or have then thrown it in the trash. We’ve all been as it was for your de- been sold to unexpected owners, or have challenged by the “Millennials-are-the-tar- cade-long coma begin- Geoffrey Weill new editorial teams who are transform- get” spectacle, adopted it, sanctioned it, ning in 2008, that print ing the look, the feel, the thrust, the ethos. signed on to its promise. We court the ma- is unquestionably priority number-one for Then there are stunning new imprints, par- jor blogs, we win over the magazine’s online many clients. And it looks like it will re- ticularly those published by the New York versions, we do everything we possibly can main that way for the foreseeable future. Times and the Wall Street Journal, and the to ensure our clients receive their due in The question is whether, in the travel transatlantic-style magazines. And then this burgeoning digital world. sphere, digital and social media are replac- there are those newspaper travel sections But while all this is happening, many in ing print or augmenting it. In my view, it’s a that are now so painfully paltry, stabbed the media and social media are unaware of mushrooming and increasingly meaningful into virtual insignificance by the downturn — or inevitably indifferent to — the skep- addition, rather than spelling the death- in advertising when they once required an ticism of the client of a certain age (could knell of glossy print. Yes, undoubtedly, five entire Sunday morning. be 25, could be 55, could be 85). So, while years from now, fewer and fewer newspa- The biggest shock for your ten-year nap- we may be thrilled with the wealth of fabu- pers will have print editions. But there’s per, however, would be the explosion of lous online coverage, or a dozen Instagram every indication that the glossy travel and digital and online media. In 2008, the web posts viewed 50,000 times, let’s not forget lifestyle media will still be around — albeit was still somewhat remote, somewhat off- that as PR firms we survive by making our maybe with different names or formats — the-grid, somewhat daunting. iPhones clients happy. still ready for our clients to plunk proudly were used for messaging and yes, engaging And, let’s face it, we all have clients whose with a thud on the coffee table. And, es- in conversations, but the app era had yet eyes glaze over at the word “online.” What pecially in the luxury sphere in which my to fully dawn. The idea that a client would those glazing clients still want in 2018 company mainly operates, the glossies will send out a tweet — not to mention that the is that big glossy article in that big glossy continue to pack phenomenal power to en- President of the United States would habit- magazine to plunk onto their coffee table. gage and persuade readers and — let’s not ually issue a torrent of over-morning-coffee And this has added another level to the forget the point of it all — to enhance our tweets — would’ve been implausible, not to challenge all of us face every day — and clients’ bottom lines. mention ridiculous. have always faced — the simple need to Geoffrey Weill is President of New York- All of us in the travel PR realm have du- ensure the client’s contentment. So, yes, it’s based agency WEILL.  How wellness is changing travel _ Continued from page 14 for quiet relaxation overlooking the prop- needs of the media. A few months ago, for erty; a Meditation Deck with views of the instance, we brought a coach from Carillon example, a business hotel whose clients reg- garden and pool for quiet reflection or yoga Wellness Resort to lead a Pop-Up Spin Class ularly clear out on the weekends might fill practice; and information and locations for at the downtown offices of a major media guest rooms by hosting wellness-themed re- guests to dive into “forest bathing,” a new conglomerate in New York City. It was a big treats from Thursday through Sunday. The trend for the mindful exploration of nature. success, drawing editors and writers from iconic Gstaad Palace in Switzerland offers Media outlets — from those focused onsite lifestyle and news publications and complimentary “woga,” or winter yoga, for on travel and markets, to those covering piquing interest that we hope will result in guests in its pool during those months, as bridal, fashion and food — are hungry more extensive coverage of our client. well as the services of a Nike Pro trainer who to cover destinations, properties and ex- As the wave of wellness rolls on, public offers custom workouts, including training periences that focus on healthy living. As relations firms are well advised to hold on for skiers. consumer demand for wellness has grown, tight and enjoy the new opportunities that In Glen Ellen, California in Sonoma Val- we have seen a corresponding growth of wellness stories, personalities and events ley wine country, Gaige House + Ryokan wellness-focused offerings throughout our can provide. It has been a great learning ex- recently relaunched with an Asian-inspired client base as well as interest from media perience for us, our clients, and the media redesign that incorporates a number of covering luxury hospitality. As such, our and we can’t wait to see what happens next. mindful, wellness-inspired features, includ- agency is not only adapting to the needs of Jennifer Hawkins is CEO and Founder of ing a peaceful Sun Deck and Moon Deck the market, but also adapting to meeting the Hawkins International PR. 

WWW.ODWYERPR.COM | JUNE 2018 15 FEATURE What hoteliers should know about mobile bookings

Mobile is no longer a secondary source for communication and ing to appear prominently in search results. receiving information. Mobile technology continues to evolve and Hospitality companies should also consider shape the customer journey, with most transactions now taking paid social buys to reach relevant targets place primarily on mobile devices. with content that aligns with their brands’ By Lisa Ross messages and goals. An organic social media strategy is also witching between devices used to be tel has strong local SEO to capture eyeballs. key to capturing consumers’ attention, and commonplace. Travelers would often Marketers should also consider the impor- marketers should ensure that their social Sbegin their journey on mobile but tance of voice search and its growing influ- media platforms are robust, engaging, and would switch to desktop or laptop to go ence on SEO and optimize their websites well-thought out to capture a traveler’s at- through the customer journey and book to follow a conversational tone and longer tention when they are in the mood to be in- travel. This shift is expected to grow expo- keywords that tend to characterize voice spired. Sharing images, nentially going forward: A study conduct- searches. experiences and smart ed by TrekkSoft found that 82 percent of travel content is neces- bookings were made through a tour or ac- sary for staying in front tivity operator’s own website, and of those of consumers. bookings, almost half were made on mobile, Create key partner- gaining from 31 percent in 2016 and 49 per- ships with like-minded cent in 2017, showing significant growth. brands. Strategic part- Additionally, new research from Google nerships are an efficient has found that almost the entire booking way to establish new transaction now takes place on mobile. consumer relationships Lisa Ross Google found that of all the digital interac- and enhance brand loy- tions in which people engaged in research- alty among existing guests. By partnering ing and booking a trip, 87 percent of these with other like-minded brands that are moments happened on mobile. engaging with the same consumer, creat- The increasing shift towards mobile ing an emotional connection and sharing means there’s a new opportunity for hote- information becomes easier and in the end liers to engage with travelers in interesting results in an experience that customers be- and personalized ways pre-, during and come more invested in. Brands can utilize post-trip, with the goal of creating emotion- the demographic information of its guests al consumer connections that foster brand to determine which brands are the most loyalty. With this in mind, here are three Hilton All Suites’ Bring It campaign is an ex- appropriate for a strategic partnership, and key strategies for mobile marketing that all ample of a properly optimized mobile site, us- then agree on how to integrate the activity hoteliers should know to maximize mobile ing mobile-friendly images, layouts and video via content creation, promotions, visuals, booking and the customer journey. content. etc. into their overall marketing strategy. Make sure your website is optimized for For example, Embassy Suites by Hilton’s mobile to ensure positive user experience. Strategic digital planning is necessary Bring It! campaign strategically engages so- Having a flashy, impressive website is not for staying in front of consumers. With so cial influencers to get in front of specific dif- enough anymore. Hospitality companies much information coming through users’ ferent target audiences with a common over- must make sure to enhance the mobile user mobile devices on a regular basis, it’s crucial arching theme, taking advantage of space experience and optimize their mobile sites hoteliers tailor their digital strategies to cut for families, extra stuff or just stretching out. since that’s where the majority of the cus- through this clutter and capture the target Engaging with these different influencers to tomer journey is now taking place. Hoteliers audience’s attention. Social media is also reach their networks involves using smart should ensure they’re emphasizing the most important because it gives brands an oppor- visual content that pairs travel opportuni- relevant and engaging parts of their sites on tunity to develop relationships and connect ties with the brand’s spacious suites. The key the mobile version. with customers when they’re not travel- is using appealing images more than text to A large part of this involves tailoring your ing. The most successful digital marketing optimize the mobile experience. This not website content to ensure it’s optimized for campaigns integrate both paid and organic only earns consumer interest and trust but mobile viewing and browsing. For example, strategies to engage consumers and strategi- encourages them to browse on mobile and companies should emphasize quality visu- cally stay with them throughout their online ultimately drive mobile bookings. als and eliminate heavy text because it won’t travel journey. Now that the mobile journey is the main appeal to mobile users. Any video content When it comes to paid digital media, journey, travel brands are beginning to bet- that lives on your site should be relevant, in- hoteliers should invest in strategies that ter understand user behavior and adapt their formative and optimized for mobile. leverage both search and social content. Ef- marketing strategies to align with travelers’ Another part of this equation is strength- fective local search ads on mobile can cap- mobile habits. By ensuring that marketers ening your local SEO so that your hotel ture last-minute travel buys. With consum- adhere to these three guidelines, travel cam- shows on mobile search, as well as opti- ers now constantly connected via mobile, paigns will be more effective, engaging and mizing your website for key mobile search they are more flexible and likely to make successfully resonate with consumers in the terms. It’s now estimated that hotel mobile last-minute booking decisions when trav- digital marketplace. search queries are up 49 percent year over eling, which presents a huge opportunity Lisa Ross is President and Co-Founder of year, so it’s crucial to ensure that your ho- for marketers to invest in mobile advertis- rbb Communications. 

16 JUNE 2018 | WWW.ODWYERPR.COM A shift in storytelling How emerging consumer trends, habits and preferences are ries today are not grand or sensational by impacting today’s travel and hospitality marketing world. nature. Yes, there will al- ways be those who want By Nancy Friedman and Julie Freeman the best of the best, who “ raveling — it leaves you speechless, top-ranking desires and motivations that seek to check off their then turns you into a storyteller,” said travelers seek when booking their trips: 73 bucket lists or who plan Tscholar and global traveler Ibn Battu- percent want to experience different cul- their travel itineraries ta. As marketers specializing in travel and tures; 70 percent want to try new cuisines; based on top user rank- hospitality, we believe nothing can shape and 50 percent are interested in guided ings and reviews. But, our view of the world like travel. Every day tours with exclusive access to local experi- the stories that truly we tell stories and capture attention through ences. connect today are those vivid imagery that inspires people to see the The concept of traveling like a local is per- that are new and undis- Nancy Friedman world differently and then go experience it vasive in tourism today. Yet, creating stories covered, hidden among for themselves. that connect with travelers must be rooted the locals or perhaps A history of sensationalism in understanding why this trend has come just overlooked. After As an industry, we have a long-standing about. all, 75 percent of travel- history of telling fantastic stories about far- There’s an inherent desire among today’s ers are willing to try new off lands and mystical travel adventures. traveler to stake claim to new experiences things when on vaca- Travel has driven literature and poetry, in- by being one of the first to visit a new hotel, tion, and 85 percent say fluenced television and continually finds travel to a location that others may not have that the memories they itself on the big screen. Certain destinations heard of or gain local access to activities get from those experi- in travel have been successful in embrac- that others have not. Sixty-four percent of ences are what make the Julie Freeman ing these fantasies. Most recently, Tourism travelers visited at least one new destination trip worth it. Ireland has received awards for campaigns last year. And more than one-third of that tied to “Game of Thrones” and “Star Wars,” group cited the desire to visit someplace off which were both filmed in the country. the beaten track as the reason for choosing However, while there’s a growing appetite that new location. among U.S. travelers to explore more on va- cation, their desires are grounded in some- thing a little more genuine and real. Understanding traveler motivations Today’s traveler has a growing desire to explore. According to MMGY Global’s 2017–2018 “Portrait of American Travelers” study, 78 percent of all active travelers say that they’re motivated by exploration when choosing their vacation. That’s an increase from 62 percent just five years ago. Feature coverage in the New York Times shines a light on a relatively unheard-of town in south- We see this reflected in some of the ern Arkansas, El Dorado, and its effort to bring back its livelihood, lost after the 1920s oil boom, by turning to music and the arts to help in its revitalization. Highlighting off-the-beaten-path experiences in South Dakota like this Nylon feature about About “Portrait of American Travelers” the first-ever Wild Gypsy Tour, an all-female motorcycle gang at Sturgis-Buffalo Chip, Now in its 28th year, MMGY Global’s helped contribute to a 0.1 percent increase “Portrait of American Travelers” survey in visitation to 13.9 million visitors to South provides an in-depth examination of the Dakota and a 1.2 increase in visitor spending impact of the current economic environ- to $3.88 billion. ment, prevailing social values and emerging travel habits, preferences and intentions of Perhaps this motivation is being driven by Americans. It’s widely regarded as a leading people’s connection to travel and self-iden- barometer of travel trends and an essential tity: 41 percent of travelers say that the plac- tool for both the development and the evo- es they visit say a lot about who they are as a lution of brand and marketing strategy. The person. Or, maybe it’s as simple as bragging survey polled 2,902 U.S. adults who have Culinary feature coverage recently secured for to others. After all, 40 percent of travelers taken at least one overnight trip of 75 miles Los Cabos in Bon Appétit, Endless Vacation, Es- say that they like using social media to post or more from home during the previous 12 sence, Hotels and Robb Report, among others, images from their travels, and 20 percent months. For more information, visit www. further emphasizes the growing international admit doing so to make their friends and mmgyglobal.com. recognition of the destination’s leading gas- family jealous. Nancy Friedman is a Partner and Julie tronomy and reinforces that travelers want to Storytelling today Freeman is Managing Director of NJF, an try new cuisines. As a result, the most influential travel sto- MMGY Global company. 

WWW.ODWYERPR.COM | JUNE 2018 17 FEATURE Social media in the era of 5G PR

O’Dwyer’s met with Laura Davidson, President of LDPR, and their could use for their marketing and sales digital agency partner, Kim Zebor, Director of Social Media of Thin needs. We secured photographer James Relfdyer (@Jamesrelfdyer, 297,000 follow- Pig Media, to discuss the present state and future of social media. ers) to produce 15 stock images, in addi- tion to his three posts on Instagram, that : Social media celebrates its 10th budgets to reach the younger demo. Briggs & Riley used for a year to promote birthday this year. What’s changed? Q: Why is social media so important in the brand and reach new Q LD: It’s not a little kid anymore. Just today’s PR mix? What does it do that tra- audiences. like any other hyperactive ten-year-old, so- ditional PR can’t? Ocean House (Watch cial media is moving ever faster, constantly KZ: The data says it all. Almost half (49 Hill, RI) wanted to gen- picking up new skills and yes, even skinning percent, according to AdWeek) of today’s erate lifestyle media cov- its knees occasionally. And like a good care- consumers rely on product recommenda- erage and attract the lo- giver, PR agencies must be vigilant, looking tions from influencers to inform their next cal community to come out both for new opportunities to engage purchase. That explains why a social media/ in and enjoy their F&B and dangers to avoid. influencer marketing program hasmorphed ­ offerings. So, it part- In the beginning the social networks were from an add-on to one of the most import- nered with the Cham- just what they sound like, a place for friends ant tools in the marketing toolbox. pagne house, Veuve Laura Davidson to gather and share (Six Degrees, My Space, Social media’s power in the PR mix stems Clicquot, and launched etc.). They connected people. Today, social from its virality. Messages spread through an outdoor “Secret Gar- media is still based on online communities social media are like meteors flying through den” for the summer. but now it has grown up, left the eddy and space. There is nothing to impede their To back up the initia- joined the mainstream. In a single decade reach, no circulation numbers, reader de- tive with real-time buzz, it has turned the telephone into a relic. mographics, publication dates, or shelf lives LDPR coordinated an Traditional media is running scared. And to slow them down. They reach huge, often influencer trip with local everyone you need to reach is right there new and unintended audiences and they Insta-stars. The result: waiting … mostly for free. Of course, it’s travel so fast they can have an immediate we reached millions of not just “social” any more. It’s an immense effect. followers and the Ocean Kim Zebor marketplace where we go to do business, The messaging pushed out on a social me- House sold enough market products, promote brands, connect dia channel should align as closely as pos- Champagne to fill a swimming pool. to current customers and foster new ones. sible to the messaging pushed out for PR Q: What social media measurements We use it for CRM, advertising, growing da- pitches and other marketing efforts. does LDPR use? tabases and yes, word of mouth third-party Q: Tell us about influencers. How do LD: Historically that was the big com- endorsement. they fit in? plaint leveled against social media. It Q: In a nutshell, describe the differ- LD: Influencers are just another branch on couldn’t show concrete results. Now that’s ent strengths/purposes of the top social the media tree. As with the more traditional all changed. At LDPR we use a range of ­players? offshoots (journalists and editors), PR suc- sophisticated metrics to determine ROI in- KZ: Facebook is the aging giant in the cess depends on nurturing close, mutually cluding: room, with nearly two billion users. It can beneficial relationships. In many cases, to Engagement: When an influencer travels deliver extraordinary results if you have engage with one influencer is to engage with to one of our clients, we track engagement great short video content, or the ability to many. They have their own networks and on their posts (likes, comments, shares) and go live, or post personable videos. It’s also often specify others with whom they like growth on the client’s channels throughout a great advertising platform for reaching to travel. An added bonus: sometimes they the life of the campaign. highly targeted individuals both on its site bring other brands into the marketing mix, Click-throughs: Often we give influenc- or on other sites as part of its audience net- creating interesting partnerships. For exam- ers a click-through link to use (it can take work. ple, in a recent campaign for the Watch Hill the form of a Bitly link, or can be created Instagram is the right choice if you have Inn, our client in Rhode Island, an influ- in-house by the client). We then measure an eye-catching/visually arresting product. encer helped LDPR involve the American how many times the link was used and link The emphasis is more on the catchy image clothing retailer, Anthropologie. conversion (how many times the link ended than catchy copy. Use it to create visual Q: Can you give us a couple of examples in a sale). For the latter, we work hand-in- “stories” to showcase live events or capture of how LDPR works with influencers? hand with the in-house team. “right now” moments. LD: Our LDPR in-house social media Hashtag impressions: Using tracking Twitter’s strength is driving traffic to your team works closely with our affiliate partner tools from Rival IQ and Hashtracking, we website. 47 percent of people who visit a Thin Pig Media to identify and measure in- are able to measure the impact of a hashtag Twitter profile also visit the website linked fluencer programs. (this is important, as many of our clients to that profile. It also works well for custom- Our luxury luggage client, Briggs & Ri- create a dedicated hashtag to stand out in er service opportunities and event engage- ley, needed content to launch and maintain the digital space). We measure both how ment. their social media profiles, but didn’t have and how many times the hashtag was used. Snapchat is the best way to engage the the lifestyle assets to compete. So LDPR es- Additional services: While harder to younger generation: 71 percent of its users tablished a campaign surrounding modern quantify, this measurement is equally im- are under 34 years old. While small busi- business travelers (photographers, chefs, portant. What else do influencers bring to nesses can find it difficult to gain traction, etc.) that would generate content/photog- larger brands can leverage their advertising raphy and video assets that Briggs & Riley _ Continued on next page

