Communications & New Media July 2015 I Vol. 29 No. 7

THE TRAVEL & TOURISM ISSUE

July 2015 | www.odwyerpr.com

Vol. 29. No. 7 July 2015

EDITORIAL MEDIA INTELLIGENCE IS Understanding others in a “feelings” KEY FOR TRAVEL economy. Travelers’ reliance on technology 6 20 will only grow, affecting how we AMID CONTENT NEED, search for value, convenience, TRADE GOES DIGITAL discovery, and experience. Trade associations have increased the use of paid digital content, ac- 8 MASTERING THE ART OF cording to a recent study. THE DESK-SIDE 22 One-on-one meetings between cli- 10 ents and media emerges as a great INVESTORS NOW RELY tool in the travel PR pro’s toolbox. MORE ON SOCIAL MEDIA More investors than ever say they BUILDING A SUCCESSFUL investigate issues based on info 8 TRAVEL PR FIRM gleaned from social sources. The story of one travel firm’s 24 growth reveals a need to be mal- leable while evolving constantly. TOURISM, DEVELOPMENT WORK ON DESTINATIONS PEOPLE BUY BRANDS, Economic development organiza- NOT COMMODITIES tions and destination marketing or- 10 18 PR has always been about story- www.ODwyERPR.COM ganizations are increasingly joining 25 telling, and perhaps nowhere is Daily, up-to-the-minute PR news forces for place branding. this notion more apparent than in the hospitality industry. INSPIRING MILLENIALS’ TRAVEL EXPERIENCE PROFILES OF TRAVEL & A new generation of travelers de- TOURISM FIRMS mand connections to cultures and 12 experiences in authentic, meaning- 26 RANKINGS OF TRAVEL ful ways. & TOURISM FIRMS PLANNING A PRESS TRIP 39 SUCCESSFULLY WASHINGTON REPORT Press trips are enormously popular for the media and a great way to 14 44 win client coverage, but plenty of things can go wrong. columns PROFESSIONAL DEVELOPMENT EDITORIAL CALENDAR 2015 THE RISING MARKET OF 40 Fraser Seitel January: Crisis Comms. / Buyer’s Guide SOLO TRAVEL February: Environmental & P.A. A growing trend of travelers ex- FINANCIAL MANAGEMENT March: Food & Beverage ploring the world on their own has 16 41 Richard Goldstein April: Broadcast & Social Media eclipsed the boundaries of age, May: PR Firm Rankings gender, and background. OPINION Jack O’Dwyer June: Global & Multicultural 42 July: Travel & Tourism IPW ORLANDO BREAKS PEOPLE IN PR August: Financial/I.R. ATTENDANCE RECORDS September: Beauty & Fashion The U.S. Travel Association’s 47th 43 October: Healthcare & Medical annual IPw event in Orlando sur- 18 PR BUYER’S GUIDE November: High-Tech passed expectations. 46 December: Entertainment & Sports

ADVERTISERS Bob Thomas Productions...... 8 Marketing Maven...... 5 Cision...... 3 MediaMax Online...... 3 Fahlgren Mortine/Turner PR...... 13 Omega World Travel...... 31 J Public Relations...... 23 Peppercomm...... BACK COVER Hawkins International Public Relations...... 9 Quinn PR...... 21 Log-On...... 33 RBB...... 11 Lou Hammond & Associates...... 15 Strauss Media Strategies...... 17 Makovsky...... INSIDE COVER TV Access...... 40

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EDITORIAL What’s real when everything claims to be “authentic?”

hough conservative pundits have attempted Olympian feats of logic to compare the two, the gender transition of Caitlyn Jenner and race-swapping antics of activist Rachel EDITOR-IN-CHIEF TDolezal have very little in common. One reason both stories have gained so much trac- Jack O’Dwyer tion in the national conversation, however, is they underscore the towering gravity our culture [email protected] now places on the perceived identity of the individual. Marketing and PR professionals in recent years have been inculcated with the notion that ASSOCIATE PUBLISHER “authenticity” is the sine qua non for today’s savvy young consumer, that our coveted Mil- John O’Dwyer lennial demographic seeks experiences over products, cultures over destinations, something [email protected] learned over something bought. Authenticity, we are told, offers access: to uncovered relics, ASSOCIATE PUBLISHER those unearthed artifacts we yearn for in our cultural anthropology. It promises a rare com- Kevin McCauley modity in today’s world: a genuine experience in a prefab, grocery-aisle landscape. [email protected] But a commodity it is, and when brands attempt to offer an authentic experience by man- ufacturing myth into product, the results often fall short. Corporate chain restaurants now EDITOR routinely market products using a hilarious argot of “artisanal,” “handmade,” and “curated.” Jon Gingerich Other times authenticity offers a subscription to the past, a pathological nostalgia for a bygone [email protected] era, in everything from Hollywood’s cottage industry of film remakes, to the ongoing reintro- duction of “classic” designs on soda cans and snack wrappers. Authenticity is the typewriter, SENIOR EDITOR Greg Hazley the vinyl record, the film reel. We take cellphone photos with filters to make them look like [email protected] the Polaroids of yesteryear. It seems the more digital we’ve become, the more we thirst for the analogue culture we willingly replaced. CONTRIBUTING EDITORS Authenticity comes at a high premium today, it seems, because many of us appear to be Fraser Seitel suffering from a collective deficit of personal identity. We’ve convinced ourselves that genu- Richard Goldstein ine experiences were something that happened only in the past. Concurrently, our youngest generation of adults was raised in a 24-hour, multisource, multichannel media environment EDITORIAL ASSISTANTS offering a piebald of voices and perspectives and worldviews and experiences. The results, for & RESEARCH some, are deep-seeded feelings of inadequacy, which, more often than not, reveals itself in ab- Chandler Klang Smith ject narcissism. We might be the only culture in the world that feels we have a right to be happy. Caitlin Dullahan-Bates We want to be special, and most of us, I’m sorry to say, simply aren’t. ADVERTISING SALES This is where the allure of the authentic can become problematic, when it expresses itself in Sharlene Spingler a fetishization of otherness. Here in New York, it’s common for young people to bemoan miss- Associate Publisher & Editor ing out on the city’s gritty pre-Giuliani era, because they see crime and decay as signifiers of [email protected] an authentic urban experience. Some are so hopelessly warped by this worldview that when a man was recently beaten to death on Williamsburg’s long-gentrified Bedford Avenue, a young John O’Dwyer area gallery owner opined to the press that it was “nice to see a bit of old Brooklyn.” We impugn Advertising Sales Manager movie-set clichés onto reality. We have a false nostalgia for an era we never experienced. [email protected] Other times, our hunt for authenticity becomes even more nefarious, and manifests itself in tokenizing or downright cultural appropriation. Rachel Dolezal’s self-labeled “transracial” O’Dwyer’s is published monthly for $60.00 a year ($7.00 a single issue) by the identity is one example of this obsession taken too far. It’s also a byproduct of privilege: Dolezal J.R. O’Dwyer Co., Inc. has been allowed the luxury of being white when it serves her interests, black when it gives her 271 Madison Ave., #600 a sense of belonging. In this sense, the most ironic aspect of our search for authenticity is that New york, Ny 10016. it can resemble less a celebration of cultures and more a colonialist overtaking. White faces (212) 679-2471 Fax: (212) 683-2750. become the new symbol of minority struggle. Dolezal has an excuse for this, however, and it’s become a popular deflection point in iden- © Copyright 2015 J.R. O’Dwyer Co., Inc. tity politics for those suffering from existential feelings of inadequacy: Dolezal claims she’s black simply because she “identifies” with black culture. The emotions of the individual have OTHER PUBLICATIONS: become sacrosanct; we treat what ails us subjectively as though it should be quantified on par www.odwyerpr.com with physical suffering. University students, learning to develop the critical thinking skills Breaking news, commentary, useful data- needed for adult life, regularly opt out of class reading assignments under the guise of content bases and more. they find “triggering.” Referring to someone with the incorrect pronoun, according to some O’Dwyer’s Newsletter academics, now constitutes an act of “violence.” We’ve established a cultural climate in which An eight-page weekly with general PR every notion has to be validated, everyone gets a participation trophy. The result? Meaning, news, media appointments and placement like identities, are fluid. We’ve regaled ourselves with the notion that if we feel a certain way, it’s opportunities. all the proof we need to know we are that thing. If you’re looking for something “real,” you can find it anywhere. Our quest for authenticity in O’Dwyer’s Directory of PR Firms the marketplace will always be an act of self-delusion, because we disauthenticate the experi- Listings of more than 1,300 PR firms throughout the U.S. and abroad. ence the moment we become its tourist. As it turns out, we don’t trade products for experienc- es after all. We just turn experiences into product. O’Dwyer’s PR Buyer’s Guide Products and services for the PR industry — Jon Gingerich in 50 categories. jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 JULy 2015 | www.ODwyERPR.COM

REPORT Tourism, development meet to promote destinations It was once rare that destination marketing organizations and economic development organizations would engage in anything aside from polite conversation. Recent research confirming the value of “place branding,” however, indicates those tides of ambivalence are changing into a sea of campaign and collaboration among DMOs and EDOs joining forces from the city level to a national scale. By Karyl Leigh Barnes

ccording to a recent study by Oxford commerce and the area’s regional economic ble Here.” DMO colleagues meet bi-month- Economics, “Destination Promotion: development organization. Initial research ly with the mayor’s office, the Louisville AAn Engine of Economic Develop- showed Cincinnati didn’t have a distinct economic development ment,” DMOs and EDOs that align their reputation, so Source Cincinnati was es- office and many other destination branding efforts are deriving tablished to undertake a national campaign stakeholders such as considerable benefit from branding central- to create a sense of place. Local businesses ball parks, universities ly, successfully attracting visitors, talent and are keen on attracting highly skilled talent, and community de- investment alike. so telling lifestyle stories that focus on what velopment officials to It’s not hard to see why. The hospitali- makes the city distinctive is crucial for this determine how they’ll ty and tourism sectors are outperforming 15-county area. tell the city’s stories. all other traded export sec- Targeting tors, and have been doing so potential since 1998, “represent[ing] visitors, Karyl Leigh Barnes a valuable locally-produced employee export for many regional talent and economic devel- economies.” As a result, in opment projects, Louisville’s regions across the country possibility campaign pro- and around the world, tour- motes accessibility, openness, ism exposes thousands of po- friendliness and affordability. tential investors and skilled McKinney, Texas, is home talent to locations they may to domestic and internation- have not otherwise consid- al manufacturing employers, ered as a place to live or do and growing lifestyle coverage business. has been critical in grabbing The study found that tour- attention from executives, ism promotion is a catalyst potential employees, and for raising a destination’s pro- business and leisure travelers. file; building transportation The McKinney Conventions networks and connecting to A growing number of destinations are pooling economic development and and Visitors Bureau, Main new markets; targeting in- marketing resouces to promote tourism and business growth. Top row (L to R): Street community organiza- vestment attraction through Louisville, KY; Raleigh, NC. Bottom row: Sydney, AU; Cincinnati, OH. tion, economic development conventions and tradeshows; corporation, and chamber of and raising quality of life, Louisville skyline photo by Rich Hoyer. commerce work cohesively which is invaluable in attract- under the branding concept ing skilled talent. “McKinney: Unique by Na- Quality of life: attracting visitors, talent Houston’s branding efforts began with a ture” — and this unified branding campaign Tourism public relations initiatives strive narrow focus on economic development has made this city of 150,000 residents to bring a place to life, showcasing a desti- and job creation but has grown into a ma- among the fastest growing in the U.S. nation’s distinctive lifestyle offerings, from jor image campaign that dives deeply into Conventions and trade shows arts and culture to the great outdoors, fam- quality of life messaging. This synergistic Successful media relations campaigns ily attractions and world-class cuisine. As it effort includes partners such as the Great- targeting consumers have led to further in- turns out, these quality of life factors are also er Houston Partnership, City of Houston, tegration in the business-to-business sector. essential for attracting a skilled workforce. Greater Houston Chamber of Commerce, Competition among destinations for In order to retain and expand business and Houston First Convention and Visitors Bu- convention business has never been more industry, it’s essential to entice talent — and reau, and regional economic development fierce, and savvy DMOs and EDOs have top talent seeks livable communities with allies. “Houston First” and “Houston: The found great success in joining forces. Col- a wealth of amenities. This makes DMOs, City with No Limits” are showing early suc- lectively, they are pursing conferences that which have been telling lifestyle stories for cesses as this fourth largest U.S. city strives are strategic for exposing potential investors decades to entice travelers, the perfect part- to lift Houston’s quality of life image. and talent to their city, giving EDOs the op- ner for EDOs looking for this expertise in The Louisville Convention and Visitors portunity to establish connections with key order to define their lifestyle amenities. Bureau has been actively promoting tour- decision makers. Source Cincinnati is a business attraction ism to travelers in an effort to recruit top group comprising 13 organizations, includ- talent to fuel business growth under the ing the Cincinnati CVB, the chamber of banner brand concept “Louisville: It’s Possi- _ Continued on next page

10 JULy 2015 | www.ODwyERPR.COM Raleigh, North Carolina, was leading the ence will gather 400 of the top leaders and bassador program, which includes leaders Tourism, development meet to promote destinations country in nearly every measure of econom- companies at the intersection of technology who represent the New South Wales gov- ic success, including rankings that are key and agriculture in Salinas this July, helping ernment’s priority sectors, Business Events for recruiting skilled workers. To leverage the city achieve its economic development Sydney has secured $22 million in expendi- this position, Greater Raleigh CVB and the goals. ture by confirming such conferences as The Raleigh Convention Center teamed up with Scottish Development International World Conference of Dental Traumatology Wake County/City of Raleigh Economic sought to position Scotland as the premiere (1,000 delegates), the 12th Congress of the Development to market the destination for destination for quality seafood products. International Society for Organ Donation conventions that would introduce potential The organization teamed up with VisitScot- and Procurement (400 delegates) and the skilled workers in the areas of Life Sciences land to boost awareness, increase exposure International Bar Association 2017 (4,000 and Biotechnology (third-largest biotech- and ultimately drive exports. While SDI’s delegates). nology cluster in the U.S.) and CleanTech proactive media relations campaign boosted This cooperative approach has become so (world’s top 10 CleanTech clusters) to the awareness and a B2B campaign introduced successful that a recent analysis in Skift indi- community. Pursuing what they dubbed potential North American seafood buyers to cated that several leading international con- “the cerebral trail,” conventions such as the Scotland’s capabilities at the Boston Seafood vention bureaus are actually leaning away Southeast Alternative Fuels Conference, Show, VisitScotland pursued the Interna- from tourism-driven marketing strategies, International Conference on Ecology & tional Institute of Fisheries Economics and instead working with EDOs and private sec- Transportation and the CED Life Science Trade conference. By winning the confer- tor partners to focus on industry expertise. Conference were wooed, thus introducing ence, VisitScotland has secured a commit- Oxford Economics reports that “visitor several hundred targeted individuals to Ra- ment to 1,320 bed nights and an economic activity is both a consequence of other eco- leigh’s business community. impact of nearly $1 million, and the strate- nomic activity (correlation) as well as an In the wake of a major company closing, gic approach to its pursuit will further bring important predictive factor (causation) in Salinas, California, needed to showcase its strategic influencers directly to Scotland to wider economic development.” So what are assets, including its world-renowned agri- witness its seafood production capabilities. the key takeaways for a destination looking cultural industry, to the world. Leveraging Business Events Sydney has taken partner- to raise its profile among visitors and inves- its strengths in agriculture technology, the ing with the state government’s economic tors? With either audience, communicating City of Salinas partnered with several orga- development arm to a whole new level, actu- an authentic sense of place is paramount — nizations including the Monterey County ally ensuring that a commitment to business and ultimately, collaboration is key. DMO/ CVB to position Salinas as the perfect lo- events was part of the city’s strategy for eco- EDO partnerships are the first step to long- cation for an ag-tech focused summit. The nomic development as showcased in “Pro- term success. concept proved to be a major win when gressing the NSW Economic Development Karyl Leigh Barnes is the Managing Part- Forbes agreed to create “Forbes Reinventing Framework.” Through the development and ner of the Tourism Practice at Development America: The AgTech Summit.” This confer- successful roll-out of a business events am- Counsellors International. 

www.ODwyERPR.COM | JULy 2015 11 FEATURE Inspiring the Millennial travel experience We’ve heard it before: Millennials value experiences over all, and nowhere is this more apparent than in how they travel. “Vacations” were what their “tourists” parents did. The new generation of travelers demand connections to their destination’s unique culture, their people and their way of life in authentic, meaningful ways. By Christine Turner and Jeff Maldonado

s PR and digital professionals, we’ve snowboarding tour of the mountain and an and create longstanding relationships with witnessed the seismic shift in con- après-ski culinary course. a consumer segment whose influence is Asumer engagement and the expec- Embrace a culture of sharing growing by leaps and bounds. Here are tations of that engagement. This has been Catit, a restaurant in Tel Aviv, Israel, by some tips on how to do that: largely driven by technology that has Carmel Winery, offers a program called Nurture your client’s distinct voice evolved more in the past 10 years than in “Foodography” that pairs its high-end Find the right voice recent history. Today’s young travelers have cuisine with photo-friendly plating — the that reflects your brand’s been on the front lines of these changes, plates are specially designed with built-in cultural proposition and earlier adopters that are changing the travel smartphone stands, while some even spin to serves to define who you landscape by embracing everything from set up spinning, 360-degree motion graph- want to be known as. DIY planning and booking to the “Uberiza- ics. This is a fantastic example of a brand Consider a voice-map- tion” economy. Their loyalty is up for grabs, experimenting with the power of sharing ping exercise that high- and they’ve proven adept at filtering the and leveraging the habits of Millennials in lights your brand per- noise to hone their perfect travel experi- a wholly creative way — quality-controlled, sonified: its character or ence, fancy amenities be damned. They also user-generated content. persona; the tone it uses Christine Turner share — a lot — and as digital natives, de- Experience and sharing used to be sep- to communicate; the mand on-the-go connectivity to document arate stages of the travel lifecycle. Now distinct language it uses their experiences throughout the course of they’re intertwined. It’s important to re- to set itself apart; and its their journeys. member that real-time sharing by Millen- purpose within the larg- Too often, we get caught up in telling only nial travelers will undoubtedly happen, er conversation. our clients’ stories. In our roles as story- with or without a brand’s input or direction. Test and learn tellers, however, we have an obligation to They want their family and friends to see Don’t be afraid to test help travellers tell their stories — ideally, of the story they’re crafting as it’s happening. organic and paid con- course, through the lenses of the brands we Today, FOMO (a.k.a. fear of missing out) tent and engagement represent. Here are three principles to help drives motivation to share as much as it opportunities across you and your clients get organized when inspires individuals to do something — it’s multiple channels but Jeff Maldonado considering how best to reach Millennial the new WOM (word-of-mouth) in today’s ultimately settle on travelers. digital age, and one of the most effective those from which you’re seeing the highest Focus on the “can’t get anywhere else” forms of bottom-up marketing. At Four return — and ditch the rest (for now). True Every destination and property has its Seasons Resort Whistler, we created a wil- optimization is about scaling smart and something that sets it apart from the rest – derness wellness experience that took “spa maximizing your resources to hone your a flavor, a sound, or a distinct energy. Mil- day” outside to a nearby remote hot springs activity in the right places. lennial travelers are attuned to these differ- for a day of massage, yoga and relaxation, Listen and adapt ences and actively seek them out. These providing guests with beautiful scenery and As you map your Millennial strategy, emotional cues provide the foundation for a uniquely shareable experience. make a concerted effort to mine and listen travel storytelling and ultimately the desire Value the whole journey for stories they’re already telling, where for even richer, deeper experiences. Just as Millennial travelers are invested they’re being told throughout the social It’s imperative that travel brands find in their journeys from beginning to end, web, and how they’re being shared with a way to tie themselves to this notion of so too should travel brands understand the one another. Gociety took these principles uniqueness that carefully, creatively and importance of being there for them every to a new level by launching a social net- authentically defines their role in bringing step of the way. This means executing dy- work specifically for outdoor enthusiasts, those somethings to life. Resist the urge to namic storytelling along with utilitarian empowering conversation, online connec- be iterative in your storytelling — no one support to make their experiences as tai- tivity and offline experiences and gaining wants a travel brochure. Rather set the lored as possible. valuable insights into their consumer along stage for something more along the lines of It also means a new approach to online the way. Social listening is a gold mine for a “choose your own adventure” book that and social media engagement, one that al- how you can carve out your own chapters highlights the distinctive storylines from lows you to appropriately scale your efforts and contribute to the stories that are sure to which a traveler can choose. One way to to ensure you’re meeting these travellers inspire a generation of travelers. accomplish this is by tapping local experts at all relevant touch-points. From itiner- Christine Turner is Founder and President as ambassadors. Viceroy Snowmass creat- ary planning and recommendations to of Turner Public Relations, a wholly owned ed an innovative “Ski with the Chef” ex- post-travel engagement and updates, com- subsidiary of Fahlgren Mortine. Jeff Maldo- perience that paired guests with the resort municators are in a prime position to de- nado is Turner PR’s Vice President of Digital chef (a Snowmass local) for a skiing and liver on the promise of their travel brands, Communications. 

