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Tourism Credentials Book


is wholly focused on travel and tourism communications, advertising, marketing, and branding. Altering perceptions is our primary love.

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OUR STORY OUR “elevator speech”

OUR philosophy

Building sustainable, profitable brands is about establishing an emotional bond between consumers and the company that serves them. We make our clients’ products and services more valuable by creating this bond and building our clients’ brand value.

We have a different philosophy about how great brands are created and communicated. We call it Building Brand Value®. We are so committed to it, in fact, that we’ve even written a book about it. It’s called, believe it or not, Building Brand Value. In it, we explain the seven points that create a brand.

OUR history TURKEL Brands is a full-service, multicultural brand management firm located in Miami, Florida. We opened our doors for business in June of 1983, and have been in business for more than 30 years. We offer creative, account management, brand strategy, research, production, digital, media planning and placement (both offline and online), public relations and below-the-line marketing services. The agency is wholly owned by two partners, Bruce Turkel, CEO/Executive Creative Director and Roberto S. Schaps, President.

WE are known for... Quite simply, we are known for three things: unbridled creativity, measurable results and our unique Building Brand Value® protocol.

1. ALL ABOUT THEM. 2. HEARTS THEN MINDS. 3. MAKE IT SIMPLE. 4. MAKE IT QUICK. 5. MAKE IT YOURS. 6. ALL FIVE SENSES. 7. REPEAT, REPEAT, REPEAT.

Similar to the classically trained ballerina who lives by the motto “Technique Sets You Free,” our seven points provide structure for our work. With them we can create more effective communications and deliver better results for you. Our seven points also sometimes challenge us to step outside of our safety zones but ultimately deliver the results you’re hiring us for.

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WHAT ARE WE GOOD AT? The Brand Value Agency Leader model. At TURKEL Brands, serving as the lead agency and brand steward, we oversee our clients’ brands from a 360-degree perspective. We coordinate all marketing disciplines, including advertising, digital, media planning and buying, public relations, etc. to provide integrated seamless solutions. Our Brand Value Agency Leader model is somewhat unique in the world of independentlyowned agencies, but it comes naturally to us. TURKEL Brands has always scored high in the “plays well with others” category. We have a proven track record of managing and coordinating agencies around the world, whether these are brought along by us or invited by our client. TURKEL Brands is one of the very few remaining independently-owned agencies. This independence has allowed us the freedom to collaborate with best-of-breed agencies that specialize in areas that align with our clients’ marketing strategies. We work with each of our partners to provide a seamlessly integrated work plan for all of our clients. Think of TURKEL Brands as a general contractor that builds brand value. Our model addresses the expense, inefficiency and complexity you face when you have to interact with every service provider on their terms and then try to bring them all together. Plus, you’ll find confidence knowing we’re in charge of ensuring each marketing discipline helps you achieve your ultimate goals.

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Let’s talk strategy. At TURKEL Brands, strategy isn’t just something we talk about in new business presentations and forget about after we win your account. Instead, it’s the foundation of everything we do. Take a trip up to our Creative Director’s office and read the photocopied ad taped to his wall. It’s a picture of a group of Roman galley slaves rowing under the headline, “Doing ads without a strategic focus is like captaining a ship without a map. Sooner or later, the people rowing are gonna get pissed.” Without a sound strategy not only can we lose our way, but no one enjoys the trip. Although there are people in our office with the word “strategy” in their titles, it is truly the responsibility of each and every one of us to make sure that we fully understand our clients’ products and their audiences. As Sun Tzu wrote 2,300 years ago in The Art of War: “Tactics without strategy is the sound of failure. Strategy without tactics is the slowest path to success.” What does all this mean in real life? If we’re asked to work on a project without a strategy, we’ll help create the strategy first. If we’re asked to work with a strategy that doesn’t make sense, we’ll try to find the meaning. And if we see a solution that is off-strategy, we’ll speak up. After all, we stand for sound strategies. And if we don’t stand for something, we’ll fall for anything.


What is creativity, anyway? Ask the most creative person you know to describe creativity and they’ll just stare at you. “Creativity? It’s, like, you know…” Not such a creative answer, is it? Ask a person who tells you that they don’t have a creative bone in their body to prove it and they’ll tell you that they “can’t even draw a straight line.” Funny enough, it doesn’t take any creativity to draw a straight line. All it takes is a ruler, a pen and a steady hand. To many people, creativity is a lot like good taste: “I don’t know what it is but I’ll know it when I see it.” When Picasso combined a bicycle seat with a set of handlebars and created a bull’s head, that was creative.