18 JUNE 2018 | WWW.ODWYERPR.COM Relationship-driven PR is more important than ever Relationships are the backbone of all public relations efforts, and fostering and maintaining those relationships is more important now than ever in today’s increasingly fast-moving media environment. By Teresa Delaney and Nichole DiBenedetto s everyone chases the “next, next” sought-after media outlets. Our suggestion? Step social channel or hottest influencer, What this client understood, more than away from your comput- Ait’s important to remember that the most, is the competitive edge that’s gained er and build authentic foundation of any public relations effort — from a strong relationship and the subtle relationships with your print, digital or social — is relationships. nuances we picked up from our conversa- clients and your jour- In travel PR, even more so than other in- tions. Quite often, this was the tipping point nalists. Remember that dustries, relationships are critical to driving needed when pitching him and his compa- a simple, endearing ges- success at every level of a campaign. Wheth- ny in a cluttered marketplace. ture can go a long way, er it is the client/agency relationship or that A media / agency symbiosis such as remembering between the PR professional and the jour- The relationships we develop with jour- birthdays, special anni- Teresa Delaney nalist, the fundamentals of building trust nalists are some of the most valuable we versaries, and the names and creating human connections should lay have. As PR pros, we cherish and nurture of their loved ones. Send the framework for all endeavors. the ones we’ve established, while constantly thank you notes (hand- We consistently underscore the impor- working to expand our networks. For those written is even better) tance of relationships with our team and of us who’ve been in the industry at length, and flowers. Read a work with our newest members to help de- we’ve witnessed first-hand the editorial as- journalist’s article and velop their skills to become adept at build- sistant we met in our 20s rise to the top of tell them how you liked ing rapport with both clients and the media. the masthead at an influential outlet in their it, even when your client Here’s why. 40’s. And, that connection is as significant as is not mentioned. Pick The client / agency bond discovering a freelancer that contributes to up the phone and call Nichole At its best, the connection between agency a magazine that’s at the top of your client’s that writer you’ve been DiBenedetto and client is absolutely seamless. The agency wish list, and then reaching out to form a cultivating a relationship becomes an extension of the company. We new bond. with on email or better yet, meet them for a act as external team members that live and The approach we cultivate with our pub- coffee. Sometimes you need to make it less breathe the client’s culture, infusing it into licists is to go beyond one-way pitching about the work and more about the rela- every aspect of our public relations effort. and a continual flurry of press releases. We tionship. It will set you apart from the rest. This type of strong understanding grows want our team to become a trusted media While it’s easy to get caught up in the al- from a constant flow of information and resources and teach them that it’s about lure of new media and following the hottest open, two-way communication. being responsive, communicating honest- social influencers, the basic principles of Beyond the schedule of monthly confer- ly and gaining a grasp on the writer’s par- public relations don’t fall away. The most ence calls, there should be ad hoc discus- ticular style, personal likes and preferred basic of all is fostering and maintaining re- sions as relevant topics arise and before key topics. We remind them that journalists are lationships and it is more important than decisions are made that will have an impact bombarded daily by someone just like us, ever as the world moves at increasingly fast- on PR. Timing here is, obviously, critical. sitting behind a computer, sending pitches er speed. Being continually informed translates into in the same way we are. So, when journal- Teresa Delaney and Nichole DiBenedetto having the time to properly plan and exe- ists find PR people who have done right by are Principals of D&D PR.  cute a well thought out media strategy, thus them, they become a reliable, trusted source ensuring success. whom they will come back to when it’s time Social media in the 5G PR era As an extreme example, we had a client to bounce story ideas or validate trends. _ Continued from page 18 who called us almost daily on his drive to These are the types of relationships that the office while he sat in Los Angeles traf- cut through the clutter. When asked how the table? It might be a partnership. They fic. On these morning drive-time chats, he many emails they receive a day, most jour- might host an event or workshop designed discussed his plans and ideas with us, both nalists will respond flatly: “hundreds.” So, it’s to attract guests. Or they might provide im- the big picture and the small details. In re- not surprising that some of our best-crafted age assets for future social media and mar- turn, we gave him our thoughts from a PR pitches may never even receive a glance. keting use. and marketing perspective. This casual and However, when trust has been established, Q: Give us three predictions for the fu- familiar style between us belied a true bril- they’ll open it, read it and usually respond, ture. liance. It meant we always knew what was even if it’s brief. They do so because they KZ: Consumers will demand high levels on the horizon, and it informed our think- know that the person sending the email has of customer service on social media plat- ing and every media interaction we had on proven themselves and, perhaps most im- forms with quick responses. The number of his behalf. The end result was an intimate portantly, not wasted their time. mobile phone users in the world will pass knowledge of his company, his goals and fu- This may seem a like a back-to-basics ap- the five billion mark by 2019. With more ture plans. We could literally get in his head proach, too simple for today’s ever-chang- and more people using mobile phones, and think like this CEO. This made us in- ing media landscape. But that’s precisely companies will have to have excellent mo- credibly successful when we pitched him as why it’s critical. In every aspect of life, we bile experiences. Micro-influencers will a subject matter expert enabling us to land rely on those we trust to help us navigate grow in importance. Why? Less expensive him interviews and placements in highly and point us in the right direction. and more engaged/targeted audiences. 

WWW.ODWYERPR.COM | JUNE 2018 19 FEATURE Travel and the transformation economy How travelers are shifting away from memorable vacations to transformative experiences that provide new perspectives and produce an emotional and psychological impact. By Kerry Anne Watson

mong our many roles as counselors, es, to even Ayahuasca and cannabis-based destination marketing strategists, marketers — and as the tourism, consumers are demanding trans- has a habit of selective- Aoccasional message contortionists formative experiences that use the power ly portraying only the for clients — PR professionals representing of epic storylines, where the traveler is the most attractive part of travel brands maintain the pulse of con- “pilgrim in an immersive story,” according the destination, Ore- sumer behavior and how it affects global to the Skift forecast. gon goes over the top to destinations, hotels, resorts and travel part- Luxury travelers are seeking more a re- stir curiosity and invite ners. And though we have yet to reach the mote and locally-cultural feel to their travel consumers to step into a halfway point of the year, our agency is pre- experience. According to March consumer world where they can be pared to proclaim 2018 as the year of trans- research from Iconoculture, non-tradition- transformed. For those Kerry Anne formational travel. al stays are increasing across the board: of us working in travel Watson While the desire for experiential travel re- nature lodges are up 700 percent, ryokans public relations, this is mains alive and well, the trend has moved up 600 percent, yurts 155 percent and even an amazing opportunity and creative pal- toward travel that has a greater impact on RV/campers are up 133 percent. An Es- ette for transformational — and, yes, fun the lives of the traveler than simply creat- tonian-based travel company is creating — ideas. ing indelible memories. In January, Skift pre-fabricated, temporary accommodation The concept is now apparent in destina- highlighted this shift as a tipping point in hotel rooms. All provide examples of the tion weddings. The Zimmerman Agency its annual travel industry trends forecast, consumer need for a different type of trav- has done a considerable amount of romance “Personal Fulfillment is the New Ultimate el, one that will challenge the boundaries and bridal work with exclusive resort cli- Luxury.” As more and more consumers seek of what they usually expect or need. Hotels ents around the world. We’ve witnessed travel experiences for a personal evolution, and resorts will be smart to grasp this con- transformative experiences for destination travel brands are keeping the pace by devel- cept and comply. weddings using a distinct balance of local oping programming and amenities to culture and personalized experience, as meet them upon arrival. these weddings shift away from formal This goes beyond the desire for expe- occasions to become truly reflective of riences just for the sake of the experi- the unique culture of the destination ence. Travelers — especially the affluent and personalities of the couples. It is a — seek an emotional and psychological growing trend that is picking up mo- transformation as a result of the travel mentum as the more customized and experience. The “personal improve- personal nature of the experience meets ment” trend has been accelerating every criterion for transformational since at least 2015, with 84 percent of travel. Boomers and 94 percent of Millennials Traveler imagination can also be fu- making personal improvement com- eled in the planning process for vaca- mitments, including online courses, tions, once the technology around virtu- webinars, apps and video classes, ac- al reality is sophisticated enough to get cording to Forbes. From a macro-trend us there. To date, brands haven’t been perspective, this is a direct result of able to hold consumer attention beyond consumers feeling hesitant about the the initial “wow” factor, but the technol- chaotic world we’re currently living in: ogy is tailor-made to give consumers a divisive politics, shaky economy, glob- taste of transformation, even if they’re al terrorism. This world contributes to just sitting in their living rooms. Marri- consumers’ sense of unease. And con- ott’s VRoom Service is an early example sumers are self-medicating through of a hotel brand using this technology to travel. entice consumers desire for something The most transformative experiences bigger than just an experience. help consumers learn something new We view transformational travel as a and gain a new perspective on their fresh way to provide creative solutions lives. In a recent survey, nearly 40 per- The Zimmerman Agency is PR firm of record for Park City, for hospitality brands. Public relations is cent of affluent U.S. travelers noted that Utah’s tourism development agency, Visit Park City. a rich proving ground for differentiating food, arts and wellness were key ele- messages that enable potential guests ments that led to a transformative vaca- and visitors to; create an identity through tion. We’re seeing “wellness” blossom into Imagination is another facet of trans- their travel experiences; enjoy transforma- multidimensional experiences designed formative travel emerging in destination tive experiences that enrich them cultural- to elevate travelers to be at their personal marketing. Using the tagline “Only Slight- ly, educationally and spiritually, and; find best. From Bhutan’s “Six Senses Discovery ly Exaggerated,” the state of Oregon taps purpose and meaning in their travel. Retreat” to Survivor-style trips in the Am- into the concept of authenticity through Kerry Anne Watson is President at The azon with physical and personal challeng- an exaggerated imagination. Knowing that Zimmerman Agency. 

20 JUNE 2018 | WWW.ODWYERPR.COM

O’Dwyer’s guide to TRAVEL AND TOURISM PR

We constantly study today’s trav- CIIC is a full-service public re- elers to understand their triggers lations, social media and commu- and find memorable ways to inte- nications firm specializing in cre- grate our clients into their conver- ating dynamic campaigns for the sations. travel, hospitality, food and bever- Our travel clients consist of age and lifestyle industries. some of the world’s most dynam- CIIC’s work is strategic, creative ic destinations, such as the Israel and results-driven. In its 22 years Ministry of Tourism, as well as in business, CIIC has been hon- iconic hotel brands including Bri- ored with a Media Relations Award sas Group in Mexico, Baros Resort by PR Daily, as well as numerous in the Maldives, Adriatic Luxury HSMAI (Hospitality Sales & Mar- Hotel Group in Croatia and the keting Association International) Meatpacking District in New York. Adrian Awards across Gold, Silver Berk is a division of MWWPR, and Bronze categories. With offic- one of the top leading independent es in New York and Miami, CIIC public relations agencies. is an esteemed member of LATAM PR and is a Certified Women’s Blaze Business Enterprise by WBENC. For more information or to inquire 1427 Third Street Promenade about new business opportunities, CIIC Director Amy Sedeño on the road in Panama with Barbados Tourism Santa Monica, CA 90401 please contact 845/358-3920 x11 officials to launch new service with Copa Airlines. 310/395-5050 or visit us online at www.ciicnews. [email protected] com. www.blazepr.com 5W Public our clients’ bottom line, bringing leading businesses a resourceful, Matt Kovacs, President D & D PR Relations bold and results-driven approach to communication. BLAZE is the trusted partner 1115 Broadway, 12th Floor 230 Park Ave., 32nd floor Clients include: AirHelp, of choice for lifestyle challenger New York, NY 10010 New York, NY 10169 Bowlmor AMF, Camp Bow Wow, brands hungry for a real piece of 646/393-4392 212/999-5585 [email protected] Fax: 646/328-1711 CheapOAir.com, Duane Reade, the marketshare. BLAZE has been www.dndpr.com [email protected] El Cid Resorts, Gray Line New retained by a growing number of www.5wpr.com York, Gulliver’s Gate, JetSmarter, savvy clients who want integrated Teresa Delaney, Nichole Loews Hotels, McDonald’s, Mil- PR, influencer and social media DiBenedetto, Partners Ronn D. Torossian, President & lennium Hotels, Patina Restaurant strategies — and flawless execu- CEO Group and Wendy Williams, Inc. tion. BLAZE senior level profes- Based in New York City, D&D Dara Busch, Matthew Caiola, sionals play a hands-on, day-to- PR specializes in luxury travel, Executive Vice Presidents BERK day role with clients. With more hospitality and lifestyle and is led than two decades of relationships by principals — Nichole DiBene- Since 2003, New York City- COMMUNICATIONS and a solid team founded in stra- detto and Teresa Delaney — who based 5W Public Relations tegic approaches, BLAZE is adroit have more than 40 years of com- (5WPR) has worked with widely 304 Park Avenue South in advancing client objectives and bined experience in lifestyle and known and emerging brands, cor- New York, NY 10010 nimble to the quick-changing pace hospitality marketing. porations and high-profile individ- 646/308-2397 of media technologies. Passionate about telling our cli- uals. Our practice areas include www.berkcommunications.com Clients include: AmaWaterways, ents’ individual stories, the agency

Consumer Products & Brands, Great Mall, Marriott Hotels, On- was born from a deep love of trav- Food & Beverage, Health & Well- Ron Berkowitz, CEO and Founder el and personal curiosity of glob- Marisa Carstens, Senior Vice tario Mills, Outlets at Orange and ness, Beauty, Apparel & Accesso- Santa Barbara Airport. al exploration. From hotels and ries, Home & Housewares, Travel President Brenda Fuster, Senior Director, resorts to independent brands and & Hospitality, Entertainment & Travel & Hospitality destinations, each of our clients Sports, Corporate, Technology, Carolyn Izzo have a distinct tale to tell, inspir- Public Affairs & Government Re- Berk Communications is a Integrated ing us to be fervent storytellers. lations, Nonprofit, Crisis Commu- full-service public relations firm The D&D PR team gets a thrill nications, Events and Digital & specializing in the travel and hos- Communications from placing coverage in the most Social Media. We have a 360-de- pitality, food and beverage, sports sought-after media and celebrating gree approach to PR, social media, and entertainment, and lifestyle (CIIC) every success along with our cli- branding and digital marketing industries. We pride ourselves in ents. We take nothing for granted that delivers game-changing re- understanding the ever-changing 1 Piermont Avenue in the ever-changing world of trav- sults to our clients. media landscape and creating stra- Nyack, NY 10960 el and media. This is why we part- Our 150 tenacious and creative 845/358-3920 tegic, results-driven campaigns www.ciicnews.com ner with our clients. We take the communications practitioners de- that speak to our clients’ audienc- time to immerse ourselves in their velop and execute creative cam- es. Berk isn’t a conventional travel Carolyn Izzo-Feldman, President world and to discover first-hand paigns that connect our clients shop. Our strategists go beyond & Chief Strategist the unique experiences they offer, with their target audiences in traditional media relations and sto- Patricia Fahie, Executive Vice so we can communicate their mes- memorable ways. Every aspect of rytelling to weave in influencers President sage with authentic enthusiasm. our programs is designed to impact and celebrities into our programs. Amy Sedeño, Director From print to broadcast, blog-

2222 APRILJUNE 20162018 || WWWWWW.OD.ODWYWYERPR.COMERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION Profiles of Travel & Tourism PR Firms Decker/Royal Eleven Six

