sustainable tourism marketing
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Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media Contenidos: Geotourism: A Unique Commitment From A Unique Media Company Geotourism and The American Traveler 55 Million American Geotourists Down Payment on the Future Geotourism and Today’s Traveler Hotels Are Working to Protect the Environment Destinations Are Working to Support and Sustain Local Economies Destinations Are Working to Promote Indigenous Culture Awareness is Key Tailor-Made for Your Message National Geographic Society: Vital to Today’s Consumer NationalGeographic.com – Vital to CONNECTING to the World National Geographic Magazine – Vital to UNDERSTANDING the World National Geographic Kids – Vital to LEARNING ABOUT the World National Geographic Traveler – Vital to EXPERIENCING The World Pioneering the Future of Travel Reporting on Destinations of Distinction Devoted Editorial for Sustainable Travel Informing Readers About Responsible Travel Efforts Tapping Into Reader Passions Marketing Destinations With Geotourism Practices Creating Signature Travel Experiences Intercontinental Hotels & Resorts: “Photo Contest” Puerto Rico Tourism: Customer Engagement Peru Tourism: “Pack Your Six Senses” Mexico Tourism: “Mexico Unexpected”TRANSCRIPT
Sustainable Sustainable Tourism Tourism MarketingMarketing
A Passion for Excellence
Geotourism: A Unique Commitment From A Unique Media Company
Travel that sustains or enhances the geographic character of the place being visited – its environment, culture, heritage and the well-being of its residents
Geotourism and The American Traveler
Top of mind since 2001 Landmark Study: Geotourism:
The New Trend in Travel Conducted by TIA and National
Geographic Traveler First look at travel behavior
and beliefs of US travelers
A Passion for Excellence
55 Million American Geotourists
Sustainable tourism reflects the values of today’s travelers:
Crave authentic experiences Support travel experiences that
are true to a destination They reward the companies that
protect the environment and indigenous cultures around the world
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
A Passion for Excellence
Down Payment on the Future
35% of all US travelers select a company that makes specific efforts to sustain the environment or the indigenous culture
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
A Passion for Excellence
Geotourism and Today’s Traveler
More than half (52%) are aware of at least one practice used by travel companies with the goal of protecting or preserving natural resources
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
A Passion for Excellence
Hotels Are Working to Protect the Environment
50% of all travelers believe that use of energy efficient lighting, heating and air conditioning systems will help preserve natural resources . . .
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
46% of all travelers feel that travel companies should use natural cleaning products in order to help protect the environment
A Passion for Excellence
45% of all travelers feel that opportunities to take guided tours of local historic sites and neighborhoods will help preserve cultural identity and sustain local communities
…
Source: Geotourism StudyConducted by TIA and National Geographic Traveler, 2006
Destinations Are Working to Support and Sustain Local Economies
A Passion for Excellence
43% of all travelers say that companies offering local cuisine will help to sustain authentic local culture
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
Destinations Are Working to Promote Indigenous Culture
A Passion for Excellence
Awareness is Key
58.5 million (38% of all travelers) say they would pay more to use a travel company that makes efforts to protect the natural environment
The majority would pay between 5% and 10% over existing prices to such companies
Source: Geotourism Study:Conducted by TIA and National Geographic Traveler, 2006
A Passion for Excellence
Tailor-Made for Your Message
National Geographic Media provides the right environment and a receptive audience
Ability to reach and influence aware consumers
A Passion for Excellence
National Geographic Society: Vital to Today’s ConsumerGiving more than 100 million people worldwide the tools to:
Understand Experience Learn about Explore Connect with And see . . .
The World Around Them
A Passion for Excellence
National Geographic Channel – Vital to SEEING the World
Featuring innovative and contemporary programming of unparalleled quality that pushes the boundaries and takes you as far as you can go. Launched in January 2001, the National Geographic Channel has had the distinction of being both the fastest growing network in distribution as well as the most rapid in ratings growth.
Dare to Explore
63 million viewers Median HHI: $52,000 National Geographic Channel “On
Demand” in over 30 million homes
Channel Audience Highlights
Source: Nielsen Media Research
NationalGeographic.com – Vital to CONNECTING to the World
NationalGeographic.com serves a vibrant, engaged visually oriented audience of high-income, highly educated consumers eager to connect and interact with the world around them. Our award-winning content includes daily news as well as thematic content and individual brand/genre sites.
