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PR, Perfected: Attract Top Travel Clients
Creative campaigns, tailored services, and local outreach can transport you to top-tier clientele
January 11, 2010 |
In more than half of U.S. states, the travel and tourism industry serves as the first, second or third largest employer, having raked in a healthy $645 billion in 2008, according to the U.S. Travel Association. Today, because of the economic downturn, the industry is facing long-term challenges in how consumers and businesses perceive travel entirely. The consequences -- remarkably fewer bookings and reservations -- can be felt nationwide, and as a result, marketing and public relations dollars, more critical than ever, are in short supply.Take, for example, The Casa Marina in Jacksonville Beach, Fla., a historic property offering 23 guest rooms. This boutique hotel suffered a swift blow last year when its customers cut back significantly in bookings as a knee-jerk reaction to the recession. In response, general manager Mark Vandeloo focused his marketing spend on a 150-mile radius, targeting a local demographic over broader national exposure. Instead of relying on a traditional agency, he turned to Leigh Cort of Leigh Cort Publicity, an independent public relations contractor who provides one-on-one services for several hospitality and food-focused clients. "She stays ahead of the curve," Vandeloo says of Cort's appeal. "We're trying to be steadfast and remain proactive instead of cutting service-related costs. Essentially, we're trying to meet our needs through more creative thinking." Like The Casa Marina, many tourism and hospitality companies that once employed the services of traditional brick-and-mortar agencies are turning their sights to independent contractors. And by increasing your digital offerings and creativity, your firm could be the one they call on first....   The How to Pitch series is worth its weight in gold. In just the first month I'd already benefited enough to consider the cost of joining well worth it. -- Gaen MurphreeAvantGuild benefits give you access to:
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