135 West 41st Street Public Relations New York, NY 10036 646/650-2180 261 Madison Avenue [email protected] New York, NY 10016 @deckerroyal 646/325-5894 www.deckerroyal.com [email protected] www.elevensixpr.com Cathleen Decker, Principal Stacy Royal, Principal Katie Barr Cornish, Principal Decker/Royal connects people to Eleven Six Public Relations was the places special enough for them founded in 2013. Eleven Six prides to visit. Founded by industry vet- itself on creating a new normal in erans, Cathleen Decker and Stacy the PR agency world. It is not busi- Royal, the company specializes ness as usual at this young and rap- in merging the best of traditional idly growing company. PR tactics with today’s evolving Our media relationships are platforms to create programs with deep and varied. We seamlessly a singular purpose: measurable re- pitch across multiple verticals, sults. placing our clients beyond the Our rich programs keep clients in travel pages and in business, arts the conversation wherever it lives and fashion pieces. Our thinking — in the digital space, in print or is strategic and most importantly, on-air that seamlessly integrates creative. We push the creativity and enhance clients’ overall mar- envelope, always aiming to create keting objectives. We know that the trends and not just stay ahead working as part of a team — from of them. Our innovative campaigns After devastating wildfires, DCI worked with Visit California to create deliver tangible, profitable results. a Thanksgiving benefit dinner featuring a 500-foot-long table. The effort in-house PR and stakeholders to other agencies, is how goals are With a focus that goes beyond garnered media results world-wide, raised $150,000 to support recovery reached and we never stand on cer- just public relations and includes efforts and encouraged visitation to Northern California’s wine country. emony. We’re all about rolling up marketing and social media, we our sleeves to get the job done. are driven not only by how much gers to social media influencers, no 424/274-4767 Award-winning Decker/Royal press we can secure for our clients two client’s needs are alike, which represents a diverse stable of cli- but rather how we can positively is why each client receives a tai- 1 Adelaide St E, Suite 3001 ents including among others, Reno impact their bottom lines. The mar- lored approach to their programs. Toronto ON M5C 2V9 Tahoe, Uniworld Boutique River keting and social media tactics we Supported by a strong team, the 647/276-1917 Cruise Collection, Trafalgar and employ are creative, cost-effective, agency’s partners oversee client Sandals Resorts International. New and realistic to execute. And most Karyl Leigh Barnes, President, importantly, they drive sales and campaigns, helping to curate the Tourism Practice clients this year include destination important details and respond Daniella Middleton, Vice spa Royal Champagne, the Villas at directly to individual needs. We President, Digital Le Barthélemy and Abu Dhabi. _ Continued on page 24 choose our partners carefully, pro- Andrew Levine, Chairman tect their brands vehemently and tell their stories passionately. This One Agency. Two Specialized level of commitment is what con- Practice Areas. Established in tinues to stoke our creative fire and 1960, Development Counsel- drive D&D PR to push ourselves lors International (DCI) focuses and our team to exceed expecta- exclusively on economic devel- tions. opment and tourism marketing. Clients: Castadiva Resort & Spa, During the last half century, we Cox & Kings, Discover Your Ita- have worked with more than 500 ly, Forte Village Sardinia, Grand cities, regions, states, provinces Fiesta Americana Coral Beach and countries to help them attract Cancun, Mahogany Bay Resort & business investment, visitors and Beach Club, Navigo 360 and Saba talent. Our Tourism Practice part- Tourist Bureau. ners with destinations to increase leisure, corporate and associa- tion visitor arrivals and spending. Development How? By winning the support of Counsellors key influencers — media, digital influencers, meeting planners and International the travel trade. Our goal always? Combine smart strategy with the (DCI) right tactics to deliver powerful re- sults. DCI’s work has been recog- 215 Park Ave. South, 14th Floor nized annually by the Hospitality New York, NY 10003 212/725-0707 Sales and Marketing Association www.aboutdci.com International, achieving Best In Show and Platinum awards. DCI is Decker/Royal launched U by Uniworld, the first river cruise aimed at a new generation of adult travelers that included widespread periodical 8560 West Sunset Blvd., 5th Floor globally connected through TAAN Suite 426 Worldwide, a network of 46 agen- coverage, an appearance on ABC’s The Bachelor, an extensive influencer West Hollywood, CA 90069 cies in 29 countries. campaign and brand partnerships.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 23 w Profiles of Travel & Tourism PR Firms As a communications-led inte- ELEVEN SIX PUBLIC grated agency, Fahlgren Mortine RELATIONS works with clients in 29 states, and _ Continued from page 23 is recognized as a firm that gets re- sults. The agency has been recog- nized with dozens of national PR impact the bottom line. and tourism awards for enhancing Over the past year Eleven Six brand perception, including Silver has handled the official grand and Bronze Anvils from PRSA, opening of Andaz Mayakoba Re- Mercury and Destiny Awards from sort Riviera Maya as well as the the U.S. Travel Association and Institute for Contemporary Design many others. Headquartered in Co- in Richmond (Virginia), worked lumbus, Ohio, Fahlgren Mortine with the Australia Zoo on Steve Ir- has locations in Colorado, Florida, win’s star on the Hollywood Walk Idaho, New York, South Carolina of Fame and signed on new clients and West Virginia. Travel industry such as Kimpton Hotels + Restau- client experience includes Office rants’ three New York City prop- of TourismOhio; Myrtle Beach erties, luxury travel company Red Area Chamber of Commerce/ Savannah, The Ritz-Carlton New CVB; TravelNevada; Airstream; York, Westchester and Red Frog Niagara USA; Visit Sun Valley; Beach Island Resort & Spa in Pan- North Dakota Department of Com- ama. Additional clients include: merce/Tourism; and many other Andaz Mayakoba Resort Riviera destinations, regions, hospitality Maya, Cavit Wines, Hyatt Centric The Eleven Six team officially launched the Andaz brand’s first Mexican properties and more. Times Square, Remote Lands, Six property, Andaz Mayakoba Resort Riviera Maya, with a star-studded Senses Hotels Resorts Spas, Tour- event featuring traditional Mexican celebration rituals including authen- FINN PARTNERS ism & Events Queensland and Vis- tic costumes, fire and goddess dancers, acrobats and live music as well it Richmond. as glow body painting, fireworks, a tacology exhibition and an array of 301 East 57th Street regional cuisine and cocktails. New York, NY 10022 EVINS 212/715-1600 engender brand trial and experi- advisory services. Both EVINS www.finnpartners.com COMMUNICATIONS ence; leverage brand experience to and SDA were founded in 1987, foment engagement, conversation are celebrating their 31st year Gail L. Moaney, APR Director & 830 Third Avenue and storytelling; catalyze brand in business, and maintain long- Founding Managing Partner, Travel / Lifestyle Group New York, NY 10022 engagement to optimize brand term client relationships, some 212/688-8200 advocacy and mind-share; and of which span more than two de- The Finn Partners Travel / Life- facebook.com/evinscommunications transform brand mind-share into twitter.com/EVINSsct cades. EVINS and SDA are brand style Group expanded its global Instagram.com/evinssct brand market-share. The Agency and business strategists that utilize footprint in 2017 with the acqui- www.evins.com is at the point where insight meets media and influencer engagement, sition of The Brighter Group, a execution and bridges the divide partnerships and creative program- highly respected London-based Mathew L. Evins, Chairman between what a brand is now and ming, content and thought lead- PR and marketing firm, adding 22 Louise R. Evins, CEO what it can become in the future. ership, to make a consequential, travel experts and clients such as Robert Schaltenbrand, EVINS is the leading branding, profound and transcendent contri- Belize, Dubai, Intrepid Travel, Jor- Senior Vice President, Cultural marketing, communications and bution to the development, growth Programming & Strategic dan, Air Europa and South African public relations firm in the luxury, and success of a client’s business. Tourism. Debbie Flynn, founder & Partnerships premium and prestige sectors, with David Harrison, Senior Vice Together, EVINS and SDA pro- CEO of the Brighter Group, is now President/Director, Digital Content specialist expertise in travel and vide clients with accretive and un- a managing partner in our Travel / & Social Communications Practice hospitality. In addition to its Trav- paralleled luxury travel and hos- Lifestyle group. Group el & Hospitality Group, EVINS pitality experience and expertise, Our international team is unri- Drew Tybus, Vice President/ encompasses three other practice as well as a breadth, depth and valed for the creativity, execution Director, Food, Spirits & Wine groups: Digital Content & Inte- scope of integrated luxury travel and commitment we bring to our Practice Group gration; Food, Spirits & Wine and and hospitality services that rede- Matthew Berritt, Vice President/ clients, proven by our successful Lifestyle. The Agency offers a cli- fine and transform the traditional long term partnerships with some Director, Lifestyle Group Practice & ent far more than traditional public Celebrity/Influencer Programming agency/client relationship. Both of the world’s top travel brands. Stephanie Preston, Senior relations, and we are committed to firms also offer clients advice on We have consistently gained and Director, Travel & Hospitality Group providing consummate business corporate and executive reputa- retained clients through our mea- Practice and strategic counsel in order to tion management; issues and crisis surable bottom-line results by make an essential and measurable management; cause-related mar- comprehending their unique his- EVINS architects and builds contribution to a client’s brand and keting; and affinity programs. tories, preserving and bolstering brands, and transforms brand and business. their reputations and understanding business potential into brand and In February 2018, EVINS and Fahlgren their vision for the future. Our com- business performance. The Agen- Sheila Donnelly & Associates mitment to our clients is to be an cy facilitates connecting brands (SDA / www.sheiladonnelly.com), Mortine extension of their brands — a true and audiences, helps to define a a renowned travel and lifestyle partner in every way. When that brand’s essence and create emo- public relations, media relations 4030 Easton Station, Suite 300 Columbus, OH 43219 commitment is combined with un- tive experiences that foster en- and communications firm based in surpassed skill and experience in all gagement between brands and Honolulu, formed a strategic part- 614/383-1500 www.fahlgrenmortine.com the critical areas of travel and life- constituents, as well as catalyzes nership to provide clients with an style marketing, we deliver results and optimizes how brands and unparalleled and accretive breadth, Neil Mortine, President and CEO that provide an elevated, long-term their publics converse and interre- depth and scope of capabilities, Marty McDonald, Executive Vice brand life, a stronger share of mind late. EVINS creates programs that experience, expertise and strategic President, Tourism Practice Leader and an increased share of market.

24 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms Our services include strategic digital media agencies. FWV is the for Aruba, Barbados, Bonaire, St. A bi-coastal agency with offic- public relations planning and ex- only N.C.-headquartered public re- Croix (U.S.V.I. Dept. of Tourism) es in New York and Los Angeles, ecution, global consumer/travel lations firm to earn Agency of the and St. Maarten; Gatlinburg, Tenn.; Hawkins International boasts a and trade media relations, crisis Year honors, with 19 nominations Cabarrus County, N.C. — home to strong team of communication communications, reputation man- and 12 wins, including seven in the NASCAR’s Lowe’s Motor Speed- professionals that seamlessly cross agement, brand development, past 18 months. The firm is the win- way; Oakland County, Mich.; from traditional public strategies to social and digital applications, ner of the Bulldog Reporter 2017 Branson, Mo.; the Old Salem social activations in dynamic and partnership alliances, promotions, Stars of PR Awards, including the Moravian Village in N.C.; Amer- stimulating ways on behalf of a special events, hospitality market- Grand Prize for Best PR Agency of ica’s Historic Triangle, located in roster of internationally acclaimed ing services and social influencer 2017. FWV earned top honors for Williamsburg, Va.; and Trailways hospitality clients. programs. Midsize and Consumer PR Agency Transportation System based in With expertise in creative, en- We have represented airlines, of the Year and was also named the Fairfax, Va. gaging and multi-dimensional sto- cruise lines, domestic and interna- country’s Most Innovative Agency. In addition, FWV’s fully inte- rytelling, Hawkins International tional destinations, hotels, resorts, In addition, the firm is the Holmes grated creative and digital team promotes its clients through cal- rail companies, real estate devel- Report 2016 Consumer Agency of provides award-winning advertis- culated media relations, influencer opers, travel associations and trav- Year winner and is a 2018 Midsize ing, graphic design, and digital and activations, inventive experiences el service providers. The greatest Agency of the Year finalist. social media services for a wide and the development of newswor- measure of our success is the satis- Founded in April 1997 by Chair- range of local, national and inter- thy content for its prestigious cli- faction of our clients, the longevity man & CEO Rick French, FWV national clients. ents which include hotels, resorts, of our client relationships and the employs more than 100 public rela- and real estate and lifestyle brands. recognition we’ve received from tions, public affairs, social media, Hawkins While Hawkins International spe- industry influencers and clients advertising and digital marketing cializes in new property launches, alike for delivering high-quality, experts between its Raleigh, N.C. International it continues to successfully drive substantive work. headquarters and New York City, Public Relations national and regional coverage Los Angeles and Tampa offices. and engagement for its 60+ clients, FWV’s dedicated travel and including AccorHotels, Fairmont French/West/ 119 West 23rd St., #600 tourism practice boasts extensive New York, NY 10011 Hotels & Resorts, Dorchester Col- Vaughan destination marketing experience, 212/255-6541 lection, La Compagnie, Seabourn specializing in lifestyle and leisure [email protected] Cruise Line, and Wilderness Safa- 112 East Hargett St. marketing and public relations. www.hawkpr.com ris, among others. Raleigh, NC 27601 Current travel and tourism industry 919/832-6300 clients include Concord Hospitality Los Angeles: Hemsworth www.fwv-us.com Enterprises Company, Wilming- 12100 Wilshire Blvd., Suite 800 ton and Beaches CVB (Carolina Los Angeles, CA 90025 Communications Rick French, Chairman & CEO Beach, Kure Beach, Wrightsville Jennifer Hawkins, Founder/ David Gwyn, President / Principal Beach and Wilmington, N.C. and 1011 East Las Olas Blvd. Natalie Best, Executive Vice President the Wilmington Convention Cen- Corey Finjer Bennett, COO Fort Lauderdale, FL 33301 President/ Director of Client 954/716-7614 Services /Principal ter), Greater Raleigh CVB, Tweet- sie Railroad and the Washington At Hawkins International, travel [email protected] Leah Knepper, Vice President & www.hemsworthcommunications.com T&T Practice Lead Tourism Development Authority is our passion. As an award-win- ning public relations and commu- Fort Lauderdale • New York • (N.C.). Atlanta • Orlando French/West/Vaughan (FWV) is The agency has also done work nications agency, Hawkins Inter- the leading integrated marketing with Divi Resorts and its nine Ca- national has built an impressive Samantha Jacobs, Founder & firm in the Southeast and one of ribbean properties, and co-oper- global reputation for full-scope and President the nation’s 15 largest independent ative destination marketing with impactful integrated social and dig- Michael Jacobs, COO public relations, advertising and each of the tourism organizations ital campaigns. Kate Wark, Managing Partner Hemsworth Communications is a full-service public relations agency that specializes in travel and hospi- tality companies, tourism destina- tions, restaurants, food/wine/spirits brands, and luxury lifestyle brands. Capabilities include brand strategy, media relations, promotions, social media, event planning, thought leadership and more. With an impressive global reach, Hemsworth leverages its Passion. Insight. Connections. to surpass cli- ent expectations. The agency has been hired by companies large and small because of its track record for delivering outstanding results with a distinctively personal touch. Ranked one of the country’s fast- est-growing agencies every year since its 2014 debut, Hemsworth has received numerous accolades Hemsworth Communications launched the first-ever luxury hotel in space, Orion Span’s Aurora Station, earlier including HSMAI Adrian Awards this year. The agency generated more than 1,000 media placements around the world within 72 hours, including and American Business Awards. feature stories in Robb Report, Conde Nast Traveler, CNN Travel, Fast Company, Space.com, AFAR, World News Tonight with David Muir, BBC and more. _ Continued on page 26

