Communications & New Media July 2021 I Vol. 35 No. 4

THE return of TRavel Travel communications realities after COVID-19

A communications plan for travel & tourism’s recovery Revenue’s relevance in PR plans PR, post-pandemic

How COVID-19 flipped the traditional agency model upside-down

Why pandemic programs are still inspiring travelers in 2021

Data privacy, security become top consumer concerns July 2021 | www.odwyerpr.com Jumpstarting PR efforts in the new travel economy

Promoting Europe’s tourism reopening

Vol. 35. No. 4 July 2021

EDITORIAL TRAVEL’S LONG-AWAITED TURNING POINT How to jumpstart PR efforts during 6 18 the post-pandemic swing. AMERICANS CAN’T TELL REAL NEWS FROM FAKE GETTING HEADS INTO Those who think they can spot a fake are still likely to fall for one. 8 BEDS: A RECOVERY PLAN The value of strategic, research- PR FIRMS REMAINED 20 driven campaigns will only grow. PROFITABLE IN 2020 Cuts to overhead helped firms FROM GOOGLE TO counteract the coronavirus. 8 RESPONSIBLE TOURISM 10 Despite 25 years of change, much in DATA PRIVACY, SECURITY 22 the travel industry is still the same. ARE TOP CONCERNS Brands don’t live up to consumer REVENUE’S RELEVANCE IN expectations, a new study finds. 9 THE PR PLAN The client’s bottom line remains the COMMS PROS OK WITH 24 top part of the mesaurement mix. PANDEMIC OUTREACH Satisfaction with outreach 9 INTEGRATED MARKETING policies during COVID is high. HOLDS ONTO ITS POWER Reflecting on the lessons that have INSPIRING TRAVELERS 26 been learned from the pandemic. THROUGH A PANDEMIC The COVID crisis led to a wave of 10 37 resilience and creativity. PEOPLE IN PR WWW.ODWYERPR.COM Daily, up-to-the-minute PR news PR AND MARCOM, 27 POST-PANDEMIC PROFILES OF TRAVEL How communicators can keep 11 & TOURISM FIRMS their newfound seat at the table. 28 A TRAVEL INDUSTRY RANKINGS OF TRAVEL TRANSFORMED PR professionals reimagine the & TOURISM FIRMS client-agency relationship. 12 37 WASHINGTON REPORT TRAVEL COMMS REALITIES AFTER COVID Educating clients on how the new 40 normal will impact their business. 14 EDITORIAL CALENDAR 2021 COLUMNS January: Crisis Comms. / Buyer’s Guide PROMOTING TRAVEL PROFESSIONAL DEVELOPMENT March: Food & Beverage ACROSS BORDERS Fraser Seitel June: PR Firm Rankings As Europe reopens, hoteliers face 38 a new series of challenges. 16 GUEST COLUMN July: Travel, Tourism & International 39 Jim Lukaszewski August: Financial, I.R. & Prof Services October: Healthcare & Medical November: Technology & Social Media

ADVERTISERS 5W Public Relations ...... 3 Lou Hammond Group...... 15 CIIC PR...... 17 MMGY NJF...... Back cover Coyne PR ...... 5 WEILL (Geoffrey Weill Associates, Inc .)...... 25 Finn Partners...... 21 Zapwater Communications, Inc ...... Inside front cover Hawkins International Public Relations...... 23 The Zimmerman Agency...... 13 Hemsworth Communications ...... 7

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EDITORIAL GOP’s PR hurdle: Americans like Biden f the Republican Party wants to regain a foothold in either chamber of Congress next year— let alone reclaim the White House in 2024—it needs to build a case for why the Biden Ad- EDITOR-IN-CHIEF Iministration’s policies don’t work. The problem? They’re having a hard time getting that Kevin McCauley message to stick. Meanwhile, they’re doing a bang-up job reminding Americans that the GOP [email protected] remains out of touch with reality and fixated on halcyon days that ended in January. There’s only one card left in the deck at this point, and it’s a player’s favorite: block every- thing President Biden wants to do, just like they did with President Obama. PUBLISHER Ever since he assumed office, Biden has consistently garnered high approval numbers. John O’Dwyer According to a June Gallup poll, 56 percent of Americans currently approve of the way he’s [email protected] handling his role as President. Compare this with Trump, who left the White House with an approval rating of just 34 percent. Trump maintained an average 41 percent approval rating SENIOR EDITOR throughout his term, the lowest ever recorded, beating Harry Truman, who since 1953 held Jon Gingerich the record for the worst average presidential job approval rating (45.4 percent). Trump is also [email protected] the only President on record who never passed a 50 percent approval threshold at any time. Like it or not, Biden’s $4 trillion economic plan—which encompasses infrastructure, cli- ASSOCIATE EDITOR mate change, child care and the minimum wage—is popular. And while it remains to be seen Steve Barnes what signature policy or action will define Biden’s presidency, he’s widely recognized—fairly or [email protected] not—for overseeing our ongoing exit from the COVID-19 pandemic, with a May AP-NORC CONTRIBUTING EDITORS poll revealing that 71 percent of Americans approve of his handling of the crisis. Fraser Seitel America’s image abroad has gotten a much-needed boost under Biden as well. According to a June Pew Research Center survey, 75 percent of respondents living in 12 countries expressed confidence in Biden, more than four times the 17 percent who said the same of Trump last EDITORIAL ASSISTANTS year. Overall, 61 percent said they’re confident in Biden’s ability to do the right thing in the & RESEARCH matter of international affairs. Jane Landers Melissa Webell The problem: Biden’s ambitions of a Congress that makes across-the-aisle deals on key policy issues just aren’t going to happen. Even the most popular legislative act of his presidency so far—the $1.9 trillion coronavirus stimulus package—barely made it to his desk. That’s because Advertising Sales: the GOP’s pushback against Biden’s popularity has manifested itself in a shopworn strategy John O’Dwyer that’s become old hat for the Party: obstruct, block, derail, filibuster. Ensure a Democrat-led [email protected] Congress doesn’t get anything done and then, with the 2022 election looming, offer solutions to fix the gridlock they created. Think of it as a one-trick elephant. In the early days of Obama’s presidency, Senate Minority O’Dwyer’s is published seven times a year for $60.00 ($7.00 a single issue) by the Leader Mitch McConnell famously said “The single most important thing we want to achieve J.R. O’Dwyer Co., Inc. is for President Obama to be a one-term president.” So, it was nothing short of a déjà vu mo- 271 Madison Ave., #1500 ment when McConnell said at a May press conference that “one-hundred percent of our focus New York, NY 10016. is on stopping this new administration.” (212) 679-2471 Fax: (212) 683-2750. Considering the bloodbath of the 2010 midterms, where Republicans won the House with the greatest shift in seats since 1948, GOP leaders presumably see this kind of partisan rail- © Copyright 2021 J.R. O’Dwyer Co., Inc. roading as a clear path to victory. (Conservative voters see it as a winning strategy as well: According to a May Vox/Data for Progress survey, 50 percent of Republican voters said they’re OTHER PUBLICATIONS: in favor of congressional Republicans refusing to compromise with Biden.) So, it shouldn’t come as a surprise that Senate Republicans are using the same strategy to ob- www.odwyerpr.com struct President Biden’s agenda that they used on Obama. They blocked the landmark voting Breaking news, commentary, useful data- bases and more. rights bill (“For The People Act”). They stopped the formation of a bipartisan commission to probe the Jan. 6 insurrection at the U.S. Capitol. Even Biden’s infrastructure plan, the one item O’Dwyer’s Newsletter for which both parties seem to find common ground, appears to be in jeopardy (to Republi- A six-page weekly with general PR news, cans’ credit: Biden isn’t blameless in that fight). As a result, it’s hard to envision any other item media appointments and placement in Biden’s plans—from climate change to gun control—overcoming a filibuster in the Senate, opportunities. lest Democrats bypass Republican support through reconciliation if they want to get anything O’Dwyer’s Directory of PR Firms done. Listings of more than 1,250 PR firms Even the rhetoric is the same. During the Obama Administration, it was death panels and throughout the U.S. and abroad. fears that government would take away Americans’ guns. This year, it’s critical race theory, the O’Dwyer’s PR Buyer’s Guide Green New Deal, mail-in voting and conspiracy theories like the big lie that the 2020 election Products and services for the PR industry was rigged, a claim that even former Trump Attorney General William Barr has referred to as in 50 categories. “bullshit.” To overstate the obvious: the prospect of bipartisanship seems unlikely anytime soon. An- jobs.odwyerpr.com noying as these obstacles are, it deserves to be said that the GOP isn’t offering much in the way O’Dwyer’s online job center has help wanted ads and hosts resume postings. of a competing narrative. The Republican Party remains hopelessly stuck in the past and under the spell of Trump, who despite being out of office for six months and costing the Party the White House and both chambers of Congress, remains its de facto leader. The GOP needs to tell a different story. It needs to ditch Trump and remind its constituents what it’s going to do tomorrow, not what it did yesterday. Anything less is a loser’s game.  — Jon Gingerich

6 JULY 2021 | WWW.ODWYERPR.COM

REPORT Americans can’t tell difference between real, fake news Americans who are the most confident in their ability to spot “fake news” online are the most likely to fall for it, according to a study. that spread false or misleading content, and were 7 percent more likely than the average By Jon Gingerich respondent to consume false news content. mericans who are the most confident midterm elections, were published by actual In other words, not only do many Amer- in their ability to spot “fake news” mainstream as well as bogus news sources. icans have a hard time identifying misin- Aonline are the most likely to fall for Half the headlines were congenial to Dem- formation, there seems to be a correlation it, according to a recent study published in ocrats and the other half were congenial to between one’s perceived confidence in spot- peer-reviewed scientific journal Proceed- Republicans. ting fake news and one’s vulnerability to it. ings of the National Academy of Sciences. The study found that most participants The study’s authors referred to the idea of The study, which focused on Ameri- overestimate their abilities in identifying fake news being a problem that individuals cans’ ability to recognize misinformation fake news content: while 90 percent of re- aren’t personally vulnerable to as a “classic and disinformation online, quizzed re- spondents claimed to possess above-average example of the third-person effect,” or the spondents’ competency in distinguishing abilities in differentiating false from real belief that mass media messages have a between fake and actual news headlines. news content, a whopping 75 percent fell greater influence on others than on them- It found that many Americans appear to short in their performance. selves. This overconfidence could make overestimate their abilities in telling the On average, respondents placed them- individuals more susceptible to exposing difference between legitimate and false selves 22 percentage points higher than themselves to fake news and to accept it as news, and this overconfidence may be at their actual score. About one in five (20 per- fact, especially when those stories comport least partially responsible for why individ- cent) rated themselves 50 percentage points with their own political beliefs. uals are vulnerabile to the phenomenon— or higher than their score. “Overall, our results suggest that people and worse, why they share fake news. A second, web-tracking portion of the are often unaware of their own vulnerabil- Participants were presented with a se- study analyzed respondents’ online activ- ity to misinformation,” the study’s authors ries of news headlines and asked to dis- ity, and discovered that those who overes- wrote. “Targeting these confidently misin- cern which were real and which were timated their false news discernment abil- formed individuals may be the key to re- fake. Those headlines, which appeared on ities the most were 14 percent more likely ducing much of the information pollution Facebook’s news feed during the 2018 U.S. than the least overconfident to visit websites on social media sites. The question of how best to do so remains open.”  PR firms remained profitable in 2020 “All of these moves went directly to the Cuts to overhead, deferred rents and economic assistance in the bottom line,” Gould said. “By watching the form of grants and loans allowed PR firms in the U.S. to yield strong numbers monthly, by managing by best practices benchmarks, [agency owners] operating profits last year in spite of the coronavirus, according to were able to squeeze out additional profit- a recent industry survey. ability and move into 2021 much leaner and By Jon Gingerich positioned for an even better 2021. It truly .S. PR agencies managed to remain under $3 million in revenues—netted the showed the resilience of the well-managed profitable in 2020 despite the se- smallest profitability, 15.8 percent. PR agencies.” Uvere economic damage wrought by Gould+Partners Managing Partner Rick When broken out by region, the report the COVID-19 pandemic, according to Gould told O’Dwyer’s that “there were three found that PR firms located in the U.S. an annual industry survey conducted by main reasons” that the PR sector was able Northeast boasted the highest average op- PR merger and acquisition consultancy to weather the impacts of the COVID-19 erating profits in 2020 (25.4 percent), fol- Gould+Partners. pandemic. lowed by firms in Canada (22.5 percent), Gould+Partners’ latest Benchmarking re- First, Gould cited economic recovery northern California (20.1 percent) and the port, which analyzes key factors affecting grants and loans such as the Small Busi- U.S. Southeast (18.2 percent). Among the PR firm profitability, found that PR agencies ness Administration’s Paycheck Protection least profitable were firms located in the in 2020 saw, on average, profitability reach Program, which offered billions in small Midwest (16.9 percent), firms located in the 18.2 percent of firms’ net revenues (calculat- business relief and provided a lifeline to New York City metro area (15.8 percent) ed as fee billings + markups), up from 17.4 retain staff that would have been laid off or and firms in the Southwest (13.8 percent). percent in pre-pandemic 2019. furloughed. Second, many agencies in 2020 The study also found that revenue The survey’s findings discovered that prof- were able to get rent abated or deferred. Fi- per professional staff member averaged itability last year was particularly high at the nally, Gould said that many firms—driven $256,667 in 2020, up from $244,840 in largest firms: PR agencies with revenues in either by careful planning or a mere state 2019; and staff turnover for the year aver- excess of $25 million netted average oper- of panic—made a series of line-by-line cuts aged 18 percent, compared to 2019’s 16.7 ating profits of 20.2 percent in 2020. Firms in their overhead, to everything from travel percent. accounting for between $3 million and $10 and expenses to freezing salaries, pay cuts Gould+Partners’ latest Benchmarking million in revenues netted profitability of and bonuses. Indeed, the Gould+Partners Survey was based on responses from 37 18.1 percent, while firms with between $10 report found that total overhead in 2020 “prominent, best of class” North American million and $25 million in revenues netted averaged 23.6 percent, down from 24.8 per- PR agencies. Responses were collected in 17 percent. The smallest firms—those with cent in 2019. May. 

8 JULY 2021 | WWW.ODWYERPR.COM Data privacy, security top consumer concerns Brands are failing to live up to consumer expectations when it products or services a company provides. comes to data privacy and security issues, according to a recent A third (32 percent) said those perceptions FleishmanHillard study. are instead shaped by a company’s impact By Jon Gingerich on society, and nearly a quarter (21 percent) ata privacy and security are the top ization. More than two-thirds (68 percent) said those perceptions come from the ways issues consumers care about and are also think companies must demonstrate in which a company’s management be- Dnow the top challenges most expect that they’ve made meaningful data and haves. In fact, the FleishmanHillard study companies to act on, according to a new consumer protection practices that go be- discovered that two-thirds of consumers study by FleishmanHillard. yond mandated regulations. (66 percent) believe that for a company to FleishmanHillard’s biennial study, which Following data privacy and security, oth- be more credible than its competitors, it seeks to measure the gap between consum- er top issues of consumer concern include must talk about its behaviors and impact on er expectations and their actual experienc- access to affordable, quality healthcare (54 society as well as the environment. es with companies and brands, analyzed percent), violence against women and ac- In the eyes of the public, it appears a insights from respondents in six countries cess to affordable, quality education (both large part of this responsibility rests on the and their experiences with more than 300 50 percent), freedom of speech (48 percent) shoulders of company leaders. Two-thirds companies across 20 industries in an effort and protecting the environment and cli- of those polled (65 percent) believe CEOs to uncover what role consumers around mate change (47 percent). should speak up on issues that “may not the world believe companies should take When it comes to the issues on which have a significant impact on the business in addressing today’s top societal, political consumers most want companies to take ac- but have a significant impact on society.” and business challenges. tion, data security and privacy again topped Nearly three-quarters (73 percent) said According to the study, a majority of the list (47 and 48 percent, respectively), CEOs should have an active voice on sup- consumers globally said that data privacy followed by protecting the environment porting and influencing environmental (55 percent) and data security (57 percent) and climate change (44 percent), minimum policy change, and 65 percent believe CEOs are now the top issues that are most im- wage (40 percent), income and wage gaps should play a role influencing health poli- portant to them. (38 percent) and racism and racial justice cy. An additional 72 percent believe CEOs More than half of consumers (56 percent) issues (33 percent). should demonstrate their commitment admitted that privacy concerns have made The study undergirds the relatively new- to diversity, equity and inclusion efforts, them less likely to use products or services found concept that how brands engage with both internally and externally. from companies that use consumer data society is often viewed as more important FleishmanHillard’s latest “Authentici- for their own benefit, and as a result, only than the customer benefits its products or ty Gap” study surveyed more than 10,200 45 percent said they’re now willing to let services offer. In fact, fewer than half (47 adults in Brazil, China, Germany, UK and companies collect their personal informa- percent) of respondents said their per- the U.S. between March and April. The tion, even when it means providing them ceptions and beliefs about a company are survey was conducted by FH’s intelligence with greater convenience and personal- shaped by attributes solely related to the unit, TRUE Global Intelligence.  Communicators satisfied with pandemic outreach Most PR pros are satisfied with their company’s outreach policies munication pros. Those between 40 and 49 seemed to be the most affected (with 70.9 during the COVID-19 pandemic, according to a recent study. percent finding the pandemic relevant to their daily work), while the impact was felt By Steve Barnes less among those under 29 (55 percent). even out of 10 communications pro- pact on the daily work of communications Those higher in the pecking order also fessionals are satisfied with their orga- professionals. Roughly two out of three re- said they felt the effects of the pandemic on Snization’s outreach and management spondents (66.2 percent) said the pandem- their daily work most strongly, with CEOs policies during the COVID-19 pandemic, ic is relevant to their work, with nearly the and team leaders being more likely to men- according to a study conducted by the Uni- same number (65.8 percent) noting that tion that effect than were the team members versity of Alabama’s Plank Center for Lead- it had a direct impact on the daily work of working for them. ership in Communications. their department or agency. The study also asked respondents which The Center’s 2020-21 North American The effect of the pandemic was particu- sources they use most to find information Communication Monitor surveyed 1,046 larly noted by those who worked for public about COVID-19. Public health organiza- communication professionals from the U.S. companies. Out of those professionals, 85.2 tions and officials were used by 72 percent, and Canada. Not surprisingly, it found the percent said that the pandemic was rele- with national news outlets (69.2 percent) pandemic has been top of mind for a large vant to their work and 76.5 thought that the and local news outlets (61.9 percent) next on majority of communications pros. Three pandemic affected their daily duties. Those the list. At the bottom of the list were social quarters of those surveyed said that they numbers were significantly lower at consul- influencers and bloggers (33.8 percent) and pay attention to news about COVID-19, tancies and agencies, with 56.9 percent find- church or religious leaders (33.2 percent). while more than eight in 10 (83.2 percent) ing the pandemic relevant to their work, and Public health organizations also ranked say that the coronavirus outbreak is a heav- 59 percent noting its direct impact. the highest when it came to trust, with 34.6 ily discussed topic. A variety of other factors also affected percent of those surveyed calling them the COVID-19 has also had a significant im- the impact that the pandemic had on com- most trusted source. 