Creativity is our stock in trade. It’s what our clients come to us for. It’s the lifeblood of our business. What it’s not is the sole province of our creative department. And even though our art directors and copywriters are lucky enough to have the word creative in their titles, creativity is the responsibility of each of us. If that sounds like what we said about strategy just a page or two ago, maybe there’s a pattern forming here. Now that’s creative, isn’t it?

The Creative Development Flow. Our Building Brand Value protocol provides a roadmap for our Creative Team to be certain their ideas deliver the greatest results for our clients.

When Sister Rosetta Tharpe recorded shouting and stomping music, when Big Joe Turner recorded “Roll ‘em Pete” and when Elvis Presley covered Big Boy Crudup’s “That’s All Right Mama,” creating rock & roll from blues, gospel and hillbilly mountain music, that was creative. And when we stopped marketing Miami as a tourist destination and marketed it instead as a fashion brand, that was creative (and successful, too). Creativity, quite simply, is combining old things in new ways. It’s giving people a new way of looking at things, a new way of understanding. The designer Robert Cumberford says: “(Creative people)…see things before others do. That’s our job — that’s what we’re paid to do.”

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Travel, tourism, and hospitality make up the largest industry in the world, offering you nearly endless opportunities. It also means that vacationers, travel agents, business travelers and meeting planners have an astounding number of choices. In a crowd of brands vying for attention, how will you stand out? Our Building Brand Value protocol gives us a unique perspective on what makes your brand communications effective. With our help, you will surely inspire travelers as well as travel professionals.

1. All About Them.

5. Make it Yours.

Most people will listen to you when what you say entertains and enlightens them. And when your message is crafted for a well-defined audience, you’ll persuade them. After all, an unforgettable vacation isn’t about you. It’s All About Them.

The easiest way to communicate is to mimic your competitors. However, you run the risk of people thinking you’re the same as your competitors, or that you ARE your competitors. Make It Yours with a message that looks, sounds and feels like you alone.

2. Hearts Then Minds.

6. All Five Senses.

People accept an argument and plan a vacation for the same reason. They make a decision based on emotions and justify their decision with facts. Touch Hearts, Then Minds will be open to your message.

3. Make it Simple.

It’s not enough to just blurt out information. The most effective communication and the most memorable vacations inspire all the senses. How will people feel when they’re experiencing your brand? What will they see and hear? Is there a scent or a taste? All Five Senses make an impact.

Thoreau may have written “Simplify, simplify” but we’d advise you to “Simplify.” Make It Simple. Less is more.

7. Repeat. Repeat. Repeat.

4. Make it Quick. The world’s getting faster, and consumers are offered dozens of vacation options every day. Make It Quick.

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Say it and then say it again. Because nobody has enough time in the day to give you full attention. Repeat, Repeat, Repeat your authentic Brand Values often, and in new and inspiring ways to make sure it sinks in.


Production Production is where our team members are that oxymoronic combination of artist and engineer. In agencies, nothing happens until somebody produces something. Ideas, after all, are worthless and priceless at the same time. If a great idea never sees the light of day, what value does it actually have? On the other hand, if that same idea is carefully developed, meticulously crafted, and powerfully distributed, it could change the world. Or at least help you keep the cash register ringing. The production studio is truly the engine of the advertising business.

Digital The modern advertising industry has been around since the 1880s. And aside from a few technological advances (since radio and television, for example), advertising hasn’t changed much. Until the advent of digital technology and the website. We created our first website in 1994. Today, we combine research and measurement tools, with social and PR strategists, digital creative development and media teams to provide a full suite of digital and social media services. But in a business that used to ask “What have you done for me lately?” the new battle cry is “What have you done for me next?!” Truth is we don’t always know exactly where we’re going. No one does. But we do know we can’t stop moving forward. And we are ready to capitalize on interactive technologies and opportunities as they present themselves.

We bring value to the relationship by taking a holistic approach to learning and understanding your business. By immersing ourselves in all aspects of your brand, we bring you intelligent business solutions – not just advertising solutions – that add value and increase ROI. In many ways we’re an extension of your marketing department and as such it makes more sense that we call ourselves marketing directors rather than account managers. This innovative perspective on account management allows for a more synergistic relationship where we work in parallel with your marketing team. As we are your lead agency and brand steward, we treat you as a partner. A marketing director with a diverse set of skills will partner with you to oversee your brand from a 360-degree perspective. He or she will bring in teams of thought leaders from other departments and disciplines to meet your goals. Throughout the process, a marketing coordinator will ensure jobs are delivered on time and on budget.