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 25 w Profiles of Travel & Tourism PR Firms every day. HEMSWORTH Founded in 1989, Hunter has COMMUNICATIONS grown into one of the most re- _ Continued from page 25 spected mid-size marketing com- munications firms in the country, Founder Samantha Jacobs was proudly serving a broad range of named to PR News’ Top Women in esteemed companies and brands in PR for 2017. the travel and tourism, hospitality, Clients include Air Partner, food and beverage, home and life- AmaWaterways, Best Western Ho- style, consumer services, health, tels & Resorts, Coral Hospitality’s wellness and beauty sectors. Georgia State Parks & Lodges, From creating wanderlust for Driftwood, Margaritaville Hold- Wyndham Rewards members on ings, Massanutten Resort, Oasis social and digital channels, sur- Travel Network, Orion Span, Son- prising and delighting tour-goers esta Fort Lauderdale, and others. with a celebrity encounter during TripAdvisor Attraction’s #1 Game of Thrones Tour in Northern Ire- Hunter Public land, to engaging media and telling Relations brand stories through unique travel experiences around the globe, our Jamie Sigler O’Grady and Sarah Evans, Partners at J Public Relations. 41 Madison Avenue, 5th Floor creative approach and client-ser- New York, NY 10010-2202 vice orientation has led to some of relations, social media strategy and The Shore Club, The Resort at 212/679-6600 the most enduring client relation- and unparalleled media placements Pedregal. Contact: [email protected] ships and impactful public rela- worldwide. (Samara Farber Mormar) tions programs in the business. Established in 2005, the www.hunterpr.com award-winning agency has consis- K. Sutherland tently risen to become one of the Grace Leong, Jonathan Lyon, J Public PR Mark Newman, Donetta Allen, world’s fastest growing agencies Gigi Russo, Erin Hanson, Relations in the luxury travel and hospital- 18 Winter Street, Studio C Partners ity spaces. JPR’s global roster in- Reno, NV 89503 Meagan McCutcheon, Travel 530 7th Ave., #502 cludes more than 125 hotels in the 775/360-6101 Practice Leader New York, NY 10018 U.S., Canada, Mexico, Caribbean, www.ksutherlandpr.com 212/924-3600 Dubai, Europe, New Zealand, Asia Hunter is an award-winning [email protected] and more. JPR steadily garners and K. Sutherland PR is a full-ser- consumer products and services instagram.com/jpublicrelations/ retains notable clients including vice, boutique firm that offers a marketing communications firm www.jpublicrelations.com Relais & Châteaux, Jumeirah Ho- comprehensive and personal ap- with offices in New York City and tels & Resorts, Vail Resorts Hospi- proach to modern public relations. London, and staff based across J Public Relations is an interna- tality and Vail Mountain Resorts, Delivering 5-Star results for travel North America including Orlando, tional PR and social media agency Grace Hotels and many individual and tourism clients worldwide, the Miami, Los Angeles, Seattle, and specializing in hospitality, travel Ritz-Carlton Hotels & Resorts. firm knows what it takes to pro- Toronto, as well as affiliate part- and luxury lifestyle brands with of- JPR is listed on the Observer’s mote any destination or resort. At ners in Mexico City. Our mission fices in New York City, Los Ange- annual “PR Power 50” as one of the heart of K. Sutherland PR lies is “earning it,” and from consumer les, San Diego and London. JPR is the country’s most powerful PR their public relations expertise, attention, to long-term client re- a trusted leader in media relations firms. The agency also garnered but their services expand beyond lationships, to our talented staff’s and brand strategy, trend forecast- “Top Places to Work” by PR News traditional PR, offering clients a dedication, we strive to “earn it” ing, brand partnerships, influencer and “Agency of the Year” by Bull- holistic mix of strategic commu- dog Reporter in addition to multi- nications, social media, influencer ple trade and consumer awards for marketing, content marketing and company culture and brand suc- more. K. Sutherland PR maximiz- cess. The agency has recently been es exposure through extensive un- featured in dedicated articles in Inc. derstanding, and because they are Magazine online and Forbes.com a boutique PR agency, are able to as an innovator and gamechanger provide impactful public relations in travel PR and social media. services at affordable prices. Sampling of clients: Adare Man- or, Adventures by Disney (project KTCpr work), Aulani, a Disney Spa & Resort (project work), Chateau du 77 N. Centre Ave, Suite 215 Grand-Lucé, Chewton Glen, Cli- Rockville Centre, NY 11570 veden House, Discover Baja Cali- 516/594-4100 fornia, Four Seasons Resort Lana’i, [email protected] Grand Hotel Tremezzo, Great Wolf Facebook.com/KTCprNews Lodge, Gurney’s Resorts - Mon- Instagram.com/KTCprNews Twitter.com/KTCpr tauk & Newport, Helena Bay, Ho- www.KTCpr.com tel del Coronado, Iconic Luxury Brand, InterContinental Los An- Richard S. Kahn, President geles Downtown, InterContinen- Theresa M. Oakes, Senior Accounts Supervisor Hunter helped client, TripAdvisor Attractions and Kristian Nairn from tal, Washington DC — The Wharf, Lido House, L’Auberge de Sedona, Josh Kahn, Senior Accounts Game of Thrones, recreate the memorable “Hold The Door” scene for un- Mountain Shadows, Perry Lane Supervisor suspecting tour goers on TripAdvisor’s #1 Game of Thrones tour in North- Hotel, Rancho La Puerta, Rancho _ Continued on page 28 ern Ireland. Valencia Resort & Spa, The Palms

26 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms create integrated public relations ercrombie & Kent; VisitScotland; KTCPR strategies that connect with key Sydney/Destination New South _ Continued from page 26 audiences and stakeholders across Wales, Australia; Travel Portland, all communication channels. We Oregon; Curtain Bluff, Antigua; track trends, monitor consumer DuVine Cycling + Adventure Co; sentiments, and place stories where The Resort at Paws Up, Montana; KTCpr is an award-winning audiences seek information and Atlantis Paradise Island, Baha- boutique public relations, tourism inspiration: online, in print or over mas; Park Hyatt, St. Kitts; The consulting and crisis communica- the airwaves. We reach our clients’ Dominick, New York City; Resi- tions agency founded 28 years ago audiences wherever they reside, dence Inn by Marriott; The Ocean by Richard S. Kahn, former edi- garnering proven results in markets House, Watch Hill, Rhode Island; tor-in-chief and associate publisher that matter most. The Ritz-Carlton Orlando, Grande of Travel Agent magazine. KTCpr Whether elevating a property or a Lakes and JW Marriott Orlando, has developed its practice around destination, we use fresh ideas and Grande Lakes; Briggs & Riley, the niche travel and tourism mar- creative energy to educate, inform among others. kets with clients in the public and and inspire people to action. Our private sectors. award-winning campaigns have LOU HAMMOND KTCpr has become renowned produced measurable results for for responsiveness and going “that clients such as Travel Oregon, Can- GROUP extra mile” to assist editors with non Beach Chamber of Commerce, travel stories, while helping to es- Riverhouse on the Deschutes, The 900 Third Avenue Grand America Hotel, The Heath- New York, NY 10022 tablish, define and amplify clients’ 212/308-8880 brand messaging. KTCpr’s exper- man Hotel Group, Brasada Ranch Resort, Evergreen Wings & Waves [email protected] tise covers media relations, product www.louhammond.com launches, social media campaigns, Waterpark and Travel Portland. marketing consultation, crisis com- Lou Hammond, Founder/Chairman munication, events, promotions, LAURA DAVIDSON Stephen Hammond, CEO speech writing and brand manage- Terence Gallagher, President, ment. PUBLIC RELATIONS New York LHG Founder and Chairman Lou While KTCpr excels in the art Gina Stouffer, President, Hammond. Charleston of elevating clients’ brand recog- 72 Madison Ave., 8th Floor New York, NY 10016 serve clients on the West Coast nition, the firm’s expertise in crisis Lou Hammond Group (LHG) is 212/696-0660 • Continued to expand in-house management further sets it apart in a celebrated integrated marketing Facebook.com/lauradavidsonpr services to include branding, cre- the industry. KTCpr has tracked twitter.com/ldpr communications firm with offices ative and digital marketing and coordinated media response instagram.com/ldprtravel in New York, Charleston, Miami LHG clients know they are to numerous hurricanes, developed www.ldpr.com and Los Angeles. LHG has built a working with the most trusted, go- communications to assure visitor legendary reputation over the past to media and influencer resource in confidence in response to reports Laura Davidson, President 33 years as the leading mid-sized Leslie Cohen, Executive Vice the industry with a singular com- of crime, Zika concerns, the SARS agency serving the travel industry. President mitment to delivering quality, mea- emergency, natural disasters and A few things to know: surable results. terrorist attacks, and consulted LDPR is a highly driven and • Independent: known for bound- upon a variety of crisis situations innovative travel and lifestyle PR less creativity and enthusiasm on behalf of the governments and agency with headquarters in New • Operates differently: no time MAGRINO tourism stakeholders in the Carib- York City and a presence in Chica- sheets — clients get the attention bean, Mexico, China and Philip- go, LA and San Francisco. Guided they need when they need it 352 Park Avenue South, 6th Floor pines. by industry visionary Laura Da- • International: founder of the PR New York, NY 10010 KTCpr’s current client roster in- vidson, the firm has been at the World Network 212/957-3005 cludes Aranui Cruises, Apple Vaca- forefront of integrated initiatives • Owns one of the industry’s [email protected] tions, April Travel Protection, the highest client retention rates serv- magrinopr.com for destinations, international hotel Caribbean Tourism Organization, companies, independent resorts, ing destinations such as Norfolk, Interval International, the Mango Allyn Magrino, President & Chief luxury tour operators and lifestyle Providence, New Haven, Charles- Revenue Officer Bay Hotel Group, Pacific Delight products. The agency is well re- ton and the state of Virginia for Tours, Spice Island Beach Resort, garded for its integration of con- more than a decade Magrino celebrates its 26th Travel Impressions, Victoria Cruis- sumer brand partners and strategic At the end of the day, however, year in business in 2018 as an es, and Warwick Paradise Island - alliances into PR activations to in- it’s all about the results. In the past award-winning PR and Social Me- Bahamas. crease brand awareness and reach year alone LHG has: dia agency with a 360 lifestyle ap- beyond the travel media. • Arranged more than 289 visits proach that has earned both media LANE LDPR pursues bold approach- to clients from top media and in- and consumer recognition. es that exceed client expectations fluencers We work with clients in our prac- New York City | Portland | Seattle across all channels. We have an • Secured broadcast hits from tice areas of Travel and Real Es- 503/221-0480 in-house social media manager and outlets such as: “Today,” “Good tate, Spa & Wellness, Food, Wine [email protected] a partnership with Thin Pig Media Morning America,” “CBS Sunday and Spirits, and Consumer brands www.lanepr.com to implement content develop- Morning,” CNBC, Peter Green- to craft campaigns and communi- ment, community and influencer berg Worldwide and more cations that are exciting, cultural- Wendy Lane Stevens, Managing outreach, SEO and contest/sweep- • Regularly delivered impactful ly-relevant and integrated within Partner results including: Architectural Di- brand narratives. Shannon Riggs, Partner stakes. LDPR’s unique culture is defined by our collaborative and gest, Conde Nast Traveler, Depar- As passionate communicators, LANE, a Finn Partners Compa- strategic approach to working with tures, Food & Wine, Forbes, New we are adept at telling stories that ny, delivers results that build busi- clients, media and our staff, lead- York Times, Travel + Leisure, and reflect brand values, consumer at- ness for clients. Drawing on more ing to successful long term partner- many more titudes and end-user behaviors. We than 20 years of experience in the ships and measurable results. • Opened dedicated office in believe the heart drives the head in travel and tourism industry, we Our clients include Aman; Ab- L.A., lead by a 15-year veteran, to terms of purchase intent and work

28 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms with our client teams to bring emo- resent the image, identity and in- as Cook Airlines UK, The Travel sis communications. tional resonance to our campaigns tent of our brands and clients. Foundation, Visit North Carolina, Industry experience includes: and pitches. Visit San Jose and Visit Sarasota Aspen Ski Co., Cayman Airways, Our work drives sales, aware- MARDIKS PR County. Cayman Cookout, The Cayman ness and consumer affinity. We are Islands Department of Tourism, proud of our shared success with 261 Madison Avenue, 10th Floor Mfa Marketing Charlie Bird restaurant (NYC), clients that include Hilton Ho- New York, NY 10016 Chatham Bars Inn, The Colonial tels’ Waldorf Astoria, Conrad and 646/283-5273 & PR (Missy Williamsburg Foundation, Colora- Canopy brands; Cosmopolitan of www.mardikspr.com Farren & do Ski Country, Dart Real Estate Las Vegas; Fontainebleau Miami (Cayman Islands), Disneyland, Charles Mardiks, President/ Associates) Beach; The Ranch Malibu; the Managing Director Disneyland Food & Beverage, Duniway Portland; Martha Stew- Golden Horseshoe Golf Club, In- art Omnimedia/Sequential Brands; At the intersection of creative and 30 Irving Place, 3rd Floor trawest, Limelight Hotel, The Lit- Whispering Angel; James Beard strategic, Mardiks PR is a market- New York, NY 10003 tle Nell, The Lodge at Woodloch, Awards; Hendrick’s Gin and Moet ing solution provider, specializing 212/528-1691 Martin’s Lane Winery, Megpies, www.mfaltd.com Hennessy, to name a few. in travel and tourism. The agency Michelin Food & Travel, Mountain Our Digital practice is dynam- leverages the power of storytelling Missy Farren, Founder & CEO Collective, Mission Hill Family ic and on the leading edge of this to create engaging, integrated cam- Samantha Lacher, Vice President Estate winery, National Trust for ever-changing field of marketing. paigns. Our multi-channel cam- Historic Preservation, Pasquale We work with our Digital clients to paigns combine media outreach, Mfa is a full-service communi- Jones restaurant (NYC), Peet’s craft, manage and execute a multi- social media and event activation cations agency delivering sharp Coffee, Replay Resorts / Yotel, The pronged approach to their social along with strategic partnerships to strategy and results that matter. A Ritz-Carlton Hotels of New York, needs. Campaigns include over- build buzz and business for leading vast array of travel/tourism, culi- Sandestin Golf and Beach Resort, arching social strategy, Influencer global travel brands, destinations nary and hospitality clients benefit Ski Utah, The Spa of Colonial campaigns, events and trips, con- and associations. from a holistic approach to travel Williamsburg, Squaw Valley, Twin tent curation and creation, and paid The agency was founded by marketing that reaches consumers Farms, Westin Hotels & Resorts advertising support that produces Charles Mardiks. Charles has two beyond the travel pages. Campaign and more. measurable results. decades of integrated marketing strategies capitalize on trends and We develop digital strategy for and public relations experience in integrate earned and social media, clients who want to make sure global travel and tourism, and he spanning owned and influencer Myriad their brands come to life on social brings together a highly networked, channels. International platforms in the most relevant and nimble team of senior-level, hands- A true passion for travel drives engaging ways — on their fans’ on strategists and creative thinkers. success in various niches, includ- Marketing feeds. Digital clients (all of which The dedicated Mardiks team is fu- ing: culinary, Caribbean, adven- an MMGY Global Company also work with Magrino for media eled by a love for travel, a nose for ture, ski and snow, family, ro- relations and brand positioning) in- news and a scrappiness that gets mance, arts and culture, wellness, 360 Lexington Avenue, 10th floor clude Christie’s International Real the job done. As a true extension spa, wine and spirits, fitness and New York, NY 10017 Estate; Grace Bay Club; Hunter of our clients’ teams, we work dili- sports. Mfa specializes in strategic 212/219-7560 www.myriaddestinations.com Douglas; Chateau d’Esclans; Mou- gently to nurture, build and connect media relations; influencer cam- ton Cadet, Tishman Speyer, and media and industry relationships to paigns; social media strategy and Al Merschen, Partner Mack-Cali. solve clients’ marketing problems management; omni-channel cam- Julie Cuesta, Senior Vice Presi- In a world where substance is with smart, strategic and creative paign execution; press trip plan- dent, Destination Services the true indicator of style, you can solutions. ning and execution; partnership be assured that our work is driven Current clients include: Con- development; event facilitation; Myriad, an MMGY Global Com- from meaningful insights that rep- dor Airlines, Safari Pros, Thom- spokesperson positioning; and cri- pany, specializes in international destination marketing. With an emphasis on destination represen- tation, Myriad provides integrated services to destinations that want to reach the highly valued North American traveler. Myriad works with more international destina- tions in North America than any other marketing company. Our ex- ecutive team provides senior lev- el strategic direction and tactical solutions to clients in the travel and tourism sector. Many of our clients have been with us since the day we first opened for business in 1989. We provide a complete range of high- ly integrated services ranging from destination representation, creative direction, media buying, public relations, crisis communication, experiential events, trade relations and partnership marketing pro- grams. With clients ranging from international tourist offices to con- vention bureaus, airlines to travel Myriad worked with South Tryol to bring a taste of Northern Italy to their stakeholders during an event at New York City’s Eataly. _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 29 w Profiles of Travel & Tourism PR Firms Ed Moed, Co-CEO & Co-Founder MYRIAD INTERNATIONAL Ted Birkhahn, Partner & President MARKETING Ann Barlow, Partner & President, _ Continued from page 29 West Coast Deborah Brown, Partner & Managing Director Jacqueline Kolek, Partner & companies, Myriad offers an in Managing Director depth global perspective. Maggie O’Neill, Partner & Clients include: Australia’s Managing Director Northern Territory, Dominica, Ken- Mike Friedin, Chief Digital officer ya, Macao, Melbourne Convention Peppercomm is an award-win- Bureau, Nicaragua, South Tryol, ning strategic, integrated commu- Papua New Guinea and Qatar. nications and marketing agency headquartered in New York City NJF with offices in San Francisco and London. The firm connects brands, an MMGY Global Company messages and people through da- 360 Lexington Avenue, 10th Floor ta-driven insights, cross-channel New York, NY 10017 On behalf of client Visit Los Cabos, NJF has produced several large-scale communications and brilliant cus- 212/228-1500 events for media and travel agents, featuring tourism board executives, tomer experience. Employing an www.njfpr.com local hoteliers and top chefs and mixologists to bring the colors, tastes omni-channel approach, the com- and sounds of Los Cabos to life and showcase the destination’s diverse pany uses customer insights to Nancy Friedman, Partner tourism offerings. determine the right mix of tools Julie Freeman, Manging Director and platforms to help clients reach, Lauren Kaufman, Senior Vice annual research study. With offic- reputations worldwide by creating President engage and influence customers es in New York City, Kansas City, purposeful connections with the along their path to purchase. people who matter most through At NJF, an MMGY Global com- Los Angeles, London, Madrid, Or- Founded in 1995, Peppercomm public relations, advertising, digi- pany, we inspire people to go plac- lando, Washington, D.C. and an in- has received numerous accolades, tal and social marketing, investor es. As marketers specializing sole- ternational partner network, Trav- including The Holmes Report’s relations and brand strategy. Padil- ly in travel and hospitality, we help el Consul, we serve many of the North American Corporate/B2B la includes the brand consultancy put travel brands on the map and world’s premier travel and tourism Agency of the Year and Bulldog of Joe Smith, the food and nutri- navigate their narrative through brands. Other MMGY Global areas Reporter’s Midsized Agency of the tion experts at FoodMinds and the innovative thinking, creativity and of expertise include research and Year. The agency has been listed research authorities at SMS. storytelling. NJF offers boutique insights, strategic communications as one of Fortune’s 10 Best Work- We don’t just connect consumers service and expertise in consumer planning and implementation, places in Advertising and Mar- with brands, we convert them into and trade media relations, social brand marketing, traditional and keting, 100 Best Workplaces for brand advocates. Padilla’s mar- media, corporate and brand po- social media buying, digital/social Women, 50 Best Small and Medi- keting experts combine industry sitioning, experiential and event media strategy, website develop- um Workplaces and 50 Best Work- knowledge and consumer branding marketing, strategic partnerships ment and management, e-CRM, places for New College Grads. channel expertise to exceed client and promotions, influencer engage- and travel industry relations. Services include Branding, Con- expectations and achieve results. ment and crisis communications. Client list includes: Angad Arts tent Strategy & Development, Cre- We apply insightful ingenuity and For those seeking senior level Hotel, Borgata Hotel Casino & ative Services, Crisis Management, creative tenacity to engage con- counsel, unwavering brand advo- Spa, Canyon Ranch, Cheap Carib- Digital Solutions, Experiential, In- sumers and drive purchases in the cacy and unrivaled media savvy, bean, Enchantment Hotels, Eurail, sights & Strategy, Licensing, Pub- areas of travel and tourism markets, NJF is a PR powerhouse and one- Gansevoort Hotel Group, Har- lic Relations & Social Media and consumer packaged goods, per- stop shop. Hundreds of hotel, des- ley-Davidson Museum, Hotel Ver- Research & Measurement. sonal care and beauty, OTC, home tination, travel and lifestyle brands mont, Intrepid Travel, ITC Hotels, For more information, visit products, branded/specialty foods, have entrusted their reputations to Lufthansa, Oceania Cruises, One www.peppercomm.com. pet care and consumer education. NJF whose “Leave No Stone Un- Aldwych, Playa Hotels & Resorts, Clients in the travel and tourism turned” philosophy has catapulted Pod Hotels, Proper Hotels, Regent sectors have included Air New rbb the firm to the top. Our integrated Hotels, Rhode Island Tourism, Zealand, Cambria Hotels, Meet PR and social media team prides South Dakota Tourism, St. Peters- Communications Minneapolis, Tru by Hilton, Virgin- itself on long-standing client rela- burg/Clearwater, The Asbury, The ia Department of Rail and Public tionships and an innate ability to Beaches of Fort Myers & Sanibel, 355 Alhambra Circle, Suite 800 Transportation and Visit Houston. move within many spheres: tapping The Bowery and Visit Los Cabos. Miami, FL 33134 Padilla is a founding member media and industry influencers, 305/448-7450 of the Worldcom Public Relations www.rbbcommunications.com forging creative partnerships, un- Padilla Group, a partnership of 143 inde- covering strategic advantages, and pendently owned partner offices in Lisa Ross, President & Travel providing global perspective. Our Headquarters: 115 cities on six continents. Make Practice Leader campaigns are rooted in research 1101 West River Parkway a connection at PadillaCo.com. Maite Velez-Couto, Vice President and insights, and we are master Suite 400 Shawn Warmstein, Vice President storytellers and content creators Minneapolis, MN 55415 who know how to make news out 612/455-1700 Peppercomm rbb is an integrated marketing of simple concepts or large-scale www.PadillaCo.com communications firm and four-time programs. We forge an emotional 470 Park Ave. South Agency of the Year. As Champion Greg Tarmin, Executive Vice of Breakout Brands, rbb inspires connection to reach our audiences President 4th Floor North where they live, work and play. New York, NY 10016 companies with insights on creat- Industry innovators and thought Padilla is a top 10 independent 212/931-6100 ing customer passion to increase leaders, NJF is the pioneer of Ho- public relations and communica- [email protected] sales. Whether it’s an in-market www.peppercomm.com tel Week NYC, and MMGY is the tion company comprised of 210 activation, multi-city media tour or digital marketing campaign, de- author of the widely-acclaimed employee-owners. Padilla builds, Steve Cody, Co-CEO & ® Portrait of American Travelers grows and protects brands and Co-Founder veloping emotional connections to

