The Next Normal: Pause. Change. Innovate.
The Next Normal: Pause. Change. Innovate.
Oct 29, 2020

Join Destinations International, industry leaders and peers for a day-long virtual marketing and communications virtual summit focusing on the evolving role of destination marketers and the need for destinations to effectively react to the rapid changes occurring in the industry.

Schedule

Thursday October 29, 2020
9:45am - 10:00am
Morning Coffee Chat
10:00am - 10:40am
Whole Brand Thinking for Destination Organizations
Details +
Learn about the power of “Whole Brands,” whole brand insights, and new strategies for destination organizations to be seen as valued community assets.  This session will provide an overview of the differences between network brands and asset brands, as well as how to serve as the brand steward of a destination across the whole brand spectrum and throughout their entire community.  Whole brand thinking is the best opportunity for a destination organization to be seen as a valued community asset.

Speakers
Warren Wilkinson, Vice President of Travel, Barkley
Michael Levine, Director of Growth Marketing, Barkley
10:50am - 11:15am
Breakouts: Case Studies and Inspiration
Details +
Join us for inspiring case studies presented by Destinations International members and partners.

Best Practices for Hosting Virtual FAMs and Site Tours
Practical tips and advice to help guide you and your team through the development of engaging virtual FAMs and virtual site tours.  You will hear about how to engage meeting planners with your content, and position your destination for success in today's virtual environment.
Presented by: Digital Edge

How the Travel Industry is Preparing for Recovery
As the travel industry looks toward recovery, the best way to navigate the path forward is by working closely and collaboratively across the entire industry and understanding the attitudes and motivations of those who will be looking to travel again soon. Through Expedia Group’s proprietary first-party data and custom research, Expedia Group Media Solutions explores traveler intent and sentiment for planned and future leisure travel, revealing opportunities for advertisers to connect with travelers as they dream, consider, and book their next trip. Walk away with insight into changing traveler needs and considerations, along with the messages, campaign creative and policies that will best engage travelers and help capture demand when the time is right.
Presented by: Expedia Group Media Solutions

Destination Optimization – Creating Consumer Confidence to Drive Recovery
While everyone evaluates, debates and wrings their hands over when the is the right time to “turn back on” advertising campaigns, many destinations are forgetting that creating demand is only half the battle on the road to recovery. In a COVID-19 travel environment, instilling consumer confidence that your destination is open, safe and ready to welcome visitors is more essential than ever, in order to move cautious travelers from desire to action. In this session we’ll look at how several destinations are meeting consumers where they are to create confidence and empowering their local businesses to be part of – and benefit from – an accelerated recovery.
Presented by: Miles Partnership
11:20am - 11:45am
Breakouts: Case Studies and Inspiration
Details +
Join us for inspiring case studies presented by Destinations International members and partners. The 10:50 AM sessions will repeat at 11:20 AM, giving you an opportunity to watch another session that you may not have been able to view during the first time slot.

Best Practices for Hosting Virtual FAMs and Site Tours
Practical tips and advice to help guide you and your team through the development of engaging virtual FAMs and virtual site tours.  You will hear about how to engage meeting planners with your content, and position your destination for success in today's virtual environment.
Presented by: Digital Edge

How the Travel Industry is Preparing for Recovery
As the travel industry looks toward recovery, the best way to navigate the path forward is by working closely and collaboratively across the entire industry and understanding the attitudes and motivations of those who will be looking to travel again soon. Through Expedia Group’s proprietary first-party data and custom research, Expedia Group Media Solutions explores traveler intent and sentiment for planned and future leisure travel, revealing opportunities for advertisers to connect with travelers as they dream, consider, and book their next trip. Walk away with insight into changing traveler needs and considerations, along with the messages, campaign creative and policies that will best engage travelers and help capture demand when the time is right.
Presented by: Expedia Group Media Solutions

Destination Optimization – Creating Consumer Confidence to Drive Recovery
While everyone evaluates, debates and wrings their hands over when the is the right time to “turn back on” advertising campaigns, many destinations are forgetting that creating demand is only half the battle on the road to recovery. In a COVID-19 travel environment, instilling consumer confidence that your destination is open, safe and ready to welcome visitors is more essential than ever, in order to move cautious travelers from desire to action. In this session we’ll look at how several destinations are meeting consumers where they are to create confidence and empowering their local businesses to be part of – and benefit from – an accelerated recovery.
Presented by: Miles Partnership
11:45am - 12:15pm
Break
12:25pm - 1:00pm
Keynote: Jon Youshaei
Details +
Adapting To The New Normal: How To Reach Millions With Your Message In 2020 & Beyond

2020 has been a year unlike any other. But one thing has become clear: the only way to succeed is to adapt. Named a top marketer by Forbes and Entrepreneur magazine, Jon Youshaei provides the blueprint for how to adapt your marketing in 2020 and break through the noise no matter what industry you’re in. You’ll walk away with proven techniques, templates, and tools to reach many more people with your message.
1:05pm - 1:35pm
General Session: Innovation and The Next Normal
1:40pm - 2:05pm
Breakouts: Case Studies and Inspiration
Details +
Join us for inspiring case studies presented by Destinations International members and partners.