12 JULy 2015 | www.ODwyERPR.COM

FEATURE Rules of engagement: planning a successful press trip Press trips remain enormously popular for the media and are a great way to win client coverage. However, plenty of things can go wrong. Itineraries should be conducive to coverage, but an overly packed schedule that herds journalists won’t allow them the needed time to write. Ironing out details and managing client and journalist expectations before the trip begins is paramount, and establishing protocols for journalists, as well as an orientation upon arrival, is key for success. By Elizabeth Maxim

ress trips are a great way to give jour- and other publications, stresses, “Talk to for journalists is internet access in the ho- nalists an immersive experience, the writers in advance of the event to find tels each night. Nicolas Stecher, an editor Psecure compelling coverage, and out their specific needs for coverage, inter- for publications including AskMen and strengthen relationships with your media views, and photos. [Figure out who you] Nylon told me, “I don’t think it’s profes- contacts. They can also be an absolute blast need to coordinate with to make those sional to have journalists pay for internet and a PR home run, generating hundreds needs happen — such as other publicists at their hotels. The web of millions of impressions for your client. for the event and the individual celebrity is obviously critical for They can also be a logistical nightmare, publicists.” us to get our assign- and a bad experience can leave everyone Gumball was full of celebrities, from ments done. [Paying frustrated and disappointed. But there’s Deadmau5 to Tommy Lee to Dolph Lund- for internet at every no reason your press trip shouldn’t be gren. It wasn’t always easy to set up in- hotel] can get expen- a smashing success, as long as you plan terviews with some of the more private sive when you’re free- ahead and follow some simple guidelines. celebrities, but it was important that we lance and on your own I’m writing this fresh off of Gumball coordinated with the event PR team and dime.” 3000, a 3,000 mile motor rally that spans celebrities to the best of our ability before It may seem like a Elizabeth Maxim across multiple countries and continents the event, so that our media contacts could no-brainer, but be sure in just 10 days. Our client was sponsoring get access to the people they needed for to touch base with your client and each ho- the event with two 1969 z/28 Camaros, and their story. tel beforehand to make sure that internet we invited over 20 journalists to cover the Carefully plan the itinerary expenses are covered for the journalists’ event. As Jeffrey Gomez, Editor-in-Chief of The rooms. Our goals were clear: get written and vi- Snob magazine explains, “An itinerary is Communication is key sual coverage of the event including our always first priority for me. I want to know When you’re coordinating a large group client’s name, messaging, and branding as who, what, when, where and how BEFORE of journalists in a foreign country (or un- much as possible. What we didn’t antici- I leave my house. The details matter.” familiar city), it’s imperative to have an pate was how absolutely chaotic the rally Don’t plan every second efficient system of communication es- would actually be, although considering All of the journalists I’ve spoken to have tablished between the journalists, the PR that it consisted of over 240 people in total, echoed one sentiment across the board: team, and the client. I guess we shouldn’t have been surprised. make sure to give the journalists some Let’s take Gumball 3000 as an example. However, thanks to months of careful free time on the trip to decompress, relax Coordinating a team of more than 40 peo- planning beforehand, a lot of hands-on and, most importantly, write! After all, no ple, driving hundreds of miles each day attention throughout, and thorough fol- matter how much fun they are having with and arriving in a new country every night, low-up afterwards, we ended the event the activities planned, at the end of the day all on unfamiliar roads with signs in un- with a very satisfied client, engaged jour- they are there to get content and coverage. familiar languages, could potentially be a nalists and unforgettable memories. If you are herding them around from place recipe for disaster. We were lucky enough So what are the basic rules for a great to place all day and night, then you’re not to be working with a fantastic event team press trip? giving them time to actually write and who gave every member of our group a Manage expectations prior to the trip share content, which is the reason that you smart phone installed with a group chat This applies to both your client and the invited them on the trip. app and a customized app with maps and journalists. Make sure you fully under- Group dinners are good for team bond- an updated itinerary each day. We also set stand the client’s main objective before ing, but mandatory meals together ev- up a buddy system, so that everyone was you even begin pitching media. You need ery single day can make journalists feel accountable for at least one other person. to articulate this objective to the media trapped. On this note, as Borzillo remind- No one got left behind, and everyone was from the moment you invite them on the ed me, “The journalists’ agenda is more aware of the schedule from day to day, trip. Don’t be afraid to have a “wish list” important than the organizers’ [agenda]. If which drastically minimized the stress for of asks for the journalist; you need to be you have to skip a dinner to take a writ- everyone involved. clear about the direction, content and type er to an interview opportunity, do it.” Yes, Don’t forget to have fun of coverage you are looking for from the the itinerary is there for a reason, and al- Press trips should be fun, engaging, and start. though you wouldn’t want a journalist to natural. If they feel too staged, the journal- On the same token, it’s important to un- completely disregard the itinerary for the ists will pick up on it and it will be reflect- derstand what each journalist is hoping to entire trip, you need to give them the tools ed in their final articles. Have fun with the get out of the trip, as it will likely vary from and time to get the story they need. press trip and the media will, too. person to person. Two words: free Wi-Fi Elizabeth Maxim is Senior Account Exec- Carrie Borzillo, a writer for Men’s Health Another thing that is absolutely critical utive at Marketing Maven. 

14 JULy 2015 | www.ODwyERPR.COM

FEATURE New frontiers: the rising market of solo travel A growing trend of travelers exploring the world on their own has eclipsed the boundaries of age, gender, and background. out within the first few months. Shop Go- tham, New York City’s premiere shopping By Adrienne Jordan tour company has been around since 2001, attracts women who choose to travel solo to easons for the surge in solo travel are tions,” said consumer traveler, Josh Nathan. the city. Reset Retreat is an exclusive wom- multifaceted. For one, the percentage “They yield a richer understanding of each en’s wellness and adventure retreat to Belize of American adults who have never R destination, its people, as well as myself. I and caters to solo travelers. been married is at a historic high; in 2012, have yet to find a store or catalog that offers A recent Reset Retreat participant re- one in five adults 25 and older had never anything close.” marked, “To have perfect strangers meet been married, according to the for the first time and by the end of Pew Research Center, a vast dif- seven days build relationships so ference from one in 10 adults strong, it is as if we have all known in 1960. According to the Trav- each other for years.” el Industry Association, thirty Tour companies are not the only million single American wom- industry now marketing to the solo en now travel at least once a traveler. Hotels are jumping on the year, and the travel industry is bandwagon as well, by creating addressing this rise in women’s packages and deals for people trav- solo travel by creating tailored eling alone. programs and packages. For ex- “The trend of solo travel we are ample, some hotels have wom- experiencing is mostly women with en-only floors (especially popu- dogs,” said Sheila Oranch of Cop- lar in Middle East destinations), pertoppe Inn & Retreat Center in group travel retreats where Hebron, New Hampshire. women can meet like-mind- Jekyll Island Club Hotel in Georgia ed travelers, and tour compa- has a Solo Traveler Package, which nies with guides that serve as a includes breakfast each morning, a source of information for single The travel industry is addressing the growing number of Americans ticket to the Georgia Sea Turtle Cen- travelers. that now travel alone. ter, Victorian Tea and bicycle rentals “Since half of American adults for one day. are single, solo travel is up,” said Photos: VBT Bicycling and walking Vacations. “Wellness is now mainstream in Florence Quinn, CEO of Quinn the travel industry, and women are PR. “More people are getting combining a wellness trip with a married later, divorcing and living longer. A Travel companies, hotels meet demand solo travel experience, like surf camps or man or woman who outlives a spouse may Many travel companies and tour opera- destination spa,” said Sarah Evans, Partner J take up solo travel. There is more accep- tors are creating itineraries specifically for Public Relations and Seventh & Wit. “Some tance in our culture for people to be out and the solo traveler. The most prominent ex- women check in for weeks at a time to places about alone.” ample is the reduction and elimination of like Vana Retreats in the Himalayas of India Baby boomers are another demographic travel supplements, which penalize people or the Ranch at Live Oak in Malibu. L’Au- experiencing a sharp rise in solo travel. A traveling without a companion. Solos Hol- berge in Sedona sojourn package has yoga, December 2014 AARP survey found 37% idays & Vacations was formed in the UK in hiking, meditation which attracts many solo of Baby Boomers had taken a solo trip or 1982, offering a dedicated tour leader that travelers. Women’s only floors are also pop- explored solo travel, and 81% said they caters to the single traveler. The company ping up more frequently.” planned to travel solo again in the next year. recently launched Solos Vacations in North Changing solo travel perceptions Survey participants identified challenges America to meet the demands of this world- Some common apprehensions about with traveling solo, like finding activities, wide trend. At Bill Peach Journeys, a tour solo travel remain, which have inhibited its coordinating transportation, creating an company based in Australia, there are trips growth. These include safety, lack of com- itinerary and finding the best time to travel. designed for the “Single Traveler” to desti- panionship, and an inability to plan their However, companies are creating itineraries nations like Southern Africa, Alaska, and own itinerary. that eliminate the need to plan day-to-day Norway. Their supplement-free journeys Susan Eckert, Founder of Adventure- activities. River cruise company Emerald have dinners and experiences to allow for Women, a travel company that specializes Waterways is popular with seniors, with friend-making opportunities. in trips for groups of women traveling solo, the average age on many of their cruises Adventure tour company Trafalgar has said, “You need not go it alone just to en- being over 55. Their Tulip Cruise itinerary seen a demand for solo travel double over joy the benefits of traveling on your own. includes all meals on board, daily day tours the past five years, and their guided vaca- Traveling with a group of individuals with in Holland and the Netherlands, and a staff tions allow people to be accompanied by the same goal can be just as adventuresome to assist with handling everything from air- a travel director who serves as a personal while providing you with a sense of safety, port transfers to dietary restrictions. local expert. Trafalgar’s new 50-100% dis- “When traveling solo, I’m outside my count on the single supplements for 2015 comfort zone and naturally ask more ques- trips was so successful that the discount sold _ Continued on next page

16 JULy 2015 | www.ODwyERPR.COM direction and even a few friends along the be hooked forever.” her post, “Is Sri Lanka Safe for The Single way.” Another advocate of exploring the world Woman Traveller?” Her conclusions stated More than 70% of AdventureWomen alone is solo travel blogger Elizabeth Avery, “A single woman does garner a lot of atten- travelers return for a second trip with many who has traveled to every state and more tion from local men, whether curious, slea- coming back 20 or more times. They cite than 60 countries, including solo trips to zy, opportunistic or plain money-minded. the reasons for traveling solo with a group every major continent except Antarctica. Although traveling in groups does keep as: getting away without friends and family, “I launched www.SoloTrekker4U.com as the men at bay, it is fine for a lone girl to escaping the pressures of the world, and be- a free website in Dec 2012. Our purpose is quench her wanderlust, as long as she is ing totally and completely themselves. to connect single travelers with well-priced equipped with a keen sense of alertness, a Eckert has coined these types of solo ex- 4-5 star travel,” said Avery. hint of skepticism, and conservative dress- cursions as “free to be me” travel. In 2015, Travel writer Janice Holly Booth describes ing. I find avoiding eye contact and not AdventureWomen will be leading groups herself as an “avid solo adventure traveler,” responding a good way to make men leave of solo women on over 15 trips, including and has written a book for National Geo- you alone as they are often just trying their horseback riding through Ireland, glamp- graphic, Only Pack What You Can Carry. luck ... do your homework and always know ing in the footsteps of Lewis & Clark in “Solitude helps us get quiet so we can the details of places of interest and hotels Montana and an Alaska bear viewing safari. move to the second essential, introspec- — learn the address, the opening hours, the Groups can secure better rates and dis- tion,” said Booth. “Introspection gets us ticket price and such.” counts than single travelers — especially closer to ourselves so we can figure out Tour operators, hotels, river cruises, and with airfare — which attracts solo travelers where we’ve been, where we are, and where other sectors of the travel industry are re- to join in on tours. This benefits women we want to go. This allows us to take risks, sponding to the growing worldwide pop- who are traveling to places where cultur- to push ourselves to place where we’re un- ulation of solo travelers. Group discounts, al expectations may be different, such as comfortable, and in doing so we become elimination of single supplements, solo to Middle Eastern destinations. Traveling more courageous. And in commitment, we packages, and women-only hotel floors are with a group improves safety and also al- commit to building these four essentials some of the way the industry is shifting to- lows a hands-off approach of planning and into our lives for our whole lives (whether wards accepting the growth of both women executing an itinerary. we’re travelling or not), and to commit also solo travelers and baby boomers looking Michael Sherman, Life Coach and Re- to never living a life less than what we want to vacation alone. A recent solo traveler lationship Expert, has addressed some of for ourselves.” ardently stated, “Some of my best friends these apprehensions of solo travel in his Mei Fong Chu, blogger at www.meimi- were acquired while traveling solo. They book, The Zen of Solo Travel: A Journey chu.com, recently wrote about her expe- may be halfway around the globe, but they from Anxiety to Enlightenment. Sherman rience traveling alone in Asia. She titled are forever in my heart.”  conducts in-person and online seminars, “Solo Travel Therapy,” which is aimed at giving people a sense of self-discovery, in- ner wisdom, and a feeling of aliveness. The goal is to help people take all kinds of solo trips from a trip to a foreign land or a sim- ple drive into the nature for the day. Sher- man’s Facebook page, Solo Travel Therapy, is filled with motivational weekly posts on his enlightening experiences traveling alone. “The best thing about doing this, about taking a pocket of time to leave everything in your life behind and set forth into mo- tion to ‘another world’ are the amazing ser- endipities and accidental rendezvous that happen as you engage with the powerful emotional energy of solo travel,” said Sher- man. Bloggers work the solo travel beat Solo bloggers and travel writers are find- ing a viable niche in editorial on traveling alone to capitalize on this growing trend. “Solo travel is one of most luxurious gifts you can give yourself,” said Jessica Smith, writer-photographer at TheIntrepidAma- zon.com. “In that glorious time you spend traveling alone, you can discover aspects of yourself you never knew existed, you can make new friends, you can ‘try on’ new be- haviors and attitudes, you can take risks, and in the process you will grow in ways that will astonish you. Try it once and you’ll