30 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms target audiences is always our goal. Caribbean, making Mexico City a rbb’s Travel Practice develops must-visit destination or driving breakout campaigns for hotel and year-round awareness for The Ba- cruise industry clients that spark hamas, we create programs that new conversations and drive mean- blend the right mix of paid, owned ingful business results. Our deep and earned results that stand out. hospitality experience comes from We know the traveler’s purchase working across industry segments journey is often a long one; it be- with global hotel brands, boutique gins months before the plane de- resorts and developers to airlines, parts or the ship sails and wanders cruise lines and OTAs. From a unique path to purchase. Our gaining share of voice, increasing mission is to create programs that bookings, enhancing reputations or target consumers and deliver inspi- all the above, rbb gets clients there ration to them early and often. We faster and smarter. specialize in tapping into cultural rbb’s recent “Seekender” cam- moments to influence through in- paign with client Hampton by Hil- novative storytelling, activations ton earned every major industry rbb Communications’ VP Maite Velez-Couto (center-right) onstage and compelling content. award, including a Silver Anvil and at HSMAI Adrian Awards accepting Platinum for Best PR program, Our deep travel expertise is com- Platinum Adrian. Initial program “Seekender,” along with client from Hampton by Hilton. plemented by an array of agency results showed the Seekender mi- resources representing a variety of crosite drove a 226 percent jump in vation, creativity and strategy. Our ships and consumer engagement. skillsets — strategists, creatives, site visits. The campaign reached work is distinguished by a basis of With offices in New York, Chicago, media mavens, influencer special- 64 million potential travelers, and strategic marketing. We operate as Miami, Denver and Los Angeles, to ists — that allow us to build teams significantly increased online men- an extension of our clients’ sales best service our worldwide clients, that work in dynamic unison to tions of Hampton, across all chan- and marketing team as trusted and the TURNER team works hard, deliver business results in a vastly nels. Success metrics like these is integrated partners delivering mea- gets results and gives back. changed media marketplace. why AMResorts, DHL Express, surable results and nothing less We inspire. We protect. We in- Hilton, Virgin Voyages and others than client satisfaction. WEBER cite. We shape ideas to move travel choose rbb as their communica- TJM Communications has been and lifestyle businesses forward. tions partner. called upon to service clients in SHANDWICK And above all, we are committed Specialty practices include con- Spain, South Africa, Canada and to be “engaging always.” sumer, entertainment, food, health, throughout the United States. We 909 3rd Avenue real estate and more. rbb’s family have represented domestic and in- New York, NY 10022 of brands offers media relations, ternational destinations, hotels and www.webershandwick.com WEILL digital marketing, influencer en- major tourism entities. Our travel practice currently includes clients Alice Diaz, Executive Vice President 29 Broadway gagement, creative/advertising and [email protected] New York, NY 10006 crisis management. With offices in such as: Walt Disney World Swan and Dolphin Resort, Westgate Riv- 212/288-1144 Miami, Fort Lauderdale, New Jer- The Weber Shandwick Travel Toll Free: 866/PRWEILL sey and Los Angeles, the firm also er Ranch Resort, Westgate Park & Lifestyle practice is the leading Fax: 212/288-5855 has international reach across 50 City Resort & Spa, Westgate Co- specialist in travel and tourism www.geoffreyweill.com countries through its partnership coa Beach Resort, along with oth- public relations. Our work consis- in PROI Worldwide, the largest er noted hotels, resorts and tourist tently produces some of the biggest Geoffrey Weill, President global network of communications attractions. initiatives in the travel industry, Ann-Rebecca Laschever, agencies. garnering widespread attention, Executive Vice President TURNER Mark Liebermann, Senior Vice TJM praise and accolades. Whether we President 250 W. 39th St., 16th Floor are eclipsing the Great American COMMUNICATIONS New York, NY 10018 Eclipse by charting a course to to- 212/889-1700 tality with Bonnie Tyler and Royal _ Continued on page 32 2441 West SR 426, #1061 [email protected] Oviedo, FL 32765 (Orlando) www.turnerpr.com 407/977-5004 Fax: 407/977-5009 Christine Turner, President [email protected] Mariana DiMartino, Executive Vice Facebook.com/TJMCommunica- President tionsInc Angela Berardino, CSO www.tjmcommunications.com Leslie Rummel, Senior Vice President Treva J. Marshall, President TURNER is an industry leading, TJM Communications is an communications agency specializ- award-winning boutique lifestyle ing in travel and lifestyle brands. public relations firm specializing We partner with the world’s best in travel, food, wine and the arts. hotel, resort, destination, fash- Since 2001, the agency has ser- ion, wellness and outdoor brands viced international and domestic to help define their stories, and to clients from its Orlando, Florida share them far and wide. location and is a proud recipient TURNER lives and breathes our of multiple Hospitality Sales and clients’ cultures; our approach to Marketing International (HSMAI) integrated public relations, digital, Adrian Awards for Public Rela- content, and social media cam- Geoffrey Weill, President, and Ann-Rebecca Laschever EVP, of Geoffrey tions. As a boutique agency, we paigns delivers bottom-line impact Weill Associates, stand with winners of a trip to London and The Mile- focus on delivering personalized through powerful media exposure, stone Hotel and Residences as part of a TODAY SHOW contest covering service with an emphasis on inno- influencer programs, brand partner- the Royal Wedding.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 31 w Profiles of Travel & Tourism PR Firms curated by Bea Tollman of Red WEILL Carnation; London Perfect and _ Continued from page 31 Paris Perfect; and Boston-based Adventure Women. WEILL, a boutique PR firm spe- Clients recently coming un- cializing in luxury, exclusive trav- der the WEILL spell include San el experiences and national tour- Diego-based Classic Journeys; ist offices has moved downtown, L’Heure Bleue Palais in Essaouira, joining the majority of the travel Morocco; Medjet, Ovolo Hotels in media now based in lower Man- Hong Kong and Australia; Relais hattan. Our offices at 29 Broad- Bernard Loiseau in Burgundy and way are situated in a landmarked England’s long awaited Heckfield Art Deco building, across from Place country-house hotel. the Charging Bull and Fearless To celebrate the Royal Wedding Girl statues, and overlooking the of Prince Harry and Meghan Mar- Hudson River from our 22nd floor kle, WEILL engineered an on-air eyrie. contest on NBC’s TODAY show, Of our 30+ clients, more than bringing winners to London’s 60% have been with us for more Milestone Hotel which is situated Senior team from The Zimmerman Agency includes (L to R): Kerry Anne Watson, than 5 years, and 25% for more across from Kensington Palace, Amanda Lewis, Carrie Zimmerman, Anna Peterson, Ivette Faulkner, Michelle Kelly. than ten. Clients don’t stay if home of the happy couple. agencies don’t produce and we contribute to our continuous suc- sorts and airlines including Visit are proud of our rate of customer cess. Our custom marketing and Finland, Finnair, National Tourism retention. We also shy away from WInger PR solutions for businesses allow Office of Serbia, La Paz Tourism, open-to-the-world RFPs — almost Marketing us to scale a marketing and PR Fairmont Mayakoba, CASA Kim- every client has hired us because of program that is right for your com- berly, Pacifica Hotels, Kimpton word-of-mouth and personal rec- pany. Hotels & Restaurants, Glenapp 180 W. Washington Castle, Hilton Aruba Caribbean ommendation. Now that the days of Suite 700 campaigns limited to press-releases Chicago, IL 60602 Zapwater Resort and Casino, Coco Prive Pri- and press-tours are long over, we 312/494-0422 Communications vate Island and La Sultana Signa- specialize in across-the-spectrum [email protected] ture Hotels. www.wingermarketing.com communications, ensuring every 118 North Peoria client’s messages are transmitted Karolyn Raphael, President 4th Floor THE ZIMMERMAN via all print, electronic, broadcast, Alisa Bay, PR Director Chicago, IL 60607 digital, influencer and social media. Maeve McNaughton, Travel PR 312/943-0333 AGENCY For several clients, we also handle Director www.zapwater.com their UK public relations. 1821 Miccosukee Commons More than half our clients are Winger Marketing is a full-ser- David Zapata, President & Founder Tallahassee, FL 32308 Jennifer Lake, Senior Vice 850/668-2222 family-owned, including such vice, award-winning marketing President iconic hotels as The Hassler agency with a focus on public re- www.zimmerman.com Roma; the Baur au Lac in Zurich; lations. For more than 30 years, Zapwater Communications is a The Royal Portfolio, South Africa; we have successfully worked with Carrie Zimmerman, Founder/CEO strategic communications agency Kerry Anne Watson, President Soneva resorts in Thailand and the businesses in the travel and hos- specializing in lifestyle brands, Maldives, Aqua Expeditions in pitality industry, non-profits and with a focus on travel, hospitality For more than three decades Peru and Asia; Inkaterra in Peru; middle-market clients to meet their and destination clients. We inte- The Zimmerman Agency has been the Hotel d’Angleterre in Copen- business goals through inspired grate multidisciplinary services among the leading hospitality and hagen; Monastero Santa Rosa in public relations and integrated — digital engagement, experien- travel public relations firms in Amalfi; the Regina Isabella in Is- marketing campaigns. Expansive tial tactics and media relations — North America. Today, the firm of- chia and Ashford Castle in Ireland industry relationships and long- to drive bottom-line results. To fers a highly creative and contem- & The Milestone in London, both term partnerships with our clients date, we have won 120+ industry porary approach to public relations awards for excellence many for that includes the support of full-ser- our travel and destination clients. vice social media, a 360-degree ap- Our offices in Chicago and Los proach to digital channels, and pro- Angeles share a culture that fosters prietary analytics. The Zimmerman creativity, quality, collaboration Agency teams employ a signature and enthusiasm. Long-standing WOW! level of creativity, strategy relationships and the determi- and technology to deliver relevant nation to lead in a dynamically and timely communications for evolving industry distinguishes public relations and social media Zapwater’s work. clients. The firm generates measur- Zapwater is a founding member able results through public relations of Travel Lifestyle Network (TLN) for extraordinary travel clients in- and represents the United States cluding the country of Aruba, Park within its international network City, Utah, the southern Outer of owner-managed marketing and Banks, Hard Rock Hotels, the Kes- communications agencies serv- sler Collection and award-winning ing tourism and lifestyle clients. resorts and hotels from Hawaii’s Network members collaborate to Waikoloa Village to Montage Pal- deliver international know-how metto Bluff. The firm’s consumer to clients seeking connections and division represent major brands reach across the globe. including Cooper Tires, Firehouse Finland has seen double digit growth of travelers from the USA since Our clients include a curated Subs, Pilot Pens and Wonder beginning work with Zapwater. mix of destinations, hotels & re- Bread. 

32 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’TRAVEL AND TSOU RIRASM PRN FIRKIMSNGS

Firm Net Fees (2017) Firm Net Fees (2017)

1. Edelman, New York, NY $44,966,000 23. North 6th Agency, Inc., New York, NY $481,431

2. Zimmerman Agency, Tallahassee, FL 11,700,000 24. MP&F Strategic Communications, Nashville, TN 413,437

3. APCO Worldwide, Washington, DC 10,260,700 25. Hunter PR, New York, NY 400,000

4. Development Counsellors Int’l (DCI), New York, NY 9,953,941 26. LaunchSquad, San Francisco, CA 220,000

5. NJF, an MMGY Global company, New York, NY 9,279,419 27. IW Group, Inc., West Hollywood, CA 212,000

6. J Public Relations, New York, NY 8,493,561 28. Marketing Maven Public Relations, Camarillo, CA 211,745

7. Turner, a Fahlgren Mortine company, New York, NY 7,963,228 29. Butler Associates, LLC, New York, NY 181,776

8. Lou Hammond Group, New York, NY 7,499,273 30. The Buzz Agency, Delray Beach, FL 165,493

9. Finn Partners, New York, NY 6,875,000 31. Bellmont Partners, Minneapolis, MN 151,857

10. Hawkins Int’l Public Relations, New York, NY 5,007,837 32. Gregory FCA, Ardmore, PA 151,000

11. French | West | Vaughan, Raleigh, NC 5,006,414 33. Stuntman PR, New York, NY 136,230

12. Quinn, New York, NY 4,388,357 34. BoardroomPR, Ft. Lauderdale, FL 100,000

13. Jackson Spalding, Atlanta, GA 3,768,638 35. Public Communications Inc., Chicago, IL 98,000

14. rbb Communications, Miami, FL 3,033,573 36. Fish Consulting, Hollywood, FL 72,000

15. Coyne PR, Parsippany, NJ 2,700,000 37. BLAZE, Santa Monica, CA 38,520

16. 5W Public Relations, New York, NY 2,500,000 38. Maccabee, Minneapolis, MN 37,485