WWW.ODWYERPR.COM | JULY 2021 9 FEATURE Programs born out of pandemic still inspiring travelers

Nearly every industry was affected by the COVID crisis, but perhaps none more dramatically than the travel sector. If we’ve learned anything coming out of this pandemic, however, it’s that in times of struggle, we often discover just how resilient and creative we can be. By Lauren Mackiel

ccording to Tourism Economics, lawn mower or cats on keyboards. Work- Virtual escapes global travel spending experienced Spaces by Hilton launched in the midst Another trend that erupted this past year Aa 42 percent annual decline in 2020, of the pandemic to give remote workers was virtually escaping and connecting on- and international travel dropped 76 per- a chance to eliminate the distractions of line. Destinations and hot tourist spots cent. While the pandemic shook the travel home without heading back to the office. were quick to reimagine their experienc- industry to its core, many pivoted to meet With WorkSpaces by Hilton, consumers es bringing them right the needs of a new reality. Tourism and can book a room at a local Hilton property to consumers’ doors, hospitality providers leveraged the time for a day rate. The program comes with all or more literally, their by developing creative solves in hopes of the amenities we love about an office—a screens. capturing the hearts of travelers, inspiring desk, comfortable office chair, lightning Google Arts & Culture them in the short-term to visit in the long- fast Wi-Fi and plenty of free coffee and partnered with more term. tea—without the construction project than 2,500 museums Remote work becomes dream vacation happening next door. and galleries around Remote work increased from 20 percent Guaranteeing a good time the world, including pre-COVID to 71 percent at its peak, ac- National data indicates that most U.S. Amsterdam’s Van Gogh cording to Pew Research. We saw inter- travelers daydream about visiting Hawaii Museum, London’s Na- Lauren Mackiel national destinations turn their eye from more than any other destination; however, tional Gallery and the the absent leisure traveler to the “bleisure” this amazing set of islands suffered huge Whitney Museum of American Art (Fast traveler. Countries competed to lure re- setbacks as tourism plummeted more than Company). For the first time, many of the mote workers touting gorgeous landscapes 90 percent at the height of the pandemic world’s most awe-inspiring locations pro- as the new “home office.” (Associated Press). In an effort to inspire vided virtual access to travelers so they For example, imagine taking conference vacationers to its shores, Outrigger Hotels could get an up-close view of popular his- calls or conducting board meetings just and Resorts launched the first-ever ex- torical artwork. steps away from Seven Mile Beach in the periential promise made by a hospitality Known as the Culinary Capital of the Ca- Cayman Islands, or brainstorming busi- brand. Entitled “The Outrigger Promise,” it ribbean, the Cayman Islands Department ness solutions while paddling through its pledged that all guests will have a vacation of Tourism hosted its first-ever intimate mangrove forests ... sounds like a dream, of a lifetime, and if not, the brand will credit and immersive virtual “Cook-and-Sip” doesn’t it? The Cayman Islands turned guests for a future stay to try again—on the event for top-tier media and influencers. those dreams into reality. With borders house. The industry-first offer was so suc- The unique press engagement featured still closed, the Cayman Islands Depart- cessful in bringing happiness to travelers on-island culinary and mixology talent ment of Tourism and Ministry of Tourism that Outrigger extended the offer through and reinforced key destination messaging launched the Global Citizen Concierge June 2021, good for stays booked through keeping Cayman top of mind among me- Program, allowing eligible professionals Dec. 21, 2021. dia while borders remain closed. to embrace a remote lifestyle and im- With so many people missing travel, merse themselves fully in the luxury, Hilton decided to offer a peek behind adventure, culture and beauty of the the curtain and allow guests to bring Cayman Islands. Digital nomads can some of their favorite hotel experiences revive their work-life balance and ap- directly into their homes. The Hilton at ply to live and work remotely for up Home series not only kept Hilton rele- to two years at the bespoke, luxury vant during a time when travel wasn’t destination. The GCCP provides ex- an option, but also served up Hilton’s tended stability as compared to other signature hospitality for those stuck at destinations only offering a six month home. From free video backgrounds stay or less. Since the initiative was featuring fabulous Hilton destinations launched in October 2020, more than around the world, to downloadable 100 successful applications from fami- coloring pages and cocktail demon- lies, couples and individuals have been The dock at Rum Point. strations, Hilton at Home touched on received, with most entrants coming Photo: Will Burrard-Lucas all elements of a virtual hotel stay. The from the U.S. and Europe. Successful program’s highlight was the release of applicants still have this unique remote the world-famous DoubleTree cookie work opportunity. In even better news, Hawaii recently an- recipe. Over the years, millions of travel- For consumers looking for a change of nounced that once it reaches a 60 percent ers have enjoyed that warm, chewy cookie scenery while staying closer to home, Hil- vaccination rate, the state will lift pre-arriv- upon check-in. As baking increased in pop- ton created a new offering that allows re- al testing and quarantine requirements for ularity during the pandemic, the timing mote workers to stay remote without wor- domestic U.S. travelers (Travel and Leisure). rying about barking dogs, the neighbor’s Paradise awaits. _ Continued on page 19

10 JULY 2021 | WWW.ODWYERPR.COM PR and marcom, post-pandemic Measurement and analytics tools such as Good communications efforts have been critical for companies Power BI, Hubspot and Marketo can help during COVID-19. As we move into a post-pandemic world, here’s show a real focus on long-term campaign results, indicating to company managers what PR and marketing pros can do to keep those newfound seats that PR pros are achieving ROI through at the table. these efforts. By Jamie Kightley ‘Deep-seated’ at the C-suite table t’s been a ground-changing couple of difficult times, bring together customers, The pandemic hasn’t changed PR, mar- years for the C-suite. According to Cis- prospects and new solutions and achieve keting and CIOs’ roles but it has undoubt- Iion’s fourth annual Comms Report, 85 essential third-party endorsement in target edly accelerated their responsibilities far percent of PR pros said the C-suite is now media. more quickly than anticipated—and they’ve relying on them for strategic counsel. It ap- More than three quarters of B2B buyers certainly proved their pears that PR’s value has extended beyond and their sales counterparts say they prefer worth during the last simple informing the sales pipeline, that the new COVID-induced digital reality, not 12 months. While busi- business executives are more dependent on only for safety reasons but for ease, speed nesses continue to adapt strategic guidance from PR and marketing and convenience. Organizations have had to our new normal, PR professionals than ever before. to juggle service disruptions and brand rep- and comms profession- Good COVID communications was es- utations and relevancy, alongside workforce als are top of the speed sential during the pandemic and fell into welfare, so finding effective digital commu- dial list. Company lead- the lap of marketing and PR professionals nication methods and newfound ways of ers are still reliant on alike. The manner in which businesses re- networking have become essential when this strategic counsel, Jamie Kightley sponded will have a lasting legacy on how choosing to engage with people—whether but will they maintain those organizations are perceived. Research that be customers, clients, staff or journal- that seat? from IAB UK and YouGov shows that 80 ists. Yes. New developments in data-driven an- percent of UK respondents are less likely to Taking advantage of available tools alytics will help marketing pros align their purchase from a company that had been in- With a widespread number of digital ser- proposed PR strategy with company and sensitive during the crisis, with another 35 vices fast-forwarded by the pandemic, dig- C-suite goals to ensure common ground. percent stating they now pay more attention ital events have brought a windfall of new By adapting to emerging communications to how companies behave. And it’s been the solutions to the market while communicat- platforms, marketing teams kept communi- job of communications teams to keep or- ing to the eager ears of potential audiences. cation flowing and adjusted to the new ways ganizations’ reputations intact throughout Newfound methods have included the use of working. this crisis. of social media as a means of interaction be- Jamie Kightley is Head of Client Services at It’s not just PR and communications pros tween PR pros and journalists. The organic IBA International.  that are experiencing the surge in demand. and natural nature of the interaction can CIOs also have a newfound weight on their help solidify the PR-journalist relationship. PR news brief shoulders through an overnight growth in Remote working has forced countless Brunswick, Sard Verbinnen, responsibilities and required agility—in the Zoom calls, internal and external online U.S. well over 90 percent of CIOs are now meetings, and events—the demand for dig- Trident top Chambers’ rankings working closely with their CMO to improve ital communication and collaboration es- Brunswick Group, Sard Verbinnen & Co. and Trident the customer experience and promote inno- calates. But other technology investments, DMG were named the top PR & communications firms vation. particularly in data analytics, will be key. offering litigation support in this year’s rankings from PR and marcom prove their flexibility Advanced analytics for media watching Chambers. All three were placed in Band 1, the top tier of the PR stands for public relations, which Data analytics is well-proven to provide rankings, which evaluate firms based on technical le- means many different publics, from employ- insights into customer behaviors and allow gal ability, professional conduct, client service, com- ees, to investors, to customers, to prospects, insightful and data-driven business deci- mercial astuteness, diligence and commitment. They to the media, to analysts. PR showed itself sions, so it’s no shock that analytics tools all were in Band 1 last year as well. to be among the most agile of sectors when have become precious and integral assets Brunswick received kudos for being “particular- ly good at distilling complex issues into digestible initially adapting to new ways of working. to PR and communications professionals. statements useful for customers and others,” SVC Marketing communications were used to Advancements in digital technology have was praised for having “a great reputation among the help and inform internal staff, keep morale made insights much more easily accessible, editorial boards of major top-tier media” and Trident high and ensure everyone knew the compa- transforming the way businesses operate DMG was called “particularly effective in navigating communications strategies adjacent to litigation.” ny was coping with the challenges, whether and as such, have become a crucial tool that Ripp Media, Finsbury Glover Hering and FTI Con- through furloughs or shorter weeks. PR and communications experts must in- sulting took spots in the Band 2 category. Band 3 in- But PR and marketing also stepped up to corporate into their strategies. cludes PRC Haggerty, Reevemark, Sitrick And Compa- the customer plate to create digital events There are now analytics tools that offer the ny, The Levinson Group, Edelman and Infinite Global. such as product launches, thought leader- ability to observe who’s been reading your Lanny Davis of Trident DMG and Sitrick And Com- pany’s Mike Sitrick were named Senior Statespeople ship summits or topical webinar series. The stories and from where, and pinpoint which in Chambers’ individual rankings. digital trend has proved particularly popu- messages are driving sales most successfully Ellen Moskowitz of Brunswick Group placed in lar, and 71 percent of marketers believe vir- and why. When extended in PR, analytics Band 1, while Ripp Media’s Allan Ripp, SVC’s George tual events are here to stay throughout 2021 results can allow for a much more target- Sard and Paul Holmes of FGH were in Band 2. Chambers ranks firms and individuals from Band and beyond. And let’s not forget the media’s ed approach, providing relevant media and 1 to 6, and stresses that being ranked in any of the role in all this: All essential audiences need journalist suggestions that can boost media bands is a “significant achievement.” to communicate “business as usual” during placement opportunities.

WWW.ODWYERPR.COM | JULY 2021 11 FEATURE Travel is back, but industry is transformed The COVID-19 pandemic turned the PR world upside down and changed the way we work along with it. The result has been a more innovative, evolved approach that has reimagined the way public relations professionals have traditionally viewed the client-agency relationship. By Samantha Jacobs n 2020, a pandemic flipped the world Reaching consumers in innovative ways remote. upside down. As a PR agency rooted in Just as we were challenged to adapt our As the world begins to re-open, travel Itravel and tourism with a deep passion for business in the midst of a pandemic, so media are starting to have an appetite to get those we serve and what we do, we had two were our clients. Hotels, resorts, tourist back out there, participating in hosted or choices regarding how we could handle the boards, cruise lines, travel brands … those individual press trips. most difficult challenge we’d ever faced. We we spoke to in the early pandemic days— But again, the impact could sit back and watch to see what would and even much later—found themselves of a pandemic has had happen, or we could leverage our innova- challenged by the desire to reach their tar- a ripple effect. Many of tive mindset to create a new way of doing get audience in a thoughtful, engaging and those same journalists business that would evolve with the times yes, affordable way. are still restricted by and set us—and our clients—up for future Even while travelers were sheltering in their parent corpora- success. place at home, we knew from the conversa- tions’ travel policies and So, what did we do? We adapted, fast. tions we were having with top media from rules around vaccines. With nearly every aspect of our lives trans- around the world that people were craving As a result, we’ve be- Samantha Jacobs formed, we decided to flip the traditional inspiration and finding themselves over- gun embracing a new agency model on its head, redefining our whelmed at times by an increasing sense way of communication on behalf of our business, but doing so in a way that stayed of wanderlust. As a result, virtual armchair clients, with virtual press conferences and true to our core philosophies. We evolved tourism was born. Some might say this yes, even virtual press trips. Though chal- our approach in a way that showed our cli- was a trend or short-term necessity, but lenging, finding new ways to communicate ents—and the industry at large—that we we believe it’s something that’s here to stay. with the media has helped personalize our believe in the future of travel, we believe in Creating compelling branded travel and approach even more. And our clients are them, we’re here for the long term, and by tourism campaigns that inspire travelers winning as a result. sticking together, we can come out of these from home? Yes, please! When travelers are Offering employee flexibility difficult times stronger than ever. ready to go, they will. Nothing is quite like As we navigated our way through the A flexible client/agency model having your toes in the sand at your favor- pandemic, we learned that flexibility was As an independent, family-owned compa- ite beach resort or setting out to explore a key not only for our clients and the media, ny, Hemsworth has the ability to be nimble new city on a bucket list adventure. but also for our team. According to a recent and adapt with the times. As the reality of Our clients have had the unique op- survey conducted by Wakefield Research the pandemic set in last spring, we knew portunity to connect with travelers—and for Graebel Companies Inc., nearly three we had to get creative in terms of how we media—on a more personal and authen- in five workers (59 percent) said they’re support the brands and companies that rely tic level by providing a mental escape and more willing to relocate for work now than on us to share their stories. While we’ve al- establishing a deeper bond that will posi- they were prior to the pandemic. In fact, 80 ways provided tailored programming, our tion them at the forefront for the industry’s percent of workers would relocate during pandemic evolution became focused on rebound. We’ve had fun working with our the pandemic, and there’s a growing inter- flexibility. We developed an entirely new clients to develop unique, cost-effective est in relocation post-pandemic as workers structure that innovated the way many have ways to build anticipation and demand, pack their bags and set out to explore a new traditionally thought about the client-agen- and we believe this is a concept to be em- world of opportunities. cy relationship, launching our COVID-19 braced long-term. We’ve always offered work-from-home PR Stimulus Program. Delivering content to media in new ways days and relocation options but in the past, From upfront pro bono support to those Our approach to flexible communication we were a bit hesitant to embrace the con- that qualify and reduced retainers to a “Flex with travelers, and creating unique client cept of full-time remote team members. Pay” contract and the removal of set hourly programming, carries over to the way we That said, our thinking has evolved and fees or minimums, this initiative was a first- communicate with media, as well. When again, we find ourselves committing to a of-its-kind solution. It was a risk, but we sus- COVID hit, the media landscape was also flexible mindset. Travel is coming back pected there was a need for something dif- turned completely upside down. Staff writ- with a bang and as we’ve worked to build an ferent, and we went for it. The industry took ers with whom we had longstanding rela- incredibly strong team to support our cli- note, and we immediately saw that we were tionships were laid off and found them- ents’ post-pandemic growth, we’ve done so right in our thinking. Resources on the cli- selves embarking on freelance careers. with a new way of thinking. We’ve adjust- ent side were being rapidly depleted. Brands Many publications suspended their print ed our policies and now allow our team to were losing their in-house PR teams. Agen- editions and sadly, a few of our favorite work from any location. We’ve hired team cy budgets were no longer what they once titles shuttered completely. Media corpo- members from other markets with remote were. There was a need for quality agency rations changed their approach to work- starts, allowing them to thoughtfully plan resources under a more flexible structure, ing in the office as well, so sending media their relocations. As a result, we’ve added so that travel-centric businesses could get materials or mailers in a traditional sense some incredibly talented new team mem- through these difficult times without com- are no longer a dependable option with so pletely abandoning their PR strategy. many journalists and editors now working _ Continued on page 19

12 JULY 2021 | WWW.ODWYERPR.COM

FEATURE Travel communications realities after the pandemic The travel and hospitality industry is set for a monumental rebound. Now that travel is coming back, however, PR pros must educate clients to the fact that business will return to a new normal. By Geoffrey Weill or fifteen months we’ve been in the dol- read ten pages any more. And with so much The elephant in the room is fees. Many drums, along with the rest of America. now being read online, clients’ foot-stamp- of us are going to have to do all this push- FFew industries have suffered like ours: ing passion for a “cover” is almost as dated ing and shoving and creating while we’re our costs, our clients, our offices. As the re- as a Palm Pilot. That’s another message we still earning a reduced fee. Because there boot of the travel and hospitality industry need our clients to understand. isn’t an agency that works in the travel progresses, it’s clear our work isn’t going All of us have clients of a certain age—like and hospitality sphere that hasn’t had to to go back to what it was before the pan- this writer—who still want the coffee-table make compromises on demic. The worldwide lockdown taught us magazine trophy, and yes, we’ll endeavor to fees during the pan- to be creative, to utilize new strategies, new give it to them. But I’ll never forget what demic. (And don’t be- tactics, new technologies. While we don’t former National Geographic editor Carolyn lieve those who claim know yet if the twenties will be roaring, Bennett Patterson, the “Auntie Mame” of they haven’t.) And it’s we do know we’re never fully going back to travel writers, once told me forty years ago: a problem. Once again, 2019 practices. “Geoffrey, Darlin’, nobody reads those arti- we are going to have It’s not just that Departures has depart- cles: they just read the photo captions.” And tread lightly—but firm- ed. We’re not going to trash all those new if it was true in 1981, it’s even more true ly. Because many clients things we learned. Our clients, and we, now. The reality of 2021 is that the quar- have grown accustomed couldn’t have survived without a massively ter-page photo with an alluring, informa- to us working our be- Geoffrey Weill increased presence online, massively en- tion-filled caption in magazine X is going hinds off for that lower hanced use of social media, without Zoom, to get a lot more of a read than the six-pag- fee. So, we have to aim to get back to 2019 without less-releases-more-pitches. And es of single-spaced prose in magazine Z. If rates by late fall. And, of course, in 2022, we ain’t going back. the pandemic has taught us anything, it’s 2019 fees won’t be enough; but if we can get The first big change many of us will have that less is more. back to February 2020 by November 2021, to face is that business travel will never Of course, print was beginning to wobble we should all be happy. And then in 2022, be the same. Fifteen months of Zoom has long before COVID. And newspaper trav- when we’re truly back to normal, we can taught every boss in the world that flying 20 el sections went out with the fidget spin- push for more. people to San Francisco or San Juan or Sa- ner. But with the exception of the fabulous In September 2020, midway through the moa to sit in a darkened conference room Departures, the best will survive and their worst of the lockdown, this writer crossed and watch a PowerPoint is just not going to burgeoning online presence will help them the Atlantic. I wanted to demonstrate be happening much anymore. Yes, the big flourish. And we’ll happily work with them to our clients that we’re still around and kahunas will still fly to important meetings, all. But it’s to social media where we com- that Americans are aching to get back on but much of the day-to-day travel of sales munications specialists are going to have to planes. And, yeah, I wanted to see for my- people and mid-management may be out direct more of our energies. No longer is it self if Europe still existed, and if travel— the window for good. good enough for a hotel owner’s nephew despite the masks and curfews and tests But there’s a definite upside. Because lei- to handle their Instagram. We have to step and nose-swabbing—was still not only sure travel is going to come roaring back. in and have them realize that social media possible, but pleasurable. And it is. Indeed, And it’s going to be even bigger than ever. is intrinsic to their overall PR strategy: it’s I’m writing this article on the train from Why? Because everyone who works at a no longer a cute hobby on the sidelines for Venice to Innsbruck, on my fifth trip across desk in an office can extend their vacation those perplexing Millennials. We have to the pond to demonstrate to our friends in for a few days or a week of working re- tell our clients that Instagram is the new the media—and especially to our clients— motely. We’ve all learned that working re- Facebook, and TikTok is the new Insta- that all isn’t lost. motely has some downsides, but it works. gram, and in 2022 or 2023 SlamBam may A week ago, I flew from Newark to Milan So that one-weeker to Italy can handily be well be the new TikTok. Our clients need on a “COVID-free” flight. If ever PR firms stretched to 10 or 14 days. Most of our cli- our help to figure out what’s happening on or their clients doubted America’s eager- ents are too worried about the day-to-day that phone in their pocket, lest they figure ness to travel again, they should’ve been and making up for months of crashed reve- it out on their own. with me on that Dreamliner, which didn’t nue to have worked this out yet. It’s our job Most of our clients have been writhing have an empty seat. Looking around, I re- to tell them. And to reassure them that the in agony for close to 18 months, and as alized maybe five percent of my fellow pas- upsides of the new normal far outweigh the the world gradually returns to normal they sengers were on business; the remaining downsides. may be too busy gearing up their opera- 95 percent were Americans on their way Sure, things won’t fully revive until at least tions and sales to think about PR. So, we’re to European vacations. And that felt truly 2022. Yet, to paraphrase “Bye Bye Birdie,” going to have to be more proactive than encouraging. there’s still a lot of reviving to do now. The ever. We must underscore what we need to It’s been hell, but we’ve survived. We’ve travel media are eager for new stories, new do for them to supercharge their return to learned it’s never going to be 2019 again. angles, not merely to run the tired backlog business-as-usual. We have to push them. It’s going to be 2021 and 2022. And we all that’s piled up since early 2020. The new We have to create plans, make proposals, have to be sure to put all that learning to normal is short and sweet. The 10-page sto- be creative and, wherever possible, get the good use. ry may not be dead, but it’s ailing. Because right journalists and the right influencers Geoffrey Weill is President of New York- few have the time or the attention span to to visit them as soon as possible. based Geoffrey Weill Associates. 