14 million unique visitors per month 80 million page views per month Engaging consumers through online
content, podcasts, newsletters, video streams and more
Website Highlights
Connecting Our Audience to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic is the world’s magazine, providing a distinct perspective on the planet through compelling photography and writing: It creates both an intellectual and emotional connection, inspiring readers to care and make a difference in their own lives, in the lives they influence and in the lives around the world.
Rate Base: 5 million Readership: 31.6 million National Geographic has been a finalist or
winner in the ASME National Magazine Awards general excellence category every year since 2002
Magazine and Audience Highlights
Source: MRI Spring 2009, December 2009 ABC Statement
The World’s Magazine
National Geographic Kids – Vital to LEARNING ABOUT the World
Exciting Kids About Their World
Rate Base: 1,325,000 Readership: 5.5 million The largest magazine in the kids category,
and ranked in the top 5 for circulation growth among all consumer magazines in past 2 years
Magazine and Audience Highlights
National Geographic Kids delivers editorial – as diverse as each reader – that is interactive, engaging, informative and just plain fun. Each issue has an appealing mix of articles on wildlife, entertainment, science, technology, extreme sports, adventures amazing kids and world wonders.
Source: MRI Spring 2009, December 2009 ABC Statement
National Geographic Traveler –Vital to EXPERIENCING The World
The ONLY travel magazine that covers all travel, all the time, is number one in reaching travelers who are passionate about experiencing the world. And because we devote nearly 90% of our editorial to the pursuit of leisure and cultural travel, more than 7 million readers consult our pages for the latest on where to go, what to do and how to enjoy it best.
Rate Base: 715,000 Readership: 7.7 million
Magazine and Audience Highlights
All Travel, All the Time
Source: MRI Spring 2009, December 2009 ABC Statement
National Geographic Traveler has long held an editorial commitment to sustainable tourism and raises awareness of its importance. Annual Places Rated issue – Nov/Dec Devoted editorial on sustainable travel:
Dedicated Geotourism editor, Destination Watch column
Travel to a Better World marketing program Geotourism Reader Panel Regional Geotourism map guides of
sustainable tourism sites
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Pioneering the Future of TravelReporting on Destinations of Distinction
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Devoted Editorial for Sustainable Travel
“National Geographic Traveler reports on destinations of distinction and character, and support efforts to keep them that way – believing that to enhance an authentic “sense of place” will benefit travelers and the locations they visit.”
Keith BellowsEditor, Vice President
A Passion for Excellence
Informing Readers About Responsible Travel EffortsTravel to A Better World
Marketing Opportunities
Special advertising section with Rainforest Alliance
Platform for companies who have demonstrated a commitment to sustainability and the natural environment
New advertising opportunity – special section to appear in National Geographic and National Geographic Traveler
A Passion for Excellence
Tapping Into Reader Passions
National Geographic Traveler Geotourism Reader Panel
Unprecedented opportunity to speak directly to NGT’s Geo-travelers
Advertisers and marketers gain exclusive access to panel members
Proprietary questions/exclusive results Valuable consumer insight, opinions and
attitudes on travel experiences, preferences, product usage
Turnkey, third party measurement, tabulations and report generation for each survey
A Passion for Excellence
Marketing Destinations With Geotourism Practices
National Geographic Center for Sustainable Destinations: Map Guides Arizona/Sonora; Baja; Appalachia; Central Cascades; Montreal; Peru; Guatemala; Experts cartographers from National
Geographic produce custom map guide of the destination
Destination must meet certain criteria to include sustainable tourism practices
Historical aspects and efforts for best practices to maintain and preserve the place are featured on the map along with travel and tourism activities
Map contents are placed on the Destination’s web site
Map guide is branded with the National Geographic CSD logo/map guide identification
A Passion for Excellence
Creating Signature Travel Experiences
Custom Events Align National Geographic and the Destination
Bring to life the culture of the destination through cultural immersion experiences
Feature National Geographic photographers and destination experts who shares their travel experiences
Guests enjoy authentic foods, drink and music from the destination to further enhance the travel experience
Travel and tour operator displays Capitalizing on the National
Geographic brand to heighten awareness and visitation to destination
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Winners photo exhibit
Displayed at ICH properties in US and internationally
Images used for ICH promotions to further show examples of authentic travel
Program Overview (2007-2008): An engaging program designed to make travel a more rewarding experience. Align the Intercontinental brand with National Geographic to encourage responsible travel and sustainable tourism.