17. Hemsworth Communications, Ft. Lauderdale, FL 1,448,299 39. Singer Associates, Inc., San Francisco, CA 33,726

18. Padilla, Minneapolis, MN 1,332,934 40. The Power Group, Dallas, TX 21,550

19. 360PR+, Boston, MA 1,251,553 41. Inkhouse, Waltham, MA 19,782

20. LANE, Portland, OR 1,060,309 42. Peppercomm, New York, NY 15,000

21. Tunheim, Minneapolis, MN 918,720 43. O’Malley Hansen Communications, Chicago, IL 6,000

22. Matter Communications, Newburyport, MA 694,745

© Copyright 2018 The J.R. O’Dwyer Co. FEATURE Multicultural PR: more than race, ethnic backgrounds Multicultural communication is all about inclusion, and while multicultural communication strategies have been known to focus on a specific race or ethnic background, the practice of inclusion is a notion that transcends the obvious. By David Perez one are the days where brands com- sions can spark new concepts. Encourage want to be part of a culture, they want to municated at their audiences as op- your team to think beyond ethnicity and belong. Gposed to communicating with them. language—think disruption! Facebook has understood this model Brands must now tailor their messages to Cultural Millennials: the obvious strategy and has developed its platform to include be part of the conversation with these di- Multicultural Americans are not only 101 languages but most importantly, create verse groups. driving culture and language, but driving groups, a form of inclusion. The average The groups identify themselves as a markets. How can communicators join number of groups a user is connected to is certain type of culture. These groups are in and become part of that culture? Pres- 80. That is an immense number of groups becoming the new multicultural wave of ently, making up the largest population one user partakes in. Joining the group communications. While we must not omit of the United States, Millennials will in- is not enough. Speaking their language, communicating strategies with diverse crease to more than 81 million by 2036. learning their habits and understanding ethnic groups, we must also consider that Currently, 42 percent of U.S. Millennials why people identify multicultural communication is evolving. are African-American, Asian-American with their culture is im- A targeted campaign and Hispanic. With more than 92 percent portant. Where’s my audience? If it were that sim- of Millennials utilizing mobile phones to In recently-pub- ple, we would be able to flood our message engaging with brands, mobile communi- lished book The Power across the many platforms and commu- cation strategies have become more vital to of Moments, authors nicate with our audience. Multicultural strategy. Millennials focus on brand com- Chip and Dan Heath communications has become more than munication and customer service. It is a describe that moments pushing a message out to a certain demo- group that is growing and a group that will of elevation are what graphic. Understanding that a language drive a message further. The obvious strat- drive people to remem- has become more than just speaking and egy is building a plan for your millennial ber. When we decide David Perez writing Spanish or Cantonese. We must group. We must go deeper than just a mil- what our message is, we adjust our writing methods and strategies lennial strategy. What about those niche need to strategize how we want it delivered. to relate to our many audiences. groups within Millennials? This is where public relations professionals For instance, when we communicate Cultural comms: the strategic strategy thrive. We create a moment that will drive our message, the text, images and message As language continues to change, culture the conversation and immerse itself within must be different on social platforms. Thus, drives the biggest influence. Brands must a group, a culture. the messaging should be targeted to your build groups and areas to establish their Multicultural has become cultural. It has audience and must relate to their identity, own culture. Better yet, brands must adapt become more than language and ethnic their culture. to the trends and be part of the conver- background communication. Inclusion Brands and agencies need to immerse sation without forcefully marketing their and diversity should be considered the new themselves and understand the audience brand into the culture. Communication norm in brand communication. than the basic questions of how they think. must be organic. Culture is organic. Iden- David Perez is based out of Marketing Ma- Communicators must understand why tity is the new multicultural communica- ven’s Los Angeles headquarters. He can be their message needs to engage with their tion. reached at [email protected].  audience. Why should their audience care Anticipating the next conversation may about the message? The simple “why” may be difficult. But if we can drive the conver- not be so simple. As we begin to under- sation with value and stories, our message PR news brief stand our cultural audience, we must im- will take off. Brunswick takes TGI Fridays sale The power of groups merse ourselves within the group. Targeted Brunswick Group will handle the potential sale of multicultural communications is evolving. Malcom Gladwell’s The Tipping Point out- the TGI Fridays restaurant chain, which owner Electra The challenge lines how groups become powerful and the Private Equity investment firm has put on the auction The next generation is become immune driving force to create change and spread block. to marketing and advertising. They do not infectious information. Finding these The potential divestment of the casual dining restaurant unit is part of London-based EPE’s effort want to be talked at, but want to be involved groups can be easy, but driving the message to maximize shareholder value, cash in on the strong in the message. For most brands and agen- within the group may provoke a more chal- equity market and simplify its corporate structure. cies, this challenge is an opportunity to use lenging strategy. TGIF operates more than 900 restaurants in 60 traditional tactics such as word of mouth. This is how multicultural communication countries. Its market valuation is in the $200 million range. But how do we position our brand to com- strategy is evolving. No longer are ethnic EPE has retained Greenhill & Co. investment bank- municate with our group? and language the only driving strategy, but er to shop TGIF and other investments including Hot- Agencies are hiring younger and more cultural identity is inserted as the new ap- ter Shoes, Knight Square (property management) and diverse communicators. As the digital age proach. How can we get in front of our au- Photobox (personalized products/gifts) operations. moves faster and trends catch on faster, it is dience? Groups on Facebook, social meet- The company stresses that it is not currently dis- cussing the sale of any of its units, though it “has re- essential to stay active and continue learn- ups and likeminded conversations need to ceived expressions of interest from several parties.” ing about the industry. Bringing a younger drive the strategy. People want to engage Brunswick’s Ammerance Ozioro represents EPE. and diverse group to brainstorming ses- and be part of a specific community, they

34 JUNE 2018 | WWW.ODWYERPR.COM

FEATURE Internal strategies to restore employee trust

Building trust within an organization and keeping employees mance. While most companies can’t offer engaged begins with effective, regular communication from the staff stock options or other monetary perks, C-suite all the way down to anyone in a management function. they can still give staff some ownership. Announce all new hires, not just senior By Sandi Sonnenfeld executives. Not every hire warrants a press release or even a mention on the firm’s web- n the wake of sexual harassment scandals the CEO leave a voicemail message on ev- site. The new employee’s supervisor, how- and the subsequent #MeToo campaign, eryone’s business phone or creating a brief ever, should introduce the person via email Iincreased concerns regarding data priva- video message that pops up when people or post an announcement on the compa- cy arising from the Facebook/Cambridge turn their computers on in the morning. ny’s Intranet, internal blog or social media Analytica debacle and trust in government Bonuses or raises, like performance reviews, site(s). Not only will it make the new staffer and corporate institutions at an all-time low, are best delivered individually by a worker’s feel welcome, but it demonstrates the areas perhaps it’s not surprising that employees supervisor. in which the company is growing or strate- are increasingly wary of the organizations Be inclusive. One law firm I worked at gically maintaining or increasing support, they work for. developed an internal newsletter to keep which helps all employees better under- That problem is further compounded by its partners and associates abreast of cases stand the company’s larger goals. the fact that human resources departments, won or deals signed, press coverage, awards Host in-person or which hold responsibility for ensuring a and rankings earned and new client up- virtual town halls. positive and safe corporate culture — in- dates. Just one huge drawback: the newslet- These forums allow cluding resolving employer-employee con- ter wasn’t shared with support staff, which employees to freely ask flicts such as investigating and addressing were kept in the dark regarding the firm’s questions of the CEO sexual harassment and gender and racial achievements and how their individual or other designated se- discrimination claims — are now the least tasks and responsibilities helped contrib- nior leader. For larger trusted of all corporate functions. Compa- ute to the bottom line. Restricting general organizations, perhaps nies that opt to place the internal communi- information to certain people also creates town halls should be cations function under HR rather than with a two-tiered system that fosters resentment hosted by department Sandi Sonnenfeld PR do a disservice both to their employees and mistrust. or office so people don’t and HR itself, given that most HR profes- Give employees a safe way to report ha- feel intimidated asking a sionals lack the appropriate experience in rassment, fraud or other bad behaviors. A question before a large crowd. Some com- strategic communications planning, mes- key reason employees opt not to report bad panies have better success with such town saging development and the most effective behavior of colleagues or supervisors is fear halls if people send in questions ahead of ways to disseminate those messages. they’ll be viewed as disloyal or that HR will time and anonymously. This gives the CEO Building trust is everyone’s job automatically side with the more senior per- more time to prepare her answers, but also Regardless of where internal communi- son, resulting in further harassment or ter- generally results in staffers asking tougher cations sits, however, the responsibility for mination. One solution may be contracting or more critical questions about the compa- building trust by effectively and regular- with a qualified independent third party to ny’s direction. ly communicating with employees begins serve as an ombudsperson. Another would Nature abhors a vacuum, so when compa- with the C-suite and goes all the way down be the creation of a report abuse tip line, nies fail to communicate with their workers to anyone who supervises one or more where employees can report information regularly, employees will fill in the missing workers. A workplace engagement study anonymously. Both of these options work information with rumor and gossip. A cul- of employees at companies with one thou- well, but only if leadership commits to fol- ture of transparency and openness general- sand or more workers revealed that 94 per- low up on complaints and investigates them ly reduces the risk of disgruntled workers cent of employees want to hear more about thoroughly. taking their unhappiness to the media or what’s going on from leadership; 86 percent Let staff know when the company faces a expressing it online. Employees will also would feel more engaged if they were more challenge or crisis. This may seem counter- be more willing to stick with leadership informed about company news and infor- intuitive, particularly for private companies during bad times if they have regularly mation; and 68 percent of executives believe which lack a mandate to publicly disclose if been communicated with and recognized they do a “good” job of communicating, they have failed to meet forecasts or are un- during good ones. Moreover, when employ- though only 21 percent of employees agree. der investigation by a regulatory agency. Yet ees themselves feel trusted, they’re far more To help executives improve how they employees sense when supervisors or lead- likely to trust the company in return. communicate and keep employees more ership seem tense or take note when senior The current situation offers PR execu- engaged, below are seven internal commu- leadership suddenly seems to constantly be tives working in-house as well as external nications tips to keep in mind. behind closed doors. If your company has agencies new opportunities to reach out to Vary how you share information. Baby encountered a setback, convey it openly to senior leadership about developing an effec- Boomers are more likely to open an email staff, as it will reduce dangerous speculation tive internal communications program that than read something posted to the firm’s and uncertainty which could result in your can help build or restore employee trust. To Intranet, while Millennials will favor a text best workers jumping ship or a leak to the do so, however, make sure you do a little message over email, so develop different press. trust building of your own by establishing ways to deliver information to employees. Give staff skin in the game. Granting em- good rapport with your or your client’s HR If the news will significantly impact how ployees a say in how the company operates department. the organization functions, what it does boosts productivity and morale because Sandi Sonnenfeld is Associate Vice Presi- or marks a key milestone, consider having they feel vested in the company’s perfor- dent of Impact PR & Communications. 

36 JUNE 2018 | WWW.ODWYERPR.COM Communicating innovation in global health markets The guidelines constituting ethical communications aren’t necessarily the same worldwide, requiring a local understanding of various cultures and markets in which agencies reside while continuing to innovate in regards to how we share stories and information. By Jonathan Wilson

hroughout the world, healthcare com- ing to what is appropriate or expected. ensuring that patients, doctors and payers municators are bound by standards of It’s a more exciting time than ever to be in- are able to make informed decisions that Tconduct. While many of these stan- volved in healthcare communications. Over lead to improved global health outcomes. dards are enforced by regulatory bodies or the course of the past 20 years, there’s been I recently had the pleasure of hosting rep- industry groups, for most of us, they’re also a massive transformation in the pharma- resentatives from each of our global part- governed by our universal ethical compass, ceutical and biotherapeutic industry. There’s ner agencies in New York for GLOBAL- stemming from a passion that drives us to been a shift in how companies are thinking HealthPR’s 2018 Annual General Meeting. seek better health outcomes through our about R&D such that their pipelines, which Throughout the week’s work. used to be filled with treatments that were conversations focused As President of the largest global network incremental improvements or me too drugs, on sharing knowledge, of independent health communications are now focused on innovation, through best practices and ideas, agencies, a reoccurring topic of discussion new therapeutic categories, treatments for one key topic was the has become the interesting differences be- previously untreatable disease areas and pharmaceutical mar- tween healthcare communications across other paradigm-shifting classes. keting rules in each the different regions and countries where With the uptick in cutting-edge science, country, which we’ve we have a presence, including the legal, reg- the science stories we’re asked to tell are also compiled into “The ulatory and moral guidelines in each mar- becoming more nuanced and more com- Global Guide to Phar- Jonathan Wilson ket. While we all agree that we need to make plex, requiring us to be innovative alongside ma Marketing Codes.” sure we’re communicating ethically and our pharmaceutical partners. In particular, As we discussed the differences between accurately, the guidelines for this — both I’ve seen that a structure of independent markets that can still surprise us — despite written and unspoken — are not the same healthcare communications agencies is working together for over 17 years — we all across the world. best able to provide the expertise in the lo- agreed that, when there’s true innovation to Most know that legal standards for health cal market through a healthcare lens that is communicate, it’s much easier to tell a pow- communications vary widely from one re- so essential to successfully communicating erful value story that can make a difference gion or country to the next; however, fewer the value of innovative new products — by in the lives of patients, caregivers and their appreciate the tremendous value provided possessing that intuitive knowledge of the families. by a local understanding of the culture and healthcare customs, laws and trends in any Jonathan Wilson is President of GLOBAL- market, specifically as it pertains to health- given market, you can ensure communica- HealthPR and President & CEO of Spec- care, including the unspoken rules pertain- tions programs are tailored to fit, ultimately trum.  People in PR The Beach Boys, Julio Iglesias and The Bee Gees.  FH makes Murphy Rogers & Cowan’s Chief Prac. Officer Bloch dies at 78 Brooks is new tech anise Murphy, a FleishmanHillard aul Bloch, who was chairman of Holly- lead at Finn Partners Senior Partner who was previously wood PR powerhouse Rogers & Cow- Jregional President of the Omnicom Pan, died May 25 odi Brooks, former Chair of Bur- PR unit’s southern U.S. region, has been ap- after a long illness. He son-Marsteller’s U.S. technology op- pointed Chief Practice Officer. was 78. Jerations, has moved to Finn Partners, It’s a new role at the agency, intended to After a stint in the where she’s been named leader of the global help the global PR powerhouse identify army, Bloch joined R&C independent agency’s tech practice. strengths and new areas of innovation and in its mailroom in 1961. Brooks succeeds Sabrina Horn, who now bring them to scale. Mentored by found- becomes a Senior Advisor. Murphy, who joined FH in 1990, initial- ers Henry Rogers and Brooks joined B-M in ly held a post at the Warren Cowan, Bloch 2013, previously serv- agency in D.C. before served an array of stars Paul Bloch ing as Managing Direc- moving to Dallas to including Tom Cruise, tor of the agency’s tech- found FleishmanHil- Eddie Murphy, Sylvester Stallone, Priscilla nology practice before lard Texas. She served Presley, David & Victoria Beckham, Kevin she was appointed to as General Manager of Costner, Danny Glover, John Travolta and lead its U.S. operation that office until 1999. Sharon Stone. in 2016. Brooks was She began her career at Burson-Marsteller in Bloch, a Brooklyn native who moved to previously stationed Jodi Brooks Janise Murphy Los Angeles as a child and graduated from at Weber Shandwick, Chicago, where she was UCLA, was promoted to head of R&C’s where she held the title a Senior Account Exec- music division in 1975, which represented of Senior Vice President.  utive. 

WWW.ODWYERPR.COM | JUNE 2018 37 O’Dwyer’s guide to INTERNATIONAL PR

Feintuch ness establishment, legal/financial/ accounting/HR and back-office Communications support to recruitment, sales/dis- tribution/channel and partnership 245 Park Ave., 39th Fl. development. In addition, for U.S. New York, NY 10167 companies seeking to enter world 212/808-4900 markets, our global network — the [email protected] www.feintuchcommunications.com PR World Alliance — is ready to www.PRWorldAlliance.com assist. The network of best-of- www.jumpstartglobal.com breed independent consultancies is particularly adept at coordinating Henry Feintuch, President market entry public relations pro- Richard Anderson, Senior grams in our 15 member nations – Managing Director and 109 countries globally through Doug Wright, Senior Account our membership in thenetworkone. Director Looking for an efficient way for GLOBALHealthPR your company to enter the U.S. market with your product or ser- 250 Vesey St., Ste. 2630 vice? New York, NY 10281 We can help. Feintuch Commu- 212/468-5370 nications has a strong track record www.globalhealthpr.com Feintuch Communications senior team leaders (L to R) Doug Wright, of supporting companies looking to Henry Feintuch, Richard Roher, Rick Anderson. internationalize into North Ameri- Jonathan Wilson, ca. Our senior team of PR and mar- President Tim Goddard, keting pros has helped all types of our clients’ bottom line, bringing Executive Vice 5W Public organizations to adapt their brand President leading businesses a resourceful, and messaging while providing the Relations bold and results-driven approach experienced, hands-on public rela- GLOBALHealthPR is the larg- to communication. tions street smarts to help ensure est independent health and sci- 230 Park Ave., 32nd floor Clients: All-Clad Metalcrafters, local market success. Specialty ence communications agency New York, NY 10169 Ashley Stewart, CheapOAir.com, 212/999-5585 market segments include ad tech, partnership worldwide, providing Fax: 646/328-1711 Diono, Ethique, FULLBEAUTY media and marketing; consumer on-the-ground insights and im- [email protected] Brands, It’s a 10 Haircare, jane ire- electronics; energy and clean tech; plementation driven by the top www.5wpr.com dale, JetSmarter, financial services and fintech; and health-focused agencies in their KRUPS, Lifestyles Condoms, technology. regions. Operations are centralized Ronn D. Torossian, President & Loews Hotels, McDonald’s, Med- Our JumpStart Global Advisors in New York at the global head- CEO ifast, Payoneer, Rowenta, SAP subsidiary provides a blended set of quarters and Americas Hub, with Dara Busch, Matthew Caiola, NS2, Servcorp, SMEG, Sparkling business services that allow them Executive Vice Presidents partner agencies in more than 40 ICE by Talking Rain, Storyblocks, to enter the market quickly and ef- countries. All partner firms are in- Since 2003, New York City- T-Fal, The Trade Desk, Zeta Glob- ficiently — everything from- mar dependently owned and operated, based 5W Public Relations (5WPR) al and ZICO Coconut. ket assessment and strategy, busi- choosing to work together based has worked with widely known and emerging brands, corporations and high-profile individuals. Our prac- tice areas include Consumer Prod- ucts & Brands, Food & Beverage, Health & Wellness, Beauty, Appar- el & Accessories, Home & House- wares, Travel & Hospitality, En- tertainment & Sports, Corporate, Technology, Public Affairs & Gov- ernment Relations, Nonprofit, Cri- sis Communications, Events and Digital & Social Media. We have a 360-degree approach to PR, social media, branding and digital mar- keting that delivers game-changing results to our clients. Our 150 tenacious and creative communications practitioners de- velop and execute creative cam- paigns that connect our clients with their target audiences in mem- orable ways. Every aspect of our programs is designed to impact Representatives from GLOBALHealthPR partner agencies at the 2018 Annual General Meeting in New York, NY.