14 JULY 2021 | WWW.ODWYERPR.COM

FEATURE Promoting travel across borders Now that Europe is reopening and travelers are venturing back across the pond, hoteliers are finding themselves faced with a new series of challenges. By Jennifer Hawkins s borders slammed shut across Eu- their goals. This may involve repackaging to strategically engage with audiences and rope last spring, public relations pro- existing client services and offerings as well drive bookings, our clients were able to Afessionals representing hotels across as creating new ones that are right for the keep guests informed and engaged. It was the pond were confronted with challenges moment. But remember: they should be a time to experiment with different plat- they’d likely never anticipated, including catering to those guests who know them forms such as Facebook, Twitter, LinkedIn, keeping clients in the news—and in busi- and love them—and have missed them—so Clubhouse, Instagram, Instagram Stories ness—as travel cratered around the world. they can make sure to shine brightest when and IGTV. Many of the Now, with European countries beginning they’re authentic about welcoming back engagements had huge to welcome fully vaccinated travelers again, guests. followings that were promoting travel is back to being by the We live by Action Plans that merge effec- hungry for updates book, right? tive PR tactics and relevant social media about the hotels, pro- Not quite. Not all the hotels are staffed up messaging— always geared toward build- tocols, the destination and not all the countries have the same re- ing awareness of the property and its tar- and, of course, the peo- quirements for entry, so there’s a lot of nav- geted audience. We want to help our clients ple. igation for the traveler and those who pro- drive bookings as well as tell the hotel’s The linchpin for all mote travel. As Annalisa Maestri, Global story in compelling, trend-driven ways. of the above is creative Communications Manager from Dorches- It’s that high-quality content with excellent communications and Jennifer Hawkins ter Collection, told us during a Clubhouse photography, great access to the talent on colorful content. The old session our agency hosted, “Every coun- property and, again, creative authentic pro- rule of thumb for traditional media—“no try (in Europe) is opening on a different gramming. images, no story”—holds even truer for timeframe, so we are strategically tapping Giving priority to being creative with digital outlets, making a robust library of our brains to find creative solutions. Ho- placements, pitches and press releases was edited photographs and video assets es- tels need a long-term focus and should be important even when the hotels weren’t sential to ensuring a cohesive brand iden- thinking about their local markets and also open. We did a lot of on-camera interviews tity and amplifying its message. Videos, in creating new enticing offerings. For every- with on-property personalities such as exec- particular, needn’t be overly produced: In one, ‘creativity’ and ‘flexibility’ are the key- utive chefs, spa directors and owners for ra- our experience, genuine, well-edited video w ord s .” dio and interactive Instagram Live sessions, content shot with a smart phone can work From our bi-coastal bases in New York and we created shareable country-specific just as well or even better than something and California, our agency has racked up a playlists to inspire travelers to travel again. too slick. lot of hours and experience working to pro- We were attempting to keep the tone vital. What about influencers? Our clients have mote and position luxury hotels, resorts, Not having properties to promote, we told us that influencers are vital to getting airlines, cruise lines, tour operators and pivoted and were determined to leverage a hotel’s message out, but we stress to them destinations on literally every continent. the visionaries and thought leaders behind the importance of selecting influencers who We’re listening to our clients, hearing what the brand to be the spokespeople for their can authentically convey a specific focus— they have to say and how they want us to property or destination, but we also felt it like family travel or luxury—and aren’t ge- tell their story. We wanted to keep our jour- important to keep the conversations going nerically featuring a hotel. “Economically nalist friends and colleagues up to date with about our collective Love of Travel. The speaking, hotels should be very selective news they could use. economic impact of travel isn’t lost on us or and very clear about what the deliverables Like most of us during the lockdown, we the media. We were motivated to put for- should be. We have discovered the posi- had to dial-up more Zoom calls than we ward many of our clients to speak out about tives of offering stays to those special few can count to stay in touch with our clients what they are doing to address guest safety are focused and targeted,” one client said abroad. We wanted frequent updates: Are issues, but also to be ambassadors for the during our Clubhouse session, adding, “It they open yet? And if not, when do they travel industry as a whole. Keeping our cli- is important to put a lot of effort into find- hope to be? Are they planning to operate ents talking and communicating what they ing the right media and influencers to ef- at full capacity? And if so, are they hav- were seeing firsthand in their country— fectively demonstrate the authentic luxury ing trouble hiring talent? What creative from Ireland to France, Italy to the UK—it we provide.” offerings are they planning to entice new was all different at the same time. And the Finally, as with any PR outreach effort, guests? And what standard offerings might media appreciated the frank and personal open communication and transparency be missed by returning guests if they’re put accounts. is the dominating principal to promoting on hold? Details are a PR rep’s best friend if We also put effort and expertise into hotels and resorts, the better for travelers you want to distinguish your clients’ unique managing our clients’ and our own social and media to know what to expect and not offerings. media presence. Nothing turns off potential be confronted by surprises as they venture If your client hasn’t finalized details of travelers like an out-of-date Facebook page, back to Europe. As one of our clients told their planned reopening yet, there’s no time which sends the message that the proper- us: “Hotels should have always embraced like the present to do so. Aid them with a ty is either understaffed, doesn’t care or is this, and now it is more important than quick-but-deep dive to gauge their short- too pre-occupied to convey the hospitality e v e r.” term needs and longer-term challenges, that waits behind its door. By developing Jennifer Hawkins is Founder and President and activate the best approach to meeting dynamic posts and buzz-worthy content of Hawkins International Public Relations. 

16 JULY 2021 | WWW.ODWYERPR.COM

FEATURE Travel’s long-awaited turning point Travelers are ready to forge ahead and put COVID concerns in the rearview mirror. Here’s how we can effectively jumpstart PR efforts now that the post-pandemic surge is in full swing. By Julie Freeman y the time you read this, the travel re- outdoor fun. As was the case even in the We also predicted early that leisure trav- covery landscape will have shifted yet earlier days of the pandemic, there’s contin- el would precede business travel, which Bagain. As we emerge from crisis con- ued interest in road trips with 57 percent would return at a slower pace, with the tainment and the last 15 months of switch- of travelers indicating they took one in long-lead nature of meetings and events ing back and forth between “pause, ready, the last year, and 76 percent intending to naturally feeding into set” phases to full on recovery “go” mode, in the coming months. Also on the rise is an extended recovery this shift also means there’s absolutely no travel spend on overnight leisure trips, with time. In a recent sur- time to wait for companies to restart their Boomers showing intent to take fewer trips vey of its members, the PR efforts. but spend more than other generations, so Global Business Travel While MMGY Global predicted that the it’s a key market to target right now. Association found that pent-up demand for travel would be un- It appears we finally hit a crucial turning 79 percent would be leashed in a big way, we never anticipated point. The beginning of summer showed a “very comfortable” or the speed of the trajectory. As our 2021 strong rebound in air travel, crossing more “comfortable” traveling Portrait of American Travelers survey Sum- than two million travelers in a single day for business after re- Julie Freeman mer Edition found, U.S. travelers are ready for the first time since March 2020. We’re ceiving the COVID-19 to put COVID concerns behind them and also seeing strong conversions to domestic vaccination. GBTA itself will resume its an- forge ahead without looking in the rear- hotel bookings, with U.S. hotel occupancy nual conference this November in Orlando, view mirror. The “wait and see” mindset reaching its highest levels in June since No- marking the return of large-scale meetings that many destinations and travel brands vember 2019, according to research from and events. were forced into during the pandemic has STR. Powering your PR strategy been cast aside, and now is the time to shift With borders reopening at a fast clip— We’re amidst a great travel reawaken- gears, make strategic decisions, capitalize beginning with destinations like Iceland, ing. With the surge already upon us, and on the pent-up demand and capture the Mexico, parts of the Caribbean and now consumers ready and willing to splurge on travel surge. the EU—we’re anticipating a huge surge of great travel experiences, it’s time to harness The surge is well underway international travel on the horizon. Cruise that energy in a positive and directed way. Based on numbers from our most recent lines are already enjoying a strong perfor- At MMGY NJF, we’ve been helping our Portrait of American Travelers report, in- mance with record bookings, despite strict clients navigate through the COVID cri- tent to take a vacation in the coming months safety standards, and even at the height of sis and have a clear-eyed view on how to has increased significantly, with 72 percent the pandemic our research showed that capture prospective travelers in an enor- of U.S. adults planning to do so—up from traveler intentions to cruise only decreased mously competitive landscape. Whether 62 percent recorded at the you’re a DMO, hotel or beginning of the year. resort, airline, cruise While Gen Z already line or travel supplier, it’s showed a high intent to essential to have a firm travel, we saw the biggest strategy in place that jump in Boomers—increas- allows you to be nimble ing from 54 percent to 70 and progressive in your percent. This was no sur- execution. prise considering Boomers Redirect the narra- had first access to vaccines tive. For the past year, and are more likely to have road trips, outdoor ex- disposable income and ploration and regional available time to travel. travel were the main At the same time, with story angles for jour- families separated for so nalists, and we rallied long, there’s also strong in- around curating virtu- terest in multigenerational al experiences to meet travel, with 43 percent of these trends. While open travelers intending to take spaces and domestic a vacation with parents, Leisure travel and spending for the next 12 months. travel are still hot topics, grandparents, and kids in now is also the time to tow. court writers with story With summer well underway, we’re al- slightly. In fact, extended voyages includ- ideas and individual opportunities to get ready seeing a major spike in keyword ing World Cruises are in highest demand back to big cities and international des- searches for “beaches,” “parks,” “camping” amongst luxury cruisers, an audience and other terms usually associated with whose loyalty is fierce. _ Continued on page 19

18 JULY 2021 | WWW.ODWYERPR.COM TRAVEL’S TURNING POINT pillars included a meal prepared by celebri- such as reverse compression. We have _ Continued from page 18 ty chef Curtis Stone, behind-the-scenes ac- always maintained that offering deep dis- cess at a San Diego Padres game, a magical counts isn’t a sustainable strategy, even tinations. But we must do it in a way that Disneyland Resort vacation, a luxury road if it garners headlines in the short term. fits these times: taking cleanliness, crowds trip with stops at Marriott International The demand for travel has already led to and general safety into account, and pro- properties across the state and a series of weekends and peak travel times filling viding real-time support while on the road. fairytale micro-weddings at the luxurious up, so we’re seeing what MMGY Glob- Speaking of which: safety is essential, but Carneros Resort and Spa. In addition to al has coined “reverse compression.” Be- no longer pivotal for our messaging. In the extensive media coverage, winners shared cause deals are hard to come by, travelers early days, we saw hotel brands partner- their experiences across social media, fur- are relying on flexibility to improve their ing with cleaning brands, and destinations ther inspiring followers to create their own experience and find greater value. Work- crafting roadmaps to safety in conjunction only-in-California itineraries. from-home and hybrid work models mean with leading health organizations. Those Community engagement plus inclusiv- that mid-week travel is now a possibility, messages should remain a priority, but they ity is critical to a go-forward PR strategy. and travelers are continuing to expect the no longer need to be front and center. Rath- Part of tourism recovery involves messag- generous cancellation and rebooking poli- er, this needs to be baked into your mes- ing, empowering and engaging locals like cies we saw mid-pandemic. It’s up to us to saging as an essential, non-negotiable part never before as ambassadors for their own design creative packages that grab media of the experience—with an understanding brand. By doing so, brands can highlight attention while meeting the needs of trav- that this topic will continue to evolve in the those stories that truly make a destination elers. coming months and years. or product unique. Bringing more invested Let’s go places now Be authentic to differentiate your brand stakeholders to the table means improved As we forge ahead, our strategic planning from the competition. Staying true to coordination, partnerships, story develop- and crisis-management expertise have who you are and what your brand stands ment and overall enthusiasm which helps empowered us to find what works best for for is crucial to re-engaging with and cap- to drive PR strategies. In addition, travel each client. We know that the travel cycle is turing bookings from repeat visitors and brands can attract a more diverse audi- rapidly changing, and people will continue to attracting new ones. One of our most ence by understanding the motivations to expect this flexibility as they approach recent PR campaigns for our client, Visit and behaviors of underrepresented travel- their trip planning. We understand innate- California, showcased once-in-a-lifetime ers. MMGY Global’s recent release of the ly that travelers are seeking out memora- experiences from across the state. “Dream- “Black Traveler: Insights, Opportunities & ble experiences, are drawn to sustainable ing On In California” reminded consum- Priorities” report discovered the enormous choices and are prepared to splurge on ers that California stands for dreaming spending power of Black travelers in the meaningful travel. As you embark on your big and called upon locals and visitors to U.S.: spending more than $129 billion on PR recovery efforts, remain authentic and apply and share their stories of postponed domestic and international travel before continue to mold your approach against an dreams, skipped plans and canceled cele- the pandemic. Forthcoming this summer ever-shifting environment. One thing’s for brations from 2020 for the opportunity to is a study on the needs and priorities of certain: the competition is fierce, but we’re make those missed moments come true Latinx U.S. Travelers. here to help and go places together. this year, California style. Unforgettable Develop creative packages leveraging Julie Freeman is EVP and Managing Di- experiences highlighting key messaging brand standouts and new travel habits rector of MMGY NJF. 

TRAVEL INDUSTRY TRANSFORMED a new way of thinking about their service a mindset, rooted in a flexible way of part- _ Continued from page 12 model, working in the spirit of absolute nering with—and servicing—those around partnership, showing our clients, our me- you. dia friends and our team members that Looking back, innovation, flexibility we’re here for them in any way they need us and adaptivity are three core themes for bers in the process, and we’ve added boots to be. Flexibility is critical. The same way of Hemsworth over the past year, and we on the ground in new locations as well. doing things won’t cut it anymore. Evolu- firmly believe they are themes that should As an industry, we’re facing a new world. tion needs to be about more than just the carry through any agency in our sector as The way we live and work has drastical- services you offer, the industries in which we enter a new world. ly—and, in some cases, permanently— you operate, or the talent you’re adding to Samantha Jacobs is Founder and Presi- changed. It’s time agency leaders embrace your team. Evolution—and innovation—is dent of Hemsworth Communications. 

COVID PROGRAMS INSPIRE TRAVELERS Looking forward of 2021, according to The United Nations _ Continued from page 10 TripAdvisor reports that nearly half (47 World Tourism Organization—there are percent) of travelers surveyed globally are signs of increased consumer confidence and planning to travel internationally this year, plans to travel based on rising vaccination was perfect to release the recipe and give including 45 percent of U.S. travelers. And levels and the easing of lockdowns and trav- guests a sweet taste of Hilton, even if they they plan to spend more on those experi- el restrictions. Only time will tell if these couldn’t experience it in person. Hilton at ences to make up for lost time (Forbes). trends are here to stay. In the meantime, the Home helped remind consumers what they While the first quarter of 2021 was also industry and travelers have much to look love about travel and what they had to look challenging—international tourist arriv- forward to. forward to once travel resumed. als were down 83 percent in the first quarter Lauren Mackiel is SVP at Coyne PR. 