www.ODwyERPR.COM | JULy 2015 17 FEATURE IPW Orlando breaks attendance, industry records The U.S. Travel Association’s signature IPW event was held this year at Orlando’s Orange County Con- vention Center. The 47th annual event, the travel industry’s premier international marketplace and trade show, took in record numbers, with 6,500 delegates from 73 countries — including 1,300 domestic and international travel buyers — as well as 500 media professionals worldwide. By Carla Marie Rupp and Jason Rupp PW (formerly called International Pow personalities makes the process of forming To celebrate its first global campaign, “Or- Wow) is the largest single generator of lasting relationships immensely easier,” said lando — the Never Ending Story,” Visit Or- Itravel to the U.S. Travel journalists sched- publicist Rachel Peace, Account Executive lando announced it would launch a world- uled appointments with attractions, publi- for Imagine Communications in New York. wide consumer campaign in search of the cists, hotel representatives and destination “I was able to share Broadway and New York millions of stories its visitors have to share representatives in both emerging and ma- City with individuals I could normally only about the theme park capital of the world. ture markets. Suppliers and buyers, tour dream of meeting ... there are editors, jour- “Visit Orlando is reaching out to the sto- operators, agents, and wholesalers were nalists and bloggers interested in the news ry-teller in all of us. We want to showcase able to meet, discover new brand oppor- I’d like to share ... As a PR professional, it’s our visitors and the lifetime of memories tunities and develop new connections. It’s simply a matter of reaching the right people, made at our destination,” said Aguel. projected that IPW Orlando 2015 will bring in the right place, at the right time.” Aguel announced that unforgettable guest in 8.8 million international visitors to the Media activities included a press brunch, experiences will be collected through the United States, $4.7 billion in direct book- sightseeing tours, luncheon talks, and mem- website www.OrlandoStories.com. Visitors ings to the U.S. over the next three years, orable performances. Pre-trips and post are being encouraged to use #MyOrlandoS- and $28 billion in total spending, according trips were available for the media, delegates tory when sharing posts, photos and videos to independent firm Rockport Analytics. and publicists. on social media platforms. U.S. Travel announced that IPW’s imme- The brand new I-Drive 360 entertainment “These images so wonderfully capture diate projected economic impact for Orlan- and dining complex, featuring the Orlando the diversity of our global visitors and the do is $11.6 million. unique experiences that can only be The amount of business in this found in Orlando. It’s fitting to unite one-stop travel shop was staggering. our guests through their connection Nearly 100,000 business meetings, with Orlando, a destination that was which were pre-scheduled online by literally built on storytelling.” participants, took place during the Following the press brunch and first three days between travel buy- program, journalists were taken on ers, and U.S. travel reps — a record chartered day tours around Orlando for IPW. and the vicinity. Since IPW was last held in Orlan- Sightseeing tours were carefully do, in 2010, industry figures point to planned to interest journalists to write significant growth in the number of about things such as Florida’s Winter buyers of United States travel from Park, downtown Orlando’s trendy key international markets, including spots, skyscrapers, sports, recreation the United Kingdom (40%), Bra- Photos courtesy of Visit Orlando. activities, Lake Apopka, the Kenne- zil (30%), Mexico (66%), Germany dy Space Center, Legoland Florida, (17%) and Japan (10%). This year, an Orlando food tour, a shopping the Chinese delegation was the largest ever, Eye, was the setting for the annual Sunday tour and behind the scenes activities at the at 109%. Overall, total delegation at IPW press brunch, hosted by Visit Orlando, the famed theme parks, such as SeaWorld Or- increased 27% compared to when the Or- official tourism branch of Central Florida. lando, Walt Disney World Resort and Uni- lando event was held years ago. Travel reporters and photographers from versal Orlando Resort. Travel PR makes a splash as far away as South Korea, Japan, Peru, A luxury tour brought international jour- Public relations played an important role Turkey, Australia, Portugal and Italy could nalists to such properties as the Four Sea- in pitches made to travel journalists during try the varied cuisines of tropical Florida. sons Orlando Resort at Walt Disney World personal meetings on a massive and col- While they were wined and dined, the press Resort, Waldorf Astoria Orlando, Ritz-Carl- orful convention exhibition floor, at social were briefed about what they would expe- ton Orlando, as well as the Grande Lakes. functions and at marketplace events. Hun- rience during the week and new develop- “After a year of careful planning and de- dreds of stories come out each year about ments in Orlando. tailed execution, it’s satisfying to see that the conference host city, as well as the U.S. Orlando goes big on branding Orlando’s hosting of IPW was a record-set- destinations represented, all due to the myr- Visit Orlando President and CEO George ting success,” said Mark Jaronski, Vice iad networking connections made at IPW. Aguel told the media at a press brunch that President of Communications for Visit Communications professionals from Visit Orlando was “turning the page in un- Orlando. “Our destination was present- around the world were given the opportu- veiling a never-before-seen series of emo- ed fabulously on the trade show floor, in nity to meet in person, and for once, in the tionally based, editorial-styled brand pho- sightseeing tours that stretched out across same time zone. tographs and video that elicit the unique “Finally putting the names from a com- emotions that visitors experience in Orlan- puter screen to the faces of people with d o.” _ Continued on next page

18 JULy 2015 | www.ODwyERPR.COM Central Florida and at unforgettable events tunity for them. More than 500 journalists and Starwood Hotels. hosted by our theme parks. All of this attend IPW each year from 40 countries, San Francisco Travel hosted its annu- aligned beautifully with Visit Orlando’s un- so it’s a cost-effective way to raise your PR al fun networking party, which included veiling of new brand creative that elicits the profile globally in one stop. We were able to dancing, bands, wines, and performances. unique emotions that visitors experience in personally connect with nearly 50 journal- A special event for Canadian delegates Orlando and our announcement of a global ists at the show, from outlets we’d have never was held at the Rosen Plaza Hotel at Club search for the millions of stories our visitors had such access to on our own,” said Jeanne 39, with the reception on behalf of Discov- have to share.” Sullivan Billeci, representing Visit San Luis er America, planned with the help of pub- Orange County Mayor Teresa Jacobs Obispo County, and owner of Sullivan Says licist Dianne Murphy of DPR, who invited and Visit Orlando CEO George Aguel an- PR. select media to attend. nounced that Orlando welcomed 62 million Large-scale activities for all delegates in- CityPASS sponsored a jam-packed me- visitors in 2014, a record. cluded extravagant and well-thought-out dia marketplace reception, just before the Events aplenty social events for the cast of thousands. grand SeaWorld party. Mike Gallagher and Travel professionals, from attractions, Opening night took place at Disney World’s Mike Morey, Co-founders and Co-chair- destinations, hotels, amusement parks, mu- Magic Kingdom. SeaWorld Orlando hosted men of CityPASS, and Megan Morey, the seums, restaurants, spas, adventure company’s CEO, praised journalists operations, as well as tour operators, and their contributions to the trav- travel agents, travel buyers and inter- el industry. At the reception, Travel national media all assembled to do Writing Award Competition winners business, network and socialize, per- were again announced. Four travel forming a vital role in increasing the journalists captured top honors. numbers of international visitors to The U.S. Travel Association, which the United States.At IPW, buyers and coordinates the annual prestigious sellers are able to conduct business awards, received 200 contest entries that would otherwise be generated from more than 40 countries. The only through an exhaustive number winners this year, who all received of around-the-world trips. Publicists a $1,000 cash prize and award cer- and journalists exchange meaning- tificates, were from Brazil, Sweden, ful, productive, personal contacts United States, and United Kingdom. and conversations, and are encour- Like always, a variety of press con- aged to post travel stories throughout ferences were a big part of the week the year on TravMedia, so that public for the media. Brand USA President relations officials can see journalist’s and CEO Christopher Thompson work. TravMedia, the travel indus- revealed the company’s plans and try’s global media network, actively cited China and India as markets for makes available online press releases growth potential. Caroline Beteta, to IPW journalists and had a wel- President and CEO of Visit Califor- come presence in the well-equipped nia, answered numerous questions press room. from reporters on what’s going on in Visit Orlando was also on hand to California. Ernest Wooden Jr., Pres- assist journalists with hospitality and ident and CEO of the Los Angeles information — like their very own CVB, also addressed the interna- concierge to the city. IPW media tional media. Universal Studios Hol- staff gave assistance to journalists, lywood announced the 2016 arrival answered questions, and aided with press special shows on their night. in Southern California of The Wizarding conferences. A reverse marketplace, where The closing party was at Universal Orlan- World of Harold Potter, with publicist journalists sit at tables and are visited by do, where delegates laughed and enjoyed Crystal Williams, Manager, International publicists and destinations looking for writ- characters like Scooby-Doo & Shaggy, Publicity, sending out personal invitations ers to report on their attractions, was also SpongeBob Squarepants, and Shrek. Paul to generate more buzz. The New York City available. Nearly 200 exhibitors and publi- Robert Miranda, CEO of Grupo Trav- press conference included a report and cists signed up for the valuable and useful el News made his way through Egyptian Q-and-A with Fred Dixon, president and Monday Media Marketplace, arranged by look-alikes and posed for a photo for In- CEO of New York City & Company. He fo- state. bound Report’s online publication. Ang- cused on “The New New York City.” PR came in many doses, large and small, ie Zok, Brand USA’s marketing executive NYC & Company and Broadway Inbound at every opportunity. Destinations, such as posed with the classic Curious George and sponsored a hugely popular luncheon with Visit San Luis Obispo County, California, the Man with the Yellow Hat. 150 Broadway entertainers from the shows put together wine tasting events at their One night was designated as a unique “On the Town,” “Matilda,” “Book of Mor- booths on the exhibition floor, with the in- party night, since numerous destination mon,” “Aladdin,” “Lion King,” and “Fiddler vitations coming from their public relations and attractions made their own parties, on the Roof,” emceed by David Hyde Pierce firms. The reception featured Central Coast geared toward their desired segments of “Frasier” fame. California wines from Paso Robles and of the conference population. Several of Future host city for IPW will be New Or- Edna Valley. these gatherings included New York City leans, and the event will be held June 18-22, “I’ve got a hidden gem travel destination & Company, Fort Myers, Sanibel events, 2016. client with no international PR budget so Minnesota (at the Hard Rock Hotel, with Carla Marie Rupp and Jason Rupp are IPW Orlando was an extraordinary oppor- a Prince impersonator), Fort Worth, TX, freelance journalists and travel writers. 

www.ODwyERPR.COM | JULy 2015 19 FEATURE Media intelligence is key for travel and tourism Travelers rely more on technology now than ever, and as we move deeper into the 21st century, that reliance will only grow, affecting how we search for value, convenience, discovery, and experience. traveler pains using media intelligence and insights. Last November, Starwood announced it By Mark Thabit would become the hospitality industry’s first company to turn guests’ smartphones into he technological aspects of travel don’t Context dictates platform room keys through the power of a Blue- fall solely under communicators’ pur- On average, travelers have 3.2 travel apps tooth-enabled lock. Tview, but understanding customer ex- and rely on 2.2 of them. This is helpful infor- More than a novelty, pectations and how they rely on technology mation, but it doesn’t paint the whole story. Starwood developed and content is firmly in PR’s wheelhouse. Communicators need to know how people the technology to satis- After all, the PR professional plays a role in use mobile apps. fy a large segment of its each part of the customer lifecycle from dis- Our data indicates mobile users rely on audience: travel-weary covery to loyalty. travel apps more while traveling than for business people looking The following proprietary insights from booking because comparison shopping to more easily navigate Cision’s Global Insights team came from plays a big role in the consideration phase. the hotel experience. thousands of news and social media con- That insight should shape mobile app Technology doesn’t versations about technology and the trav- content strategies. To appeal to the on-the- deserve all the credit for el experience. Though the insights relate move traveler, provide easy access to board- the buzz Starwood pro- Mark Thabit specifically to travel and tourism, PR pro- ing passes, reservations and dining and duced. The communica- fessionals in all industries can use the best entertainment options in the destination tion team strategically spaced out its com- practices associated with the information to city. Itching for more sales? Consider the munication to create two spikes of news. better their communication in the near- and Progressive Insurance model and allow cus- The first came on November 3, the date long-terms. tomers to compare prices in app. of their first press release announcing the Exceed Wi-Fi expectations How else do travelers use their apps? updated app. Four days later, another press Many in business swear by the adage, Though not the preferred method for book- release provided information about how the “Under-promise and over-deliver.” To do ing travel well in advance, mobile apps are system worked and created a smaller bump that, you first need to know what your audi- where time-crunched users turn to find a after the initial news faded. ence truly wants. way to or a place to stay at their final des- Starwood also relied on its social channels As a whole, travelers expect to have easy tination. to amplify the most enthusiastic pieces of and fast Internet access for their mobile Apps like Hotel Tonight and Booking Now coverage and deliver promotional and gen- devices. Just because travelers leave home capitalize on this by offering low-priced, eral information across its website and so- doesn’t mean they want to leave their tech- last-minute options for lodging. Branded cial channels. Its YouTube channel, for ex- nological creature comforts behind. hotel apps would likely drive app usage by ample, had its own keyless entry playlist that Wi-Fi availability in a hotel room has be- providing similar opportunities. But just be- grabbed nearly 200,000 total views. come as expected as a bed. However, our cause the traveler has to make plans quickly About a month later, to spike interest data show travelers feel that connection doesn’t mean they will sacrifice research. again, Starwood used influencer marketing, speeds offered often don’t adequately meet Provide the same information available on having Apple Co-Founder Steve Wozniak their needs. your company website in a mobile-friendly star in a video in which he shows how to use As this is a major pain point among lei- format. keyless entry that garnered 45,000 views. sure and business travelers, hotels and air- Communication professionals should Each social channel provided a link back lines should explore technologies that speed strive to understand how their target audi- to the Starwood website where more infor- up connections. It just might be the differ- ences use the platforms on which they serve mation and downloads were available. entiator that drives a customer away from a content and conversion opportunities. Moving forward competitor. That’s not an idea exclusive to apps. It Satiating technological desires to aid au- In today’s world, people turn to social to should help shape what content you create diences’ discovery, browsing or shopping express frustration or joy about even the for Facebook versus Instagram, your nur- experiences goes beyond the travel and smallest parts of their day. For brands, the ture goals for mobile audiences versus desk- tourism industry. Communicators too of- ability to draw insights from social (and top and a million other possibilities. ten play catch-up with consumers’ evolving traditional and digital) media gives them a When you customize your platforms to habits even though they have access to re- crystal ball. create experiences that cater to the context al-time information about their audience’s Almost every airline and hotel has Wi-Fi, of your audience, you will better nurture biggest wants, needs and desires. but did they know that what they provid- prospects and instill loyalty with the people Using media intelligence to identify con- ed didn’t meet expectations? Probably not you reach. sumer pain points provides brands in any since it’s an ongoing problem. Starwood’s social skills shine industry an opportunity to differentiate Every industry has “weak Wi-Fi,” an issue Innovation that provides solutions to a themselves from competitors. And as Star- that if remedied would separate one brand population’s hassles will always be front wood shows, the key to success requires from the rest. It’s time for communicators to page, shareable news. being first and clearly communicating that seize, share and act on that data, or else their Starwood Hotels & Resorts made waves advantage to audiences. competitors will. when they created a solution to everyday Mark Thabit is CMO of Cision.

20 JULy 2015 | www.ODwyERPR.COM Media intelligence is key for travel and tourism FEATURE Mastering the art of the desk-side meeting Securing one-on-one meetings between clients and media emerges as a crafty new tool in the travel PR professional’s toolbox client tell their story in a different setting, By Lou Hammond which may help you learn amazing new n the past, holding big events in a major “working the crowd.” But they thrive in in- facets. city was a surefire way to boost media en- timate settings and their natural curiosity True tales from the desk-side Igagement and awareness for a destination makes them energized about learning other Below are some real-life examples of re- and hospitality client. Best case scenario: people’s stories. When you meet with them cent desk-sides arranged by Lou Hammond increased press coverage in multiple outlets one-on-one in their office (or, alternately, & Associates for its clients and the positive with one deft and well-executed stroke. a coffee shop) you’re on the editor’s turf, results they garnered. But the tide seems to be shifting. Event which gives them a sense of security and An associate once arranged a desk-side invitations seem to garner fewer acceptanc- control that allows them to relax and hone for Providence, Rhode Island with a beauty es, last-minute cancellations are on the rise, in on what your client is saying. editor at Marie Claire. During the meeting, and even worse, so are no-shows. It’s un- the client learned about an opportunity derstandable. Attending an event requires for Marie Claire’s “What I Love About Me a serious time commitment for editors and Beauty Roadshow” and was able to pitch broadcast producers. With today’s leaner, specific photo shoot locations around the meaner mastheads, the editor’s or produc- city. Marie Claire went er’s time is more precious than ever. In addi- to Providence the fol- tion to an event that may last hours, media lowing weekend, con- have to account for travel time to and from nected with a local the venue — and all for something that will blogger, and published most likely not result in exclusive coverage the piece in their April since they’re there with all their peers from issue. competing outlets. During a desk-side, Close encounters LH&A introduced New Rather than asking editors and producers Hampshire to a travel Lou Hammond to come to you en masse to attend an event, editor at Parents. During why not go to them? Suddenly, you’re able the meeting, the client pitched offerings in to shift your strategy from the shotgun ap- the state’s White Mountains region. The proach to the finely focused aim. editor responded that she was filing a story Big events still have their place, especial- that day on family holiday getaways. This ly for major reveals or launches. But we’re chance discovery prompted the editor to increasingly finding that taking a client rep- include Santa’s Village in Jefferson, New resentative for a quiet, brief, intimate desk- Hampshire in the December print issue, as side meeting with an editor or producer has well as in an online roundup. a greatly increased chance to secure major LH&A scheduled a desk-side between coverage. Virginia Tourism and an editor for “Trav- Such personal encounters create multi- el Detective” Peter Greenberg. Later that ple advantages. First, the level of intimacy week, another editor with Greenberg, who leads to a heightened sense of confidenti- had learned about the meeting from her ality and collaboration. It allows the sort of colleague, called the LH&A associate to say one-on-one rapport that is just not possi- that “CBS This Morning” was scheduled to ble in a large setting with scores of people, record a segment on affordable summer regardless if you — or your client — are a driving destinations hosted by Greenberg. networking ninja. Each party has the other’s She thought that Richmond would be a undivided attention, allowing the client and perfect fit for the piece. LH&A provided you to hear the producer or editor’s needs additional information on the destination and respond, which allows the client and PR which ran on the segment a day later. pro to craft specific, finely honed pitches to In summary, desk-sides solidify your rep- meet those needs. utation in the eyes of your client and create A desk-side meeting creates a sense of A desk-side with an editor at Peter Greenberg opportunities for you to shine. It replaces relationship-forging that, while it may not landed Virginia a four-minute segment on “CBS the abstract concept of PR with a demon- pay immediate dividends (although often This Morning.“ stration of how you conduct your business it does), creates greater long-term oppor- on their behalf. They’ll gain an enhanced tunities. It lays the foundation for sending You might be a great communicator, but appreciation for what you do to serve their targeted pitches to the editor, who will re- no matter how effective you are, nobody community. Best of all, it betters the odds of member you and your client. tells your client’s story better than your cli- landing coverage for your client, and every Many media professionals — editors and ent. Putting your client in a position to gain client likes to see themselves in print or on writers especially — tend by nature to be the editor or producer’s exclusive, undivid- the air. introverts. Get them in a large setting, and ed attention offers a serious advantage. An Lou Hammond is Founder and Chairman they tend to get distracted by the stress of added benefit: it allows you to hear your of Lou Hammond & Associates. 