3838 APRILJUNE 20152018 || WWWWWW.OD.ODWYWYERPR.COMERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION w Profiles of Global PR Firms strive to earn it every day. communications and brilliant cus- With a broad range of expertise tomer experience. Employing an in many industries, the firm is best omni-channel approach, the com- known for its work in the food pany uses customer insights to and beverage, health and beauty, determine the right mix of tools and home and lifestyle sectors. and platforms to help clients reach, Hunter PR offers a suite of global engage and influence customers services including a combination along their path to purchase. of communications strategies & Founded in 1995, Peppercomm architectures, creative campaigns has received numerous accolades, & content partnerships, content including The Holmes Report’s creation & toolkits, and market North American Corporate/B2B counsel & executional support. Agency of the Year and Bulldog Hunter’s global offerings aim to Reporter’s Midsized Agency of the unite marketers around the world Year. The agency has been listed as to speak the same brand language one of Fortune’s 10 Best Workplac- but in their own native tongues and es in Advertising and Marketing, cultural vernaculars. The output of 100 Best Workplaces for Women, these efforts is to maintain consis- 50 Best Small and Medium Work- tency, control messaging, and max- places and 50 Best Workplaces for imize resources for our clients. New College Grads. Services include Branding, Con- Peppercomm tent Strategy & Development, Cre- ative Services, Crisis Management, 470 Park Ave. South Digital Solutions, Experiential, In- 4th Floor North sights & Strategy, Licensing, Pub- New York, NY 10016 lic Relations & Social Media and 212/931-6100 Research & Measurement. [email protected] Hunter helped client McIlhenny Company celebrate its 150th anniversary www.peppercomm.com For more information, visit by throwing TABASCO Global Kitchen parties around the globe in NYC, www.peppercomm.com. London, and Dubai. Inspired by the bustling food halls and night markets Steve Cody, Co-CEO & Co-Founder around the world, the popup birthday parties showcase how the famous Ed Moed, Co-CEO & Co-Founder PROI Worldwide Ted Birkhahn, Partner & President sauce has come to be a flavorful addition to dishes and drinks around the Ann Barlow, Partner & President, world. Shown here is TABASCO CEO and 5th Generation Family Member West Coast Allard W. van Veen, APR, FCPRS, Tony Simmons toasting to 150 years of flavouring the world in London. Deborah Brown, Partner & LM, Founding Partner + Global Managing Director Mng. Dir., [email protected] www.proi.com on a shared belief in insight-driven and international affiliate partners Jacqueline Kolek, Partner & Managing Director Facebook: @PROIWorldwide strategies, commitment to collabo- extending our reach around the Maggie O’Neill, Partner & Twitter: @PROIWorldwide + ration and specialization in strate- globe. Managing Director @GlobalPRMan gic healthcare communications — Founded in 1989, Hunter PR has Mike Friedin, Chief Digital Officer LinkedIn: @ providing clients the best possible grown to be one of North Ameri- PROIWorldwide counsel, quick and creative think- ca’s most recognized and resourced Peppercomm is an award-win- International Board of ning strategic, integrated commu- Directors ing and flawless execution. firms providing strategic commu- Clare Parsons, Together, GLOBALHealth- nications counsel and services to nications and marketing agency Global Chair, London PR consists of more than 600 major consumer brands, products headquartered in New York City (Lansons) health-specialist communications and services. Our mission is “earn- with offices in San Francisco and Laura Tomasetti, Vice-Chair, professionals including researchers ing it,” from consumer attention, London. The firm connects brands, Americas, Boston (360PR+) and medical advisors. Collectively to long term client relationships, to messages and people through da- GLOBALHealthPR has worked our talented staff’s dedication, we ta-driven insights, cross-channel _ Continued on page 40 with two thirds of the world’s 50 leading pharmaceutical brands.

Hunter Public Relations

41 Madison Avenue, 5th Floor New York, NY 10010-2202 www.hunterpr.com 212/679-6600

Grace Leong, CEO Alexandra Conway, Managing Director, UK Office Samara Farber Mormar, Executive Vice President, Business Development Hunter is an award-winning con- sumer products and services mar- keting communications firm with offices in New York, Toronto, and London, staff based across the US PROI’s Global Summit was held from May 2-5 in Lisbon, Portugal.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 39 w Profiles of Global PR Firms fices in 50+ countries. Its 5,450+ Pacific and includes some of the cations. PROI WORLDWIDE staff service 8,215+ clients. PROI largest and leading Agencies in PR World Alliance provides cli- _ Continued from page 39 Worldwide’s 2017 net fee income each Region. ents with an extensive depth of of US$ 868+ MILLION places it When you retain a local PROI knowledge in individual countries 5th largest among global holding Worldwide agency: They will help as well as a solid understanding of Lisa Ross, Vice-Chair, Americas, companies, behind WPP, Interpub- you localize a communications the dynamic multi-national mar- Miami (rbb Communications) Kaija Pohjala, Vice-Chair, EMEA lic, Omnicom and DJE Holdings. program and help you to recog- ketplace. Members can be engaged Region, Helsinki (COCOMMS) Among multi-nationals, PROI nize, prioritize and address differ- for support of an individual event, Henning Sverdrup, Vice-Chair, is rated second largest, ahead of ences in culture, custom, values an ongoing retainer relationship EMEA Region, Oslo (Slager) Weber Shandwick, FleishmanHil- and social mores as the campaign or a pan-continent campaign. Our Lena Soh-Ng, Vice-Chair, APAC lard, Ketchum, Burson-Marsteller, is developed beyond your local membership in thenetworkone Region, Singapore (Huntington MSL, H & K Strategies and Ogilvy market. connects us to 1,000 additional Communications) PR Worldwide. Our local PROI Partners drive independent agencies in 109 coun- Angela Scaffidi, Vice-Chair, APAC Each PROI Worldwide agen- their own business based on prov- tries. Region, Melbourne (SenateSHJ cy ranges in size from 15 to 500+ en local competence in their re- Australia) Allard W. van Veen, APR, FCPRS, consultants, depending on their spective markets. Competence is PUBLIC LM, Founding Partner, Corporate breadth of services and location. not centralized at regional or glob- Secretary + Global Mng. Dir. In the Americas, PROI Agencies al offices as can often be the case RELATIONS Jean Leopold Schuybroek, include Finn Partners (New York), within multinationals. Director, Global Dev., Brussels G&S Business Communications BOUTIQUES (New York), Jackson Spalding Global Management Group PR World INTERNATIONAL Allard W. van Veen, APR, FCPRS, (Atlanta), rbb (Miami), RF|Bind- LM, Founding Partner and Global er (New York), 360PR+ (Boston), Alliance New York, NY Mng. Dir., [email protected] Falls Communications (Cleve- 412/246-0340 Jean Leopold Schuybroek, land), Lambert Edwards & Associ- www.PRWorldAlliance.com [email protected] Director, Global Development, ates (Michigan), Jones PR (Kansas Board of Directors: www.prboutiques.com [email protected] City), Crenshaw Communications Catherine Kablé, Misha Cook, Director, (New York), GroundFloor Media Chairman (France), Executive Committee: Communications and Meetings, (Denver), MPRM (Los Angeles), catherine.kable@ President: Amanda Foley, [email protected] c+c (Seattle-Portland), The Van- kable-communication. Kiterocket, Seattle, WA, USA com, Vice President: Lynnette Werning, Founded in Europe in 1970 and diver Group (St. Louis), Walker Blue Water Communications, incorporated in the US in 1994, Sands (Chicago), Brown & Cohen +33 (1) 44 50 54 75 Henry Feintuch, CFO (U.S.), Bradenton, FL, USA PROI Worldwide is rated the (Toronto) and Imagem Corporativa [email protected] Secretary: Juris Pētersons, Jazz world’s largest partnership of in- (Sao Paulo-Rio de Janeiro-Brasil- +1 212-808-4901 Communications, Ltd., Riga, Latvia tegrated independent communi- ia). Christian Josephi (Germany), Treasurer: Pawel Osowski, cations agencies both by revenue Globally, PROI Worldwide has [email protected]; Warsaw Consultants, Warsaw, and reach through more than 75+ offices in most European countries, +49 (711) 6647597-0 Poland agencies operating from 135+ of- The Middle East, Africa, and Asia Anna Krajewska (Poland), Member(s)-at-large: Paul Furiga, [email protected] WordWrite Communications, +48 (22) 826 74 18 Pittsburgh PA, USA; Lee Marianne van Barneveld (The Weinstein, Weinstein PR, Portland Netherlands) OR, USA [email protected] +31 (653) 372 153 PR Boutiques International is an international network of small PR World Alliance, headquar- public relations firms led by highly tered in Canada, is an international experienced professionals. Net- network of premier independent work firms, which offer a compre- communication consultancies. hensive range of services, are care- Member firms are carefully se- fully selected for membership. The lected and represent established, network was founded in 2008 by respected and accomplished firms boutique agency owners who re- with a solid reputation for produc- alized that the strength and service ing superior results for clients. differentiation they all had in com- The key difference between PR mon was the hands-on experience World Alliance and other interna- they offer clients from top-grade tional groups is its individual and professionals (including them- collective commitment to profes- selves). The network has offices sionalism, integrity and the high- in 45 locations around the world to est ethical standards. It is also the meet clients’ needs for internation- assurance that all client campaigns al service. are overseen by the owners and se- nior practitioners of partner firms PUBLIC RELATIONS — from the smallest single country project to the most complex multi- GLOBAL NETWORK national campaigns. The organization encompasses 300 Sevilla Avenue, public and investor relations com- Suite 311 panies and offices in North Amer- Coral Gables, FL ica and Europe with offices and 33134 joint venture partners in numerous 305/445-7550 cl@conroymartinez. markets. The network continues to com Catherine Kablé, Managing Partner, Kable Communication Finance (Par- seek new members in strategic lo- is) and Chairman of PR World Alliance www.conroymartinez.com

40 JUNE 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Global PR Firms

C.L. Conroy, APR, President, PRGN; President, The Conroy Martinez Group Sortedam Dossering 55 2100 København Ø Copenhagen, ­Denmark 0045 23 96 77 33 [email protected] www.scandinaviancommunications. com Christina Rytter, Immediate Past President, PRGN; Managing Director & Founder, Scandinavian Communications The Public Relations Global Network (PRGN) is “The World’s Local Agency.” More than 1,000 clients across six continents de- pend on the combined local re- sources of PRGN to deliver tar- geted public relations campaigns in more than 80 markets around the world. With revenues of more than $110 million (USD), PRGN is among the world’s top four public relations networks. PRGN harnesses the resources of 51 inde- pendent public relations firms and more than 1,000 communications professionals. Visit PRGN online Spectrum gathered in Washington, DC for the 2017 Holiday Party. at: www.prgn.com. Spectrum as well as deep local expertise, en- EMEA Region Chair ROGERS & COWAN suring each client who works with Sam Mak (Madison PR), APR Chair GLOBALHealthPR gets an “A” Todd Lynch, Managing Director 1840 Century Park East 2001 Pennsylvania Ave., NW 2nd Floor team from every local market. 18th Floor Worldcom Public Relations Los Angeles, CA 90067 Washington, DC 20007 Through the GLOBALHealth- [email protected] 202/955-6222 PR network, Spectrum is able to Group, celebrating its 30th anni- www.rogersandcowan.com www.spectrumscience.com support clients with seamlessly versary, utilizes a trusted global integrated global communications partnership of independent firms Mark Owens, CEO 675 Ponce de Leon Ave. NE to help clients create the perfect Ste. 8500 campaigns. Spectrum also employs an integrated model for account solution to any PR challenge or op- Meet Rogers & Cowan. The Atlanta, GA 30308 teams, with digital and creative ex- portunity, regardless of geography, Agency with global reach and con- 125 S. Clark St., 17th Floor perts, scientists and precision com- industry or discipline required. nectivity, with locations in Lon- Chicago, IL 60603 munications specialists embedded Worldcom’s independently owned don, New York, LA and access to to deliver fully integrated strategic public relations firms boast 143 over 40 agency offices in over 100 250 Vesey St., Ste. 2630 solutions that meet clients’ busi- offices in 115 cities on six conti- countries. Where storytelling com- New York, NY 10281 ness goals. nents, 2,000+ total employees, bines data, digital, experiential, 212/468-5340 and combined revenues of more brand and talent for a connected This year, Spectrum was named than US$288 million. The aver- journey, limited only by the imag- Jonathan Wilson, President & “Top Millennial Company” and CEO age tenure of Worldcom partners ination. “50 Fastest Growing” by The Washington Business Journal and is 13 years. Established in 1988, Rogers & Cowan helps its cli- Spectrum is both one of the na- a “Best Agency to Work For” by the group was formed so that the ents become relevant in the cul- tion’s leading health and science The Holmes Report. strongest, most capable indepen- tural conversation, no matter what communications agencies and dent firms could deliver immediate the culture. We’re the agency that proudly independent. While many crafted a collaboration for H&M agencies have a dedicated health- WORLDCOM impact and sustained value through with international sensation The care practice, Spectrum’s sole fo- the intelligent use of communi- Weekend, garnered more than cus on science and storytelling is PUBLIC RELATIONS cations — wherever in the world 1.48 billion impressions for Elton further specialized to deliver the GROUP a client needs support. Partners John’s “Farewell Yellow Brick most relevant strategies and coun- serve national, international and Road” international tour and con- sel with five unique specialties: multinational clients, while retain- 500 Fifth Avenue ing the flexibility and client-ser- sistently covers international festi- biotech, biopharma, consumer Suite 1640 vals and markets around the world science, health tech and public af- New York, NY 10110 vice focus inherent in independent including recent work with the fairs. 800/955-WORLD agencies. Through Worldcom, Saudi Film Council to establish a Spectrum is the founder, US (9675) clients have on-demand access to presence at Cannes. partner, Americas hub and chair of 212/286-9550 (US and Canada) in-depth communications exper- Rogers & Cowan is at the fore- GLOBALHealthPR, the largest in- [email protected] tise from professionals who un- front of leading brands and con- dependent health and science com- derstand the language, culture and Roger Hurni (Off Madison Ave), customs of the geographic areas in sumers on the journey to modern munications agency partnership Group Chair storytelling. Breaking stories is worldwide. This one-of-a-kind which they operate. Learn more at Brad Fishman (Fishman Public www.worldcomgroup.com or call what we do. Breaking new ground network of firms all specializing in Relations), Americas Region Chair is who we are. health drives strong global strategy Todor Janev (Janev and Janev), Todd Lynch at 1-800-955-9675. 