WWW.ODWYERPR.COM | JULY 2021 19 FEATURE Getting heads into beds: a PR plan for travel’s recovery As the hospitality industry emerges from the devasting economic effects of the COVID-19 pandemic, implementing strategic, research-driven marketing campaigns that share hospitality and travel brands’ stories will be more important than ever. By Dave Nobs

erhaps no other industry was more mining where to stay: affordable (66 per- sure travelers is an essential part of public adversely affected by COVID-19 than cent), clean (58 percent), comfortable (54 relations. Pthe travel and tourism sector. And yet, percent), quality (47 percent) and safe (46 Targeted FAM trips that allow media to arguably no industry is more important to percent). familiarize themselves the nation’s recovery. Safety is increasingly significant to a with your property, According to Roger Dow, president and growing segment of travelers. “This is the promoting health and CEO of the U.S. Travel Association, there’s most important issue for me as I travel wellness options, creat- no better time to acknowledge the outsized alone at times or with my children,” one ing content in the form role travel will play in fueling an economic respondent explained. “Safety in our world of videos, infographics, rebound. is most important. If a resort or hotel cares blogs and podcasts, and “Before the pandemic, travel generated about safety, then everything else should aligning your property $2.6 trillion in economic output, supported also be important to their establishment as with causes that are im- 17 million American jobs and delivered a w e l l .” portant to your guests, Dave Nobs $51 billion trade surplus to the U.S. in 2019. The rise of digital in addition to media Given the industry’s importance to Ameri- There’s arguably no brand more synony- outreach, thought leadership and crisis pre- ca’s economy and workforce, a full, nation- mous with hospitality than Hilton. It was paredness, are all vital to success in plan- wide recovery effectively hinges on travel’s the first hotel chain to put TVs in rooms ning and implementing a PR campaign. revival,” Dow said. “While we are beginning and the first to build airport hotels, among While our research uncovered several to see signs of a recovery on the horizon, other things. If you watched the acclaimed commonalities among travelers who expect much work remains ahead to ensure its “Man Men” series, you’ll remember both a safe, clean and comfortable place to stay growth.” the company and its founder, Conrad Hil- at a reasonable price, there’s a need to effec- “Brands need to be prepared for this ton, were portrayed as advertising icons in tively segment and target your customers travel resurgence—they need to have plans several episodes. rather than attempting to reach everyone ready to drive the demand,” said Clayton Recently, Hilton CMO Geraldine Calpin with a single message. Reid, CEO of MMGY Global, in a recent Ad explained how the brand is innovating to Standing out in today’s crowded mar- Age interview with Adrianne Pasquarelli. meet the expectations of their guests in the ket is tough—but possible—for hospitality “It will be an increasingly competitive envi- digital age to Jason Spero, Google VP of brands willing to put in the effort. Creative- ronment where [marketers] will be scram- Global Performance Solutions. ly, focus on how best to communicate that bling to not only bring back their current “To be first among guests used to be “one thing” that makes each unique. Start customers but to steal market share.” about great amenities. That’s becoming his- by knowing who you are as a brand and Start with strategy tory,” Calpin said. “Customer expectations knowing your audience. Then, formulate As the old saying goes, failing to plan today are accelerating. Our customers are a marketing strategy and graduate to a for- means planning to fail. As the hospitality accustomed to controlling their life from mal plan. Finally, keep your marketing and industry emerges from a devasting loss of the palm of their hand. We have to be con- communications engaging and relevant to business resulting from the pandemic, put- stantly obsessive about how we can use dig- your guests throughout the campaign. ting a strategic marketing plan in place is ital and technology to create a better expe- Dave Nobs is Managing Director at more important now than ever before. rience for our guests to reduce the friction Lavidge in Phoenix, and an adjunct pro- Typically, this process starts with prima- out of those travel moments.” fessor at Arizona State University’s Walter ry, secondary, industry and competitive According to our research, we’re seeing Cronkite School of Journalism and Commu- research. One of the biggest mistakes we’ve digital marketing continue to grow. As an nication.  seen is companies that don’t have a market- example, programmatic media, which is a ing plan in place and no thought given to data-driven approach to ad placement that PR news brief ways in which to measure success. provides one-to-one communications by Novavax uses Solebury Trout for Understanding who your customer is and leveraging real-time bidding in online auc- COVID vaccine IR what she or he wants is critical. Get to know tions to get the best placement for an ad at them better. Who are your best customers? the best price, is increasing. Search engine Solebury Trout is working with the investment community for Novavax, which has announced its What makes them tick? What do they en- optimization, email marketing and paid so- COVID-19 vaccine has a 93 percent efficacy rate joy? What type of experiences are they cial are also being used more frequently by against the virus. seeking? And who else would likely stay at hospitality brands. The firm plans to file for regulatory approval for its your hotel in the future? Storytelling through PR NVX-CoV2373 vaccine in the third quarter. Once approved, Novavax said it will be able to pro- In doing our own research, we found that PR is essential for hotels and resorts to duce 100 million shots a month by the end of Q3 and proximity matters but there’s much more tell and share their own stories, which can 150 doses by year-end. Novavax, which is 33 years that goes into deciding where to stay while allow them to survive—and even thrive— old, has never had a vaccine approved by the Food traveling. According to Lavidge’s Hospital- as we emerge from these disruptive condi- and Drug Administration. ity Marketing Report, respondents ranked tions. Effectively communicating the value Solebury Trout’s Alexandria Roy represents Novavax. these words in order of preference in deter- of your property to both business and lei-

20 JULY 2021 | WWW.ODWYERPR.COM

FEATURE From Google to responsible tourism: 25 years of travel An overview of the last-quarter century of the travel industry proves the adage that the more things change, the more they stay the same. By Carolyn Izzo-Feldman

996 was a pivotal time for travel. Expe- During our tenure working with global Photos of clear waterways in Venice, the dia was founded as a division of Micro- destinations and brands, managing crises reduction of CO2 emissions and enhanced 1soft, two Stanford University students and adapting to new styles of public rela- air quality were getting more views and released the first version of Google and, in- tions and marketing, two words come to shares than the average daily posts. During spired by Southwest Airlines, EasyJet and mind to describe the travel sector: adapt- the lockdown, animals were observed in Ryanair took on the low-cost airline model. ability and innovation. These are the words areas normally bustling with people. As That same year, Carolyn Izzo Integrated we believe will mark the full recovery of a result, we’ve become more aware of the Communications (CIIC) opened its doors, the travel industry and reshape some of its value of wildlife and will be seeking more and today, the agency celebrates 25 years challenges, all while paving the way for a purposeful experiences with nature. Vir- of developing strategic communications more responsible comeback. tual eco-tourism and safaris have already campaigns for travel and hospitality clients A responsible recovery seen increased interest. This has also cre- worldwide. So, what does 25 years of work- Green travel, which started as a small ated more interest in how to combat illegal ing in the travel industry look like? niche, has now become mainstream and wildlife trading. Fast Forward to the 2000s, when Tri- key to rebuilding a sustainable industry. While sustainabili- pAdvisor revolutionized the way travelers Companies and destinations are adopting ty is at the forefront of researched and booked hotels and attrac- zero-waste itineraries, helping us offset change, regenerative tions, Facebook pioneered the concept of our carbon footprint and doing their part tourism, which refers “sharing” and the dialogue between brands to engage the traveler experience to bene- to leaving a place bet- and consumers became a two-way conver- fit local communities. Slow travel, a more ter than you found it, sation. This, plus the launch of the iPhone mindful approach to discovering a destina- is another concept that in 2007, gave users the ability to make trav- tion, has also emerged. has grown in popu- el decisions from the palm of their hands. By not returning to “business as usual” larity for the mindful We’ve witnessed the transformation of and taking into account global issues like traveler. This includes Carolyn travel firsthand and how the industry has climate change and the need to protect lo- generating economic Izzo-Feldman changed in fundamental ways, making it cal diversity and cultural heritage, the trav- opportunity for econo- more accessible and desirable than ever. el industry will be able to create positive mies dependent on tourism with conscious Digital maps have replaced paper maps, outcomes for the environment and com- investments, supporting a destination’s translation apps have opened doors for munities, especially in a time when peo- recovery efforts by giving back directly travelers to go anywhere their heart de- ple are seeking meaningful connections to to local communities and incorporating sires and communicate in any language, both others and natural spaces. local, immersive activities as part of the influencers now shape travel decisions and According to Booking.com’s predictions guest experience, such as beach-clean ups, drive consumer traffic to Instagrammable for future travel, 69 percent of travelers supporting local artisans and reforestation spots and online booking has begun re- expect the travel industry to offer more projects. placing the local travel agent. sustainable options; 51 percent will avoid Although there’s still a long road ahead, And while technology has certainly im- traveling during peak season and 48 per- global efforts have already surfaced to drive proved travel, we’ve also seen many issues cent will visit alternative destinations to the short- and long-term recovery of tour- throughout the years that have challenged avoid overcrowding. This will allow desti- ism, like the World Tourism Organization the industry and how tourism authorities nations to adopt new crowd management highlighting various roles of public-private have responded. One example is the rise of measures. In addition, 55 percent of travel- committees and task forces in crisis re- overtourism that has affected destinations ers will look for options where their mon- sponse and recovery. from Venice to Barcelona and how cit- ey will be able to positively impact a local These consolidated efforts seek a re- ies and national parks have implemented community and 53 percent will consider sponsible recovery for industry while regulations to curb the negative impact of reducing waste and/or recycling their plas- highlighting social impact, climate and receiving too many visitors; the effects of tic when traveling once all travel restric- environmental action, protecting cultural 9/11 and how it brought forth new securi- tions are lifted. and natural heritage, promoting conscious ty travel measures that are now considered This new consumer mindset will also travel and immersive experiences, creating the norm. change the way we book travel, with 35 jobs globally that directly benefit and em- Today, we’re witnessing the wake of a new percent of travelers wanting online travel power local communities and eliminating travel transformation, and a revival, as the booking sites to give rewards for making illegal wildlife trade. world recovers from the global COVID-19 sustainable choices, 29 percent looking for So, what will the next 25 years in travel pandemic, which brought travel as we OTAs to use clearly identifiable verbiage to bring? Ultimately, only history will tell, but knew it to a standstill. We’re now experi- promote sustainable choices and 28 per- the hope is that with continued improve- encing the rise of travel advisers and their cent expecting travel companies to offer ments, awareness and efforts towards so- strong influence on travel decisions. Ac- tips on how to be more environmentally cial responsibility, the next quarter century cording to the ASTA, 76 percent of travel conscious while traveling. will prove the best is yet to come. advisers are seeing an increase in custom- Our toll on the environment also came Carolyn Izzo-Feldman is Founder and ers as compared to before the pandemic. into focus as the world went on pause. CEO of CIIC PR. 

22 JULY 2021 | WWW.ODWYERPR.COM

FEATURE Revenue’s relevance in the public relations plan The communications industry is often so caught up in the role of com to develop their platform. measurement that it loses sight of arguably the most important As new people come into the industry, or seasoned professionals carry on as they component in the measurement mix—the client’s bottom line. have for many years, there’s an opportunity By Curtis Zimmerman for a paradigm shift from accepted practices and a battle of technology to reengineering t’s difficult to analyze a travel trend, read any company operating in the travel space. the relationship to connect goals. At the risk an article about marketing or overhear Why target adults ages 35-49 with a house- of sounding old school, at the center of the Inever-ending insightful tidbits from con- hold income in excess of $100,000 if fewer client’s world is revenue. And, we must earn sultants and not read about COVID, Post- than 20 percent of that particular audience a seat at that table. COVID or the indefatigable impact of the would ever consider spending money with We’re fortunate as an remote workforce—due to COVID. Today, you or your clients? agency to have relation- I read an article proclaiming that compa- Measurement has evolved, so why not the ships that have lasted nies—once again, due to COVID—that truest measurable objective of our collec- the test of time. And, had a more digitally mature consumer ex- tive efforts? The majority of public relations while we have certain- perience performed better than those that firms utilize similar tools as a measuring ly performed to make didn’t during 2020. I’m guessing that no one stick of our efforts. If you take a few min- those relationships en- reading this article would be startled by that utes to review the features and benefits of dure, the truth is with information. the leading providers, you’ll find similar each of those clients What may surprise you, however, is that claims: benchmark versus the competition, they have consistently Curtis Zimmerman the article you’re reading now has nothing capture content across all channels, share achieved their goals for to do with the pandemic, the effects of the of voice, measure earned media, sentiment, financial growth. pandemic, our economic recovery or the reputation. They’re all valid—and critically It’s no secret that clients are more likely to under-employed workforce. important—metrics to determine if public seek a new agency partner when there are As marketing professionals in a highly relations is performing. But, where’s reve- objectives that are not being met. Yes, some PR-influenced world, we’re charged with nue in the measurement mix? of those may be specific to the performance helping travel clients plan, execute and re- The truest measure of our collective ef- of their PR firm, more often than not the port in the form of annual marketing plans, forts is our ability to generate room nights, search for a new partner is associated with public relations plans, quarterly reports, meetings, reservations, ticket sales, book- a decline in revenue, new competition or a dashboards and customized forms of re- ings, visits, arrivals, bed tax, economic im- need to refresh a brand—of course, to gain porting. Without debating the difference pact and any other form of measurement new revenue. between a goal and an objective, I would ar- that has a dollar sign attached to it. Yes, we need technology. Yes, we need in- gue that our industry is often so caught up We must be diligent in our efforts to cremental measurement of our efforts. Yes, in the aspects of measurement and report- demonstrate there’s a proving line that con- we need to focus on the performance of our ing that it becomes easy to lose sight of the nects our efforts to revenue. It’s not easy. people, media, influencers and every chan- importance of revenue in the mix. And it’s a question that’s asked with grow- nel that generates earned and owned media. Certainly, impressions, mentions, page ing frequency. But it can be done. This year, But perhaps the biggest innovation we can views, engagement and impact on digital Omnicom introduced omniearnedID, the introduce is a return to a focus on the same channels are critical to measuring public first analytics platform to connect earned form of measurement that has existed since relations’ performance. But, if you give a cli- media to sales. It’s a powerful tool and a the beginning of the exchange of cash for ent a choice between a significant increase reflection that the industry understands services: revenue. in website visits, or a 15 percent increase in the growing pressure to ensure there is a Curtis Zimmerman is Co-Founder of The bed tax collections or RevPar growth—or, return on the public relations spend. Other Zimmerman Agency in Tallahassee, FL.  even more valuable, the prospect of exceed- holding companies—and public relations ing the projected budget for room nights or firms—will follow suit. PR news brief rooms-related revenue—they’ll choose the What role does the client play in this numbers more closely aligned with the bot- equation? We all believe that the success One Nine Three Group backs tom line. of marketing communications is a collab- Krispy Kreme’s IPO Today, data sciences play an important oration that requires equal participation The One Nine Three Group is handling Krispy Kreme role in the entire spectrum of marketing by the client and the agency partner. In as the doughnut chain plans to return to public own- and communications. Presumably, for good the travel category, the majority of clients ership by selling four million shares of stock priced in reason. I would argue, once again, that the have key performance indicators, budgeted the $21 to $24 range. goals or simply revenue metrics that must Krispy, which aspires to be “the most loved sweet real reason for this should still be associated treat in the world,” sold 1.3 billion doughnuts, 64 per- with revenue. Gone are the days when hav- be met. Many of them have salaries or bo- cent of which were of the original glazed variety, in 30 ing the ability to segment an audience by nuses that are tied to their ability to make countries during fiscal 2020. demographics, geography or lifestyle char- the numbers work. And many of them hold Despite selling a billion-plus doughnuts, Krispy acteristics is differentiating. their public relations staff or agency part- could not turn a profit, losing $64.3 million on $1.1 billion sales. The red ink continued into fiscal 2121 Through individual data sources, we now ners accountable. But, once their goals are as Krispy suffered a $3.1 million loss on $313 million have the ability to drill down in an effort to established, it’s hard to argue that the same revenues during Q1 ended April 4. understand and identify the individuals that measurement and monitoring features that JAB Holding took Krispy private in 2016 after it have the greatest propensity to spend dol- we require from the tools that have been es- bought the company for $1.4 billion. Following Krispy’s tablished as industry standards are enough. IPO, JAB will retain a 38.6 percent stake in the com- lars with hotels, resorts, cruise lines, rental pany. car companies, destinations and literally That quandary is likely what led to Omni-

24 JULY 2021 | WWW.ODWYERPR.COM

FEATURE Travel network shows power of integrated marketing The travel industry is throwing a party, and it’s shaping up to be a blast. As we ponder the implictions of this “new normal,” we the agenda—and the right balance between social, influencers, digital and traditional should reflect on what lessons we learned from the pandemic. media.” FINN’s “one P&L” approach serves as a By Virginia Sheridan gateway to growth, practice integration and ravel is back, and visions of flying to sustainability, reputation management and client satisfaction. Typical agency swim exotic places, sailing on blue oceans diversity. lanes have been dissolved to enable seam- Tand exploring magical places are Our efforts resulted in global coverage less cross-office-cross- dancing in our heads. I’m ready to join the that illustrated marketing innovation and practice client servic- revelry but wondering if we shouldn’t listen resiliency through nearly 5,000 placements ing, and global practice to Bette Davis’ famous words in “All About and over 23 billion media impressions leads watch over orbit- Eve”: “fasten your seatbelts because it’s go- achieved in 2020. These results kept cli- ing business units while ing to be a bumpy night.” ents in front of critical audiences and laid project managers keep While consumers, the industry and the a foundation for restarting far in advance of programs on track. Our media are elated at the prospect of people actual recovery. specialists in research, traveling again, there are also considerations Another Network benefit was the ad- digital, sustainability, travel marketers need to keep in mind as vancement of the agency’s approach to health, CSR & social Virginia Sheridan they frame new marketing plans and pon- IMC—in theory a common agency offer- impact and Diversity & der the best ways to re-stimulate business. ing—but not always easy to deliver. There’s Inclusion are always at the For many, the big question now is what almost always something that gets in the ready to help clients in brand improvement comes after “we’re open?” way of the seamless operation of integrat- and customer acquisition. And, as a truly At a recent strategy session for a large ed marketing communications programs, integrated agency we can mobilize the best client, attendees were asked: “what worries including contending with different work- teams to work on client business regardless you the most about post-pandemic mar- styles and cultures, workflow management, of geography or industry sector. keting?” Of all the expected responses, one cost containment and turf wars. There are lessons of a lifetime coming stood out: “desperation marketing.” It’s the An example of how this all comes togeth- out of the pandemic. Teams worked hard- bumpy night for travel. er can be seen with new agency client Visit er than ever and willingly had each oth- We’ve all been there: desperation mar- Panama, where we have pulled in specialists er’s backs and jobs, and clients were saved keting is a product of anxiety in an effort across sectors to deliver results-driven cam- through technology that facilitated work to save the next travel season; it’s putting paigns that are aimed at moving the needle from anywhere. Most importantly, we kept price before quality; it ignores brand con- and influencing consumer travel decisions. travel alive in the absence of actual travel. sideration and does little to build customer David Scowsill, FINN Partners Travel Travel is back. Let’s do the most for it with loyalty. In some instances, desperation mar- Advisory Board and Global Recovery Net- integrated approaches that make the act keting causes confusion and problems in- work member said, “The competition will and thought of travel rewarding. stead of solutions, such as over-tourism or be fierce. The winners will be those that find Virginia Sheridan is Travel and Lifestyle the wrong image that takes years to correct. the right messaging—with family reunions, Managing Partner, USA Travel Lead at As we ponder the “new normal,” we health protocols and sustainability top of FINN Partners.  should reflect on lessons learned from the pandemic. 2020 was a roller-coaster for sure, with relentless twists, turns and pivots. Corporate branding drives consumer opinions PR pros were pressed into keeping clients afloat in the absence of any form of travel. alf of consumers said that corporate affect their opinion of the company, be it in- Even so, some great work was generated last branding initiatives, such as adver- store or on a company’s website. year through virtual means, messaging that Htisements about a company’s values, The survey discovered that consumers en- built customer confidence and trust and affect their opinions of that business, ac- counter some branding strategies more than promotion of C-suite executives. cording to recent findings released by Visu- others. According to the survey, the types According to an airline communications al Objects. of branding consumers were most likely executive, it’s imperative “to engage con- The Visual Object survey, which sought to to find in the past year included product sumers in the places where they are, and do learn what kind of branding materials U.S. branding (39 percent), retail branding (37 it in a manner that is authentic, honest and consumers encountered in the past year, percent) and service branding (31 percent). strategic.” found that 50 percent of respondents said Regardless of its apparent efficacy, however, At FINN Travel & Lifestyle, we took the that company branding, such as an adver- less than a quarter (22 percent) of consum- path of creating a Global Travel Recovery tisement promoting a business’s values as ers reported encountering company brand- Network of agency and external experts in opposed to its products, affected their opin- ing—like an ad promoting a business’s val- multiple disciplines. The network allowed ion of that business, suggesting that brands ues—at some point in the past year. us to bring together best-in-class specialists may do well to follow the practice of align- The survey also discovered that word of to craft programs with strategically focused ing themselves with today’s pressing politi- mouth retains a lot of power in the brand- messaging, research and issue trend reports, cal and social issues. ing world. More than a third of respondents conduct influencer marketing campaigns Nearly six in 10 (59 percent) additionally (36 percent) said that hearing about a com- with high ROI and develop platforms to in- said that retail branding initiatives, such as pany’s services from an acquaintance com- crease client brand awareness in the areas of in-person or virtual design and layout, also pelled them to pay for it. 