Building Community Through Digital Platforms
The unprecedented events of 2020 have shaped travel marketing in profound ways. Learn how destination organizations are adapting to find opportunity to engage with their audience in new and innovative ways, and join a movement to support local communities and drive recovery.
Presented by: Tempest

Always is When It Matters Most: How Louisville Integrated Diversity, Equity and Inclusion Into Its Tourism Culture
During this interview conducted by David Blansfield, Executive Vice President, Northstar Meetings Group, Cleo Battle, Chief Operating Officer, Louisville Tourism, will discuss Louisville’s “Diversity, Equity and Inclusion” initiatives, and how Louisville Tourism considered, prepared for, and is still managing, the circumstances surrounding the Breonna Taylor case.  Discussion will also include the issue of diversity and inclusion both in Louisville and in the tourism industry overall.
Presented by: Northstar Meetings Group

Marketing by the Numbers: New Insights for Destinations
What insights can I apply to make sure my creative and messaging align with my target audiences? How are marketing conditions impacting market share? What insights will help me delineate the direct impact of my efforts vs. what would have occurred anyway? In this session, you’ll hear about one destination leveraging the Tripadvisor Insights Platform to show:
 - The difference in impact between travelers who “came anyway” vs. those specifically targeted by the Destination Organization
 - How they turned travelers to competitive destinations into “destination loyalists” for their own destination, and
 - The direct impact of their advertising on the restaurant and attraction categories.
Presented by: Tripadvisor

2:10pm - 2:35pm
Breakouts: Case Studies and Inspiration
Details +
Join us for inspiring case studies presented by Destinations International members and partners. The 1:40 PM sessions will repeat at 2:10 PM giving you an opportunity to view any session that you may have missed.

Building Community Through Digital Platforms
The unprecedented events of 2020 have shaped travel marketing in profound ways. Learn how destination organizations are adapting to find opportunity to engage with their audience in new and innovative ways, and join a movement to support local communities and drive recovery.
Presented by: Tempest

Always is When It Matters Most: How Louisville Integrated Diversity, Equity and Inclusion Into Its Tourism Culture
During this interview conducted by David Blansfield, Executive Vice President, Northstar Meetings Group, Cleo Battle, Chief Operating Officer, Louisville Tourism, will discuss Louisville’s “Diversity, Equity and Inclusion” initiatives, and how Louisville Tourism considered, prepared for, and is still managing, the circumstances surrounding the Breonna Taylor case.  Discussion will also include the issue of diversity and inclusion both in Louisville and in the tourism industry overall.
Presented by: Northstar Meetings Group

Marketing by the Numbers: New Insights for Destinations
What insights can I apply to make sure my creative and messaging align with my target audiences? How are marketing conditions impacting market share? What insights will help me delineate the direct impact of my efforts vs. what would have occurred anyway? In this session, you’ll hear about one destination leveraging the Tripadvisor Insights Platform to show:
 - The difference in impact between travelers who “came anyway” vs. those specifically targeted by the Destination Organization
 - How they turned travelers to competitive destinations into “destination loyalists” for their own destination, and
 - The direct impact of their advertising on the restaurant and attraction categories.
Presented by: Tripadvisor

3:00pm - 3:30pm
Targeting the Right Traveler: Using Data to Find New Markets
Details +
In an age of restrictions and wary travelers, finding the right markets in which to spend your limited dollars can be harder than ever. During this session, Zeek will discuss how to combine marketing data from a variety of sources to provide the intelligence you need to maximize your ROI in the next normal. He will also highlight the practical application of data to a co-op marketing campaign, followed by an interactive Q&A to give you the opportunity to get your burning questions answered.

Speaker
Zeek Coleman, Director of Data Intelligence, Visit Savannah
3:40pm - 4:20pm
The Next Normal: Featured Case Studies
Details +
Join this informational and insightful session as three CVBs share how they pivoted their social media and marketing campaigns during the height of the pandemic, resulting in enhanced relationships with partners, renewed appreciation by residents and local businesses, and new tourism business. Each CVB will present highlights, best practices, innovative ideas and results to date, on how their organization is (still) working toward recovery in this "Next Normal.” You will leave this session with actionable ideas to help increase resident loyalty and new business, as well as important information on keeping everyone safe as we move into 2021.

Speakers
Jill Delaney, President & CEO, Discovery Albany
Domenic Bravo, President & CEO, Visit Cheyenne
Claire Koenig, Senior Communications Manager, Visit Milwaukee
4:30pm - 5:05pm
Destination Appeal: How to Build Consumer Confidence
Details +
It is time to pivot your destination’s messaging to increase destination appeal. In this session, you will learn how the Atlanta CVB is focusing its messaging on building trust to bring visitors back to their downtown and refocusing their strategy to communicate to current and future event attendees. You will also learn how NYC & Company is building confidence by messaging that NYC is ready for visitors through its “All in Campaign.”

Speakers
Meghan Risch, R4 Communications Strategies (Moderator)
Heather Kirksley, Director of Public Relations, Atlanta CVB
Chris Heywood, NYC & Company
5:05pm - 5:30pm
Tripadvisor Tricks and Treats Happy Hour
Details +
Grab your furry friends and family members (because we all want to see cute kid and pet costumes!) and join us for a Halloween-themed Happy Hour sponsored by Tripadvisor. Jump in your favorite costume and grab your favorite beverage and join us for a happy hour that will be fun for the whole family. No tricks, but if you use Tripadvisor’s Halloween-themed Zoom Background, you might win a special treat!
* Schedule subject to change.
Registration

Virtual Summit Pricing

Member Rate
US$149
Non-Member Rate
US$249