22 JULy 2015 | www.ODwyERPR.COM

FEATURE How to build a successful travel PR firm

From a cramped, shared workplace to a quadruple-wide designer office; from a single employee to a staff of 28 professionals; from a lone hotel client to a roster of more than 60 in travel, lifestyle and well- ness worldwide. The story of one travel firm’s growth reveals a need to be malleable and to evolve constantly, all while maintaining its boutique roots in an “agency” world. By Jennifer Hawkins awkins International was launched ringing around the globe and the difficult after the turn of the millennium? Of course 14 years ago in a room the size of a recession that followed putting a crimp on not — it didn’t exist yet. The progress of Hcloset that overlooked Fifth Avenue corporate and vacation travel budgets. I Hawkins International on the edge of Chelsea. When the room shared this small space with another bou- followed lockstep with got too crowded, we’d settle onto the carpet tique agency and we shared our first em- the post-bust digital in the hall outside. ployee. The firm grew organically, one step boom. We’ve embraced However, the roots of the firm go back after another, with my Rolodex — remem- cutting-edge commu- a year earlier during an exploratory ad- ber those? — of contacts from my previous nications as they have venture I took in Burma — now Myanmar PR position with Orient-Express Hotels as unfolded. Our Social — inspired by the novel Burmese Days by its foundation. Media Division, Digi- George Orwell. My first hire was a writer who wrote like tal Team and dedicated Stemming from my childhood, when my a journalist because he was one; the better Trend-Spotting spe- father took me out of school to traverse to create a unique voice for press releases cialists employ social Jennifer Hawkins Europe for six weeks, I’ve always been pas- that told our clients’ stories and stood out media and influencer sionate about travel, and have set toe in 45 from the “XYZ Hotel today announced …” marketing for the benefit of our clients and countries across six continents over the crowd. The emphasis on storytelling has our firm. years. On this particular occasion, while been a constant throughout our history Even still, we continue to integrate tradi- traveling the Irrawaddy River “on the road and continues with our new HIPR Content tional communications into client services to Mandalay,” it dawned on me that I was Studio with a mission to mine and leverage to assure we reach journalists, tastemakers literally blazing new trails in a country each client’s unique assets to create com- and stakeholders via whatever media they without any tourism infrastructure. pelling editorial that adds value to their tap. Travel, I realized, is about more than brands and reaches their key audiences in Hawkins International has also made sightseeing. It’s about putting food on peo- fresh and creative ways. a specialty of launching clients off the ple’s tables — tour operators, guides, boat My second hire was a vivacious and ground. Our self-generated Launch Pad crews, local artisans, ticket takers, chefs, driven PR pro with sales-and-marketing strategy has introduced 25 new builds, waiters, flight attendants … to name a few. background, experience generating me- renovated properties, and repositioned All at once, I was inspired to find ways to dia coverage and, it turns out, a passion hotels and cruise ships to the North Amer- promote what they do and draw travelers for getting ventures like Hawkins Inter- ican Media market in the past three years their way. national off the ground. Like myself, she alone. As the growth of travel continues — Of particular fascination were hotels was fascinated with hotels and wanted to there are a whole lot of curious Millennials and resorts. Beyond the top-line Wikipe- understand our clients, not just promote out there and they don’t seem to like sitting dia definition of “an establishment that them. Together, we realized Hawkins In- around — we are strategically positioned provides lodging paid on a short-term ternational functions best as an extension to use our Launch Pad much more in the basis,” hotels are a small, magical world of client marketing teams and in concert years ahead. unto themselves. Hotels may offer retail, with in-house or local PR agencies. The above wouldn’t amount to much dining, wellness, housekeeping, hot show- Even today, it seems like internal meet- without the incredible talent behind Haw- ers, mints on pillows, swimming pools and ings at our agency are more about client kins International. We staff real influenc- pampering spas. There may be art on the growth strategies than rounding up new ers and experts in luxury travel, wellness walls, designer furniture, bustling business business. Those very first two employees and lifestyles, and we make a point to work centers, and staff from many countries and are still with the agency. with people who are true wanderlusters. cultures. Hotels can be centers of calm or We positioned Hawkins International as Ours is an entrepreneurial atmosphere crackling with energy, but each has a per- a “boutique” outfit in a sea of sizable travel that has a lot of independent, hard-work- sonality of its own. And when something PR firms, able to maneuver independently ing, hard traveling professionals who ap- heavy goes down outside — war, disease, while providing personal attention, prov- preciate the magic of a weekend getaway natural disasters, you name it — they keep en strategies, and real relationships to or a month-long safari. There may be only operating for the security and comfort of promote brands. As much as we’ve grown, one Irrawaddy, but the world is full of des- their guests. that independent boutique philosophy tinations, hotels and other delights just I was enchanted with hotels and vowed still leads us today. We’ve taken an entre- waiting to be experienced. to understand the industry of hotels, and preneurial path to grow the company. So I am always impressed at the number of get word out on what welcomes behind much so, in fact, that we are honored to people in our office whose inspiration for their doors. have landed a spot on the Inc. 5,000 List what they do so well mirrors my own. I launched Hawkins International during in 2014. Jennifer Hawkins is President of Hawkins a tough time, with the trauma of 9/11 still Remember the state of social media just International PR. 

24 JULy 2015 | www.ODwyERPR.COM How to build a successful travel PR firm Why people buy travel brands, not commodities

PR has always been about storytelling, and perhaps nowhere is this notion more apparent than in the hospitality industry. One PR agency head recently spoke with the communications leader for a brand of international, full-service hotels, regarding the best ways to set goals and measure PR results for travel brands, as well as the importance of the guest experience.

lorence Quinn, President of Quinn PR, travel brand to achieve PR goals? How RA: PR has always been about story- recently spoke with Robert Allegrini, does one measure it? telling. We craft compelling stories then FVice President of Communications, RA: I think it is the other way around. communicate them through the channels The Americas, for Hilton Worldwide, re- Effective PR helps build strong brands; it we have touched upon. garding the current and future travel PR propels them into recognizable names. In social media, you landscape. There are numerous ways to measure brand can have your custom- FQ: Let’s get right to it: What are the strength, but I think the most meaningful ers tell your story with best ways to measure PR results in the hos- is to determine the level of the brand’s rec- great authenticity so pitality industry? ognition and memorability as well as its long as you are creative RA: Despite the plethora of methods distinctiveness and its preference among in your approach. used to measure PR results, the customers. FQ: Another cool best way is to set PR goals and area we are expectations that are meaning- dabbling in ful to the business, then support is to merge them with branding, marketing PR storytell- Florence Quinn and sales. If the goals are to ing with sales gather email addresses and trig- techniques. ger direct bookings, then these Where is me- are the only measurements that dia today and matter. where is it go- FQ: I totally get that. For one ing? travel client, our PR goals are RA: The to generate a certain number of media is para- new email addresses and direct doxically both bookings, because this is what more frag- Robert Allegrini the client determined was im- Quinn represents 12 of Hilton’s top hotels around the world, producing mented, with portant. award-winning work, including The HSMAI Best of Show for Waldorf a plethora of bloggers and online Where do the following fall Astoria and Towers of the Waldorf Astoria New York. outlets, and more consolidated by in the context of an overall PR the collapse of traditional print plan: social media, partner- outlets and, to a certain extent, ships, events, traditional media, by the reduction of broadcast re- banded content and native ad- sources. vertising? Media is moving toward using RA: These are all tools. When third-party content, such as vid- to use each of them is contin- eos produced by the companies it gent on the nature of the par- is covering. This practice has be- ticular PR plan and its intend- come more acceptable, and video ed audience. Suffice to say that has become a more central com- there are more tools at our dis- ponent in storytelling. posal to disseminate a message FQ: I also like the rise of new now than ever before. media. Today brands, including FQ: That’s for sure. I like to human brands, are the media. apply filters. The brand, includ- FQ: How do you think about ing its price point, is the first The media swarms around a vignette Quinn created in homage to PR in terms of the guest experi- filter. The second filter is the Waldorf Astoria’s rooftop bees. The bees were so special they arrived ence at hotels? target audience — where are via town car and were escorted up a red carpet. RA: There is a virtuous circle of they online, what do they read, PR around the guest experience. where do they shop, what other Once the guests are at the hotel, brands do they like, what kind of events do FQ: I’m glad to hear to you say that. Peo- they tell the story through social media. they attend? These filters, coupled with the ple buy brands, not commodities. There is Their visual and verbal accounts of their budget, will dictate the communications much talk about storytelling. How import- experiences then compel others to partake platforms. ant is this to PR? How does one tell a story in the same experiences and to perpetuate How important is the strength of the in the world of travel PR? the cycle. 

www.ODwyERPR.COM | JULy 2015 25 o’Dwyer’s guide to TRAVEl AnD TouRIsm PR

tions Silver Award Winner, 2013 CAROLYN IzzO Bulldog Media Relations Awards for Excellence in Media and Pub- INTEGRATED licity Campaigns Bronze Level COMMUNICATIONS Winner, and 2013 PR News Plati- num Awards Finalist. 37 North Broadway, Suite 1 Alpaytac has worked with many Nyack, NY 10960 prestigious global brands in- 845/358-3920 cluding Turkish Airlines; British www.ciicnews.com Airways’ OpenSkies; Avantair; Carolyn Izzo-Feldman, Pres. & JetEdge; The Four Seasons in Is- Chief Strategist tanbul; Kempinski Hotel in Bod- Patricia Fahie, Executive VP rum, Turkey; Hotel Le Bristol; Le Kate Wark, Senior Vice President Meurice Ritz Paris; Plaza Athe- nee; Hotel de Crillon; and Park CIIC is a full-service public re- To help bring South Africa’s rich culture and musical heritage to NYC, Hyatt in Paris. lations, social media and market- Coyne and South African Tourism hosted a free mobile concert in Times Alpaytac’s comprehensive ser- ing firm specializing in creating Square headlined by South Africa’s most renowned musical icons, timed vices include public relations, dynamic campaigns for the travel, to the start of Carnegie Hall’s Music & Arts of South Africa festival. integrated strategic marketing, hospitality, food & beverage and cutting-edge social media, event lifestyle industries. CIIC’s work ALPAYTAC Lifetime Achievement Award— marketing, trade-show support and is not only strategic, creative and Alpaytac’s travel industry practice crisis communications. results-driven, but award winning MARKETING has included major airlines and in- Alpaytac is headquartered in as well. CIIC’s work has been hon- ored with a Media Relations Award COMMUNICATIONS/ ternational hotel chains. The agen- Chicago with offices in New York, cy has strategically helped build Los Angeles and Washington, D.C. by PR Daily as well as HSMAI PUBLIC RELATIONS and maintain strong brand pres- It is also the leading U.S. agen- (Hospitality Sales & Marketing ence and generated unparalleled cy for ECCO, one of the world’s Association International) Adrian Awards across Gold, Silver and 900 North Franklin Street, Suite 708 nationwide media coverage in largest networks of independent Chicago, IL 60610 major publications and on national PR agencies providing marketing Bronze categories. 312/245-9805 television shows. communication services to Alpay- Headquartered in New York, CIIC has affiliate offices in Los An- www.alpaytac.com In three years of working with tac clients in 40 countries around geles, San Diego, Mexico City and Turkish Airlines, Alpaytac’s brand- the globe. Huma Gruaz, President/CEO Miami, and is an exclusive mem- ing efforts, media outreach, PR Garrett Ryan, Executive Director of BLAzE ber of latamPR and Tribe Global. support and event management in- Digital/Social Media Additionally, CIIC is certified as a creased the airline’s brand visibili- 1427 Third Street Promenade women’s business enterprise by the Alpaytac Marketing Commu- ty, contributing to the expansion of Santa Monica, CA 90401 Women’s Business Enterprise Na- nications/Public Relations is a their U.S. network to seven gate- 310/395-5050 tional Council (WBENC). multi-faceted, award-winning firm ways and additional destinations. Fax: 310/395-5001 Our clients include: Coney Island with an outstanding track record in Alpaytac executed the most suc- [email protected] Brewery Company (NYC); Grind- the travel and tourism industries. cessful U.S. PR campaign in the www.blazepr.com house Denim (NYC); Hotel El Founded in 2004 under the lead- airline’s history, generating more Ganzo (Cabo San Lucas, Mexico); ership of multilingual Huma Gru- than 1.3 billion media impressions Matt Kovacs, President Kimberly Hotel, The (NYC); Los az — a praised PR, marketing and and receiving six industry recogni- Cabos International Film Festival; branding expert named one of PR tions, including the 2014 Bulldog BLAZE is the trusted partner Los Cabos Tourism Board (Mex- News’ Top Women in PR in 2014 Digital/Social PR Awards for Ex- of choice for lifestyle challenger ico); McGettigan’s Bar & Restau- and winner of the 2012 PR Daily cellence in Online Communica- brands hungry for a real piece of the marketshare. BLAZE has been rant (NYC); Mexico Grand Hotels retained by a growing number of (Los Cabos, Mexico); Solmar Ho- savvy clients who want integrated tels & Resorts (Los Cabos, Mexi- PR, influencer and social media co); The Food & Shops at LaGuar- strategies - and flawless execution. dia Airport (NYC); Tobin + Parnes BLAZE senior level profession- Design (NYC). als play a hands-on, day-to-day role with clients. With more than COYNE PR two decades of relationships and a solid team founded in strategic 5 Wood Hollow Road approaches, BLAZE is adroit in Parsippany, NJ 07054 advancing client objectives and 973/588-2000 nimble to the quick-changing pace www.coynepr.com of media technologies. Clients include: Adventure City, 5 Bryant Park, 28th Floor AmaWaterways, Great Mall, Mar- New York, NY 10018 212/938-0166 riott Hotels, Ontario Mills, Outlets The Carolyn Izzo team (L to R): Carolyn Izzo-Feldman, President & Chief at Orange, Schwabinger Tor, and 12400 Wilshire Blvd., Suite 535 Strategist; Patricia Fahie, Executive Vice President; and Kate Wark, Se- Sofitel Los Angeles at Beverly Los Angeles, CA 90025 nior Vice President. Hills. 310/395-6110

2626 APRILJULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION Profiles of Travel & Tourism PR Firms

John Gogarty, Executive VP DECKER/ROYAL Jennifer Kamienski, Senior VP Lauren Mackiel Gory, VP 54 West 40th Street New York, NY 10018 Coyne’s travel group has man- 646/650-2180 aged and executed world-class [email protected] events, brand-building campaigns, www.deckerroyal.com social media programs and media @deckerroyal relations for some of the travel in- dustry’s most prominent brands and Cathleen Decker, President destinations. Stacy Royal, Managing Director With clients spanning from Dis- ney Parks & Resorts and Motel 6 The Decker/Royal Agency is an to South Africa and The Cayman integrated communications work- Islands Department of Tourism, the shop, merging the best of tradition- travel team has developed ideas and al PR tactics with today’s evolving campaigns that are out of this world platforms to create programs with — literally — including sending a singular purpose: measurable re- Buzz Lightyear to “infinity and be- sults. Founded and wholly owned yond” with NASA. by industry veterans, Cathleen Our in-depth working knowledge Decker and Stacy Royal, the com- of the travel media puts our team in pany specializes in travel, hospitali- sync and in touch with the indus- ty, destination management, and the try and your target audience daily. relentless pursuit of the things that Coyne regularly places stories in make life a grand adventure. national, local and trade publica- We are an agency committed tions for clients within the travel to keeping our clients in the con- space. The key to our success — and versation wherever it may live — yours — is that we garner coverage online, in print or on-air and from social media to native advertising Decker/Royal re-launched Sandals Ochi Beach Resort in spring 2015, for our clients in both expected and hosting more than 40 media to celebrate the reimagining of one of the unexpected places. From editor to digital content. We create rich brand’s original properties and aligning it with the luxury design intro- desksides to ground-breaking pro- programming that is designed to motions, Coyne has the experience complement and enhance clients’ duced at its resorts in Grenada and Barbados. overall marketing objectives. Pub- to make your brand stand out in a industry on behalf of clients. neys Africa, Finnair and Tourism crowded travel marketplace. licity stunts may have their place, but the best PR efforts are part of a DQMPR’s excellence in pub- Quebec. The agency was most re- thoughtful, deliberate strategy that lic relations has been recognized cently honored with HSMAI’s Plat- CURRENT considers the long view and pro- by Hospitality Sales & Marketing inum award for its work in bringing duces impactful results that move Association International with 16 ABC’s Ocean Mysteries Saturday 875 N Michigan Ave, Suite 2700 the needle forward. Gold Adrian Awards as well as the morning program to the Saint Law- Chicago, IL 60611 Since its launch in 2014, The Society of American Travel Writers rence in Quebec — the first time 312/929-0500 with two gold and one silver award www.talktocurrent.com Decker/Royal Agency has cultivat- _ Continued on page 28 ed a number of tourism, hospitality for work with Extraordinary Jour- Current is an agency that lives up and lifestyle accounts, including to its name. To us, being Current one of the most successful brands in means constantly thinking of new the travel industry: Sandals Resorts ways to connect brands with their International. consumers by uncovering real in- sights that inspire purpose-driven DQMPR programs and deliver measurable results. With expertise in content 25 E. 21st Street, Floor 11 strategy, public relations and social, New York, NY 10010 we help clients engage their target 212/598-1160 audiences through a strategic blend www.dqmpr.com of media, influencer and advocate initiatives. Headquartered in New York City Our team of passionate globe- with a satellite office in Miami, trotters is tuned into trends, tapped DQMPR is an award-winning, into research and in the know about multi-lingual boutique travel and what makes headlines in the travel lifestyle public relations agency. space. From celebrating Miami’s DQMPR leverages its extensive Centennial on the Today Show network to organize coast-to-coast to launching Club Med CREAC- targeted media campaigns on behalf TIVE by Cirque du Soleil, we pilot of clients, from morning television award-winning work for a variety to print and online coverage. Cli- of travel brands, including airlines, ents rely on the agency’s industry cruise lines, hotels and destinations. experience, compelling storytelling Founded in 2006, the Current and relationships in the execution team collaborates coast to coast, of media events, press trips and with offices in New York, Chica- trade shows. In addition to media go, Dallas, Los Angeles and San relations, DQMPR’s trade division DQMPR at the HSMAI awards (from left to right): Stephanie D’Adamo, Francisco. Talk to Current to learn works with the travel trade, meet- Mia Salazar, Yves Gentil and Chelsea Slavin. This year, the agency took more! ings and incentives and the cruise home a Platinum Award for their work with Destination Quebec.

