Episode 160:

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

In this solocast episode of Destination on the Left, we look at the highlights from day one of our Destination on the Left Virtual Summit.

What You Will Learn in This Episode:

  • The highlights from day one of the Destination on the Left Virtual Summit
  • The latest study from JLL and the World Tourism Council
  • Generational perceptions of the impact travel has on the environment
  • Why destination marketing should be a shared community value
  • How to use integrated campaigns
  • How to use Facebook advertising for campaigns

Destination on the Left Virtual Summit: Day 1

By now, you’ve probably heard all about the exciting virtual summit we held to close out 2019. Many familiar faces turned out to hear some of the show’s previous guests discuss insights, strategies, and tactics—really everything destination marketing. We received overwhelmingly positive feedback and I could not be more thrilled about the amount of value each one of you brought to the event. But if you were not able to attend, don’t worry! Over the course of the next three solocasts, I will be covering each day of the event, with a detailed analysis of the key talking points.

Destination 2030: Readiness for Tourism Growth: Dan Fenton joined us to discuss a study that JLL and the World Tourism Council published. It produced a framework and 5 typologies that can be used to determine a community’s readiness for tourism growth.

The Future of Travel as a Brand: Emerging Sentiments Posing Challenges: Erin Francis-Cummings’ presentation urges us to look five years into the future of our destination in regards to the green energy movement that is sweeping the globe. She focuses on examining the contrast of generations’ perceptions around the impact of travel on the environment.

Becoming a Shared Community Value: Bill Geist of DMO Pros talks about elevating the importance of tourism in our communities. He explains why it should be a shared value like any other municipal services.

Tracking Results From Integrated Campaigns: Julie Gilbert of Destination Niagra uses their 2019 campaigns as an example for how you can measure impressions, clicks, and even hotel bookings as a result of integrated campaigns. She also talks about leveraging this strategy with local events to create a powerful synergy.

Understanding Facebook Advertising for Destination Marketing: Camille Zess and Jess Reilly of Break the Ice Media took audience members behind the scenes to see how they run successful campaigns for their clients.

If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us.

Resources:

Episode Transcript

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