26 JULY 2021 | WWW.ODWYERPR.COM People in PR Wahl was previous- Travel network shows power of integrated marketing Kernahan named Fiske sails to Royal ly Head of Enterprise Marketing at CVS Hotwire global CEO Caribbean Health insurance car- rier Aetna. Prior to ech PR specialist Hotwire has pro- oyal Caribbe- that, she was responsi- moted North America CEO Heather an Group has ble for leading digital TKernahan to the Rbrought on marketing efforts at the role of Global Chief Ex- Rosanna Fiske as Chief health insurer. She was Wendy Wahl ecutive Officer. Communications Offi- previously Executive Kernahan officially cer. VP, North American assumes the role on July Fiske comes to Royal Healthcare Practice Lead and Director of 1. She succeeds Barbara Caribbean from Wells Client Services at marketing agency RAPP Bates, who has held the Fargo, where she was and also served as Marketing EVP at Pub- Global CEO title since Senior Vice President Rosanna Fiske licis Modem. Earlier in her career, she was 2017. Bates now moves and Corporate Com- Heather Kernahan a VP and Account Director at Publicis unit into a newly created se- munications Leader. Digitas.  nior advisory role with She has also served as Chair and CEO of the Hotwire’s parent company, Australia-based Public Relations Society of America. marketing and communications network At Royal Caribbean, Fiske will lead the Celebrity Cruises Enero Group, where she’ll help facilitate company’s global communications strategy Enero’s M&A activities in North America. and be responsible for developing and ex- calls Schneider CMO Kernahan joined Hotwire in 2016. She ecuting all communications with internal was previously President of Eastwick Com- and external stakeholders.  elebrity Cruises appoints Michael munications, a tech firm which maintained Scheiner Senior Vice President and offices in New York and the San Francisco CChief Marketing Officer, effective July Bay Area. Enero acquired Eastwick in 2016 Ogilvy Health CEO 12. and Kernahan was charged with leading Scheiner comes to Celebrity Cruises from the agency’s North American and Austra- moves to Moderna Tommy Hilfiger, where he served as Global lian operations. She was promoted to North Chief Marketing Offi- America Chief Executive Officer in 2019. gilvy Health CEO Kate Cronin will cer. Before that, he was Earlier in her career, Kernahan was Glob- join COVID-19 vaccine maker Mod- a Senior VP and CMO al Marketing Director at Enphase Ener- Oerna as Chief Brand Officer on July at Abecrombie & Fitch. gy. Prior to that, she worked at Autodesk, 12. She will report to CEO Stéphane Bancel. He is also an advisor where she was Senior Marketing Manager At Ogilvy, Cronin led PR, social, brand to mobile app startup of Product and Industry Marketing.  and digital campaigns for clients such as Lawzy. Pfizer, Merck, BMS and Boehringer Ingel- In his new post, heim. Scheiner will oversee Michael Scheiner BCW adds APCO’s Prior to assuming the all aspects of driving top Ogilvy Health spot, customer acquisition, Gallagher Cronin was Global brand loyalty and e-commerce globally.  Managing Director of CW has recruited Matthew Gallagher Ogilvy PR’s New York as Executive VP-North America Cor- outpost. Stipa becomes CG Bporate Practice Cronin will move to Leader. Moderna after a 17- Life PR EVP He has more than 20 year Ogilvy career and Kate Cronin years of communica- a 13-year stint at Porter G Life has named Susan Stipa Execu- tions experience, in- Novelli, where she exit- tive VP of Public Relations. cluding a decade-long ed as Partner. CStipa was previously President of Phil- stint at APCO World- Powered by the sale of the COVID-19 adelphia-based science wide. At APCO, Galla- vaccine, Moderna recorded $1.9 billion in communications agen- gher headed the Mid- Q1 revenues vs. $8 million for the year ago cy McDay, which CG west and West region Matthew Gallagher period. It earned $1.3 billion in Q1 ’21 com- Life acquired in 2020. and served as North pared to a $124 million ’20 Q1 loss.  She has continued to America Energy Lead. lead the firm as a whol- Earlier, he led the issues and crisis practice ly owned subsidiary of of Cerrell Associates and served as legisla- Guardian names CG Life since the ac- tive director to a member of the Los Angeles quisition. With her ap- City Council. Wahl CMO pointment as leader of Susan Stipa During his career, Gallagher has coun- the combined PR group seled clients in the technology, sustainabili- etna marketing executive Wendy at CG Life, the McDAY ty, energy, manufacturing and infrastructure Wahl has been named Chief Market- brand will be retired and absorbed into CG sectors on issues such as business transfor- Aing Officer of mutual life insurance Life. Before coming to McDay, she was SVP mation, change management, employee en- giant Guardian Life Insurance Company of for Foster Wheeler’s pharmaceutical divi- gagement and DE&I.  America. sion. 

WWW.ODWYERPR.COM | JULY 2021 27 O’Dwyer’s guide to TRAVEL AND TOURISM PR

dent, Marketing Innovation Team relations and social media firm + Health specializing in creating dynamic Anne Colaiacovo, President, campaigns for the travel & tour- North America ism, real estate, hospitality, food & Lisa Rosenberg, President Con- beverage and lifestyle industries. sumer Brands The CIIC team is made up of en- Tom Smith, President Corporate, North America thusiastic and connected PR pro- Jeremy Rosenberg, President, fessionals who bring 35+ years of Marketing Innovation Team, North combined experience from several America of the country’s top PR firms. Jordan Fischler, Managing Direc- Celebrating our 25th Anniver- tor, Consumer Technology sary this year, CIIC has been ded- Karyn Barr, Managing Director, icated to servicing the travel & B2B Technology tourism, hospitality and real estate Michelle Webb, Managing Direc- tor, Health development markets with top-ti- er public relations campaigns and Travel brands are recognized less award-winning results. CIIC has for the products and services they represented leading hotels and re- deliver, and more for the experi- sorts as well as independent hotels ences they provide. Whether for and hospitality brands in both the Kimpton (an Allison+Partners client) launches first ever Chief Virtual a destination, airline, cruise ship, US and internationally, including Learning Officer. hotel, restaurant or concierge ser- Marriott International, Hyatt, Hil- vice, connecting with travelers re- ton, Palladium Hotels & Resorts, 5W PUBLIC bottom line, bringing leading busi- quires artful storytelling that brings The Norman Estates at Rancho nesses a resourceful, bold and re- each experience to life. Our team San Lucas, Vivo Resorts, Aliz Ho- RELATIONS sults-driven approach to communi- of marketing specialists work with tel Times Square, The Savoy Mi- cation. global travel brands to do just this, ami, and Cala Luna Hotel in Costa 299 Park Ave .,10th Floor 5WPR’s notable clients include using an integrated communica- Rica to name a few. As destination New York, NY 10171 Sparkling ICE, SodaStream, GNC, tions approach to drive bookings, experts, CIIC’s roster of tourism 212/999-5585 It’s a 10 Haircare, jane iredale, visits and sales. To learn more, vis- clients includes Los Cabos, Baja info@5wpr .com it: www.allisonpr.com. California Sur, The Mexican Ca- www .5wpr com. L’Oreal Professional, Santa Mar- gherita, SAP NS2, VIZIO, The ribbean (Quintana Roo), Surfside, Trade Desk, EPICOR, Xaxis and FL and Barbados, among others. Ronn D. Torossian, Founder & CIIC PR CIIC’s work is strategic, creative CEO Zeta Global. Our innovative work Dara Busch, President, Consumer has been awarded PR Agency of and results-driven, and has been NY / Miami recognized year after year with Practice the Year, PR Executive of the Year, 845/358-3920 x11 Matthew Caiola, President, Corpo- Product Launch of the Year and awards from PR Daily, PR News connect@ciicpr .com and HSMAI with 20+ awards. In rate & Technology Practice Business to Business Program of www .ciicpr .com the Year. addition, our team has been award- Since 2003, New York City- Carolyn Izzo-Feldman, CEO & ed ‘Top Women in PR’ and was based 5W Public Relations (5WPR) Founder recently recognized as a ‘TOP 100 has worked with widely known ALLISON+ Amy Sedeño, Executive Director Agency’ by PR News. and emerging brands, corporations PARTNERS & Partner With offices in New York and and high-profile individuals. Our Paola Cuevas, Senior Director Miami, CIIC is an esteemed mem- practice areas include Consumer ber of LATAM PR and is a Certi- Products & Brands, Food & Bev- 40 Gold Street CIIC is an award-winning, high- fied Women’s Business Enterprise San Francisco, CA 94133 ly respected full-service public erage, Health & Wellness, Beauty, 415/217-7500 by WBENC. Apparel & Accessories, Home & Housewares, Travel & Hospitality, Online Contact: Entertainment & Sports, Corpo- Emily Wilson-Sawyer, Executive rate, Financial Communications, Vice President, Consumer Technology, Public Affairs & Gov- Emily Wilson-Sawyer@allisonpr. com. ernment Relations, Nonprofit, Cri- 310/403-4233 sis Communications, Events and Scott Allison, Co-Founder, Global Digital & Social Media. We have a Chairman + CEO 360-degree approach to PR, social Andy Hardie Brown, Co-Founder media, branding and digital mar- + Global Vice Chairman keting that delivers game-changing Jonathan Heit, Co-Founder + results to our clients. Our 175+ Global President tenacious and creative communi- Scott Pansky, Co-Founder + cations practitioners develop and Social Impact Lead execute creative campaigns that Julia Farrell, Global Chief connect our clients with their tar- Financial Officer Matthew Della Croce, Global get audiences in memorable ways. President, Worldwide Client Every aspect of programming is Services The CIIC team on location in Barbados launching the destination’s Annu- designed to impact our clients’ Cathy Planchard, Global Presi- al Crop Over Festival.

2828 APRILJULY 20212016 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Travel & Tourism PR Firms COYNE PUBLIC how we can positively impact their bottom lines. The marketing and RELATIONS social media tactics we employ are creative, cost-effective, and realis- 5 Wood Hollow Road tic to execute. Parsippany, NJ 07054 During a challenging 2020 and 973/588-2000 into 2021, we worked closely with coynepr com/industry/travel-tourism. our clients to keep them at the fore- 1400 Broadway front of the media and consumers’ 36th and 37th Floors minds, even when no one was trav- New York, NY 10018 eling. We continuously pivoted our 212/938-0166 strategy throughout the pandemic, and led our clients through recov- Thomas F. Coyne, CEO D/R helped Sandals Resorts International, the Caribbean’s leading luxu- eries amidst shifting travel restric- John Gogarty, President tions and into the emerging new Jennifer Kamienski, Executive ry all-inclusive resort company, announce expansion plans in its home- base Jamaica. Later this year, the company will officially celebrate its normal. We executed innovative Vice President virtual events to spark inspiration Lauren Mackiel, Senior Vice 40th anniversary. President and wanderlust, arranged virtual a singular purpose: measurable re- ness investment (economic devel- desksides to keep our clients top of The travel industry has been sults. opment) and talent. Our Tourism mind, developed trend pieces our greatly impacted by COVID-19 Everything we do begins with a Practice partners with destinations clients could speak to, arranged and, in response, Coyne Travel is data-driven approach that inspires to increase leisure, corporate and for our clients to be on speaking helping clients from the east coast and informs our team of creative association visitor arrivals and panels, podcast interviews and to the west coast—including the thinkers and ends with our love of spending. How? By winning the conferences, secured socially dis- Cayman Islands Department of travel and the moments that make support of key influencers—media, tanced media visits and broadcast Tourism and Outrigger Hotels & life great. We call it “ideas that digital influencers, meeting plan- segments, participated in sweep- Resorts—navigate this unprec- travel” and it reflects our style of ners and the travel trade. We com- stakes with top outlets and execut- edented situation with on-going storytelling designed for a new era, bine smart strategy with the right ed creative partnerships. Our team creative and strategic counsel. right now. tactics to deliver powerful results. opened five new hotels and a mar- From developing rebound travel Clients: App in the Air; Beach- DCI’s work has been recognized ket hall in the past year, with suc- road maps, crisis and issues man- es Resorts; Bowling Green, KY; annually by the Hospitality Sales cessful opening coverage and buzz. agement, and offering creative Brendan Vacations; Contiki; and Marketing Association Inter- Eleven Six’s clients include a solutions that will inspire people Costsaver; Friendly Planet Travel; national, achieving Best In Show mix of travel, hospitality, lifestyle to travel again, once it’s safe—our Fowl Cay Resort; Insight Vaca- and Platinum awards. The firm is and food & beverage, working team has a pulse on the future of the tions; Luxury Gold; Le Barthéle- globally connected through TAAN with hotels and resorts such as Six industry. And while the landscape my Hotel & Spa; Panorama; Reno Worldwide, a network of 46 agen- Senses Hotels Resorts Spas, Andaz already looks and feels different, Tahoe; Royal Champagne Hotel cies in 29 countries. Over the years Mayakoba Resort Riviera Maya, the transformative power of trav- & Spa; Sandals Resorts; Trafal- we have partnered with the world’s Art of Living Retreat Center, Hy- el will never leave us. As we look gar; Travel + Leisure Co.; U River strongest destination brands, from att Regency Maui Resort and Spa ahead, we believe people will rely Cruises; Uniworld Boutique River Visit California, Travel Texas and and Hyatt Regency Aruba Resort and seek out travel experiences to Cruises; Wyndham Destinations Visit Florida, to Tourism Austra- Spa & Casino, destinations includ- help them heal, connect with others and Your Jamaican Villas. lia, Prom Peru and South African ing Visit Richmond, tour operators and more deeply understand the Tourism. including Remote Lands and Red world around them. After all, it’s DEVELOPMENT Savannah, and the Dairy Market not about the destination or hotel— ELEVEN SIX market hall, among others. Over COUNSELLORS it’s about who we are and who we PUBLIC RELATIONS the last year, the agency signed can become along the way. With an INTERNATIONAL on a variety of new clients as well understanding of the ever-changing including Hôtel Barrière Le Carl consumer experience and critical (DCI) 25 West 39th Street Gustaf, Pacific Whale Foundation, New York, NY 10018 Hyatt Centric South Park Char- needs within the travel/tourism and 646/325-5894 hospitality space, we invite you to 215 Park Ave . South, 14th Floor info@elevensixpr .com lotte, Regent Phu Quoc, Marriott come along for the journey. New York, NY 10003 Owings Mills Metro Centre, The 212/725-0707 Katie Barr Cornish, Principal Opus, Westchester, The Ven Em- www .aboutdci .com DECKER/ROYAL Emma Silverman, Vice President bassy Row and Stay One Degree. Toronto Eleven Six prides itself on creat- New York City and London 647/276-1917 ing a new normal in the PR agency FAHLGREN 646/650-2180 Karyl Leigh Barnes, President world. We are smart, responsive, MORTINE www .deckerroyal .com passionate and engaging market- @deckerroyal Daniella Middleton, Senior Vice President ers who tell our clients’ stories in 4030 Easton Station, Suite 300 Cathleen Decker, Stacy Royal, a way that grabs the media’s atten- Columbus, OH 43219 Founding Partners Our passion is places. Established tion, with a proven track record and 614/383-1500 in 1960, Development Counsellors top-tier relationships. We nurture a Fahlgrenmortine .com Award-winning Decker/Royal International (DCI), is focused on culture of creativity and innova- is a creative communications and elevating the lives of people living, tion, with an emphasis on client Neil Mortine, President and CEO marketing agency serving hospi- traveling and working in the plac- relationships. As a small company, Marty McDonald, Executive Vice tality, travel, and tourism clients es we serve by engaging our pas- we are nimble and flexible, trusted President, Tourism Practice Leader worldwide. Simply put, we grow sions for travel, exploring new cul- by both big and small brands. With As an integrated communica- brands in travel. Our innovative tures, and doing good. During the a focus that goes beyond just pub- tions company, Fahlgren Mortine and often provocative ideas con- last half century, we have worked lic relations and includes market- represents dozens of countries, nect, engage, and influence trav- with more than 500 cities, regions, ing and social media, we are driven states, cities, food and beverage el audiences wherever they are, states, provinces and countries to not only by how much press we whenever they are and always with help them attract visitors, busi- can secure for our clients but rather _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2021 29 w Profiles of Travel & Tourism PR Firms FAHLGREN MORTINE nition and long-term success. campaigns consistently land our vention & Visitors Bureau (Wilm- The agency’s global travel port- partners coverage in the most ington, Carolina Beach, Kure _ Continued from page 29 folio includes clients in lodging, widely read and watched consum- Beach and Wrightsville Beach, destinations, airline and cruise, er and business outlets nationwide. N.C.); the Wilmington Conven- companies, national attractions and design, health and wellness, attrac- We love developing creative ways tion Center; Visit Greenville, NC; local favorites, and is known as a tions and travel-related services. to get media talking about the Play Greenville, NC Sports and the firm that gets results. The agency FINN’s travel portfolio includes brands we work with—and getting North Carolina Museum of Natural has been recognized with dozens Allianz, Antigua, Dubai, New York customers talking about them, too. Sciences, the state’s most-visited of national PR and tourism awards State, Hong Kong, Italy, Jordan, Fish has received numerous attraction. for enhancing brand perception, in- Panama, South Africa, and Iceland awards for our work, including be- Prior travel and tourism work in- cluding Silver and Bronze Anvils and more. Hotels include Accor, ing named to Forbes’ first annual cludes campaigns for Divi Resorts from PRSA, Mercury and Destiny Agriturismo Casetta, Fairmont, list of America’s Best PR Agencies and its nine Caribbean properties; Awards from U.S. Travel Associ- Kempinski, Mandarin Oriental, and in 2021. And we’re honored to cooperative marketing campaigns ation and many others. Headquar- Six Senses. Airlines include Air consistently be recognized as a best for the tourism organizations of tered in Columbus, Ohio, Fahlgren France-KLM, Turkish Airlines and place to work in the industry from Aruba, Bonaire, Curacao, St. Croix Mortine has locations in Colorado, VistaJet. Cruise services include Inc. magazine, PRWeek, PRovoke, (U.S.V.I. Dept. of Tourism) and Florida, Idaho, New York, South Starboard Cruise Services (USA), and PRNEWS. St. Maarten; Dorothea Dix Park, Carolina and West Virginia. Travel Seatrade Cruise Services (USA) Fish is based in Fort Lauderdale, a 308-acre destination park in Ra- industry client experience includes and Galataport Istanbul (USA). Florida, with operations in Dallas, leigh, N.C.; the Dude Ranchers’ Discover Dominica Authority; In addition to communication Washington, D.C., Atlanta, Chica- Association; Gatlinburg, Tenn.; Myrtle Beach Area Chamber of strategies, FINN Travel & Life- go, and London. Cabarrus County, N.C. (home to Commerce/CVB; Travel Nevada; style offers Trade Representation NASCAR’s Lowe’s Motor Speed- Destination Panama City; Coastal for clients such as Jordan, Taiwan, way); Oakland County, Mich.; Mississippi CVB; Airstream; Niag- Belize, Dominica and St. Hele- FRENCH/WEST/ Branson, Mo.; the Old Salem ara USA; Monterey, CA CVB; Visit na. The agency also specializes VAUGHAN Moravian Village (N.C.); Ameri- Sun Valley; North Dakota Depart- in Responsible Tourism, Cruise ca’s Historic Triangle (Williams- ment of Commerce/Tourism; and Marketing Services, Multi-Cultur- 112 East Hargett St . burg, Va.); the Greater Raleigh many other destinations, regions, al Marketing and Economic Devel- Raleigh, NC 27601 CVB (N.C.); Tweetsie Railroad hospitality properties and more. opment. 919/832-6300 (N.C.); Trailways Transportation Our commitment to our clients is www .fwv-us .com System (Fairfax, Va.); the National FINN PARTNERS to be an extension of their brands Cowboy Hall of Fame & Western Rick French, Chairman & CEO —a true partner who works hard, David Gwyn, President / Principal Heritage Center; the Rock & Roll 301 East 57th Street plays nice, respects and encourag- Natalie Best, Chief Operating Hall of Fame + Museum; and the New York, NY 10022 es diversity and collaborates across Officer / Principal Washington Tourism Development 212/715-1646 global offices and practices. Leah Knepper, SVP, Travel & Authority (N.C.). www.finnpartners.com Tourism Practice Among FWV’s operating divi- sions are: FWV Fetching, a pet and Virginia M. Sheridan, Travel & FISH CONSULTING Founded in 1997, French/West/ Lifestyle Managing Partner, USA veterinary PR and marketing agen- Vaughan (FWV) is the Southeast’s Travel Lead 117 NE 2nd St . cy; AMP3 PR, a fashion, beauty, Debbie Flynn, Travel & Lifestyle leading public relations, public luxury and lifestyle PR firm based Fort Lauderdale, FL 33301 affairs, advertising and digital Managing Partner, Global Lead 954/893-9150 in New York City; CGPR, an ac- [email protected] media agency, a distinction it has tive lifestyle, outdoor, ski, fash- FINN Partners is one of the www.fish-consulting.com held since 2001. Its Travel & Tour- ion, technology and travel PR and world’s fastest growing indepen- ism practice is ranked tenth in the consumer brand marketing agency dent marketing and communica- Lorne Fisher, CFE, CEO / Manag- country. based in Greater Boston; and Prix tions firms with an international ing Partner For more than two decades, Productions, the company’s long- Travel & Lifestyle practice in three Jenna Kantrowitz, SVP / COO FWV’s dedicated T&T practice form content feature and documen- main hubs—United States, UK/ Lauren Simo, SVP has worked with and helped grow Ashley Davidson, VP tary film division, with offices in Europe and Asia. With 100 pro- a number of destinations, resorts, Raleigh and L.A. FWV employs fessionals, the team offers client Founded in 2004, Fish is a municipalities, attractions, muse- more than 120 public relations, excellence, fresh thinking, and in- full-service, national communica- ums, historic regions and event public affairs, social media, adver- tegrated strategies with global and tions firm specializing in franchise properties. We start by translating a tising and digital marketing experts localized approaches to ensure cli- and multi-location public relations client’s assets into meaningful and between its Raleigh, N.C., head- ent differentiation and market pres- and marketing. Our clients span a emotional storylines and follow quarters and other offices around ence. As travel makes its recovery variety of industries, including the that up with meticulously crafted, the country. after COVID-19, FINN Partners’ travel, restaurant, retail, home ser- research-driven campaigns that clients tap into our expertise in vices, fitness, beauty, and health/ have been successful at increasing HAWKINS travel and lifestyle and also seek wellness segments. In 2020, Fish awareness, driving visitation and our guidance in repositioning and formed a new Travel & Hospitali- creating uniquely sharable visitor INTERNATIONAL marketing themselves across tech, ty practice, anchored by our work experiences. health, wellness, culinary, social as the global agency of record for Our experienced and passionate PUBLIC RELATIONS responsibility and other sectors to Best Western Hotels & Resorts. team of storytellers have helped diversify offerings in a changing From brand building, national travel, tourism, economic devel- 119 West 23rd St ., #600 world environment. opment and special event interests New York, NY 10011 media relations, influencer market- 212/255-6541 Supported by trend research, in- ing and FAM trips to local grand find their voice, from the moun- sights, digital and influencer mar- hipr@hawkpr .com openings, crisis management and tains of Gatlinburg, Tenn., to the www hawkpr. .com keting, our team is unrivaled for corporate communications, Fish’s islands of the Dutch Caribbean. award-winning creativity and bot- expertise in travel and hospitality Current travel and tourism indus- Jennifer Hawkins, CEO, Founder tom-line results. Our deep industry runs deep and our creative, strate- try clients include Concord Hospi- knowledge and skill sets put us in a gic approach to PR drives impact- tality Enterprises, a hotel developer Founded in 2002 by Jennifer unique position to develop thought- ful results. and operator of more than 135 hotel Hawkins, Hawkins International fully conceived strategies to elevate Our strategic media relations properties across North America; Public Relations is a bi-coastal, client brands for immediate recog- the Wilmington and Beaches Con- award-winning communications

