Transcript The Future of Destination Marketing slidedeck File

DESTINATION MARKETING
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THE FUTURE OF
DESTINATION MARKETING
THE REST OF THE WEEK AHEAD
 Wed, May 11 – presentation
slide decks for client project due
by 12:00 (post to MyCourses)
 Thu, May 12 – client presentations
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9:00 – 10:00 Dry run to class
10:10 – 11:30 Revise & record
No later than 12noon, post
streaming video link of presentation
to MyCourses
 Fri, May 13 – Final Exam
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9:00 – 12:00
Course material since midterm
Format similar to midterm
SESSION 12
PREVIEW
The Future of
Destination Marketing
The Destination Marketing
Final Exam
The Future of
Destination Marketing
Rock and Lake
Client Presentation
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SESSION 12
PREVIEW
The Future of
Destination Marketing
The Destination Marketing
Final Exam
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
When:
Friday, May 13
09:00-12:00
Format:
1. Vocabulary
2. Short Answer
3. Short Essay Case
CHAPTERS
C12 – Marketing
Communications
C13 – Public
Relations and
Publicity
C7 – Disasters,
crises and Dark
Tourism
C15 – Performance
Measurement
LECTURES
S 9: Integrated Dest
Mkt Comm.
S 10: Destination
Marketing Planning
S 12: Future of
Destination Mkt
SUSTAINABLE
DESTINATION
MARKETING
PRESENTATIONS
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Human Rights
Global Warming
Labour Markets
Nature-based
ROCK AND LAKE
PROJECT
The Rock and
Lake Experience
TREND SPOTTING
EXERCISE
• Destination mkt
• Tourism mkt
• Sustainable
tourism
• Travel industry
• Hospitality
industry
SESSION 12
PREVIEW
The Future of
Destination Marketing
The Destination Marketing
Final Exam
The Future of
Destination Marketing
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Assignment: Trend Spotting
One of the best ways to begin to get an idea of what the future of
destination marketing holds is to take a look at what’s trending.
Trend: a general direction in which something is developing or changing
Instructions: Go out on the internet (in assigned teams) and explore <your
team’s assigned> trends:
1.
2.
3.
4.
5.
Destination marketing
Tourism marketing
Sustainable tourism
Travel industry
Hospitality industry
Trends 2016
Each team will make one submission where indicated at MyCourses that
includes one trend per team member. Explain your trend so that it can
be understood, i.e., don’t simply label it. No duplicate trends within teams.
Will be covered on the Final Exam.
SESSION 12
PREVIEW
The Future of
Destination Marketing
The Destination Marketing
Final Exam
The Future of
Destination Marketing
Rock and Lake
Client Presentation
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Assignment #1: Revise & resubmit your Rock
and Lake Experience Descriptions based on
Feedback and Reflection
Step 1: As a team, review the feedback you received from other class members on your
experience description.
Step 2: As a team, self-assess how well you described the Rock and Lake experience for which you
were responsible for Authentic Experiencers. Reconsider the three key questions:
• Why does it (the experience) appeal? Why would Authentic Experiencers want to have this
experience? How would Authentic Experiencers feel before, during and after this experience?
• What will Authentic Experiencers be doing when engaged in your experience and how will
they be doing it?
• What is it that differentiates this experience at Rock and Lake from other similar businesses?
Step 3: Revise your experience description based on your team discussions of Steps 1 and 2, along
with the following:
• Give your experience descriptive an engaging, active title
• Merge your USP into your experience description
Step 4: Post your revised experience description where indicated at MyCourses.
Assignment #2: Prepare a 5 min. presentation
on your experience description for your client
Address the following:
a. Who are we? (Introduce team members; provide team pic; express
appreciation for opportunity to work on project and visit Rock and Lake
– make it personal) (50 points)
b.
What is our presentation about and why is it important for marketing
the Rock and Lake experience? (provide a description of project
objective, process and resources used (along with any important
definitions, i.e. traveler types, Authentic Experiencers). (50 pts)
c.
What did we do? (original description => team’s proposed experience
description) (50 pts)
d.
Why does our proposed experience description achieve our project
objective and how can it help market the Rock and Lake experience for
which we were responsible? (50 pts)
e.
What are some other recommendations that we have for ensuring that
this experience resonates with Authentic Experiencers? (important
“…ing” words to use, 3-5 suggested photos (50 pts)
DESTINATION MARKETING
SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14
THE FUTURE OF
DESTINATION MARKETING