ADVERTISING SECTION | www.ODwyERPR.COM | JULy 2015 27 w Profiles of Travel & Tourism PR Firms FAhLGREN our measurable bottom-line re- sults and by comprehending their MORTINE unique histories, preserving and bolstering their reputations and 4030 Easton Station, Suite 300 understanding their vision for the Columbus, OH 43219 future. 614/383-1500 Our commitment to our clients is www.fahlgrenmortine.com to be an extension of their brands Neil Mortine, President and CEO — a true partner in every way. Marty McDonald, SVP, Tourism When that commitment is com- Practice Leader bined with unsurpassed skill and experience in all the critical areas Fahlgren Mortine works with of travel and lifestyle marketing, clients in 29 states and is a top 25 we deliver results that provide an independent firm nationally. The elevated, long term brand life, a agency has been recognized with stronger share of mind and an in- dozens of national PR and tour- creased share of market. ism awards, including Silver and Our services include strategic Bronze Anvils from PRSA and public relations planning and ex- a Mercury Award from the U.S. ecution, global consumer/travel Travel Association. In 2015, Fahl- and trade media relations, crisis gren Mortine was recognized with communications, reputation man- a PRSA Bronze Anvil for media agement, brand development, so- Members of the Fahlgren Mortine tourism team in Jackson Hole, Wyo. relations and a U.S. Travel As- cial and digital applications, part- sociation Award on behalf of the nership alliances, promotions and brand advocacy and storytelling. Myrtle Beach Area Chamber of special events. DQMPR We transform brand mind-share Commerce/CVB. With a staff of over 50 highly _ Continued from page 27 into brand market-share. Headquartered in Columbus, skilled professionals, we represent EVINS is the leading branding, Ohio, Fahlgren Mortine also has airlines, cruise lines, domestic and locations in West Virginia, Colora- the show filmed in a river. DQM- marketing, communications and international destinations, hotels, public relations firm in the luxury do, Florida, Idaho, Kentucky, New resorts, rail companies, real estate PR received the platinum award York and South Carolina. Travel previously, as well as an Emmy and prestige sectors, with special- developers, travel associations and ist expertise in travel and hospital- industry client experience includes travel service providers. nomination, for its work with the Office of TourismOhio; Myrtle Today Show and bringing WNYW ity. Over nearly thirty years, we The greatest measure of our have made an invaluable contri- Beach Area Chamber of Com- success is the satisfaction of our Fox 5’s Toni On! to Quebec for merce/CVB; TravelNevada; Wy- segments in Mount Tremblant bution to the growth and develop- clients, the longevity of our client ment of numerous industry icons, oming Office of Tourism; Experi- relationships, and the recognition and Quebec City during the city’s ence Columbus; Hyatt Regency; 400th anniversary. including American Express Cen- we’ve received from industry in- turion/Platinum, DEPARTURES Hilton; North Dakota Department fluencers and clients alike for de- Current clients include the Croi- of Commerce/Tourism; Hocking siEurope, Extraordinary Journeys Magazine, Groupe Floirat, Hotels livering high-quality, substantive & Resorts of Halekulani, Inspi- Hills Tourism Association; and work. Africa, Finnair, Geringer Glob- many other destinations, regions, al Travel, Perillo Tours, Tourism tato, Preferred Hotels & Resorts, Rosewood Hotel & Resorts, The festivals, hospitality properties New Zealand, St. Barth Properties, and more. FRENCh/WEST/ JourneYou and Zicasso Handcraft- Knickerbocker, The Lanesbor- ed Travel. ough, Uniworld River Cruises, and VAUGhAN Wheels Up, amongst many others. FINN PARTNERS Our client work has garnered nu- 112 East Hargett St. EVINS merous awards and accolades, and TRAVEL/LIFESTYLE Raleigh, NC 27601 COMMUNICATIONS we are consistently recognized for GROUP 919/832-6300 excellence in creativity, strategies www.fwv-us.com

and tactics. 635 Madison Avenue 301 East 57th Street Rick French, Chairman & CEO New York, NY 10022 Mathew Evins, the firm’s Chair- New York, NY 10022 David Gwyn, President / Principal 212/688-8200 man, has lectured on luxury and 212/715-1600 Natalie Best, Executive VP / Direc- www.finnpartners.com www.evins.com hospitality at the Cornell Ho- tor of Client Services / Principal facebook.com/evinscommunications tel School and NYU’s Graduate twitter.com/EVINSsct School of Business, and has con- Gail L. Moaney, Director & Manag- French/West/Vaughan (FWV) ing Partner, Travel / Lifestyle Group tributed to numerous industry is the Southeast’s leading public Mathew L. Evins, Chairman Morris Silver, Managing Partner publications and business media. Virginia M. Sheridan, Managing relations, public affairs and brand Louise R. Evins, CEO communications agency, inde- Elyse Heckman, Vice President / Questex Hospitality + Travel ap- Partner Director of Travel & Hospitality pointed Mr. Evins to serve on the pendent or otherwise. Founded in David Harrison, Director, Digital & Boards of the International Hotel The Finn Partners Travel /Life- April 1997 by Agency Chairman Social Integration Investment Forum Berlin (IHIF), style Group is one of the largest & CEO Rick French, FWV now the leading international meeting travel practices in the public re- employs 87 public relations, pub- We help to define a brand’s es- place for the hotel investment com- lations industry. Our team is unri- lic affairs, social media, advertis- sence and create emotive experi- munity; Luxury Travel Exchange valed for the creativity, execution ing and digital marketing experts ences that bring brands to life.We International (LTX), the leading and commitment we bring to our among its Raleigh, N.C. headquar- utilize brand experiences to cat- event for today’s travel profession- clients. Our capabilities and ex- ters and New York City, Los Ange- alyze brand passion and engage- al focused on luxury and premium perience have been proven by our les and Tampa offices. ment. We cultivate and nurture niche markets; and ULTRA Luxu- successful long term partnerships FWV’s dedicated travel and brand engagement to foster brand ry Exchange (ULTRA), an invita- with some of the world’s top trav- tourism practice, ranked as the advocacy and storytelling. We op- tion-only conference engaging the el brands. We have consistently #12 firm for Travel and Tourism timize brand mind-share through world’s elite travel professionals. gained and retained clients through PR by O’Dwyer’s, boasts exten-

28 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms sive destination marketing experi- industry with more than 85 top hEMSWORTh 80% over the past two years consis- ence, specializing in lifestyle and national PR awards including Ste- tently ranking among O’Dwyer’s leisure marketing and public rela- vie’s Best Communication Cam- COMMUNICATIONS top 100 fastest growing agencies tions. Current travel and tourism paign, North America; PRSA’s in the U.S. JPR has also earned a industry clients include the Dude Silver Anvil; a Special Creativity 1011 East Las Olas Blvd. spot on the Inc. 5000 list of fastest Ranchers’ Association, Concord Award from the International Pub- Fort Lauderdale, FL 33301 growing private companies, placing Hospitality Enterprise Company, lic Relations Association (all in 954/716-7614 12th in the nation for fastest grow- Trailways Transportation System, tourism); and the Magellan “Best www.hemsworthcommunications.com ing private companies in travel and Greater Raleigh CVB, Wilmington Agency Communications Cam- was ranked in 2014 among the New and Beaches CVB (N.C.), Carolina paign Worldwide.” Graham oper- Samantha Jacobs, Founder & CEO York Observer’s PR Power 50 List. Beach, Kure Beach, Wrightsville ates throughout Europe via Plexus, Michael Jacobs, COO Beach, and Tweetsie Railroad — an exclusive organization of agen- North Carolina’s Oldest Theme cies, it co-founded. Launched in mid-2014 by trav- K. SUThERLAND Park. el and tourism veteran Samantha PUBLIC RELATIONS The agency has worked with Jacobs, Hemsworth Communica- hAWKINS tions has attracted the attention of Divi Resorts and its nine Carib- Laguna Beach + Reno bean properties, and co-operative INTERNATIONAL international brands and top PR KSutherlandPR.com destination marketing with each talent. We believe in doing things 949/328-4895 of the tourism organizations for PUBLIC RELATIONS differently, we take pride in our re- Aruba, Barbados, Bonaire, St. lationships, and we work tirelessly K. Sutherland PR is a boutique Croix (U.S.V.I. Dept. of Tour- 119 West 23rd St., Suite 600 to help our clients be successful. public relations agency that spe- ism) and St. Maarten; Gatlinburg, New York, NY 10011 The travel and tourism industry cializes in the travel and tourism Tenn.; Cabarrus County, N.C. — 212/255-6541 is changing. So is PR. It’s time industry. The global destinations, home to NASCAR’s Lowe’s Mo- www.hawkpr.com for a fresh approach. Our rapidly resorts, and travel brands the agen- tor Speedway; Oakland County, expanding team is passionate about cy represents have been featured in Mich.; Branson, Mo.; the Old Sa- Jennifer Hawkins, Founder & finding original ways to leverage some of the most well-known me- lem Moravian Village in N.C.; and President our insights and media connections, dia outlets around the world includ- America’s Historic Triangle, locat- breaking through the clutter and ex- ing placements in Travel + Leisure, Hawkins International Public ceeding expectations. At the end of Huffington Post, Yahoo!, CNN, ed in Williamsburg, Va. Relations represents many of the In addition, FWV’s fully inte- the day, while we love fresh ideas, Wall Street Journal, Fox News, world’s most prestigious travel and flashy media coverage, and awards MSNBC, Men’s Journal and many grated creative and digital team hospitality brands. From luxury provides award-winning adver- as much as the next, we care most more. hotel companies, independent re- about how our efforts impact the The team at K. Sutherland PR tising, graphic design, and digital sorts, cruise lines, tour operators, and social media services for a client’s bottom line. executes innovative, personalized spas and lifestyle brands, Hawkins Clients include AmaWaterways, and targeted campaigns comprising wide range of local, national and delivers solid results that reflect international clients. Driftwood Hospitality, Margari- of both traditional and new media the agency’s passion for travel and taville Hollywood Beach Resort, avenues. From international luxury global events. Extensive and strong Wyoming’s Star Valley Lodge, resorts, unique travel destinations, GRAhAM & relationships with both traditional WorldCruise.cn, Sonesta Coconut boutique hotels and spas, to travel ASSOCIATES, INC. and social media are among our Grove and Sonesta Fort Lauder- accessories and world cruise lines, greatest assets. Serving as a vital dale, among others. K. Sutherland PR creatively and extension of our clients’ marketing strategically helps clients achieve 111 Maiden Lane, Ste. #650 efforts, Hawkins is renowned for San Francisco, CA 94108 J PUBLIC positive publicity in a variety of comprehensive media strategies media outlets. 415/986-7212 and the ability to tap into social Fax: 415/986-7216 RELATIONS Everyone within the agency has a [email protected] networks, form key partnerships, deep appreciation and love for trav- develop crisis plans, and engage www.graham-associates.com 530 7th Ave., Suite 1108 el. The agency’s team is multilin- with key influencers and taste mak- New York, NY 10018 gual and works with travel clients Graham & Associates is re- ers. www.jpublicrelations.com from around the world. Learn more nowned for award-winning ex- Listed among Inc. Magazine’s [email protected] at KSutherlandPR.com. pertise in strategic national and prestigious 2015 Inc. 5000, and international PR, communications, linked with a network of like-mind- Sarah Evans, Partner branding and social media pro- ed agency partners all over the KTCPR grams for travel and hospitality, world, Hawkins works with more Celebrating 10 years in busi- and consumer lifestyle clients. The than 60 clients operating on every ness, J Public Relations (JPR) is a 77 N. Centre Ave. agency also has established exper- continent, developing and imple- bi-coastal force with offices in New Rockville Centre, NY 11570 tise working with companies with menting strategic PR campaigns York, Los Angeles, San Diego and 516/594-4100 to generate results in top local, re- Arizona. The agency is one of the www.KTCpr.com an environmental and socially re- [email protected] sponsible focus. gional and national media outlets. most respected brands in the com- Founded in 1996, the agency is In addition to working with icon- petitive PR industry and has elevat- Richard S. Kahn, President known for its successful launches, ic travel and lifestyle brands, the ed the art of brand positioning and Theresa M. Oakes, Senior Ac- relaunches and highly creative and agency has used its trademarked messaging through development of counts Supervisor results-driven campaigns. Graham Launch Pad™ strategy to introduce creative programming for global Josh Kahn, Senior Accounts Su- & Associates has a successful track 25 new and repositioned global brands. JPR continues to develop pervisor record with hallmark and emerg- brands to the North American me- and manage highly successful me- ing companies and properties, dia market in the past three years dia relations, digital and influencer KTCpr is a 25-year-old boutique including Cavallo Point, Jean-Mi- alone. The firm’s growing Digital campaigns. JPR’s client roster in- public relations, marketing and chel Cousteau Fiji Islands Resort, Division creates tailored social me- cludes many of the world’s most publishing agency created by Rich- Post Ranch Inn, El Capitan Can- dia campaigns across all channels, highly esteemed hospitality brands, ard S. Kahn, former editor-in-chief yon, Evergreen Lodge, The Scar- including content development, luxury boutique properties, restau- and associate publisher of Travel let Huntington Hotel, Wyndham platform management, influencer rants, spas and consumer lifestyle Agent magazine. KTCpr has devel- Worldwide, and more. campaigns, contests, SEO, webi- brands. Graham is recognized in the nars, and more. The agency has grown more than _ Continued on page 30

ADVERTISING SECTION | www.ODwyERPR.COM | JULy 2015 29 w Profiles of Travel & Tourism PR Firms Fortune” and Steve Harvey. integrated approach to our clients’ For more info, call 516-594- communications programs delivers 4100, email [email protected] or the right mix of traditional media visit www.KTCpr.com. outreach, strategic partnerships and strong digital and social media solutions. LANE LDPR’s unique culture is defined by our collaborative and strategic 905 SW 16th Avenue approach to working with clients, Portland, OR 97205 503/221-0480 media and our staff, leading to suc- www.lanepr.com cessful partnerships with measur- able results. 500 Fifth Avenue, Suite 2720 Our client roster includes Aber- New York, NY 10110 crombie & Kent; Aman Resorts; Rocco Forte Hotels; VisitScotland; Wendy Lane Stevens, President Sydney/Destination New South

LDPR sent NBC Today Show anchor Savannah Guthrie and her mother Wales, Australia; Kittitian Hill, LANE delivers results that build St. Kitts; Curtain Bluff, Antigua; down to Sydney, Australia, for a split-live show from The Sydney Opera business for clients. Drawing on Waterfall Resorts, Alaska; The House on May 4. It was the perfect Mother’s Day segment, showcasing more than 20 years of experience in Resort at Paws Up, Montana; The LDPR client Sydney/New South Wales to 67 million viewers, and result- the travel and tourism industry, we Thinking Traveller Luxury Villas, ed in a broadcast/online reach of 156 million. create integrated public relations Italy and Greece; The Gleneagles strategies that connect with key au- Hotel, Scotland; Grand Hotel Ex- tionships with the media. KTCpr’s diences and stakeholders across all KTCPR expertise covers media relations, celsior Vittoria, Sorrento, Italy; communication channels. We track Atlantis Paradise Island, Baha- _ Continued from page 29 the launch of new hotels and re- trends, monitor consumer senti- sorts, marketing consultation, crisis mas; Residence Inn by Marriott; ments, and place stories where key The Mayflower, DC; The Ocean communication, events, the cre- audiences seek information: online, oped its practice around the niche ation of promotions, social media House, Watch Hill, Rhode Island; in print or over the airwaves. We The Press Hotel, Portland, Maine; travel and tourism markets with campaigns, speech writing and reach our clients’ audiences wher- clients in the public and private publishing services. The Ritz-Carlton and JW Marriott ever they reside, garnering proven Grande Lakes Orlando; Marriott sectors. KTCpr’s client roster runs the results in markets that matter most. Marquis Washington, DC; Mil- Kahn, having spent 22 years as a gamut of the diverse niches in the Whether elevating a property or lennium Hotels & Resorts, among reporter, writer and editor for news- travel and tourism industries, in- a destination, we use fresh ideas others. papers and magazines, has a strong cluding Apple Vacations, the Carib- and creative energy to educate, in- understanding and connection bean Hotel & Tourism Association, form and inspire people to action. to the media — the end game for the St. Maarten Tourist Bureau and Our award-winning campaigns LOU hAMMOND & any public relations agency. Kahn Spice Island Beach Resort in Gre- have produced measurable results ASSOCIATES was the 2014 recipient of the HS- nada, among others. for clients such as Travel Oregon, MAI Winthrop W. Grice Lifetime Key placements over the years Brasada Ranch Resort, Cannon Achievement Award for public re- have been TV exposure on “To- Beach Chamber of Commerce, Ea- 900 Third Avenue lations excellence. day,” “The Early Show” and local New York, NY gle Crest Resort, Evergreen Wings 212/308-8880 KTCpr was launched with a pur- New York news stations as well as & Waves Waterpark, Sokol Bloss- Fax: 212/891-0200 pose — to be responsive to the me- feature print coverage in major con- er Winery, Wines from Spain, The [email protected] dia and act as a “go to” resource. sumer newspapers, magazines and Heathman Hotel Group and Travel www.louhammond.com With that mantra at the forefront, online media outlets such as From- Portland. www.twitter.com/louhammondpr the company has sustained steady mers.com and the Huffington Post. www.facebook.com/louhammondpr growth based on achieving results Recent promotional placements www.pinterest.com/louhammondpr thanks to Kahn and his staff’s rela- include Ellen, Dr. Oz, “Wheel of LAURA DAVIDSON Lou Hammond, Founder/Chairman PUBLIC RELATIONS Stephen Hammond, CEO Terrence Gallagher, President, NY 72 Madison Ave., 8th Floor Gina Stouffer, Pres., Charleston New York, NY 10016 212/696-0660 Entering its third decade of ser- www.ldpr.com vice this year, Lou Hammond & www.Facebook.com/lauradavidsonpr Associates (LH&A) has long set www.twitter.com/ldpr the gold standard as the recognized www.instagram.com/ldprtravel leader in travel and hospitality Laura Davidson, President public relations. The company’s Leslie Cohen, Executive VP passion, as well as an unwavering Meghna Patel, Senior VP commitment to quality, is driv- en by its legendary founder and For over 20 years LDPR has chairman, Lou Hammond, who is guided some of the world’s most regarded as one of the most well- prestigious travel brands through known and enthusiastic advocates an evolving media landscape with in the industry. creativity, professionalism and en- LH&A is renowned as an inno- thusiasm. We are a highly driven vator in the field, as evidenced by and innovative travel / lifestyle its award-winning work. In fact, the agency with a global roster of cli- Hospitality Sales & Marketing As- ents from destinations and tour sociation International (HSMAI) Richard S. Kahn, president of KTCpr, 2014 recipient of the HSMAI Winthrop companies to some of the world’s _ Continued on page 32 W. Grice Lifetime Achievement Award for public relations excellence. leading hotels, and resorts. Our