Media Media used to be a left-brained discipline responsible for planning, negotiating, placing and following up on agency purchases of television, radio, billboards, magazines and newspapers. Now, all of a sudden, media is creative too. The Internet and the world at large offer a nearly infinite variety of ways to communicate. Not only is media responsible for placing these ads, they’re also charged with the task of figuring out where to put them, working right alongside art directors and copywriters to create new ways to reach our clients’ customers.

Marketing When we present our company to a potential new client, we pull out all the stops. Yet when we’re all done, the first question they invariably ask is “Who’s going to service my account?” It’s a simple truth of business — people hire people they want to work with, and great chemistry is a harbinger of even better things to come. But after the honeymoon phase is over we still need to maintain strong relationships.

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Operations You’ve heard the old saying that money makes the world go ‘round. In our case, compelling the world to go ‘round makes money. Thanks to our operations department we not only make money, but we can track it and keep some of it, too. The operations department is where we prove that the inmates are not in charge of the asylum. We’ve staffed this department with some of the most capable accounting minds around. How else could we track all our expenses? And speaking of tracking, how else could we track all of our creative resources? Most important, how else could we run our business like a business and make a living being creative? Thanks to operations, our vendors feel as well served as our clients and our banker is happy to do business with us. Best of all, the rest of us are free to concentrate on our clients, rather than worry about the facts and figures of running our business.

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OUR CORE SERVICES: Advertising Branding Consulting Convention Marketing Digital Direct Marketing Event Management Immigrant Marketing Incentive Programs International Marketing Market Research Media Mobile Marketing POP/POS Promotions Public Relations Research Social Media


BT Bruce Turkel CEO/Executive Creative Director What drew Bruce Turkel, one of advertising’s most original and multi-faceted minds, to the industry in the first place? Simple: “I don’t play harmonica all that well.” Born and raised on Miami Beach (which was like being in Flipper), Bruce studied design at the University of Florida (which was like being in Animal House) and began his advertising career in New York (which was like being in Brazil, the movie, not the country). But preferring a tan to an ulcer, he returned to South Florida, where he served time at several agencies before starting the award-winning design and advertising firm TURKEL Brands. Built on the belief that advertising should be well-designed, simple to comprehend and fun, the company continues to break new ground with innovative work honored by Communication Arts, the Art Directors’ Club of New York, Clio and the One Show as well as other accolades too numerous to list here. Under Bruce’s guidance, TURKEL Brands has created wildly effective campaigns for its clients, including the Greater Miami Convention & Visitor Bureau, Discovery Channel, the Government of Puerto Rico, HBO Latin America, Peabody Hotels, Kissimmee Convention & Visitors Bureau, Canyon Ranch Living and Sol Meliá Hotels & Resorts. When he’s not creating advertising or design, he’s sharing his wisdom in places like CNN, MIT, NAMM, MPI, UM, NSA and the three books he’s authored. Yet somehow Bruce always finds time for more – besides writing and illustrating books and articles on branding, practicing his harmonica in traffic, being a dad, a husband and a mentor, Bruce is a professional speaker and branding expert. He tours extensively spellbinding audiences with his simple, yet powerful brand building techniques.

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RS Roberto S. Schaps President On the face of it, advertising and coffee beans would seem to have little in common. But the similarities are there nonetheless. After all, both can be quite stimulating. And both have certainly kept the people at TURKEL Brands up for many a night. One more thing they share: Roberto S. Schaps. Born in El Salvador, Roberto grew up in Guatemala before attending Texas A&M University, where he received a BS in Civil Engineering. After going on to earn an MBA at the University of Miami, Roberto managed the Miami-based roasting, distribution and processing plant for his family’s Guatemalan adver… uh, coffee plantation. By overseeing the operational and administrative ends of a business where deadlines must be met without compromising quality (gee, just like advertising), Roberto refined his formidable management skills. And picked up such unbelievably pithy Latin sayings as “I’m going slow because I’m in a hurry.” Which brings us – and Roberto – to TURKEL Brands. Attracted by the creativity, energy and just plain craziness inherent in advertising, he became a partner with Bruce Turkel in 1989. Once he took the plunge, he hasn’t come up for air. His willingness to work long hours is the stuff of agency legend, as is his way with computers. (He’s kind of like Bill Gates, only not as nerdy. Or as rich…yet.) Coworkers describe Roberto as a perfect blend of warmth and smoothness. Kind of like his family’s coffee.