EXHIBITS
Dedicated contest site including uploading mechanism, photo gallery, terms, prizing and information
Banner promotions on NG.com
Identifying supporter of NG CSD on NG.com
ONLINE
MISSION PROGRAMS Support of the CSD Development of Geotourism
standards for hotel guests at select destinations
Co-branding on all contest material and promotions
Custom call-to-action contest ads in NGT, NGM International, Chinese LLE
Brand advertising to run adjacent to contest promos
Intercontinental Hotels & Resorts: “Photo Contest”
Custom created in-book units to support key positioning
Custom units to promote on-island photo workshop
In-book ads for Photo Workshop
Custom workshop itinerary produced and distributed to all participants
Registration micro site Next Stop promotions
.
Custom invitations and eBlasts
Gift bags from PRTC
Featured NGT photographer Bob Krist at NGS headquarters
Photography talk included exhibit, PR food and drink, live music for 200+ subscribers
Travel and tourism displays on site
(2) Custom NGT Photo Workshops in San Juan for 3 days to deliver people on –island
Turnkey event included workshop promotions, itinerary, registration, hotel arrangements on-site details
Event promotions in-book, registration micro-site, promo on PRTC web site, E-blast to subscribers
In class and experiential field shooting
Gift bags for attendees, PRTC info and NGT photo field guide
Results – 26 participants, 600+ inquiries
Program Overview (2008): Create a comprehensive and authentic cultural experience that inspires travelers to visit the island
CUSTOM PROMOTIONSPRINT
ON-ISLAND PHOTO WORKSHOP CULTURAL IMMERSION EVENT
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Puerto Rico Tourism: Customer Engagement
Custom in-book map unit of Peru in NGM and NGT highlighting top destinations in uniquely designed units
Custom-created print ad promoting events and sweepstakes
Peru micro-site integration within “People and Places” featuring interactive map with photo gallery
Destinations, cultural archaeological sites, and adventure experiences
Sweepstakes program
. Featured NGT photographers and explorers – experts on Peru to inspire potential travelers
Custom events program held in five major US markets included all aspects of program planning and promotions
Photo exhibits and décor provided a complete cultural immersion opportunity
Travel and tourism displays on site
Sweepstakes win-a-trip program included a custom advertising promo in NG Traveler and online micro site
Trip for two in an NG Expeditions trip to Peru promoted both of our brands and provided customer engagement
Sweepstakes delivered opt-in database and provided qualified leads for Peru Tourism organization
Program Overview (2008): Create an integrated program that includes custom advertising and a customer engagement component for a cultural immersion experience.
ONLINEPRINT
NG EXPEDITIONS/SWEEPSTAKES CULTURAL IMMERSION EVENTS
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Peru Tourism: “Pack Your Six Senses”
48-page editorial supplement
50,000 reprints for distribution
6 pages of brand advertising
3 insertions of custom created events with print advertising support
(2) NG GeoTourism maps: Baja and Sonora
Distributed in 2 issues in NGT via newsstands only
Provided 30,000 of each map for gift bag inclusion
Custom web site to promote events in each city
Post card mailings, Eblasts, print ads
PR Eblasts and releases, press conferences, and on-site interviews with MTB and NGT
Nationwide series of 8 live events featuring noted Mexican performers like Los Lobos, Leila Downs, at grand venues reaching more than 35,0000 people
Central Park, NY, Hollywood Bowl, LA, Kennedy Center, DC, Massey Hall, Toronto, Millennium Park, Chicago
Sustainable crafts villages with authentic arts from Mexico
Custom banners and on-site décor Gift bags to include geo-tourism
maps, reprint and CD
Program Overview (2009): “Destination Immersion” or experiential marketing that makes the culture of a place a live and tangible experience.
GEO-TOURISM MAPS
PRINT EVENTS
PROMOTIONS/PR
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Mexico Tourism: “Mexico Unexpected”
Once we get out into the world – and let the world in to visit us – we will see how we are all so similar, yet somehow not the same
EXTRAORDINARY EXPERIENCES SPIRIT AND TRADITION