30 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms for “Agency Professional of the prise (WBE) by the Women’s Busi- Year,” and the American Business ness Enterprise National Council, Award for “Marketing Campaign WOSB status with the government of the Year” for health services and and DBE, CUCP and CPUC certi- insurance. The firm has also been fication through the State of Cali- recognized for its “Overall Web fornia. Design” by the American Business Awards, “PR Firm of the Year” by PR News Elite Awards, “Healthcare MISSY FARREN & Agency of the Year” by The Holmes ASSOCIATES (MFA) Report, and was ranked as one of the “Top Places to Work in PR” 30 Irving Place, 3rd Floor by PR News. The firm also won a New York, NY 10003 PRSA Bronze Anvil, three PRSA 212/528-1691 Big Apple Awards, the Financial www.mfaltd.com Communications Society Portfolio Award for client campaigns and Missy Farren, Founder & CEO multiple Gold, Silver and Bronze Agatha Capacchione, Senior VP Stevies. Samantha Lacher, Director Makovsky is also the founder of TV personality, Ty Pennington, traveled with Marketing Maven’s Lindsey IPREX, the second largest world- Mfa provides the customer ser- Carnett on a Norwegian press tour. wide corporation of independent vice of a mid-sized agency with agencies in more than 30 countries the results of a large team through and 40 US cities. a powerful combination of client LOU HAMMOND tion, drive consumer interaction service; attention to detail; dy- and increase revenue. namic, 360-degree campaigns that _ Continued from page 30 HD+ recently launched a MARKETING integrated earned, shared, owned trends-focused newsletter called MAVEN and paid channels; and significant has honored the agency with more Digital Plus, focused on keeping press exposure. Our passion for of its prestigious Adrian Awards LH&A clients abreast of the evolv- travel drives professional success over the past 17 years than any oth- 135 East 57th Street, 4th Floor and relationships in various niches, ing landscape. Expanding its client New York, NY 10022 er entrant. Last year was no excep- roster, HD+ has partnered with 212/967-5510 including: culinary, Caribbean, ad- tion with 20 accolades, including leading brands to improve their www.MarketingMavenPR.com venture, ski/snow, family, romance, a Platinum award for Premier Rail presence by conducting digital arts/culture, wellness/spa, culture, Collection and nine Gold desig- media audits and launching com- Los Angeles Headquarters wine/spirits and fitness/sports. nations for Providence, Santa Fe, plete takeovers of social channels 310/994-7380 The agency specializes in strate- Sonoma County, Thailand, Virginia in addition to ongoing consulting. gic media relations; social media and famed Le Bristol Paris. Projects have included social me- Lindsey Carnett, CEO & President strategy and management; om- More Americans are on the move [email protected] ni-channel campaign execution; dia contests, trade show event strat- Natalie Rucker, VP of Business De- than ever before, particularly to egy, thought leader positioning and partnership development; event destinations in the Southeast. In velopment facilitation; spokesperson position- Twitter chat participation. [email protected] 2014, clients including the state of John Krisiukenas, Managing Dir., ing; and crisis communications. Virginia, Collier County, Fla., Pan- NY Our team of agile, professional ama City Beach, Fla., and Paducah, MAKOVSKY [email protected] marketers pairs innovative thinking Ky., experienced record-breaking and never-say-never attitudes to de- years in bed tax revenue. The agen- 16 E. 34th Street From traditional earned media to liver significant results and exceed cy’s expansion to Charleston, South New York, NY 10016 new forms of social engagement, expectations. Industry experience Carolina, has met with outstanding Tel: 212/508-9600 Marketing Maven drives brand includes: Alpine Meadows; The Art success. With a flourishing client Fax: 212/751-9710 conversations with multigenera- Museums of Colonial Williams- www.makovsky.com portfolio, the full-service office has twitter.com/makovsky tional, millennial and multicultur- burg; Aspen Ski Co.; Auden Bar & grown to 15 team members after al targets. From a global luxury Bistro; Cayman Airways; Cayman opening with just three people two Ken Makovsky, President & CEO automotive rally to a Norwegian Cookout; The Cayman Islands De- years ago. design tour, the bicoastal team at partment of Tourism; Charlie Bird LH&A recognizes that markets Headquartered in New York, with Marketing Maven knows how to Restaurant (NYC); The Colonial and media are rapidly changing. an owned office in Washington, deliver on a diverse range of travel Williamsburg Foundation; Colora- Our agency’s digital enterprise, D.C, Makovsky is a leading global and hospitality PR and social media do Ski Country; Disneyland; Disn- Hammond Digital+ (HD+), is independent integrated communi- campaigns. We specialize in main- eyland Food & Beverage; element tasked with keeping a steady eye cations consultancy, building busi- taining a company’s brand message 47 restaurant; Golden Horseshoe on the future to discern what’s new nesses and reputations with ideas through revenue-generating com- Golf Club; Intrawest; Learn to Ski and meaningful in the digital are- that cross the boundaries of tradi- munications strategies. and Snowboard Month; Limelight na — and to help brands achieve tional, digital, social and experien- Is Spanish language media im- Hotel; The Little Nell; The Lodge their goals in any space. Embrac- tial media. portant to your target demographic? at Woodloch; The Mark Anthony ing the future of public relations, Makovsky has specialties in We have a bilingual and bicultural Group; Michelin Food & Travel; HD+ is a go-to resource for cus- Health, Financial & Professional Hispanic marketing department Mission Hill Family Estate; Na- tom, multi-platform programs that Services, Technology and Ener- with a real-time pulse on cultural tional Trust for Historic Preserva- optimize messaging in the digital gy & Sustainability. Our services trends and connections to increase tion; The Ritz-Carlton Hotels of world. HD+ reviews each cli- include public relations, digital brand awareness and drive book- New York; Roadtrips Inc.; Royal ent’s unique digital footprint and branding, social media, crisis com- ings from U.S. Hispanics. Plantation Collection; Sandestin develops, executes and monitors munications, change management Marketing Maven is 8(a) certified Golf and Beach Resort; Ski Utah; high-impact strategies for influen- and investor relations. by the U.S. Small Business Ad- The Spa of Colonial Williamsburg; tial press mentions, viral campaigns In 2014, Makovsky won 39 com- ministration as a minority owned Squaw Valley; Steamboat; Trapp and buzz-worthy digital experienc- pany and campaign awards includ- business. Other certifications in- Family Lodge; Twin Farms; Whis- es that capture the media’s atten- ing the Bulldog Stars of PR Awards clude Women’s Business Enter- tler Blackcomb; and more.

32 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms live, work and play. objectives and priorities, map- We offer personalized, senior ping the influencers that have the level service with the resources greatest impact on your brand and of the larger agency in traditional developing measurable programs and social consumer and trade me- that drive business outcomes. Ev- dia relations, corporate and brand ery client program begins with positioning, partnership market- insights based on proprietary re- ing, promotions, event marketing, search to shape a point of view and influencer engagement and crisis determine what Matters Most to a communications. MMGY is the brand’s key audiences. author of the widely acclaimed MWWPR has been recognized Portrait of American Travelers® with top industry awards for client annual research study and Travel- work and thought leadership, in- horizonsTM, a quarterly survey of cluding “PR Agency of the Year,” Americans’ travel intentions. “Best Places to Work,” and “Cam- Our PR clients include cities and paign of the Year.” states, international destinations, hospitality brands, airlines, iconic attractions, travel providers, tech- NANCY J. nology and services and industry FRIEDMAN PUBLIC associations. Other MMGY Global areas of RELATIONS, INC. Roughing it: Nancy J. Friedman Public Relations and media are all smiles expertise include research and in- after a successful “Women vs. Wild” shooting lesson at Sea Island Re- sights, strategic communications 35 East 21st Street, 8th Fl. sort’s new Broadfield Sporting Club & Lodge. The ladies enjoyed a wide planning and implementation, New York, NY 10010 range of experiences for novices and seasoned outdoor enthusiasts, as brand marketing, traditional and 212/228-1500 social media buying, digital/social Fax: 212/228-1517 well as a delicious dinner of fried bobwhite quail with honey. [email protected] media strategy, website develop- www.njfpr.com ment and management, e-CRM, LinkedIn, Twitter, Instagram: MMGY GLOBAL more than 30 years, our mission is and travel industry relations. @NJFPR to help travel companies grow rev- enue by motivating their custom- Nancy J. Friedman, President 245 Fifth Ave., Ste. 902 ers. With offices in New York City, MWWPR New York, NY 10016 Kansas City, Orlando and Madrid, 212/219-7560 Sunset Media Center An industry thought leader, cre- www.mmgyglobal.com and an international partner net- work, Travel Consul, we serve 6255 W. Sunset Boulevard ative pioneer, and award-winning 18th Floor many of the world’s premier travel strategist, Nancy Friedman contin- Clayton Reid, President & CEO Los Angeles, CA 90028 ues to set the benchmark for pub- Julie Freeman, EVP & Managing and tourism brands. 323/688-5368 Our public relations team has lic relations done right for hotels, Director, PR [email protected] luxury brands, and destinations. In David Perez, Vice President, PR a track record of developing and www.mww.com implementing award-winning, New York City alone, Nancy and At MMGY Global, “We Inspire strategic campaigns that are root- Kari Ramsey, Group Vice President her team have launched more than People To Go Places.” ed in research and insights. We 60 hotels. From her early ascent to As the leading integrated mar- are master storytellers and content MWWPR’s Travel & Tourism the head of PR for Ian Schrager & keting communications firm spe- creators. Through integrated tradi- practice can take you anywhere Steve Rubell, to her current post cializing in the travel, hospitality tional and social media programs, you want to go. We believe in steering one of the industry’s most and entertainment industries for we reach our audiences where they pushing PR beyond the boundar- talented PR teams, Nancy’s rare ies of expected thinking, and draw combination of grace and tenaci- from vast talent and experience at ty have led to countless industry the intersection of strategy, com- firsts. Today, she is the “go-to” PR munications and creative to con- counsel to some of the most inno- tinually exceed client objectives. vative leaders in hospitality and the We develop strategic award-win- tour de force behind Hotel Week ning campaigns powered by in- NYCTM and Hotel Week LATM. sights, technology and social me- We love what we do and are fer- dia to drive patronage and connect vently committed to our clients’ clients with their key stakeholders. success. That we proudly list that As a leading global independent we are “media junkies” on our re- communications agency, we’ve sume tells you a bit about how we worked with both established and operate. We have met face-to-face emerging brands within the travel with more than 200 journalists and industry, ranging from hotels and collaborated with digital influenc- destinations to airlines and travel ers on successful client campaigns. publishers. Our team of top hos- Our team’s consistency and ex- pitality industry strategists, plan- pert strategy has yielded incredible ners, media specialists and pro- results, from eight awards recog- ducers has years of deep-rooted nizing stellar client achievements experience in travel and tourism. at the 2015 HSMAI Awards, to MMGY Global works with the South Dakota Department of Tourism to At MWWPR, we believe you being invited to speak alongside implement a comprehensive public relations and social media campaign need to be relevant to Matter the travel and hospitality’s top tier showcasing the state’s attractions and tourism offerings. Pictured here More™ to the people who matter thought leaders at the Skift Glob- are South Dakota’s Mount Rushmore Mascots celebrating President’s most. Our strategic process begins al Forum 2015 in Brooklyn, New Day with Kathie Lee and Hoda on the Today Show. with understanding client business York.

34 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms OGILVY PUBLIC ly owned 20-year-old integrated communications and marketing RELATIONS agency headquartered in New York with offices in San Francisco, 636 11th Avenue Boulder and London, and with 110 New York, NY 10036 employees. Together, we develop [email protected] insights that serve as our compass and catalyst, allowing us to push Jennifer Risi, Managing Director, Ogilvy Media Influence boundaries and effectively tell your brand story. Nation branding and tourism is Our approach marries fully in- part of Ogilvy PR’s DNA. Our rich tegrated marketing strategy with history dates back over 50 years high-touch service and depth of with our founder David Ogilvy’s experience in the travel, tourism, first successful nation branding hospitality and luxury lifestyle campaign for Puerto Rico as a categories. With clients ranging “sun and beach” destination, fol- from developers of choice real lowing years of political upheaval estate to world-class hotels, four- on the island. star destination resorts and more, To build awareness and capture email addresses among women 55+ for Ogilvy PR builds country brands our team of experts has the know- VBT Bicycling and Walking Vacations, Quinn partnered with Talbots. through effective storytelling how and passion to build and VBT appeared in Talbots’ catalog to 4.9 million customers, in its emails nurture brands. We’ve partnered across tourism, investment and to 2.5 million and in all 495 stores as well as on Talbots’ social media exports, while managing complex multi-million dollar residential properties with the jets that get you platforms. In addition to building brand awareness, VBT captured 4,700 issues. Our approach emphasizes new email addresses. collaboration and unity across our there, educated UHNWI regarding offices and practices, all the while the finer points of travel and coun- fostering tailored and country-spe- seled some of the world’s leading RBB PUBLIC rbb’s travel & leisure practice de- cific applications that contribute to financial and consulting groups on velops campaigns that spark new a global narrative. the relationship among lifestyle, RELATIONS conversations, inspire action and Our global network includes ex- leisure and investment. deliver meaningful results. Wheth- perts across strategic media rela- 355 Alhambra Circle, Suite 800 er a client’s goal is gaining more tions, influencer communications, QUINN Miami, FL 33134 market share or business leads, social media and content creation, 305/448-7450 driving bookings or engagement, www.rbbpr.com generating connections, inspiring 48 West 38th Street, Penthouse enhanced reputation or all of the travelers, driving investment and above, rbb will get there faster and New York NY 10018 Christine Barney, CEO crafting narratives that make a 212/868-1900 Lisa Ross, President & Travel smarter. strong impact and drive results for www.quinn.pr Practice Leader In travel, the agency’s deep ex- destinations all over the world. www.quinn.pr/ideas Tina Elmowitz, EVP perience runs across all segments Ogilvy PR has successfully ele- John Quinn, EVP from global hotel chains, boutique vated brand for clients; ProColom- 407 Lincoln Rd resorts and destinations to air- bia, Brand USA, Brazil, Tourism Miami Beach‎ FL‎ 33139 rbb is a marketing communi- lines, cruise lines and online travel Fiji, Tourism New South Wales, 786/600-3954 cations firm and four-time U.S. agencies. The rbb difference is our Hilton Hotels, Tourism Australia, Agency of the Year, recognized customized, integrated approach. Guinness Storehouse and British Florence Quinn, President for its fresh communication in- Our teams leverage the right mix Airways. Direct: 212/868-1900 x223 sights and strategic thinking. As [email protected] the Champion of Breakout Brands _ Continued on page 36 PEPPERCOMM John Frazier, EVP/Director of Travel Direct: 212/868-1900 x230 470 Park Ave. South, 4th Flr. North [email protected] New York, NY 10016 212/931-6100 Quinn is a lifestyle public re- [email protected] lations agency with global im- www.peppercomm.com pact. Our disciplined, strategic approach to PR has built some of Steve Cody, Co-CEO/Co-Founder the largest audiences in the world. Ed Moed, Co-CEO & Co-Founder With offices in New York and Mi- Ted Birkhahn, Partner & President ami and affiliates worldwide, we Ann Barlow, Partner & President, serve clients in Travel, Real Es- West Coast tate, Spa, Food/Wine/Spirits, Re- Janine Gordon, President, Luxury & Lifestyle tail, Architecture/Art/Design and Maggie O’Neill, Partner & Manag- Experiences. ing Director We believe there is magic to be found at the intersection of cre- Services include Branding & ative thinking and value-driven Positioning, Creative Services, strategies. Public Relations, Crisis Prepared- Many of the worlds’ most rec- ness and Management, Research ognized brands believe as well. & Insights, Audience Experience, That’s why companies like the Experiential Marketing & Events, Hilton, Waldorf Astoria, Marriott, Social Media & Digital Strategy, Starwood, W, Aloft, AKA, Guer- rbb Public Relations wins two HSMAI Platinum Adrian Award for its Licensing and Internal Communi- lain Spa, EL AL Israel Airlines, campaigns for Homewood Suites and Hilton Worldwide. From left to cations. Del Frisco’s and XOJET choose right: Jennifer Hughes, Director, Public Relations, Extended Stay Brands, Peppercomm is an independent- Quinn. Hilton Worldwide; Lisa Ross, President and Partner, rbb Public Relations.

ADVERTISING SECTION | www.ODwyERPR.COM | JULy 2015 35 w Profiles of Travel & Tourism PR Firms New York continually delivers RBB top-tier media results thanks to its _ Continued from page 35 strong press relationships, strategic counsel and deep level of knowl- of communication channels, acti- edge. Its principles know what it vations, influencer and celebrity takes to become and stay relevant engagement, content and social in today’s fast-paced digital world. media strategies and partnerships The firm stays a step ahead of the to effectively deliver measurable competition by completing the outcomes. brand experience with additional This year, rbb’s work with cli- services including custom video ent AMResorts earned the Holmes content through RelevanceTV and Report’s Gold SABRE Award for event planning through Relevan- the “Choose Your Own Escape” ceEvents. campaign, an innovative influenc- Relevance New York promotes er program that drove a 10 percent a culture of excellence and results. increase in resort bookings. Select Clients Include: Bluestar Our consistent success is why Jets, Greystone, OPPENHEIM Ar- companies like the Hampton by chitecture + Design, Tamarkin Co., Hilton, Virgin Cruises, and Home- Concierge Auctions, Victor Group, wood Suites by Hilton choose rbb Brack Capital Real Estate, Prodigy Public Relations. Network, aptsandlofts.com, FEN- Spring O’Brien’s SVP Lauren Kaufman (left) and journalist Karen Loftus In addition to travel & leisure, DI Chateau Residences, 111 West (center) joined ITC Hotels executives (Bindu Panicker, General Manager - other specialty practices include 57th Street — JDS Development Corporate Communications, Nataliya Saxena, Public Relations Manager, consumer products and services, Group/Property Markets Group, Gautam Anand, VP Operations Planning & Pre-Opening Services) and Dr. health, sports & entertainment, Barn & Vine — Continental Pine- Navina Jafa of Indian Cultural Heritage Research in previewing ITC Grand B2B and higher education. Find wood Development Partners, 111 Bharat, India’s first all-suite retreat in Gurgaon, before its May launch. out how rbb’s savvy multicultural Murray Street — Fisher Brothers/ Witkoff/New Valley, Robert A.M. team can help your brand break and strategic counsel. Spring from around the globe. Stern’s 20 East End Avenue, Mark out by visiting www.rbbpr.com or O’Brien offers the flexibility and TJM Communications has been Zeff’s Black Barn, The Charles call company President Lisa Ross hands-on approach and nimble, called upon to service clients in — Bluerock Real Estate/Victor at 305/448-7457. fast turnaround of a smaller agen- Spain, South Africa, Canada and Group, 500 W21 — Sherwood Eq- cy with the specialist resources and throughout the United States. We uities, and more. RELEVANCE expertise to achieve big results. have represented domestic and in- The agency has created an Asia ternational destinations, hotels and NEW YORK SPRING O’BRIEN Division to handle the China Na- major tourism entities. Our travel tional Tourist Office, regional tour- practice currently includes clients 150 West 30th Street, Suite 901 20 West 22nd Street, Suite 906 ist boards and in-country travel such as: Walt Disney World Swan New York, NY 10001 New York, NY 10010 related clients. and Dolphin Resort, Westgate Riv- 212/920-7057 212/620-7100 er Ranch Resort, along with other [email protected] [email protected] noted hotels, resorts and tourist www.RelevanceNewYork.com TJM attractions. Chris Spring, President Find us on Facebook at www. Relevance New York is one of Lauren Kaufman, Senior VP COMMUNICATIONS the nation’s top public relation and facebook.com/TJMCommunica- brand-building firms specializing Spring O’Brien is an award-win- 2441 West SR 426, #1061 tionsInc. in real estate, hospitality and luxury ning, full-service marketing com- Oviedo, FL 32765 munications agency specializing in 407/977-5004 goods. The New York City-based Fax: 407/977-5009 TURNER PR agency develops award-winning travel and hospitality PR for over [email protected] and strategic campaigns for some three decades. We have successful- www.tjmcommunications.com a subsidiary of Fahlgren Mortine of the most sought after brands in ly represented new and established 250 West 39th St., #1602 the world by focusing on building companies across every segment Treva J. Marshall, President New York, NY 10018 bespoke brand experiences that ex- of the travel industry including 212/889-1700 tends to every touch point. tourism boards, cruise lines, air- TJM Communications is an www.turnerpr.com From proactive public relations lines, railways, hotels, resorts, tour award-winning boutique lifestyle to memorable brand experiences operators, websites, associations, public relations firm specializing 1614 15th St., 4th Floor in travel, food, wine and the arts. Denver, CO 80202 with measurable impact, Rele- and credit card companies. 303/333-1402 vance New York knows how to What sets us apart is our abil- Since 2001, the agency has ser- deliver tangible results that align ity to make a Visible Difference viced international and domestic 111 W. Illinois St. with business growth goals. The for clients, uniquely achieving a clients from its Orlando, Florida Chicago, IL 60654 firm’s creative and forward-think- competitive edge with integrated location and is a proud recipient of ing approach has garnered press solutions, developing customized the Hospitality Sales and Market- Christine Turner, President coverage in a variety of top-tier public relations, social media and ing International (HSMAI) Silver Mariana DiMartino, Senior VP media both domestically and in- branding campaigns, as well as Adrian Award for Public Relations. Angela Berardino, Chief Strategy digital marketing and travel trade As a boutique agency, we focus on & Integration Officer ternationally, with coverage span- ning five continents. The agency programs. We consistently achieve delivering personalized service As a full service public relations, is compromised of proactive and high visibility broadcast, print with an emphasis on innovation, social media, content and digital passionate professionals including and online coverage to catapult creativity and strategy. communications agency special- a leadership team with more than client brands beyond the fray. We Comprised of a team of seasoned izing in travel and lifestyle brands, 70 years of collective experience pride ourselves on our inventive communications professionals, we represent the world’s best ho- Led by Suzanne Rosnowski, approach to partnerships, promo- we are especially proud of the di- tels, resorts, destinations, fashion, who was named one of the “Top 15 tions, package and product devel- verse nature of our company, with To Watch” by PR News, Relevance opment, rebranding, special events staff members representing origins _ Continued on page 38