30 JULY 2021 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms ly personal touch. Under its inno- IMAGINE PR vative new ‘PR Stimulus Program’ launched in Q2 2020 and extended 262 W . 38th St ., #703 into Q2 2022, Hemsworth now—in New York, NY 10018 addition to ongoing, retainer-based 212/922-1961 work—offers three levels of cus- info@imagine-team .com tomized, affordable PR, social www .imagine-team com. media and marketing support de- signed to specifically help those Gabriele Sappok, Partner Andreas Sappok, Managing in the lodging, cruise, destination Partner and hospitality sectors who have been impacted by the COVID-19 IMAGINE PR is an award-win- pandemic. ning hotel and travel public rela- Ranked one of the country’s fast- tions firm based in New York City Gstaad Palace, Gstaad, Switzerland (a Hawkins International client). est-growing agencies for six years with global reach. We are a cre- running, Hemsworth has received ative communications agency with numerous accolades including a modern approach to digital and agency with offices in New York HEMSWORTH HSMAI Adrian Awards, American traditional lifestyle & travel pub- City, Los Angeles and San Fran- COMMUNICATIONS Business Awards, “Best Places to lic relations. IMAGINE PR works cisco. Hawkins International’s Work” Awards and others. The with some of the most well-known creative, integrated and tailored agency has been recognized for hospitality, destination and travel approach to public relations and 1510 SE 17th Street, Suite 200A its innovative, forward-thinking Fort Lauderdale, FL 33316 brands. Our clients are leaders in digital strategies, has earned nu- culture as a “Best Place to Work” high-end hospitality and experien- merous accolades from industry 954/716-7614 info@hemsworthcommunications com. and “Best Agency to Work For,” tial travel who value us for our in- peers, media and clients around www hemsworthcommunications. com. specifically noting its flexible re- genuity, love of travel and knowl- the world. The agency’s strong mote work policy, wellness credit, edge of the ever-shifting media & domestic footprint, coupled with Fort Lauderdale • New York • Atlan- leadership retreat, Summer Friday influencer landscape. its global reach and varied cultur- ta • Charleston • Tampa program, two-year paid employee Clients include: Ellerman House, al sensibilities have afforded it the sabbatical, five-year electric car Samantha Jacobs, Founder & Cape Town; Maisons Pariente; opportunity to work with a variety lease and other unique perks like Higashiyama Niseko Village, A of hospitality-affiliated companies President Michael Jacobs, COO having your birthday off as a paid Ritz-Carlton Reserve; Hotel Arts specializing in sectors including holiday. Barcelona, a Ritz-Carlton Compa- travel and tourism, wellness, de- Kayla Atwater, Director of Travel & Tourism A sampling of clients within ny Hotel; Niarra Travel, Natural sign, culinary, real estate and more. Hemsworth’s tourism and hospi- Selection Safaris; Quasar Expedi- Clients: 45 Park Lane, London, Hemsworth Communications tality practices include AmaWa- tions; Fregate Island Private; Singi- United Kingdom; Air Partner; The is a full-service global public re- terways, Bahamas Paradise Cruise ta; The Ritz-Carlton, Koh Samui, Beverly Hills Hotel, Beverly Hills, lations agency that specializes in Line, Banana Bay Resort & Ma- Thailand; The Ritz-Carlton, Kuala CA; Brookfield Properties; Bryte travel, tourism and hospitality. Ca- rina, B Ocean Fort Lauderdale, B Lumpur, Malaysia; The Saxon Ho- Bed; The Bushcamp Company; pabilities include brand strategy, Ocean Resort (Orlando), Broad- tel; ThirdHome; Tschuggen Hotel Carillon Miami Wellness Resort, media relations, promotions, social land Drinks, Cruise Barbados, Dis- Group; Tswalu and YTL Hotels. Miami, FL; Circle Line Sightsee- media, event planning, thought cover Dunwoody, Driftwood, Hill- ing Cruises; Coworth Park, Ascot, leadership, crisis communications sboro Beach Resort, HomeToGo, United Kingdom; Destin Fort-Wal- and more. I Heart Mac & Cheese, Kenefick J PUBLIC ton Beach; Dolder Grand, Zurich, With an impressive global reach, Ranch Vineyard & Winery, Mar- RELATIONS Switzerland; The Dorchester, Lon- Hemsworth leverages its Passion. garitaville Hollywood Beach Re- don, United Kingdom; Dorchester Insight. Connections. to surpass sort, Massanutten Resort, Perfor- 530 7th Ave ., #502 Collection; EDSA; Gstaad Palace, client expectations at every turn. mance Hospitality Management, New York, NY 10018 Gstaad, Switzerland; Hilton San- The agency has been hired by com- Serena Hotel Aventura (Tapestry 212/924-3600 ta Monica, Santa Monica, CA; panies large and small because of Collection by Hilton), Sheraton letstalk@jpublicrelations .com Hotel Bel-Air, Los Angeles, CA; its track record for delivering out- Riverwalk Tampa Hotel, Waters www .jpublicrelations .com Hotel Eden, Rome, Italy; Hotel standing results with a distinctive- Edge Wineries and others. Lungarno, Florence, Italy; Hotel Jamie Sigler O’Grady, Sarah Plaza Athénée, Paris, France; Ho- Evans, Partners tel Principe di Savoia, Milan, Ita- A global communications agency ly; Inspirato; JW Marriott Venice with a specialization in public re- Resort & Spa, Venice, Italy; Le lations, social media, content cre- Meurice, Paris, France; The Living ation and digital marketing. With Vehicle; The Loren at Pink Beach, 55+ team members across four Tucker’s Town, Bermuda; Lovan- U.S. offices including New York go Resort + Beach Club, St John, City, San Diego, Los Angeles and USVI; Montage Hotels & Resorts Nashville, two international offic- International; Mountain Lodges es in London and Toronto, plus a of Peru; Nomadic Expeditions; presence in Denver and Arizona, Onefinestay; Palmaïa, The House JPR is a trusted leader in integrated of AïA, Riviera Maya, Mexico; Pi- media relations, social media and kaia Lodge, Galapagos, Equador; brand strategy, trend forecasting, Seabourn Cruise Line; Sharecare; During the pandemic, Hemsworth helped keep its tourism clients top-of- guest programming, brand part- The SoNo Collection; Tradewind mind in innovative ways. One particularly successful campaign was the nerships, experiential activations, Aviation; The Tryall Club, Mon- influencer engagement and crisis tego Bay, Jamaica; Westdrift, Man- “Everything Will Be OK” initiative for Dunwoody, Georgia, a thriving “sec- ond city” destination just outside Atlanta. The program—which won an communications. hattan Beach, CA; The Wigwam, Established in 2005, JPR has Litchfield, AZ; Wilderness Safaris; HSMAI Adrian Award and a variety of other accolades—garnered global and XV Beacon, Boston, MA. media exposure, including numerous national TV news segments. _ Continued on page 32

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2021 31 w Profiles of Travel & Tourism PR Firms Place Hotel & Spa —Sonoma, CA; partnerships. In addition to numer- J PUBLIC RELATIONS Monarch Beach Resort—Dana ous industry awards, LDPR was _ Continued from page 31 Point, CA; Old Edwards Resort & named “One of America’s Best PR Spa—Highlands, NC; Pendry Ho- Agencies for 2021” by Forbes. tels (multiple properties)—North Our clients include Aman; Ab- consistently risen as a leader in the America; Rancho La Puerta—Te- ercrombie & Kent; VisitScotland; travel and hospitality spaces. To- cate, México; Rancho Valencia Re- Tahiti Tourisme; The Boca Raton, day, the agency’s growing portfo- sort & Spa—Rancho Santa Fe, CA; Florida; Aman New York; The lio spans many markets outside of Relais & Châteaux; Rosendale De- Resort at Paws Up, Montana; The travel and hospitality, with clients sign—London, UK; Sugar Beach, Ocean House, Watch Hill, Rhode in lifestyle, culinary, real estate, A Viceroy Resort—Soufriere, St. Island; The Ritz Paris; Chatham and wellness. JPR’s global roster Lucia; The Cloudveil—Jackson Bars Inn, Cape Cod; The Ritz-Carl- includes more than 120+ hotels in Hole, WY; The Goring—London, ton Bacara, Santa Barbara; Andaz the U.S., U.K. and throughout Eu- UK; The Ocean Club, A Four Sea- Maui at Wailea Resort; Alila Napa rope, Mexico, Caribbean, Africa sons Resort—Bahamas; The Palms Valley; Hilton Aruba Caribbean and more. JPR represents destina- and The Shore Club—Turks & Ca- Resort & Casino; Briggs & Riley, tions such as North Carolina and icos; The Ritz-Carlton (multiple among others. Utah as well as flagship hospitali- properties)—North America; The ty brands including Hilton Luxury Setai-Miami Beach—Miami, FL; Brands, Virgin Limited Edition, LOU HAMMOND The Stafford—London, UK; Vail Relais & Châteaux, Vail Hospital- Mountain Resorts; Vail Resorts GROUP ity and Iconic Luxury Hotels. Hospitality; Virgin Limited Edi- JPR is continuously listed on tion; Visit North Carolina; Under 900 Third Avenue the Observer’s annual “PR Power New York, NY 10022 Canvas—North America; Utah 50” as one of the country’s most 212/308-8880 Office of Tourism; Waldorf As- powerful PR firms and Crain’s lhg@louhammond .com toria Las Vegas; Waldorf Astoria Laura Davidson and Leslie Cohen “Best Places to Work in New York www .louhammond .com Los Cabos Pedregal; Washington visit Hotel Viking in Newport, City.” The agency also garnered School House—Park City, UT. Lou Hammond, Founder/ Rhode Island. “Top Places to Work” by PR News Chairman Emeline, during the height of and received a Five Star rating in LDPR Stephen Hammond, CEO Forbes inaugural list of “Ameri- Presidents: Terence Gallagher, COVID by implementing an ag- ca’s Best PR Agencies,” in addi- New York; Gina Stouffer, Charles- gressive, strategic media relations 72 Madison Ave ., 8th Floor tion to multiple trade and consum- ton; Ivie Parker, Denver; Amanda effort and a robust influencer New York, NY 10016 Hansen, Houston awareness campaign garnering 3.2 er awards for company culture and 212/696-0660 brand success. An industry inno- million social media impressions. Facebook .com/lauradavidsonpr Lou Hammond Group (LHG) is vator, JPR became the first travel twitter .com/ldpr Secured placements in the Travel PR agency to launch a podcast in instagram .com/ldprtravel a celebrated, integrated marketing + Leisure IT List and Condé Nast 2018, Priority Status. www .ldpr .com communications firm with offices Traveler Hot List as well as an HS- Clients: Adare Manor—Co. Lim- in New York, Atlanta, Charleston, MAI Adrian Award for Influencer erick, Ireland; Africa Adventure Laura Davidson, President / Denver, Houston, Los Angeles, Marketing. Consultants; Andronis Exclusive Owner Miami and Tampa. LHG has built a • Christened and debuted Amer- Leslie Cohen, Executive Vice legendary reputation over the past ican Queen Steamboat Compa- (multiple properties)—Santorini, President / Owner Greece; Château du Grand-Luce 37 years as the leading mid-sized ny’s newest vessel, the American agency serving the travel industry. —Loire Valley, France; Condado LDPR is an innovative travel and Countess, securing over 480 mil- A few things to know: Vanderbilt—San Juan, PR; Cur- lifestyle PR agency headquartered lion impressions and exceeding • Independent: known for tain Bluff—Antigua; Eden Roc in NYC with staff in California sales expectations, which led to boundless creativity and enthusi- Cap Cana—Dominican Republic; and Chicago. The firm has been at the early release of 2022 and 2023 asm Four Seasons Resort Lana’i - La- the forefront of integrated initia- booking itineraries. • Operates differently: no time na’i, HI; Halepuna Waikiki by tives for destinations, internation- • Leveraged “Travel with a Pur- sheets—clients get the attention Halekulani—Honolulu, HI; Hel- al hotel companies, independent pose” trend by showcasing Mont- they need when they need it ena Bay—New Zealand; Hotel resorts, luxury tour operators and gomery as a city offering social • Founder of the PR World Net- del Coronado - San Diego, CA; lifestyle products. Our highly cre- justice studies; developed aware- work, 20-year organization, 22 Iconic Luxury Hotels (multiple ative and strategic programs for ness of 65th anniversary Bus Boy- global members properties)—United Kingdom; clients showcase the best of media cott and promoted as an ideal des- • Impressive client retention, InterContinental (multiple proper- relations, social media / influencer tination for Black History Month. serving partners over a decade; ties)—North America; MacArthur marketing, and collaborative brand Achieved 600+ million reach in Charleston, Nassau Paradise Is- two months. land, New Haven, Panama City • Promoted Panama City Beach, Providence, Sonoma, Santa Beach’s outdoor activities and Fe and American Queen Steamboat miles of sugar-white sand for social Company; Norfolk 20+ years distancing in advance of important Sampling of new travel clients: summer season; achieved 900+ Jamaica Tourist Board; MSC million reach in nine months; Cruises; Jackson County, NC; Gar- visitation surpassed 2019 results. den of The Gods, CO; Visit Hat- • Provided an integrated mar- tiesburg; Sea Pines; Grand Hyatt keting approach, offering compre- Vail; Russell Lands on Lake Mar- hensive social media services to el- tin, AL; The Alida, GA and after evate awareness for brands across competitive review, retained New all platforms and communications Hampshire Div. of Travel & Tour- initiatives. From strategic consult- ism Development. ing and content development, to Key to success, results and cre- ative outreach: J Public Relations Partners Jamie Sigler O’Grady and Sarah Evans. • Debuted Charleston hotel, _ Continued on page 34