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2018 41 WWW.ODWYERPR.COM | JUNE 2018 OPINION Professional Development New NFL kneeling policy; a PR punt too late By Fraser Seitel love Steve Kerr; I really do. Predictably, some players rebelled, some tions-savvy Commissioner Adam Silver The outspokenly liberal, anti-Trumpi- owners complained, others rolled over shimmied right by the controversy. Ian coach of the National Basketball As- and President Trump got into the act by Not so the NFL, which finds itself still squawking vociferously. All of which led mired in crisis two excruciating years later. sociation’s Golden State Warriors possess- es a rare plainspoken wisdom, honed by to the fateful day of September 24, 2017 So much so that as soon as Commissioner physical pain and — forever to be known as “dark Sunday” Goodell had announced the new kneeling personal trage- in NFL history — when 200 NFL players policy, the NFL Players Association criti- dy. When Steve sat or kneeled before their games for all the cized it for not taking the players’ views Kerr talks, people world to see. into consideration and threatened to chal- properly listen. Just as it had fumbled sexual harassment lenge it in court. But in admon- and concussion brain damage scandals be- And if that wasn’t enough, Chris John- ishing the Na- fore this, so, too, in the Kaepernick case, son, clueless co-owner of the hapless New tional Football the NFL’s crisis management ineptitude re- York Jets, announced that even though he League for its sulted in planting the league knee-deep in voted for the new rule to penalize kneeling just-announced, a kneeling crisis. players — rather than making objecting revised policy to What the league should have done at the players stand in the tunnel during the an- fine teams whose time is what Mr. Kerr’s NBA did; that is, them — “If somebody [on the Jets] takes Fraser P. Seitel has players take a meet with the players, suggest to them that a knee, that fine will be borne by the or- been a communications knee during the protesting the national anthem would send ganization, by me, not the players. I never consultant, author and teacher for more than national anthem, the absolute wrong message — whether want to put restrictions on the speech of 30 years. He is the au- Coach Kerr miss- rightly or wrongly — to the people who our players.” thor of the Prentice-Hall es the point. pay for their inflated salaries and jointly Oy, oy, oy. text, The Practice of “It’s just typical agree to mandate that every player “must” Although his overall take on the NFL’s Public Relations. of the NFL,” Kerr stand when the American flag is raised. new policy was fundamentally flawed, said of the NFL’s Meanwhile, the league would contrib- Steve Kerr did say one thing, in summa- revised policy, “Basically just trying to use ute to and speak out for racial equality in rizing the league’s history of crisis manage- the anthem as fake patriotism, national- multiple forums. League leaders LeBron ment, with which no one can quibble. ism, scaring people. Our leadership in the James, Chris Paul, Steph Curry and their Concluded the coach, “That’s how the NBA understands that the NFL players colleagues quickly fell in line behind the NFL has conducted their business. It’s id- were kneeling to protest police brutality, to policy. And the NBA and its public rela- iotic.”  protest racial inequality. They weren’t dis- respecting the flag.” Nah, Sorry Steve, but in this case, you’re way off. The NFL’s new policy, in fact, moves pre- Small businesses to boost Facebook cisely in the direction that any smart public relations advisor would suggest. investments in 2018 The problem is, it comes two years too late. espite suffering from a massive trust ing the success of their small social media The time to confront the issue of what to setback in the last year, small busi- efforts (20 percent), followed by audience do about players taking a knee during the Dnesses still recognize social media’s growth (18 percent), clicks (16 percent), anthem should have been confronted the value as a marketing tool and its ability to leads/conversion (15 percent) and reach day soon-to be-disenfranchised quarter- engage and successfully reach audiences. (12 percent). back Colin Kaepernick first assumed the As a result, a recent survey by business The survey also found that the larger a position during San Francisco 49ers 2016 news site The Manifest found that nearly company is, the more likely it is to invest preseason games. all small businesses said they plan to ramp in social media: nearly three-fourths (74 But NFL Commissioner Roger Goodell up their paid social media investments this percent) of businesses with more than 51 and the bumbling billionaires who own the year. employees said they use paid social adver- 32 NFL teams couldn’t quite get their act The Manifest survey found that 92 per- tising, compared to 30 percent of business- together in terms of what to do about the cent of small businesses said they’ll invest es staffing only one employee. While just Kaepernick protest. more time and money in social media in under half of all small businesses (46 per- So, Commissioner Goodell — who 2018. cent) said they use paid social advertising, must have been a kicker in high school Facebook will take the lion’s share of this 85 percent of businesses with more than 51 because he’s always punting! — did just investment, according to the survey, cited employees admitted to investing in social that. He punted the pigskin down the road by 58 percent of respondents, more than media ad spend. by wishy-washily declaring that players any other platform, followed by YouTube The Manifest’s “2018 Small Business Sur- “should” stand for the anthem, and that (39 percent), Instagram (39 percent) and vey” polled more than 350 U.S. business it would be left to each team to handle its Twitter (32 percent). owners and managers whose operations kneeling players however they deemed ap- Business owners said engagement is the have fewer than 500 employees. The survey propriate. most important metric they use for track- was conducted at the end of Q1 this year. 

42 JUNE 2018 | WWW.ODWYERPR.COM Financial Management Independent or employed? tax issues that can be faced by you or your By Richard Goldstein agency. also expanding in the California market Above-the-line charitable deductions and just secured a new client. Rather than Rep. Chris Smith (R-NJ) and Rep. Henry ith the rise of independent con- renting office space and hiring employees in Cuellar (D-TX) have introduced the “Char- tractors in the new, shared econ- California, you decide to engage a freelance itable Giving Tax Deduction Act,” a bipar- Womy, distinctions between em- person to assist in servicing the CA client. tisan bill that would make charitable tax ployees and contractors are increasingly Does the freelance person’s opportu- deductions “above-the-line” such that all blurred these days, especially at PR firms. nity for profit or loss depend on his or taxpayers would be able to write off char- The tax implications of misclassification her managerial skill? A key word here is itable donations without limitation if they can be significant, and the U.S. Department “managerial.” An independent contractor choose to itemize. of Labor and even demonstrates managerial skill by, for exam- The proposed legislation would address some states are now ple, deciding whether to hire employees or concerns that changes made by “TCJA” will weighing in on em- other freelance, or purchase equipment. A result in fewer taxpayers itemizing deduc- ployee classifica- worker (employee) in a business for him/ tions, reducing the tax incentive to make tion. herself also faces the possibility of a finan- charitable contributions. These changes in- Tax advantages cial loss. clude — for tax years beginning after 2017 PR firms often Has the worker invested in the work? A and before 2026 — significantly increased prefer to classify truly independent contractor will invest in standard deductions and new limitations on workers as inde- his or her business, the investment will go deductions for state and local taxes and for pendent contrac- beyond simply purchasing equipment to mortgage interest. tors. Employers are perform the servicing of clients. Booster club donations Richard Goldstein is obligated to pay the What role do the worker’s skills and Many of us donate to a booster club for a partner at Buchbind- employer portion imitative­ play? Just because workers are our alma mater or local school you other- er Tunick & Company of FICA taxes for technically proficient at a task does not wise root for. Under pre TCJA law, you may LLP, New York, Certified employees, but not mean they’re independent contractors. Public Accountants. have donated money to a college or other for independent However, skilled workers who demon- program entitling you to buy tickets at an contractors. They strate initiative to operate as an indepen- athletic event and receive preferred seating. must also withhold income taxes from em- dent business may be. Operating as an in- As a result, you were entitled to deduct 80 ployee pay, but not from independent con- dependent business generally means that percent of the cost of the donation. Howev- tractors. Independent contractors do not the worker exercises business judgement, er, that part of the payment for the cost of have to be included in employee benefit is in open market competition with other actual tickets was not deductible. The new plans or receive compensation for “family PR firms and isn’t economically dependent tax law repeals this write-off. leave” among other examples. on an employer. However, there’s nothing in the new There are other obligations associated Is the relationship between the worker tax law to prevent you from donating to a with employees that make independent and your PR firm permanent or indefi- booster club that benefits the college athlet- contractors appealing to business, but they nite? Many at-will employees are consid- ics program. If you do not receive a benefit draw attention to taxing authorities. ered permanent or indefinitely employed, in return, the donation will be deductible Useful questions rather than employed on a project or con- assuming you itemize deductions. If you IRS guidelines say that no single fac- tract basis. want preferred seating, just buy them! No tor typically determines whether a worker What is the nature and degree of your deduction is available, but you will have should be classified as an employee or in- control versus the worker’s? A truly inde- great seats!  dependent contractor. Instead, the decision pendent contractor will exert control over a hinges on an “economic realities” test that meaningful part of the work and relation- attempts to distinguish workers who are ship with an employer. Indeed, it’s almost PR news brief economically dependent on an employer impossible for PR firms — due to client de- AbMac helps JAB pick up Pret from those in business for themselves and, mands or regulations — to prevent contrac- therefore, not economically dependent. tors from exerting control over the work Abernathy MacGregor is handling JAB Holding Co.’s $2 billion acquisition of Pret A Manger, the Lon- The following are some of the issues that and relationship. don-based sandwich shop chain, from Bridgepoint can help make the employee independent Possible penalties private equity firm. determination: The question of proper classification be- Germany’s JAB has controlling stakes in Jacobs Is the work performed by the worker an comes urgent for employer PR firms due to Douwe Egberts, the world’s No. 1 coffee company; integral part of your business? The more Keurig Green Mountain/Dr Pepper Snapple; Peet’s potentially harsh tax penalties associated Coffee & Tea, Panera Bread, Caribou Coffee and integral the work, the more likely the work- with misclassification. Costs can be steep Krispy Kreme Doughnuts. er is economically dependent on the firm and may include back taxes and interest. Pret, which sells freshly prepared sandwiches, and is most likely an employee. The work In New York, the failure to secure worker’s salads and wraps via 530 locations in the UK, US, can be considered integral even if it’s one compensation insurance, as an example, France and China, generated $1.2 billion in sales last year. step in a process, performed away from can be extremely high if there’s a misclassifi- The Financial Times reports the Pret deal bolsters your business location, or performed by cation. In most cases, I recommend that this deal-hungry JAB’s challenge to Nestle in the global multiple individuals. insurance be purchased although a worker coffee-related market. For example, your PR firm may be serving is considered an “independent contractor.” Abernathy MacGregor’s Tom Johnson and Pat the New York City marketplace and, there- Potential tax issues Tucker handle JAB Holding. France’s Havas owns Abernathy MacGregor. fore, you rent office space in town. You’re This section will review some important

WWW.ODWYERPR.COM | JUNE 2018 43 WASHINGTON REPORT Digital group offers rules for political ads

he Digital Advertising Alliance, an independent non-profit organization led by advertising and marketing trade associ- Tations, has issued a new series of rules intended to ensure a greater level of transparency in digital political ads. The rules include a special icon used to identify digital political ads, and also require a link to the advertiser’s name and contact information, as well as to a government database containing the advertiser’s contribution or expenditure records. The “Politica- lAd” icon is similar in size and appearance to the “AdChoices” logo that is currently used to give consumers information about other advertisers. According to DAA Executive Director Lou Mastria, the purpose Outdoor Co., which is currently climbing its way out of bankrupt- of the rules is “to make sure that consumers understand who is cy and manufactures rifles with the very semiautomatic designs bringing an ad to them.” The organization will encourage com- the bank said it would no longer finance. pliance with the rules through the Council of Better Business Bu- BlackRock, the world’s largest investment company, recently un- reaus and the Data & Marketing Association, both of which are veiled a series of new products allowing clients to avoid investing DAA founding members. in funds involving companies that sell or manufacture firearms. The rules come as the debate over political ads accelerates in An April 30 Wall Street Journal report illustrated how banks and Washington. The Federal Election Commission is looking into credit card companies are also currently exploring ways to identify regulations requiring disclaimers identifying the sponsors of digi- gun purchases in their payment systems, including the possibility tal ads. Sens. Mark Warner (D-VA) and Amy Klobuchar (D-MN) of implementing a special purchase code for gun retailers, in the have introduced the Honest Ads Act, which would expand the same way that similar codes are currently used to track purchases rules currently in place for TV and radio ads to digital advertising. made at restaurants and department stores. Other members of the DAA include the Association of National Managing the NSSF account is Hollier President Will Hollier, Advertisers, the Interactive Advertising Bureau and the American formerly Chief of Staff and Legislative Director to Senator and Advertising Federation.  Senate Banking Committee Chairman Mike Crapo (R-Idaho).  Gun group gets lobbying support APCO adds ex-State Dept. hand

un trade group the National Shooting Sports Foundation PCO Worldwide has named Prashanth Rajan, a State Dept. has retained D.C. lobbying firm Hollier & Associates for veteran, as Director in its public affairs practice. GCapitol Hill advocacy work on banking issues as they affect A Rajan, who did tours of duty of India and Pakistan during the firearms industry. his seven years of foreign service officer experience, focused on cri- A smaller and lesser-known outfit than the National Rifle As- sis communications, political risk analysis and immigration policy. sociation, the NSSF represents firearms manufacturers, distrib- Most recently, Rajan worked at KPMG Consulting, advising cli- utors and dealers, as well as shooting ranges and organizations, ents on strategy, crisis management, workforce planning and cor- comprising a total membership of about 11,000. The Newtown, porate transformation. CT-based trade group, which was founded in 1961, sponsors the Evan Kraus, APCO Global President, expects clients will benefit annual SHOT (Shooting Hunting and Outdoor Trade) event, cur- from Rajan’s ability to “develop strategies to cope with the most rently one of the largest trade shows in the US. difficult geopolitical and business challenges.” NSSF has tapped Hollier in response to “discriminatory bank- ing actions against [the] firearms industry,” according to lobbying registration documents filed with Congress in May. Obama press sec. flies United The retainer comes as the financial sector has emerged as an unlikely voice in the nation’s current gun debate, with some banks osh Earnest, who was President Obama’s Press Secretary, is putting distance between themselves and firearms manufacturers joining United Airlines as Senior VP and Chief Communi- and retailers in the wake of the February shooting in Parkland, Jcations Officer. Fla, which killed 17 and now counts as the deadliest high school He joined the Obama team in 2007 as Iowa shooting in U.S. history. Communications Director, after serving as Citigroup in March announced it would bar its business clients spokesperson for Iowa Governor Tom Vilsack’s from selling guns to customers who haven’t passed a background short-lived presidential run. After eight years check and are under 21, and would refuse to do business with in the White House, Earnest was promoted to companies selling high-capacity magazines and bump stocks. press secretary in 2014. Following in Citigroup’s footsteps, Bank of America in April Most recently, he worked as a political ana- said it would no longer finance manufacturers that make “mili- lyst at NBC News and MSNBC. tary-style firearms” for “non-law enforcement, non-military use.” Oscar Munoz, CEO of United, called Earnest Josh Earnest That financial services giant seemed to walk back on its pledge a “proven leader and world-class communica- weeks later, however, after it agreed in May to provide more than tions strategies who has thrived when the stakes are the highest $43 million in financing to firearms manufacturer Remington and the margin for error is the smallest.” 

44 JUNE 2018 | WWW.ODWYERPR.COM International PR News Brunswick positions Abu Dhabi Canada and Mexico and allows the possibility of future exemp- tions to other countries as well. on World’s Stage Akin Gump will provide the Omani government counsel re- garding its efforts to obtain an exemption from these tariffs, and runswick Group is working with Abu Dhabi, which is the will conduct outreach to U.S. officials for the same purpose, ac- richest part and capital of the United Arab Emirates, to bet- cording to documents filed with the Justice Department in May. Bter position it on the world’s stage. Oman, whose economy is derived primarily from oil, tourism The informal agreement with Abu Dhabi’s General Secretariat of and the fish trade, has made strides to bolster its steel and alumi- the Executive Council calls for a multi-market effort to understand num sector in recent years. Turkey, one of Europe’s top steel pipe the emirate’s international reputation. producers, and Ukraine are among the other nations that have re- Brunswick is working to align the communications messages cently hired stateside lobbying support in the hopes that they too among various governmental entities, develop a story/narrative could be exempted from Trump’s steel tariffs policy. tailored to targeted markets and build relationships with media, Oman’s pact, which was signed in April, runs until July and including US outlets. fetches Akin Gump $120,000.  The effort includes running focus groups in Washington and London as well as national surveys in the US and UK. The UAE, which is composed of seven emirates, has close ties BGR signs Somalia with Saudi Arabia and is key driver in the Arab boycott of Qatar for its alleged ties with Iran.  GR Government Affairs has inked a $35,000 monthly pact to represent war-torn Somalia before the Trump Adminis- Btration, Congress, media and policy community. Oman appoints Akin Gump over The White House has stepped up drone strikes in Somalia, which does not have a functional government, according to the May 9 Po- steel tariffs litico. It reported that US Special Ops and CIA forces have teamed with local warlords to fight ISIS and Al-Qaeda affiliates in Somalia. aw and lobbying giant Akin Gump Strauss Hauer & Feld will BGR is the firm of former Mississippi Governor and Republican represent Oman’s Ministry of Commerce and Industry as the National Committee chairman Haley Barbour. The firm’s contract LArabian Peninsula country seeks an exemption from President with Somalia began May 1 and runs through 2019. Trump’s recently-imposed steel tariffs. BGR joins another well-connected Republican, ex-New York Trump in March slapped a 25 percent tariff on steel imports and Senator Al D’Amato, on the Somalia lobbying team. a 10 percent tariff on aluminum imports as part of a series of tariffs D’Amato’s Park Strategies signed a $10,000 monthly contract on imported goods. The move drew rebukes from China as well as with Somalia last November to assess “relevant policy, economic, resounding criticism from Trump’s fellow conservatives. and security developments that have implications for the relation- The order, which went into effect March 23, currently exempts ship with the Somali Republic and the US.”  FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

The Fratelli Group, Washington, D.C., registered May 4, 2018 for B&S Europe (Contractor for the Delegation of the European Union to the US), Brus- sels Belgium, to provide advocacy training for US business leaders on the benefits of strong US-EU relations.

MHz Networks LLC, Virginia, registered May 18, 2018 for France Media Monde for France 24, Issy-les-Moulineaux, France, regarding development of a platform and over the top and television distribution services in the US and Canada.

Daniel J. Edelman, Inc., Chicago, IL, registered Apr. 27, 2018 for Ontario Ministry of Economic Development and Growth, Toronto, Ontario, Cana- da, regarding investment attraction and export promotion programs in global markets.

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

Steptoe & Johnson LLP, Washington, D.C., registered May 29, 2018 for DisposeRx, Inc., Sanford, NC, regarding issues and legislation related to combating the opioid opidemic.

Cove Strategies, Alexandria, VA, registered May 29, 2018 for Seasonal Employment Alliance, Leesburg, VA, regarding increase of the H2-B visa cap and permanent reform of the H2-B program.

Thorn Run Partners, Washington, D.C., registered May 22, 2018 for Alliance for Drone Innovation, Washington, D.C., regarding issues related to recreational and commercial drone use.

Nossaman LLP, Washington, D.C., registered May 18, 2018 for Fair FARA Coalition, Washington, D.C., regarding proposals to amend the Foreign Agent Registration Act.

WWW.ODWYERPR.COM | JUNE 2018 45