36 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms

Turner PR’s New York team volunteered for the Bed-Stuy Campaign Against Hunger in Brooklyn.

cipline and geography to help cli- TURNER PR ents out-perform their competitors. _ Continued from page 36 We deliver unconventional think- ing and constantly break through traditional service lines to integrate social, digital, content, publishing, active and modern outdoor brands. advertising, PR, corporate reputa- Founded in 1997, our tenured tion and public affairs into solu- teams in New York, Chicago and tions that drive business results. Denver have unmatched industry We know that the traveler’s pur- experience and continually deliv- chase journey is often a long one; er innovative and integrated mar- it begins months before the plane keting communications strategies, departs or the ship sails and wan- helping brands connect and engage ders a unique path to purchase. in a smarter, more relevant manner. Our mission is to create programs From the most coveted beach, that target proto-travelers and de- Geoffrey Weill accepts PR Lifetime Achievement Award at this year’s snow and urban destinations to liver inspiration to them early and HSMAI Gala. luxury culinary, wine and travel often. Digital media platforms experiences to sought-after appar- open new opportunities for us to During its 20 years in business, It has been an exciting year for el, fitness and accessory brands, influence these consumers through our clients include all of the plac- Geoffrey Weill Associates, a New Weill clients — the Hotel d’Angle- innovative storytelling and con- York-based boutique firm special- terre celebrated its 260th anniver- es you’d like to travel, and what tent strategy that reaches them in a you’d pack for those journeys. At izing in authentic, upscale travel sary with a lavish gala including a highly fragmented media market- experiences and tourism, has de- guest list of royalty and dignitaries; Turner, we live the lifestyles we place. We’ve proven the success of represent and pride ourselves on veloped a reputation for candid- The High Line Hotel in Manhat- content creation and know how to ness, creativity, and originality. tan continued to be the darling of our authentic voice and longstand- create the right mix of paid, owned ing relationships with clients, me- Weill specializes in family-owned fashion world shoots and opened a and earned programs. properties with a vested interest in rustic Italian restaurant, Alta Linea, dia and influencers. We also care. We inspire. We incite. We shape Relentlessly. generational stewardship — whose to celebrate summer; Beau-Rivage ideas to move travel and lifestyle star chefs are longtime support- Palace and Baur au Lac in Switzer- businesses forward with smart pro- ers of local farmers and whose land held up splendidly in the inter- WEBER grams that reach consumers where designers rely on local craftsman national spotlight, demonstrating they are today — on smartphones ShANDWICK and merchants to provide the de- their gilded composure and ability and tablets — with content that tails that make their hotels unique. to maintain standards without fail; is relevant to their lifestyle. And Weill prides itself on the longevity and Aqua Expeditions launched the 909 3rd Avenue above all, we are committed to be of its relationships with its clients Aqua Mekong river cruise between New York, NY 10022 “engaging, always.” www.webershandwick.com as well as its staff, most of whom Vietnam and Cambodia. have been with the firm for more Weill continues to expand its Alice Diaz, Executive VP WEILL than ten years, and fosters an in- luxury portfolio and find ways [email protected] timate atmosphere in which fam- to showcase the strengths of its 27 West 24th Street ily hotel owners are comfortable properties — eco-tourism, “leave The Weber Shandwick Travel New York, NY 10010 sharing their visions of their hotels’ no trace” travel experiences, mag- & Lifestyle practice is the leading 212/288-1144 future. Such clients include: Baur azine shoots, and television. Its specialist in travel and tourism Toll Free: 866/PR-WEILL au Lac in Zurich, Angama Mara in newest clients include Ted Turner public relations. Our practice oper- Fax: 212/288-5855 Kenya, the Hassler Roma, Hotel Expeditions, a family legacy en- ates like a boutique shop, with the www.geoffreyweill.com d’Angleterre in Copenhagen, Hotel compassing two million acres in attention and accountability that Regina Isabella on the Italian is- the USA and Argentina; and Elev- might imply, inside one of the most Geoffrey Weill, President land of Ischia, the zen health clinic en Experience, a collection of styl- creative global communications Ann-Rebecca Laschever, Execu- SHA Wellness in Spain, Ashford ish adventure-focused properties in agencies in the world. tive Vice President Tania Philip, Senior Vice President Castle in Co. Mayo, Ireland, the Iceland, the French Alps, Amster- Weber Shandwick has moved be- Mark Liebermann, Senior VP Milestone Hotel in London, and dam, the Bahamas, Shelter Island, yond the classic boundaries of dis- Nestor Lara Baeza, Vice President Inkaterra in Peru. and the Colorado Rockies. 

38 JULy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION o’DWYER’sTRAVEl AnD TouRIsm RAnKInGs PR FIRms

Firm Net Fees (2014) Firm Net Fees (2014)

1. Edelman New York, NY $21,629,346 21. Current Chicago, IL 867,183

2. Zimmerman Agency Tallahassee, FL 9,600,000 22. SS|PR Northfield, IL 698,850

9,079,895 3. Development Counsellors Int’l New York, NY 23. Racepoint Global Boston, MA 542,100

4. Finn Partners New York, NY 6,719,632 24. LEVICK Washington, DC 531,228

5. Lou Hammond & Associates New York, NY 6,225,729 25. LANE Portland, OR 525,209

6. Turner PR, a Fahlgren Mortine company New York, NY 4,755,329 26. Seigenthaler, part of Finn Partners Nashville, TN 389,057

7. J Public Relations San Diego, CA 3,940,637 27. Malen Yantis Public Relations Vail, CO 335,820

8. Nancy J. Friedman PR New York, NY 3,542,000 28. McNeely Pigott & Fox PR Nashville, TN 297,883

9. Hawkins Int’l, Inc. New York, NY 3,199,352 29. Sachs Media Group Tallahassee, FL 282,035

10. MWWPR New York, NY 2,663,000 30. Moore Communications Group Tallahassee, FL 150,757 11. Zeno Group New York, NY 2,657,774 31. Red Sky PR Boise, ID 118,414 12. French | West | Vaughan Raleigh, NC 2,476,669 32. North 6th Agency (N6A) New York, NY 87,989 13. Quinn New York, NY 2,457,212

33. Hodges Partnership, The Richmond, VA 84,000 14. APCO Worldwide Washington, DC 2,330,990

34. Marketing Maven PR Camarillo, CA 51,985 15. Jackson Spalding Atlanta, GA 2,201,807

35. Standing Partnership St. Louis, MO 50,360 16. rbb Public Relations Miami, FL 1,646,927

36. Schneider Associates Boston, MA 28,500 17. 5W Public Relations Miami, FL 1,500,000

37. Singer Associates, Inc. San Francisco, CA 19,949 18. Coyne PR Parsippany, NJ 976,602

38. Didit Communications, LLC New York, NY 18,520 19. PadillaCRT Minneapolis, MN 895,954

4,000 20. Taylor New York, NY 870,000 39. Maccabee Minneapolis, MN

© Copyright 2015 The J.R. O’Dwyer Co. OPINION Professional Development Avoiding clichés takes writing to “the next level”

By Fraser Seitel er — particularly in this season of drafting have once said, “precedes many a state- commencement speeches — is the cliché, ment that isn’t.” he most annoying thing Lebron James that tired or boring or bombastic phrase that Avoid such platitudes, which subtract said at his post-game news conference all of us have not only heard many times be- from the meaning of your remarks. For in- Tafter losing Game Five to the Golden fore, but when we hear it, we instinctively stance: State Warriors wasn’t, “I feel confident ‘cuz cringe. · “I might add . . .” I’m the best player For a public relations speechwriter, not · “It is interesting to note . . .” in the world.” only are worn-out expressions like “the · “It should be remembered . . .” That was the greatest thing since sliced bread” or “dumb · “It is worthy to say . . .” most arrogant as dirt” or “pleased as punch” verboten, but · “May I say . . .” thing he said. so, too, should be all the other mundane · “Permit me to say . . .” The most an- phrases that are displeasing to the ear. · “With your kind permission . . .” noying thing he But how does a speechwriter know when · “To be honest ... ” which implies that you said was in answer a phrase is clichéd? Well, that takes sensi- haven’t been up to now! to a question about tive antennae, developed from experience, 2. Meaningless modifiers playing without judgment and knowledge. Jargon, for ex- Also, avoid vague, modifying words that two injured team- ample, might be perfectly acceptable in a add nothing to the points you’re trying to mates. Replied the certain industry forum but suicidal in a make. Speechwriters mistakenly think Fraser P. Seitel has philosopher king, more general setting. words like these make their speakers sound been a communications “It is what it is.” For that setting, with thanks to Louisiana consultant, author and smarter. For example: And in so an- communications consultant Yvonne Lew- teacher for more than · Appreciably 30 years. He is the au- swering, King is Day, here is a glossary of “speech dead- thor of the Prentice-Hall James served up wood” that should be avoided by the public · Comparatively text, The Practice of one of the most relations speechwriter. · Considerably Public Relations. shop-worn clichés 1. Perfunctory platitudes · Definitely in the communi- Prefacing statements with timid plati- · Fairly cations lexicon. tudes sets a speaker up for failure. “As a mat- · Nearly The enemy of every public relations writ- ter of fact,” Mark Twain is thought to · Somewhat · Suitable · Undue · Various The problem with words like these is they leave the listener hanging, without know- ing what to think. Much better: Tell listen- ers precisely, specifically, pointedly what you mean. 3. Pretentious phrases Also, speechwriters must avoid anything that sounds legalistic or straight out of business insider jargon. Phrases like the following suggest a smugness that doesn’t help sell either the sincerity of the speaker or the credibility of the speech. Specifically, avoid phrases like these: · “At this point in time . . .” · “Insofar . . .” · “Inasmuch . . .” · “Whereas . . .” · “In point of fact . . .” · “Bite the bullet.” · “Outside the box.” · “Paradigm shift.” · “At the end of the day.” So you see, Lebron, it really isn’t “what it is,” if you truly wish to take your writing “to the next level.” Rather, you must use direct, specific, straightforward, descriptive language to ensure your speaker is “pleased as punch” and believes you are “the best speech writer in the world.” 

40 JULY 2015 | WWW.ODWYERPR.COM Financial Management Earnouts in the public relations profession (part one)

By Richard Goldstein tional earnout scenarios will eventually be a seller, no matter how much due diligence y most recent columns have fo- eliminated. Will this be the case? I do not has been performed, the buyer wants to feel cused on selling and/or buying know. However, what I do know is the “fixed comfortable that the representations of the Ma PR agency. Part of the selling/ price” deal is not happening! By fixed price seller are accurate and the seller can contin- buying negotiation is usually an “earnout” deal I mean an agency sells for $5.0 million, ue to produce the results that attracted the formula. There also has been some contro- there is a 30% or more down payment, and seller to the buyer to start with. In my view versy among merg- the balance is paid over three years or more. you cannot expect to keep every client ob- er and acquisition What is a buyer really buying when it ac- tained in the acquisition! When I acquired advisors on the ne- quires another agency? Apart from the net the two firms, I assumed that there would cessity or use of an tangible assets (the value is not in the tan- be a client loss of at least 20% and priced the earnout. Accord- gible assets), most of the value in an agen- deal accordingly using an earnout. ingly, this month’s cy sale is “goodwill.” Goodwill in my view Also, key to the deal can be the “business” column focuses on includes client contacts, the agency reputa- structure. The acquired firms can stand the “earnout” and tion, professional intellectual capital (level alone. By this I mean it operates exactly as how it is used in the of employee talent), market share, and the it did prior to the acquisition; same office, public relations in- ability to generate profits above the norm. (If same staff, etc. just a new ownership. The dustry. an agency generates 25% profitability when acquired firm can totally integrate with its What’s an earnout? Richard Goldstein is most of the industry is generating 15%, ob- new owners as a division of ABC World- a partner at Buchbind- The term earnout viously the agency goodwill is worth more.) wide if you will. And yes, the earnout can er Tunick & Company from Wikipedia Why is the earnout necessary? set conditions such as new client growth, LLP, New york, Certified refers to a pricing According to a column written by Nate staff stability, etc. New business given to Public Accountants. structure in merg- Nead entitled “Earnouts: The Double Edged the acquired by the acquirer and vice versa ers and acquisitions Sword for Sellers,” earnouts only benefit the can have its own financial formulas. It is in where the seller seller in the event of profit upside. That is the the interest of all parties to try and mutual- must earn part of the purchase price based earnout is tied to the upside of the business, ly make the venture a success. The earnout on performance of the agency following the particularly in the months (years) following helps this process along. acquisition. In an earnout, part of the pur- the close of the transaction. This usually More next month.  chase price is paid after closing based on the provides an incentive for the seller to work agency achieving financial goals. as hard as possible to maximize profitability Earnouts are often employed when the in order to receive the earnout payment. PR news brief buyer and seller disagree about the growth When a buyer acquires an agency, there is and future performance of the target com- usually a learning curve during which new Edelman suports maker of pany. A typical earnout involving PR agen- management is thrown into the fire if you ‘female Viagra’ cies takes place over a three to five year will. This can occur at the worst possible Sprout Pharmaceuticals won FDA advisory panel period after closing of the acquisition and time for a seller with an earnout agreement recommendation of its female sex drive drug, Addyi, usually involves a 30% down payment and or can be a plus for a seller who is active in dubbed by media “Viagra for women.” Edelman works the PR front for Raleigh, N.C.-based a 70% earnout. The multiple of earnings can the first few years of the sale. Sprout, which said the June 4, the 18-6 panel vote also be part of the earnout. By this I mean a The buyer-seller relationship moves it “one step closer to bringing to market the multiple of 4.5 is used to arrive at a purchase It is easy to see that a relationship based on first treatment option for the most common form of price. The multiple, as an example, is adjust- profit maximization in the first three years female sexual dysfunction,” hypoactive sexual desire disorder, or HSDD. ed to 5 or 5.5 if earnings above a defined tar- of an acquisition may hinder the buyer — Amy Rose, Executive VP of Health Media for Edel- get are achieved. seller relationship. The buyer may be reluc- man and a Merck alum, reps Sprout. The terms and conditions of an earnout tant to refer business to the seller because it The drug, flibanserin, originally planned as an an- are largely dependent on which party will would mean having to pay the seller more tidepressant by Boehringer Ingelheim and sold to actually manage the business following clos- in the short term. It could also result in the Sprout in 2011, was rejected by the FDA twice in the past five years over efficacy and safety issues. ing. If the buyer will manage the agency, the seller losing the people who made the firm The Wall Street Journal said the panel nod could seller may be concerned with mismanage- attractive to the buyer in the first place. So mark “a turning point in women’s health,” where a ment by the buyer, which causes the agency why the earnout? debate rages over whether sexual dysfunction is ac- to miss targets. If the seller will manage the My experience tually a medical problem. In giving its nod, the FDA advisory committee ac- agency operations, the buyer may be con- While I am not a merger and acquisition knowledged “extensive publicity surrounding” the cerned with the seller either minimizing or specialist, I have acquired two CPA firms drug and treatments for female sexual dysfunction understating expenses or overstating rev- and merged these firms into a larger firm. and hit as “misleading and inaccurate” accusations enue so as to manipulate the earnout pay- In addition, I have been involved in three that the FDA is holding such drugs to more stringent ment. A cap on the earnout may be import- agency acquisition transactions. My two approval because of gender bias at the agency. An online campaign backed by drug makers and ant in this case. transactions allowed the principals to retire. women’s health groups called Even the Score has lob- In my experience, most agency acquisi- However, a non-retirement merger can be bied the FDA to approve more treatments for women’s tions require the seller to remain with the undertaken to better utilize resources and sexual health. company post acquisition for a period of capitalize on synergies. Sprout hopes to gain approval of the drug by mid-August. The FDA does not have to accept the years or at least through the earnout period. First I will tell you why the earnout is not panel’s recommendation, but considers the report in Another view dead. The reason is there are no fixed deals its final decision. Some advisors have the view that tradi- as discussed above. When a buyer acquirers