32 JULY 2021 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms al Beach Resort (Cancun), Safari LOU HAMMOND GROUP Pros, Visit Guernsey, and Visit _ Continued from page 32 Sarasota County. community management and paid social integration, LHG optimized MKR organic and paid campaigns to in- COMMUNICATIONS crease audience engagement and client visibility. 408B Shasta Lane • After reopening in July, LHG’s Santa Barbara, CA 93101 campaign for Space Center Hous- 303/929-2711 ton delivered record ticket sales. www mkrcommunications. com. Repositioned the Center’s holiday attraction with a safety emphasis, Maureen Russell, Owner beating pre-pandemic attendance. MKR Communications is a bou- • Created integrated marketing tique marketing and public rela- campaign for Pearland Economic New Orleans—American Queen Steamboat Company sailed with Lou tions agency that helps profession- Development Corporation, Hous- Hammond Group for the christening and debut of its newest paddle- al services firms strategize, elevate, ton, that included public radio wheeler, the American Countess. The partnership secured over 480 mil- and communicate their unique val- sponsorship and native content; lion impressions and led to a nearly sold-out 2021 season for the cruise ue. We provide all branding, public digital, print and television ad- line. relations, and marketing services vertising. All messaging aligned that are customized to our clients’ Pearland as a forward thinking, MAGRINO ing solution provider, specializing needs. We work on projects large smart address resulting in some 9 in travel and tourism. Our agency and small as well as enjoy teaming million impressions and 27,000+ 352 Park Avenue South, 6th Floor leverages the power of storytelling with like-minded communications visits to Pearland websites. New York, NY 10010 to create engaging, integrated cam- firms. Reach out today and let’s • Created highly successful 212/957-3005 paigns. Our multi-channel cam- chat about your next project! “New Jersey in the House!” cam- www .magrinopr .com paigns combine media outreach, paign during height of COVID. Ac- social media and event activation tivities included “TasteNJ” culinary Susan Magrino, Chairman & CEO along with strategic partnerships to MMGY NJF videos featuring top NJ chefs along Allyn Magrino, President & CRO build buzz and business for leading with “Dinner and a Movie” nights LeighAnn Ambrosi, EVP & CAO global travel brands, destinations 360 Lexington Ave ., 10th Floor focusing on NJ movies while en- Magrino offers a full suite of and associations. New York, NY 10017 joying takeout from local eateries. The agency was founded by 212/228-1500 public relations and social media www .njfpr .com Reach 150+ million in first 30 services, from media relations and Charles Mardiks. Charles has two days; increased web site traffic strategic partnerships to platform decades of integrated marketing Julie Freeman, EVP & Managing by 35 percent. management, content creation and and public relations experience Director • Launched educational webinar influencer and event marketing. in global travel and tourism, and Lauren Kaufman, SVP series for New Hampshire, Sono- Magrino is dedicated to maximiz- he brings together a highly net- Nancy Friedman, Founder ma, Natchez, Santa Fe, Norfolk, ing the reach and power of earned worked, nimble team of senior-lev- Charleston, Montgomery and Pa- media for our clients, putting over el, hands-on strategists and cre- At MMGY NJF we are global ducah partners. Panel discussions 25 years of strategic insight and ative thinkers. This dynamic and connectors, storytellers and cu- with national outlets included intelligence into everything we flexible structure allows us to tap rators of travel experiences—in- trends and educational themes such do. Employing our 360° lifestyle experts with specific expertise in spiring people to view the world as social media101, working with approach to brand building and a variety of disciplines from media differently and then see it for them- influencers, travel sentiment and public relations, our campaigns are relations, social media strategy and selves. As marketers specializing more. focused, strategic and assembled event planning to branding strate- solely in travel and hospitality, we • Promoted first-time partner- to balance cost-effectiveness with gy, business-to-business market- help put travel brands on the map ship between Norfolk and Virginia positive results. Our break-through ing, partnership marketing and and navigate their narrative through Beach themed “Together at Last.” strategies look beyond the silos of crisis communications. The ded- innovative thinking, creativity and The competing destinations worked traditional PR and individual social icated Mardiks team is fueled by storytelling. MMGY NJF offers jointly to create offers, accommo- channels; Magrino has a fluency in a love for travel, a nose for news boutique service and expertise in dation packages and events. Cam- all mediums, understanding that and a scrappiness that gets the job consumer and trade media rela- paign led to strong summer busi- each function serves as a launch- done. As a true extension of our tions, social media, corporate and ness despite ongoing pandemic. pad for the other to shape percep- clients’ teams, we work diligently brand positioning, experiential and Reach 140+ million in one month. tions and inspire change. That is to nurture, build and connect me- event marketing, strategic partner- • Through positioning The Gant the reason some of the world’s dia and industry relationships to ships and promotions, influencer Aspen as an intimate sanctuary most revered lifestyle brands turn solve clients’ marketing problems engagement and crisis communi- amidst nature with private experi- to us—and return to us. www. with smart, strategic and creative cations. We are the winners of the ences authentic to the region, LHG magrinopr.com. solutions. 2020 HSMAI Adrian Award Best garnered over 500M+ impressions We have orchestrated of Show in PR for our work on the including Wall Street Journal, De- brand-building public relations National World War II Museum’s partures, Barron’s Penta, Travel + MARDIKS PR programs for longstanding clients 75th Anniversary of D-Day cam- Leisure, Smart Meetings, Business across a broad spectrum of compa- paign. Insider, The Hollywood Report- 388 Bridge Street nies including airlines, cruise lines, For those seeking senior level er, Martha Stewart Weddings and Brooklyn, NY 11201 car rental companies, credit cards/ counsel, unwavering brand advo- more. 646/283-5273 payment systems, hotels and re- cacy and unrivaled media savvy, www .mardikspr .com LHG clients know they are work- sorts, tour operators, travel agency MMGY NJF is a PR powerhouse ing with the most trusted, go-to Charles Mardiks, President/ consortia and destinations includ- and one-stop shop. Hundreds of media and influencer resource in Managing Director ing: Athenaeum Hotel & Residenc- hotel, destination, travel and life- the industry with a singular com- es (London), Celestyal Cruises, style brands have entrusted their mitment to delivering quality, mea- At the intersection of creative and Condor Airlines, “My Greek Table reputations to MMGY NJF whose surable results. strategic, Mardiks PR is a market- with Diane Kochilas,” Park Roy- “Leave No Stone Unturned” phi-

34 JULY 2021 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Travel & Tourism PR Firms trips, to organic and paid social me- with top journalists and influencers, dia strategies and content market- and our curiosity and imagination ing campaigns and more, we tell fuel the ideas we help clients create stories through a truly integrated to catch (and hold) their attention. approach to share and sell our cli- Several of our clients have been ents’ points of difference. For more with us for more than 10 years, and than 20 years, we have made head- they say the reason for this is sim- lines across the country. Whether ple: we bring fresh ideas to their the approach is luxury, history and business each year, we never get culture-based, nature-based, or cu- stale or fall into predictable pat- linary-oriented, inspired and dedi- terns, and we never—ever—just do cated service is synonymous with the minimum. From global cruise our work. Pineapple PR—Your sto- ship launches and high-profile ho- ry starts here! tel launches to revenue-generating seasonal programs and SEO-driven digital PR campaigns, our talented REDPOINT group of entrepreneurial, resource- Celebrity Chef Curtis Stone delighted “Dreaming On in California” expe- MARKETING PR, ful professionals have a passion for rience recipients enjoying their celebratory do-overs at a beachside din- INC. delivering meaningful results. ner. To mark the state’s official reopening for travel, MMGY NJF worked Clients we’ve represented in- clude Tourism Nova Scotia, New- with client Visit California to design a series of once-in-a-lifetime expe- 85 Broad Street foundland & Labrador Tourism, riences and launch the campaign which called upon locals and visitors Suite 18-055 New York, NY 10004 Tourism New Brunswick, Tourism to apply and share their stories of postponed dreams, skipped plans and Prince Edward Island, Princess canceled celebrations from 2020 for the opportunity to make those missed 212/229-0119 miranda@redpointspeaks .com Cruises, Cunard Line, MSC Cruis- moments come true this year—California style. www .redpointspeaks .com es, Oceania Cruises, Regent Sev- Photo: Max Whittaker en Seas Cruises, Tauck, Collette, losophy has catapulted the firm Spa, British Virgin Islands, Cheap Christina Miranda, Principal & Perillo Tours, Learning Journeys, to the top. Our integrated PR and Caribbean, Costa Rica Tourism, Co-Founder United States Tour Operators As- social media team prides itself on Etihad Airways, Eurail, Fitler Club, Victoria Feldman de Falco, sociation, Student & Youth Travel Principal & Co-Founder Association, Loews Hotels, Affinia long-standing client relationships Greater Palm Springs CVB, Ham- Ross Evans and Gina Dolecki, and an innate ability to move with- ilton Princess, HEI Hotels, Hotel Vice Presidents Hotels, Woodstock Inn & Resort, in many spheres: tapping media Vermont, Intrepid Travel, ITC Ho- Kennebunkport Resort Collection, and industry influencers, forging tels, Karisma Hotels, LATAM Air- Founded in 2002, Redpoint is a Topnotch Resort & Spa, Red Lion creative partnerships, uncovering lines, Leisure Pass Group, Meritage full-service public relations agency Inn, Porches Inn at MassMoCA, strategic advantages, and providing Resort Collection, Namron Hos- with deep roots in travel, tourism, Brenton Hotel, Saint Lucia Tourist global perspective. Our campaigns pitality Group, Oceania Cruises, and hospitality. We seek, craft, Board, Miramichi River Tourism are rooted in research and insights, Rhode Island Tourism, Sea Island, and share compelling stories with Association, Taste of Nova Scotia, and we are master storytellers and South Dakota Tourism, St. Peters- media and social influencers to en- Briggs & Riley Travelware, En- content creators who know how to burg/Clearwater, The Beaches of gage audiences that matter most to semble Travel Group, The Princi- make news out of simple concepts Fort Myers & Sanibel, The James hotels, resorts, cruise lines, destina- pality of Monaco, SBM Hotels & or large-scale programs. We forge New York Nomad, The National tions, tour companies attractions, Resorts, New England Inns & Re- an emotional connection to reach World War II Museum, Travel Tex- travel services, associations, and sorts Association, Ripley’s Believe our audiences where they live, as and Visit California. more. work and play. We maintain stellar relationships _ Continued on page 36 Industry innovators and thought PINEAPPLE PUBLIC leaders, MMGY NJF is the pioneer of Hotel Week NYC, and MMGY RELATIONS Global is the author of the widely acclaimed Portrait of American 5238 Peachtree Road, Suite 150 Travelers® annual research study. Chamblee, GA 30341 With offices in New York City, 404/237-3761, ext . 1001 Los Angeles, Kansas City, Aus- dstone@pineapple-pr .com tin, London, Miami, Dubai, Van- www .Pineapple-PR .com couver and Washington, D.C. and Deborah Stone, President an international partner network, Travel Consul, we serve many of Pineapple PR is an integrated the world’s premier travel and tour- communications company spe- ism brands. Other MMGY Global cializing in serving businesses and areas of expertise include research organizations in the tourism, hos- and insights, strategic communica- pitality and economic development tions planning and implementation, industries. With a history of de- brand marketing, traditional and livering a superior level of service social media buying, digital/social and results-oriented, inspiring cam- media strategy, website develop- paigns for destinations, properties ment and management, e-CRM, and attractions, Pineapple PR pro- travel industry relations and inter- vides strategic public relations, so- national destination representation. cial media, content marketing and Redpoint made Norman (the “Lambassador”) a media and social media Clients Include: Amtrak, Apari- digital marketing services executed star in spring 2020 for Billings Farm & Museum. With the pandemic rag- um Hotel Group, Berkshire Hatha- by an experienced team of profes- ing around the world, this pitch was perfectly timed to bring warm fuzz- way Travel Protection, Borgata Ho- sionals. From media events, pub- ies and infuse joy into media stories. It got snapped up as “photo of the tel Casino & Spa, Breezes Resort & licity campaigns, familiarization day” by numerous outlets.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JULY 2021 35 w Profiles of Travel & Tourism PR Firms are in New York, Denver, Chicago, with WEILL ranges from three to Our travel client roster includes a REDPOINT Miami, and South Carolina, and we 14 to 25 years, we are gratified that curated mix of destinations, hotels _ Continued from page 35 have a team of multilingual associ- we managed to keep our entire team & resorts and airlines including: It or Not! Times Square, Morey’s ates to best service our worldwide employed throughout the pandemic Ethiopian Airlines, Visit Finland, Piers & Beachfront Water Parks, client base. and international travel lockdown. Finnair, Grenada Tourism Authori- Billings Farm & Museum, Off- ty, Tourisme Montréal, Travel Man- shore Sailing School, Swissotel WEILL ZAPWATER itoba, Buenaventura Golf & Beach Hotels & Resorts, Raffles Hotels & Resort, Cayo Espanto, Frangipani Resorts, Tropicana Resort & Casi- 29 Broadway COMMUNICATIONS Beach Resort, Grand Residences no, and many more. New York, NY 10006 Riviera Cancun, National Tourism 212/288-1144 118 North Peoria, 4th Floor Office of Serbia, La Paz Tourism, TURNER 866/PR-WEILL Chicago, IL 60607 Baja Sur Tourism, Sofitel Mexico www .geoffreyweill .com 312/943-0333 City Reforma, Fairmont Mayako- 250 W . 39th St ., 16th Floor www .zapwater .com ba, CASA Kimberly, Mount Cinna- New York, NY 10018 Geoffrey Weill, President david@zapwater com. mon Resort, Ocean Clubs Resorts, Ann-Rebecca Laschever, EVP 212/889-1700 Hawks Cay Resort, Hotel Zachary, www .turnerpr .com Mark Liebermann, SVP 1460 4th Street, Suite 306 Beth Levin, Assistant VP Santa Monica, CA 90401 Pacifica Hotels, The Santa Maria Hotel & Golf Resort Panama, and Christine Turner, President 310/396-7851 Angela Berardino, Chief Strategy Celebrating its 26th anniversa- Coco Collection Resorts Maldives. Officer ry this year, WEILL specializes in 331 Almeria Avenue promoting luxury, exclusive travel Coral Gables, FL 33134 THE ZIMMERMAN TURNER is an industry-leading experiences and national tourist 305/444-4033 communications agency with a 20+ offices. We concentrate on across- AGENCY year history representing lifestyle, the-spectrum communications, en- David Zapata, CEO heritage, outdoor, spirits, travel and suring every client’s messages are Cheryl Andrews and Jennifer 1821 Miccosukee Commons transmitted via all print, electronic, Lake, Executive VPs Tallahassee, FL 32308 hospitality brands, skillfully blend- Jennifer Barry, Managing Director, broadcast, digital, influencer and 850/668-2222 ing public relations and social me- Los Angeles curtis@zimmerman com. dia strategy, delivering boundless social media. Holly Zawyer, Managing Director, zimmerman .com creativity supported by data-driven Of our 30+ clients, more than Miami knowledge. 40% have been with us for more Stephanie Poquette, VP, Social Curtis Zimmerman, CEO What We Do: Our capabilities than 5 years, and 25% for more Media and Influencer Programming Kerry Anne Watson, President span the mixed marketing spec- than ten. Throughout 2020 and trum—earned media strategy, dig- into 2021, while Covid-19 brought Zapwater Communications is an For more than three decades ital communications, experiential international travel to an unprec- integrated communications agen- The Zimmerman Agency has been & entertainment marketing, social edented, screeching halt and most cy specializing in lifestyle brands, among the leading hospitality and media and travel trade represen- of the destinations in which our with a focus on travel, hospitality, travel public relations firms in tation. We specialize in building clients operate closed their borders, and destination clients. Founded in North America. Today, the firm brands. We are creators at heart, al- WEILL succeeded in retaining its 2005, the agency has grown into offers a highly creative and con- ways finding fresh ways to craft the entire portfolio of tourism boards, one of the premier creative firms in temporary approach to public re- right narratives. hotels/resorts, river cruises and tour the United States. In fact, a leading lations that includes full-service Who We Work With: Our travel operators—from the tourist office public relations industry publica- social media teams, a 360-degree and tourism portfolio spans destina- of Japan, where borders remain tion named Zapwater one of the approach to digital, and proprietary tions including Bermuda, Wiscon- sealed to this day, to hotels around five most creative agencies in North analytics. The Zimmerman Agency ® sin, Houston and Toronto; hotels the world. America. teams utilize Momentum Planning and resorts from major brands and And over the past few months, With offices in Chicago, Los a proprietary planning methodolo- independent stars; and innovative we have added clients, including Angeles and Miami, we share a gy to drive creativity, strategy and start-ups like Evolve. Our consum- with the Ca’ di Dio, the only 5-star culture that fosters creativity, qual- technology to deliver relevant and er portfolio ranges from emerging hotel opening in Venice in 2021, ity, collaboration and enthusiasm. timely content and communica- F&B brands like Tractor Beverage designed by renowned Spanish ar- Long-standing relationships and tions to generate results for clients. Co. and Stillhouse, to established chitect Patricia Urquiola; French the determination to lead in a dy- Hospitality/travel clients include: heritage brands like Obermeyer, Affaires, purveyor of curated trips namically evolving industry distin- Belize Tourism Board, Norwe- Duluth Trading Company and Red to France celebrating French cul- guishes the agency’s work. gian Cruise Line, Hertz Rental Car Wing Heritage. We also represent ture, language and l’art de vivre; Our agency integrates multidis- Company, Timbers Resorts, West- some of the biggest names in studio and Neos Air, Italy’s second largest ciplinary services such as digital gate Resorts, Kessler Collection of fitness and wellness: Mindbody, airline, launching service from JFK engagement, experiential tactics Luxury Resorts, Aimbridge Hospi- Pure Barre and Nuun. to Milan in the summer 2021. And and media relations—to drive bot- tality, Blue Diamond Resorts, Hard Why We’re Different: Bou- building off of the success of our tom-line results. To date, Zapwater Rock All-Inclusive, Visit Park City, tique-minded with big agency re- 17-year representation of the Hotel has won 145+ industry awards for Discover The Palm Beaches, Visit sources, we deliver some of the Hassler, managed by fourth-gener- excellence, including some of the Tallahassee, North Carolina’s Crys- best creative ideation anywhere. ation owner Robert Wirth, WEILL industry’s most prestigious acco- tal Coast, South Padre Island CVB, Authenticity is a core value for has been appointed to oversee me- lades, many for our travel and des- Little Palm Island, Mahekal Resort TURNER and we’re proud to live dia relations for Mr. Wirth’s entire tination clients. (Playa del Carmen), Margarita- the lifestyles we represent through portfolio of hotel “gems,” including Zapwater is also a founding ville Nassau Resort, Ritz-Carlton our clients. Our bilingual team has the Hotel Vannucci and Borgo Bas- member of Travel Lifestyle Net- Dallas, Marriott’s Harbor Beach helped us work with global brands tia Creti in Umbria, and the Parco work (TLN), representing the Unit- Resort, TPC Network (Corporate), in Latin America and our team’s di- del Principe in Tuscany. ed States within its international Ritz-Carlton Destination Club, verse backgrounds ensure we bring In addition to our long-term re- network of owner-managed mar- Streamsong Resort, Kartrite Resort, a worldly perspective to our work. lationships with clients, we are keting and communications agen- Brown Palace, Brazilian Court, Our Simply Give program encour- immensely proud of our extremely cies serving tourism and lifestyle Mansion on Forsyth Savannah, ages our team to get involved with low rate of staff turnover and the clients. Network members collabo- Canyon Ranch Woodside, JW Mar- volunteer efforts that will effect commitment of our employees to rate to deliver international exper- riott Savannah Plant Riverside, Pel- change in our world. the company’s continued growth. tise to clients seeking connections ican Grand, Bungalows Key Largo, Where To Find Us: Our offices With staff members whose tenure and reach across the globe. Beaver Creek Lodge and more. 