WWW.ODWYERPR.COM | JULY 2015 41 OPINION Opinion Page Society, PR Council ousted by new skyscraper By Jack O’Dwyer

ne Vanderbilt, a 1,501-foot office Chinese billionaires, Russian oligarchs and Ridge, Brooklyn, purchased by the O’Dw- tower on Vanderbilt Ave. between the Latin American aristocracy all have yer family in 1965 for $24,500 is now val- O42nd and 43rd Sts., has ousted two one thing in common: more money than ued at $777,000. The house next to it sold PR groups from their offices and put a fo- they know what to do with and a despera- last year for $665,000. The price has risen cus on escalating costs and congestion in tion to get as much of it out of their home 31 times while the Consumer Price Index Manhattan. countries as possible. New York real estate has risen seven times from that period. Moving from 317 Madison Ave. at 42nd works very well as both a facilitator of this Students who came to New York last are the Arthur W. as well as a store of value.” summer shared with us some of their ex- Page Society, now Daily Kos says that tax revenues to New periences in finding living quarters. at 230 Park Ave., York City for 432 Park will be minimal One intern paid $1,750 monthly for a suite 455, and because of tax breaks given to the build- 9x12-foot “box” on the Upper East Side the PR Coun- ers and owners. Ownership of units in that didn’t include a bathroom (that was in cil, now at 32 E. the buildings is often masked by a series the hall and shared with a dozen others on 31st St., ninth of “shell companies,” said a Feb. New York the floor). floor. Times article by Louise Story and Stepha- The student said she should have looked One Vander- nie Saul. It was headlined: “Stream of For- for space in Brooklyn or Queens and ad- bilt, taller than eign Wealth Flows to Elite New York Real vised future interns to do so. Her fears that the Empire State Estate.” Transactions are often in cash, hid- the outer boroughs might be dangerous or Building and ing public exposure, it said. that it might take too much time getting Jack O’Dwyer which has been to and from work have now been brushed argued about for aside. years, failing pas- While the rent was “a burden,” she also sage during the previous Bloomberg Ad- feels she had “wonderful experiences” in ministration, was approved May 27 by the New York. She liked being close to mid- NYC Council. Investor Andrew Penson, town. The paid internship was not enough who owns Grand Central and the air rights to pay living costs but her parents made up above it, argued unsuccessfully that SL the difference. Green Realty should have purchased the Student paid $4,200 for 2.5 months development rights from him. Another intern paid $4,200 for two and a “Needle” apartments add to congestion half months, or about $1,680 a month. She One of the complaints against this build- came from Tennessee and “did not know ing, and others that will allowed on Van- anybody and did not have a lot of money derbilt, is that they will increase over- to spend.” crowding in Manhattan. More than 100 She did as much advance research as proponents and opponents showed up at a possible, looking for something in the public hearing Aug. 7, 2013. “heart of the city,” which was also “safe.” Offices and apartments generate lots of She used nycintern.org to find a place vehicular traffic, not only from the occu- near Herald Square at Ave. of the Ameri- pants but from the numerous companies cas and 34th St. The “spacious” apartment, and people that serve them such as limou- which she shared with two roommates, in- sines, domestic help, decorators, etc. Man- cluded a full kitchen, bathroom, and laun- hattan streets suffer from traffic jams more dry access and was close to the subway. than ever. One Vanderbilt. The building had a 24-hour concierge, Adding to the congestion are the numer- full gym with fitness classes, and private ous “needle” apartments that are springing roof access. Rent was due in full at the up as described by Paul Goldberger in the NYC PR workers face high costs start of the summer. She enjoyed going May 2014 Vanity Fair article, “Too Rich, The influx of domestic as well as foreign out to eat in Greenwich Village and Soho. Too Thin, Too Tall?” funds into New York real estate, both for Co-workers knew the city and suggested The most obvious of these is 432 Park rental and owned units, drives up the pric- many places, she said. Ave. at 56th St., which describes itself as es of each and makes finding affordable Some interns found quarters at college the “tallest residential tower in the Western living quarters for those working in New dorms at New York University, Columbia Hemisphere.” York’s large PR industry a formidable prob- and Fordham, among others. Rates start at The 1,396-foot building sticks out like a lem. around $300 a week. A room without air sore thumb amid other Park Ave. buildings Rent in a class A building can easily be conditioning was priced at $187 weekly. that are a fraction of its size. $2,500 and more monthly for as little as One student, unable to afford Manhattan Daily Kos, the liberal-oriented website, 500-600 sq. ft. One-bedroom condos aver- prices, was able to board with a relative said 432 Park “speaks to the insatiable ap- age about $1.5 million in price. An exam- in Westchester for the summer. The only petite of the world’s greatly expanded bil- ple of escalating prices in New York is that major cost was the monthly train ticket of lionaire class. Middle Eastern oil magnates, the 1,600 sq. ft. attached brick house in Bay around $200. 

42 JULy 2015 | www.ODwyERPR.COM People in PR Page Society, PR Council ousted by new skyscraper Francisco. He has counseled American Hays, who has 30 years of experiences in Gibbs serves PR for Express, Walgreen’s, eBay, Subaru and financial journalism, said she has worked Skype. with Brunswick a number of times and revamping McDonald’s Joseph said Herrick’s expertise as com- admires its ability to help clients “strategize munications generalist is what the WPP and manage through tough situations and obert Gibbs, first-term Press unit needs to help develop integrated mar- transformative deals.” Secretary for President Barack keting programs for clients. RObama, landed at McDonald’s as executive VP and Global Chief AOL, PepsiCo vet lands Communications officer for the embattled Ketchum’s long-time fast-feeder. at Finsbury Gibbs spent the past PR chief exits for Ogilvy eripatetic PR exec Peter Land moved two years as a principal obyn Massey, who joined Ketchum’s to Finsbury in June as a Partner. of The Incite Agency PR unit in 1999, has moved to Ogilvy with another Obama P PR as Global Chief Communications Land did a year-long stint as Senior VP alum, Ben LaBolt. R officer, a new position at the WPP unit. of Corporate Communications for AOL McDonald’s CCO She worked for Ketchum in New York from 2013-14 after three years as SVP for Bridget Coffing, a 30- and London, departing PepsiCo. year-veteran of the Gibbs as VP-Corporate Finsbury CEO Michael company, is retiring. Communications and Gross said Land brings a The Oak Brook, Ill., head of External unique set of talents, company announced Gibbs’ hire in June Relations & insights and relationships along with that of Chief Marketing Officer Partnerships. to the WPP-owned firm. Silvia Lagnado of Bacardi Limited and, Massey will return to He was CMO for the formerly, Unilever. New York to report to Breeder’s Cup and The 36,000-restaurant juggernaut has Ogilvy PR CEO Stuart Director of Marketing struggled in recent years amid consumers’ Land Smith. She’ll coordi- Communications for the more healthful eating choices and Massey nate activities with NBA around a nine-year Millennial apathy. Revenue for 2014 fell Lauren Crampsie, run at Edelman, where he was Managing two percent to $27.4 billion as net income global Chief Marketing Officer at Ogilvy & Director of its Sports Entertainment and plummeted 15% to $5.6 billion in what Mather. Consumer Business. then-CEO Don Thompson called a “chal- Prior to Ketchum, Massey was PR & lenging year for McDonald’s around the Marketing Director at the World Trade world.” Center’s Windows on the World restaurant Pugh exits Zoo for PCI Gibbs and Lagnado report to President and PR Director at The Rainbow Room in and CEO Steve Easterbrook, who took the President position Rockefeller Center. reins in March. He said the new execs will bring “a wealth of experience and outside raig Pugh, who helmed the Lowry perspective” to the company as it tries to Brunswick lures Park Zoological Society in Tampa build “a more modern, progressive burger Cfor the past five years, is the new company.” media heavyweight President of Public Communications Inc. Gibbs was Communications Director for He was responsible for a LPZS staff of Obama’s first Senate campaign in 2004 and aurie Hays, who was Senior Executive 350 and annual budget held that title on staff after his election and Editor at Bloomberg News, has joined in the $20 million range. through the 2008 presidential campaign. LBrunswick in New York. Earlier, Pugh served as GolinHarris is longtime AOR for Her role is to advise top corporate exec- Executive Director of the McDonald’s. utives and deepen the corporate/crisis PR Palm Beach Zoo. shop’s ties with business leaders. The Chicago native At Bloomberg, she worked in top editing Herrick takes C&W managed more than jobs at Scott Foresman 1,100 reporters and Publishing and Times Pugh U.S. President post editors. Before joining Mirror/Mosby Year Bloomberg in 2008, Book before joining the avid Herrick, COO of independent Hays was at the Wall Chicago Zoological Society as Associate firm MWW, has joined Cohn & Street Journal as Director-Communications. DWolfe as U.S. President and Chief of national news editor, Pugh, who gets an ownership stake, its New York office. deputy management Hays takes the title from CEO Jill Allread, who He reports to Jim Joseph, Americas editor for investigative held both positions since 2010. Allread President & Chief Integrated Marketing projects and technology editor. remains at the helm. officer. Steve Lippin, Brunswick’s U.S. enior She said Pugh’s “proven talents in exec- The more than 20 year PR veteran also leader and former WSJ colleague of Hays, utive management and collaborative team did marketing communications work at called her “one of the most talented, well- development strategically enhance our Bristol-Myers Squibb and led Ruder Finn’s respected journalists in the business capacity to meet the needs of our diverse consumer technology offering in San media.” clients.”

WWW.ODWYERPR.COM | JULY 2015 43 wASHINGTON REPORT Clean Harbors grabs Capitol Hill lean Harbors Environmental Services has hired Capitol Hill Consulting Group for D.C. lobbying as it helps deal with one Cof the worst outbreaks of bird flu in U.S. history. The firm of former Oklahoma Democratic Congressman Bill Brewster is working the healthcare and agricultural beats on behalf of the client’s effort to mop up Iowa. The Norwell, MA-based environmental, energy and industrial services company has U.S. Dept. of Agriculture contracts to clean up infected farms in The Hawkeye State and Minnesota. The current avian flu outbreak infected poultry in 16 states, but has not made the jump to humans, according to the Centers for Disease Control and Prevention. Other forms past flus have sick- ened people in China and Africa. The USDA has expressed con- cern over lax biosecurity in some infected areas. Nov. 1, 2015 and running through January 2016. Firms must station In Iowa, the USDA has agreed to enforce compliances with the the lead account teams within 100 miles of Baltimore.  “clean and disinfect” line, according to Reuters. CHCG’s Jack Victory, aide to former Republican Majority Whip APCO, Text100 team up Tom DeLay, and David Stratton Edwards, staffer to Oklahoma Congressman Tom Cole, represent Clean Harbors, which lost $7.1 PCO Worldwide and Text100 have developed ATDigi- million on $742 million Q1 revenues.  talHealth, an offering that combines the independent D.C.’s Afirm’s healthcare/public policy savvy with the Next 15 Com- Podesta drives Lyft to D.C. munications unit’s technology strength. The venture will tackle challenges presented by uncertain payer reimbursement, provider odesta Group has signed on to represent Lyft, the San Fran- acceptance, lagging public policy and shifting consumer behavior. cisco-based ride-sharing company that competes with Uber. Stig Albinus, APCO’s Global Healthcare Practice Leader; Scott P The firm will deal with tax and trade issues and pitch the Friedman, APCO’s Worldwide Technology Leader; and Erin Hum- commuter benefits connected with ride-sharing. phrey, Text100 Senior VP, will guide ATDigitalHealth.  Izzy Klein, who was New York Sen. Chuck Schumer’s Senior Communications Strategist, and Policy Advisor and staffer to now Pelletier to China’s Alibaba Massachusetts Sen. Ed Markey, and Randall Gerald, ex-staffer at the Republican Governors Assn. and Senate Committee for Com- ric Pelletier, a veteran of General Electric, White House and merce, Science & Transportation when it was headed by John Mc- Capitol Hill, has joined Chinese online combine Alibaba Group Cain, work the Lyft business. Eas head of international government affairs. Founded in 2012 by John Zimmer and Logan Green, Lyft serves Based in DC, Pelletier is in charge of Alibaba’s about 65 cities. Its investors include China’s Alibaba, Andreesen government affairs activities outside of China. Horowitz, Third Point, Fortress, K9 Ventures and Carl Icahn. During the last 10 years, Pelletier worked at GE The firm of former House Majority Leader Dick Gephardt reg- exiting as GE Capital’s Global Executive Leader istered Lyft as a client in September, but has not reported any ac- for Government Affairs & Policy. He was a mem- tivity. ber of George W. Bush’s Administration, handling Uber has stepped up its D.C. lobbying push, spending $110,000 legislative affairs for the President and Office of during the first-quarter compared to $170,000 all last year. Management and Budget. He also served as staff- Pelletier Federal Square Group, The Doerrer Group and Franklin Square er on the House Rules Committee and in the office of former Re- Group work for Uber.  publican Congressman Gerry Solomon. Pelletier reports to Wilkinson and General Counsel/Corporate Maryland health exchange secretary Tim Steinert.  opens PR review MSNBC’s Racusen returns to aryland’s state-run health insurance exchange, which rebounded after a rocky start in 2013, has kicked off an White House Magency review covering communications and marketing achel Racusen is returning to the White House as a strategic for the Affordable Care Act marketplace. PR advisor following a seven-month stint The Maryland Health Benefit Exchange, which weathered tech- Rat MSNBC, where she served as VP-Com- nology troubles in 2013 to enroll 264,000 Marylanders in the last munications. enrollment period, released an RFP on June 5 for the PR work. Jen Psaki, White House Communications Di- The exchange notes challenges include smaller budgets than ear- rector, said via an internal email that Rascusen lier periods, “continued lack of awareness and confusion among would handle long-term projects, coordinate the general public,” and the difficult-to-reach “Young Invincible” with the digital team and handle relations with demographic of 18-to-34-year-olds. It wants a more “granular,” po- outside groups. Racusen litical-campaign-like approach to targeting specific groups and a Rascusen said Team Obama offered an attrac- creative approach as federal funding for outreach diminishes. tive opportunity to manage PR during the fourth quarter. She said Maryland’s uninsured rate fell from 12.9% to 7.8% as of late 2014. she feels lucky to have worked with the PR pros at the cable net- The review comes ahead of the fall enrollment period starting work. 

44 JULy 2015 | www.ODwyERPR.COM International PR News

APCO serves PR for Nestlé in ues to cope with the disappearance of Flight 370 over the Indian Ocean in March 2014, a disaster that was followed in July by the India noodle crisis Ukraine crash of Flight 17, believed to be caused by a missile strike. estlé has enlisted APCO Worldwide amid fallout from a na- Ketchum ICON and London-based Perowne Charles Communi- tionwide recall in India of its Maggi Noodles because of lead cations have advised Malaysia since the Flight 370 disaster. Ncontamination. The airline in December named Christph Mueller, head of Ire- India food safety officials, pointing a finger squarely at Nestlé, land’s Aer Lingus, as CEO. He announced the hire of Hashim, along said in June tests showed the noodles contained levels of lead above with a new sales chief, noting the appointments will “provide im- safe standards. The regulator also claimed some packets of the noo- portant input towards shaping our new airline.”  dles contained monosodium glutamate, or MSG, despite claims to the contrary. Mercury re-fights Okinawa Time noted the noodles are “seen by many Indians as a ‘third sta- ple’ after rice and lentils.” ercury Public Affairs represents the Okinawa prefecture Nestlé officials held a press conference June 5 and declared the of Japan in its long-running dispute over the massive U.S. Maggi Noodles “safe,” but recalled the products because “recent de- Mmilitary base there. velopments and concerns … led to an environment of confusion The island, 1,000 miles south of the Japanese mainland, hosts for the consumer,” which, the company said, “does not provide a three-quarters of the U.S. military presence in Japan. More than conducive environment to have the product in the market.” 70% of Okinawa residents want to the base shut, not moved. India’s Economic Times reported that Nestlé was “under flak for Okinawa’s Governor Takeshi Onaga made a June 3 pitch in Wash- not communicating enough with stakeholders and consumers, ington to US officials, urging them to block the relocation of a Ma- even as state governments started banning Maggi.” rine Air Corps station from a crowded area to a more remote spot “With the consumer in mind, we will do everything it takes, on the island. and are fully engaged with the authorities, to clarify the situation,” Following Onaga’s visit, the State Dept. issued a statement, saying Nestlé CEO Paul Bulcke said.  the relocated base is the “only solution that addresses operations, political, financial and strategic concerns. Japan’s central govern- ment supports the relocation plan.” Malaysia Air flies out PR head Mercury on May 25 began work for Okinawa under an agree- aridah Hashim, a Hill+Knowlton Strategies and corporate PR ment that runs through February. The contract is renewable on a alum, is joining embattled Malaysia Airlines as head of corpo- month-by-month basis. The firm will receive two payments totally Frate communications. $110,000 for representing Okinawa’s defense/security concerns be- Hashim, who is slated to join the Kuala Lumpur-based carrier on fore members of Congress. July 1, led Corporate Communications for $6 billion Asian telecom Congressmen Vin Weber (R-Minn.) and Denny Rehberg Axiata Group Berhad. She was previously a Director and PR con- (D-Mont.) join Adam Ereli (former ambassador to Bahrain and sultant for H+K in the UK and started out in journalism. Spokesperson for then Secretaries of State Colin Powell and Condi Malaysia Airlines, controlled by the Malay government, contin- Rice) on Mercury’s five-member Okinawa team.

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.

McBee Strategic Consulting, LLC, Washington, D.C, registered June 2, 2015 for Cabinet Office, Government of Japan (through Dentsu Inc.), Wash- ington, D.C., to arrange meetings for a cultural exchange program for Japanese scholars with American intellectuals in the ultimate hope of strengthening the relationship between the U.S. and Japan.

Goldin Solutions Inc., New York, NY, registered June 5, 2015 for Repubilc of Turkey (through Royal Atlantic LLC), Washington, D.C., for organization and media relations services in connection with an event hosted by the Ambassador of Turkey for an audience viewing and a panel discussion of the Turkish election on June 7, 2015. 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.

Innovative Federal Strategies, LLC, Washington, D.C., registered June 12, 2015 for Arianespace, Inc., Washington, D.C., regarding all provisions relating to commercial space launch.

Bridge Street Group, LLC, Washington, D.C., registered June 10, 2015 for Comcast Corporation, Washington, D.C., regarding Intellectual property policy.

Foley & Lardner LLP, Washington, D.C., registered June 11, 2015 for Hollywood Park Land Company, Inc., Los Angeles, CA, regarding legislative activities to secure a California Environmental Quality Act exemption to build a stadium on the former Hollywood Park Track property.

Drinker Biddle & Reath LLP, Washington, D.C., registered June 12, 2015 for International Myeloma Foundation, North Hollywood, CA, regarding oral chemotherapy parity and biomedical research issues.

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