36 JULY 2021 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’STRAVEL AND TOURISM RANKINGS PR FIRMS

Firm Net Fees (2020) Firm Net Fees (2020)

1. Edelman, New York, NY $28,919,000 24. Violet PR, Montclair, NJ $352,000

2. Zimmerman Agency, Tallahassee, FL 12,000,000 25. MP&F Strategic Communications, Nashville, TN 254,598

3. Finn Partners, New York, NY 10,409,000 26. Inkhouse, Waltham, MA 240,663

4. Development Counsellors Int’l (DCI), New York, NY 9,410,923 27. Trevelino/Keller, Atlanta, GA 200,000

5. J Public Relations, New York, NY 8,717,500 28. O’Malley Hansen Communications, Chicago, IL 188,334

6. MMGY NJF, New York, NY 8,203,073 29. Bellmont Partners, Minneapolis, MN 164,145

7. Turner, a Fahlgren Mortine company, New York, NY 7,728,941 30. Hodges Partnership, The, Richmond, VA 130,000

8. Lou Hammond Group, New York, NY 7,350,509 31. Fish Consulting, Ft. Lauderdale, FL 116,800

9. Zeno Group, New York, NY 6,753,013 32. Tunheim, Minneapolis, MN 116,059

10. French | West | Vaughan, Raleigh, NC 4,505,341 33. Ehrhardt Group, The, New Orleans, LA 114,344

11. Hawkins Int’l Public Relations, New York, NY 2,991,360 34. Hunter, New York, NY 100,000

12. Coyne PR, Parsippany, NJ 2,800,000 35. FrazierHeiby, Columbus, OH 97,181

13. Jackson Spalding, Atlanta, GA 2,379,630 36. Gregory FCA, Ardmore, PA 91,100

14. MWWPR, New York, NY 1,781,726 37. Brownstein Group, Philadelphia, PA 87,408

15. Citizen Relations, Los Angeles, CA 1,766,461 38. BoardroomPR, Ft. Lauderdale, FL 50,000

16. rbb Communications, Miami, FL 1,635,372 39. Rasky Partners, Inc., Boston, MA 31,500

17. Pineapple Public Relations, Chamblee, GA 1,089,067 40. imre, LLC, Baltimore, MD 31,300

18. Hemsworth Communications, Ft. Lauderdale, FL 1,033,802 41. Serendipit, Phoenix, AZ 28,250

19. 5W Public Relations, New York, NY 1,000,000 42. Standing Partnership, St. Louis, MO 28,128

20. Kivvit, Chicago, IL 742,735 43. TruePoint Communications, Dallas, TX 21,650

21. Singer Associates PR, Inc., San Francisco, CA 519,911 44. Lawlor Media Group, New York, NY 18,000

22. 360PR+, Boston, MA 419,304 45. Champion Management Group, Dallas, TX 5,000

23. Berk Communications, New York, NY 374,400 46. Akrete, Evanston, IL 2,000

© Copyright 2021 The J.R. O’Dwyer Co. OPINION Professional Development Republican path to victory runs over Donald Trump By Fraser Seitel ere’s what’s likely to emerge from last Nonetheless, the fact remains that having legal practices and business policies; for month’s historic showdown summit alienated most of the people who voted for example, red-lining in mortgage lending Hbetween Presidents Biden and Putin: him once, there’s no way Trump can win leading to segregated housing. nothing. the presidency again in 2024. Which brings The controversy surrounding critical race “Nothing” has become something of a us to today’s Democrats. theory, like many other issues today, lies in watchword for the As much as Trump may be reviled by how it’s perceived. Left-leaning advocates Biden Adminis- those who once supported him, so too are hail it as shining a light on systemic racism, tration, which is the so-called “progressives” who are forcing while right-leaning critics condemn it for stocked with bland Biden and his party’s leaders into an unten- dividing people into “oppressors” and “op- political lifers long able corner, out of which they’re unlikely to pre s s e d .” on promises and escape. What isn’t debatable is that most Amer- pronouncements And while you’d never know it watching icans believe that coming out of a largely and task forces but MSNBC or reading The New York Times, lost academic year, the last thing the na- short on actual ac- Democrat elders are petrified that Repub- tion’s students need is yet another “political complishments. licans will win with a public relations plat- controversy” to distract teachers and ad- And that’s not all form based on three wrongheaded notions ministrators from fulfilling their primary bad; in fact, doing that misguided “progressives” have handed academic mission of teaching. Fraser P. Seitel has less may be exact- them. The same is true with the heightened fo- been a communications ly what the nation consultant, author and First, don’t defund the police cus among public and private schools on teacher for more than needs after four The progressive position to “defund the gender issues. Progressive advocates argue 30 years. He is the au- years of daily bit- police,” which grew out of post-George that it’s important for children to have an thor of the Prentice-Hall terness, braggado- Floyd protests, has already proved disas- understanding of various genders at an text, The Practice of cio and bombast. trous. early age, to learn to be accepting of others Public Relations. Unlike his prede- Clueless city councils in many cities have and not to pre-judge. Conservative critics cessor, Joe Biden been unable to translate the anti-police argue that such studies are age-inappro- seems a decent, dedicated, down-to-earth battle cry into any meaningful action. As priate, unscientific and clearly political. plodder, who will try his best to do no harm politicians bungle their way through “de- Which side is right? Take your pick. to the country he leads. And that’s all good. funding,” police forces in left-wing cities Once again, what’s indisputable is that The President’s problem, beyond his ad- have been decimated. Police retirements Democrats are associated with this push vanced age and not-ready-for-prime time nearly doubled in New York City and Seat- toward early gender studies, and that most Vice President, is his party. tle, quintupled in Portland, and in Minne- Americans—including, importantly, mod- The Democrats, and Biden among them, apolis, where the actions of one sadistic cop erate voters who can influence next year’s have been hijacked by a small group of led to George Floyd’s death, applications to elections—are opposed to force-feeding “progressive” zealots who, if allowed to join the police force have been cut in half. the gender agenda into their children’s or continue to steer the Democrat Party’s di- Meanwhile, of course, the people who grandchildren’s early education. rection and dominate their public relations will continue to suffer most from dimin- Third, don’t knock capitalism narrative, will likely hand the House—and ished policing are poorer people who live The reason Trump was palatable to many maybe the Senate—back to the Republicans in high crime urban areas; in other words, who found him personally odious was that in the 2022 elections. the very people that protestors set out to he was an unabashed pro-business capital- At this point, in fact, the only thing stand- “prot e c t .” ist. ing in the way of a Republican reemergence Like it or not, Democrats are associated Democrats, fairly or unfairly, are per- is a strange, orange-tufted beach creature with this catastrophic anti-police move- ceived as neutral, at best, in terms of sup- lurking in the sands of Mar-a-Lago. ment, and Republicans won’t let them for- porting business and socialist at worst. And if Republicans choose to return to a get it. Bernie Sanders and Alexandria Oca- slavish devotion to Donald Trump, they’ll Second, don’t politicize education sio-Cortez, for example, readily identify as find themselves upending the entire Re- Equally calamitous for Democrats is the “democratic socialists.” And it’s true that publican comeback applecart. widespread shift to focus childhood educa- in recent years American opinions about Betting against Trump a few years ago was tion more directly on race and gender. capitalism, particularly among Millennials, a bad idea, but this time it’s different. After The spate of African American deaths in have deteriorated. refusing to acknowledge his successor’s le- the custody of police has triggered a na- Accordingly, the concept of “free enter- gitimacy, bad-mouthing his most loyal sub- tional dialogue on race. Such dialogue to prise” needs to be reinvigorated and ineq- ordinate Mike Pence, and getting caught improve racial harmony is a good thing. uities in the system need to be repaired. knee-deep in the Capitol riots, Trump has But one outgrowth that hasn’t been help- But the reality is that most Americans still lost his political mojo with most of those ful is the progressive push to introduce believe in big business, working to earn as who voted for him—from moderates to controversial “critical race theory” into the much as you can and the merits of free en- business leaders to Mitch McConnell. His curricula of America’s elementary, junior terprise. And most Democrats don’t. only strength now lies with fraidy-cat Re- high and high schools. All of which bodes well for Republicans publicans, who fear they’ll lose Trump’s Technically, critical race theory is a winning back the House in next year’s elec- face painted, horn-headed right wing loy- 40-year-old academic concept that sug- tions—just as long as they stay away from alists in next year’s elections. gests racism is embedded in the system’s embracing the poisonous Trump. 

38 JULY 2021 | WWW.ODWYERPR.COM Guest Column

The ingredients of failed leadership ing compliance and oversight. There’s a natural tendency to resist compliance and By Jim Lukaszewski ten to the surprise of the perpetrator. When oversight. The greatest resistance generally that misbehavior is met with silence, the comes from organizations’ sales and mar- ore unethical decisions are made perpetrator is encouraged to try it again on keting sectors and that resistance is often during a crisis than almost any oth- a larger scale. Many sources express concern induced by the pressure to perform, the Mer scenario in management. at the increasing number of misbehaviors pressure to succeed, the pressure to beat the Although few crises reach “explosive vis- occurring in businesses and organizations competition and the pressure to beat peer ibility” levels, all of all types, even though the actual range of organizations. produce victims. misbehaviors is relatively narrow. The ele- Decreasing responsiveness to regulato- Mishandling vic- ments of failed leadership are obvious but ry requirements. Once an organizational tims presents an they survive because they’re unmentioned culture moves away from responsiveness to enormous threat and unnamed. regulatory requirements and begins selec- to senior execu- The real value of this list is to alert lead- tively ignoring or degrading the importance tive reputation and ers and those around them. Those who wit- of these requirements, the pattern of failure survival. ness negative or risky circumstances need grows and self-perpetuates. The choice of to inform leadership immediately. Time Persistent, rigid, disciplined silence. The how any crisis is and again, leaders excuse their misbehav- implied or direct order to remain silent is managed is de- ior, shifting the blame for their intentional powerful and toxic. termined by the mistakes to those around them. Leaders Continuously making ever larger com- Jim Lukaszewski who become perpetrators are prepared and promises to accommodate or cover up is President of The surviving leader- Lukaszewski Group. ship. Empathy and practiced at shifting blame, if exposed or previous intentional misbehaviors. Once His latest book, co-au- apology are two of caught. There are recognizable events that a manager makes the conscious decision thored with Steve Har- the most crucial signal existing or pending misbehaviors. to cross a line, they become a perpetrator. rison, is “The Decency response ingredi- Look for them. Surprised that there’s no real reaction, the Code: The Leader’s Path Warning signs and misbehaviors to Building Integrity and ents. The quality of tendency is to cross another line to see if Trust.” the response deter- A management-imposed emergency that works, too. Surprise, surprise, it’s also mines the level of or attitude of urgency that goes unchal- ignored. All too often, when an autopsy is reputation damage lenged. The phrase, “do whatever it takes,” done on failed leadership, a crucial element or enhancement. A flawless technical re- is among the most prevalent of excuses for in the pathology sounds like, “It’s their sponse is possible, but fumble, stumble and breaking, changing or ignoring rules. This fault for not catching me and warning me bungle empathy and apology and that’s how phrase is taken as an order and an autho- or turning me in that all these bad things your response will be remembered. rization to ignore all rules and constraints h app e n e d .” After more than 40 years in the trench- to achieve whatever the objective happens Risk addiction es, I’ve learned that all questionable, inap- to be. Some experts have described “risk ad- propriate, unethical, immoral, predatory, A sense of ongoing top management diction” very much like the behavior of improper, victim-producing and criminal pressure to “get on the program,” without drug addicts, gamblers, smokers and sex behaviors are intentional. Adults and most challenge or without reporting through offenders. These individuals know how teenagers consciously make decisions or compliance channels. Too often, goals are devastating and damaging their behavior is permit actions they know are wrong. All taken as permissions, authorization or or- but continue anyway. In risk addiction, the ethical, moral, compassionate, decent, civil ders to ignore the rules. Those in charge— intoxicant is power and the willingness of and lawful behaviors are intentional. The through their own behaviors and stated or colleagues, victims, witnesses, compliance choice is always obvious. implied expectations—change the rules or officials and/or board members to succumb Mismanagement typically comes in three establish new ones unilaterally outside of to that power. By failing to oppose, disclose categories. The first is what I call “invinci- normal compliance channels. Crises rarely or expose it, leaders are immersed in a cul- bility,” an attitude of power that long-serv- start, “in the mail room,” or by “a bunch of ture that says “yes” all the time, and they ing executives and younger, hotshot exec- rogue employees.” Crisis behaviors and atti- increasingly act without waiting for a “yes” utives acquire. Over time, an environment tudes start at a much higher level. or a “no.” of cultural numbness and justified neglect Established values and cultural systems The management tools for detecting, de- of ethical behavior is created. and norms are gradually ignored, neutral- terring, and defeating risk addiction are The second category is the organizational ized or displaced by questionable behav- disclosure, behavior labeling and aggressive failure to respond to or challenge invincibil- iors. but constructive exposure. If you witness ity. Risky leadership decisions are silently Early warning signs are ignored, de- intentional crisis mismanagement, my ad- understood and sometimes, specifically or- ferred or actively defended. Who wants to vice is clear: speak up. Silence is the greatest dered. Examples range from silence to de- be the first to point a finger or to vocalize enabler and validator of misbehavior. Those nial that a crisis exists, to the reluctance to something negative about the boss? who observe this, are injured or affected by apologize or worse, maligning victims and An atmosphere of invincibility that it or who know how many others will suffer, those who represent them. overshadows or simply blinds participants must speak up despite the risks. Otherwise, The third category is how manageable to infractions, questionable decisions and executive misbehavior tends to grow and problems explode into crisis through inten- stuff that should work but doesn’t. become more clever, audacious, novel and tional inaction. Corner cutting. One of the most com- damaging. Invariably, once the perpetrator From misbehavior to failed leadership mon starting places for leadership failure to is caught or exposed, they’ll immediately Most misbehaviors begin in small ways begin. blame those around them. In truth, we have but grow as they’re allowed to proceed, of- Increasing resistance to or minimiz- only ourselves to blame. 

WWW.ODWYERPR.COM | JULY 2021 39 WASHINGTON REPORT H+K hires Fauci’s former press secretary

ill+Knowlton Strategies has appointed Mary Jane Walk- er, who served as Dr. Anthony Fauci’s Hpress secretary from 1986 to 1997, as U.S. Head of Healthcare. Walker joins H+K from The Social Ar- chitects, where she was Partner and Chief Communications and Strategy Officer. She has also served as Executive VP, Corporate Healthcare at Weber Shandwick. In her new post, Walker will lead teams that support healthcare communications for Mary Jane pharmaceutical, biotechnology and other Walker healthcare companies. “Mary Jane brings deep subject matter expertise and an impres- sive track record as a leader, trusted advisor, collaborator, and ESG solutions for public and private companies will be a tremen- growth driver,” said H+K Global President and CEO Richard dous asset to our firm and clients.” Millar.  Mercury adds sanctions pro Kucik DOE recruits SKDK’s Bartol

eter Kucik, a seven-year veteran of the he Department of Energy names Bridget Bartol Deputy Di- U.S. Treasury Department’s Office of rector of its Office of Public Affairs. PForeign Assets Control, has joined Mer- T Bartol was most recently a Vice Pres- cury as Managing Director in D.C. ident of Public Affairs at SKDKnickerbocker, He will help clients deal with sanctions where she specialized in strategic communica- policies, as well as litigation, compliance and tions, stakeholder engagement, and media re- regulatory matters. lations for corporate, nonprofit, advocacy and During the Obama administration, Kucik crisis clients. helped craft U.S. sanctions on Libya and Before she joined SKDK, Bartol was Media Myanmar. He also handled the easing of trav- Peter Kucik Relations Manager at Securing America’s Fu- el and remittances restrictions to Cuba. ture Energy and she was previously Deputy Bridget Bartol At OFAC, Kucik coordinated its work with the National Securi- Press Secretary at DOE during the Obama Ad- ty Council and the Departments of State and Commerce. ministration.  Toby Moffett, Mercury co-Chair, said Kucik’s “track record of success in navigating the most complex regulatory landscapes makes him a natural fit for our team as governments around the Advocacy group retains lobbying globe are reassessing how to treat each other’s large companies.” firm to stop flu deaths Omnicom owns Mercury.  oalition to Stop Flu, an advocacy group dedicated to stopping FTI Consulting hires Cornerstone’s flu deaths, has retained government relations firm LKB Strat- Cegies to lobby Capitol Hill on healthcare- and budget-related ESG head issues. Led by former Senate Majority Leader Tom Daschle, Coalition lanna Fishman, who was responsible to Stop Flu advocates for proactive federal policies and increased for ESG and social investment pro- funding in an effort to raise awareness among policymakers about Agrams at Cornerstone Public Affairs, the threat of seasonal and pandemic influenza and to stop flu-re- has joined FTI Consulting’s strategic com- lated deaths in our lifetime. munications unit as Managing Director. LKB will lobby on behalf of the Coalition on “Federal funding She reports to Rodolfo Araujo, head of the and policy issues related to seasonal and pandemic influenza,” ac- corporate governance and activism team. cording to lobbying registration documents filed with Congress in Prior to her two-and-a-half-year stint in June. Cornerstone’s Denver office, Fishman was LKB President and Founder Lisa Bernhardt manages the ac- Alanna Fishman Director of Policy and Social Responsibility count. Bernhardt was previously a staffer to the U.S. Senate Labor, at HBW Resources energy-focused consulting firm. Health and Human Services and Education Appropriations Sub- She also was Global Business Analyst at Newmont Mining committee. Corp., the world’s largest gold miner, handling change manage- Coalition to Stop Flu has spent $60,000 in lobbying efforts so ment and stakeholder communications issues. far this year, according to data from the Senate Office of Public Araujo said Fishman’s “expertise in developing tailored, holistic Records. 

40 JULY 2021 | WWW.ODWYERPR.COM International PR News Public Policy Group pilots Norse roadmap to bring about transformation objectives.” Altantic Aiways Teneo also will get $590,000 for its communications strategy and planning for the UAE Pavilion at Expo2020 and $390,000 for anni- rime Policy Group has signed Norway’s Norse Atlantic Air- versary fees connected to the UAE’s “golden jubilee.”  ways, which launched in February and plans to offer U.S. ser- Pvice by the end of this year. NAA will position itself as a low-fare, low-cost carrier flying Boe- H+K puts PR shine on India’s gems ing 787 Dreamliners. Based in Oslo, NAA has targeted New York, London, Miami, ill+Knowlton Strategies is working with India’s Gem and London and Paris as initial destinations. Jewellery Export Promotion Council on a communications The company in May inked an agreement with the Association Hprogram to bolster the sale of the county’s gold, diamonds of Flight Attendants. It plans to hire a minimum of 700 AFA mem- and gemstones in the U.S. bers. The WPP unit has a $135,000, nine-month contract that runs PPG represents NAA on aviation matters, including U.S. market through the end of the year. Its services include creation of a con- access. tent hub, media relations and account management. CEO Stefan Bailey and President Emeritus Scott Pastrick lead the H+K also will be responsible for an influencer program, which five-person lobbying team. includes outreach, coordination of loaning and managing pay- WPP owns PPG.  ments. India accounts for 5.8 percent of the global export market. Its top markets are the U.S., Hong Kong and United Arab Emirates. Teneo tallies up more UAE riches GJEPC reported June 15 that overall gross exports rose four per- cent to $6.3 billion during the first two months (April & May) of its eneo has extended its contract with the Salama Bint Hamdan fiscal year compared to the pre-pandemic 2019 period. Al Nahyan Foundation for an additional four months to July In May, India’s gem and jewelry exports slipped into negative ter- T31, adding another $1.8 million in fees to the New York firm’s ritory due to the severe disruption of manufacturing activity as the coffers. second wave of COVID-19 rocked the Subcontinent. The Foundation is headed by the wife of Sheikh Mohamed bin That second wave also triggered another exodus of goldsmiths Zayed Al Nahyan, crown prince of Abu Dhabi and deputy supreme and artisans fleeing to their hometowns, according to GJEPC. commander of the UAE armed forces. Colin Shah, GJEPC Chairman, is hopeful that government sup- The bulk of the additional fees ($940,000) is for “transformation” port and increased trade show activity will “further enhance the services, which cover “organizational visioning and articulation of morale of India’s manufacturers and traders and boost their export outcomes, diagnostic analysis of the current state, and design of a activity.”  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.

Cleary Gottlieb Steen & Hamilton LLP, New York, NY registered May 25, 2021 for Ministry of Finance and Public Credit, United Mexican States, Ciudad de Mexico, Mexico, regarding providing state and federal government affairs advice and consulting services with respect to proposed sovereign debt restructuring legislation .

The Daschle Group, Washington, DC, registered May 12, 2021 for Taipei Economic and Cultural Representative Office (TECRO), Washington, DC, regarding providing strategic consulting services to TECRO in connection with political and policy issues before the United States government impacting TECRO’s interests.

Delahunt Group International LLC, Quincy, MA, registered June 16, 2021 for OOO NPP Kerson Machine-Building Plant, Kerson, Ukraine, regarding assisting the client with U S. . Congressional outreach to Members and experts in agricultural legislative matters and in accessing U S. . agriculture sector experts in the renewable fuels industries . 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.

Brownstein Hyatt Farber Schreck, LLP, Washington, DC, registered June 18, 2021 for Highly Innovative Fuels, Houston, TX, regarding issues related to renewable energy .

Holland & Knight LLP, Washington, DC, registered June 21, 2021 for The Western Union Company, Denver, CO, regarding tax reform and related international tax issues .

Husch Blackwell Strategies, Washington, DC, registered June 19, 2021 for Coalition of Hope Foundation, Palm Beach, FL, regarding humanitarian assistance and disaster emergency relief preparedness .

Nelson Mullins Riley & Scarborough, Wash ., DC, registered June 21, 2021 for Tidelands Health, Murrells Inlet, SC, regarding healthcare legislation .

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