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CLIENTS The list represents both current and former clients: Air Europa - strategic planning, public relations, media relations, creation of advertising campaign, planning and execution of media plans, event management

development and execution of promotions, interactive/ new/social media

The Beacon Council - strategic planning, brand development, advertising campaign and support materials, media planning/buying, digital media

KLM Airlines - brand development, strategic planning, creation of advertising campaign and support materials, planning and execution of media plans

Canyon Ranch Living - strategic planning, creation of advertising campaign and support materials, planning and execution of media plans

LAN Airlines - strategic planning, qualitative research, creation of advertising campaign and support materials, planning and execution of media plans

Coconut Grove Business Improvement District strategic planning, creation of advertising campaign and support materials, planning and execution of media plans

Meet Puerto Rico (Puerto Rico Convention Bureau) - brand development, strategic planning, creation of advertising campaign and support materials, planning and execution of media plans

DMAI (Destination Marketing Association International) - strategic planning, creation of advertising campaign and support materials, planning and execution of media plans, interactive/new media Gettysburg Convention & Visitors Bureau strategic planning, brand development, advertising campaign and support materials, media planning/buying Government of Puerto Rico - brand development, strategic planning, brand standards development, corporate identity, qualitative and quantitative research, brand execution Greater Miami Convention & Visitors Bureau brand development, strategic planning, qualitative research, creation of advertising campaign and support materials, advertising campaign extension for annual co-op program, planning and execution of media plans, development and execution of promotions, interactive/ new/social media, crisis management INGUAT (Guatemala Tourism Board) - strategic planning, public relations, media relations, crisis management, media monitoring, and press events JW Marriott Marquis Hotel - brand positioning, brand development and design Kissimmee Convention & Visitors Bureau - brand development, strategic planning, quantitative/qualitative research, creation of advertising campaign and support materials, advertising campaign extension for annual co-op program, planning and execution of media plans,

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Miami Downtown Development Authority brand positioning, brand development and design Mississippi Gulf Coast Convention & Visitors Bureau - brand development, strategic planning, qualitative research, creation of advertising campaign and support materials, planning and execution of media plans, development and execution of promotions, interactive/new/social media, crisis management Oceania Cruises - strategic planning and positioning, creation of advertising campaign and support materials PortMiami - strategic planning, brand development, advertising campaign and support materials, media planning/buying, digital media PromPeru (Peru Tourism Board) - media planning and placement Sol Meliรก Hotels and Resorts - brand development, strategic planning, creation of advertising campaign and support materials, planning and execution of media plans Springfield, MO Convention and Visitors Bureau brand development, strategic planning, creation of advertising campaign and support materials, planning and execution of media plans Sunny Isles Beach - brand development, strategic planning, planning and execution of media plans Town of Surfside - brand positioning, brand development and design


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OUR STRATEGIC PLANNING PROCESS We are in the business of creating desire. For more than 30 years we have been creating startlingly original and effective marketing solutions for our clients, including quite a few in the tourism and hospitality industries. Following is a brief synopsis of the process we would use to build and manage your brand image.

Phase I: Data Mining

Phase II: Sculpting Your Purpose

All About Them – Most brand building processes start in the wrong place. They typically start with the category, the brand itself, or with a marketing toolkit. For us, success has proven to increase when firmly grounded in a strong understanding of the motivations and tensions driving people’s behavior. This is critical if we hope to connect with people in a meaningful way.

This is where we begin reducing Phase I’s foundation down to its core, motivating elements. Chiseling until we’ve identified the very soul of a brand by filtering against four criteria: Hearts Then Minds – People make decisions based on emotion and justify their decisions with facts. To get someone to pay attention, you must get them emotionally involved. Make It Simple – To make an impression and an impact, your message must be succinct and easily digestible. Make It Quick – It must also be said quickly. If you take your time, no one will wait around for you to explain. Make It Yours – It must be honest, ownable and intuitively ring true in the hearts and minds of people.

And, good data is the best way to cultivate an enlightened understanding.

Steps: • Kick-off meeting/strategic planning workshop • Secondary research deep dive – Includes thorough competitive audit to better understand the category, the brand and how people currently perceive and interact with all the players • Primary consumer research - Qualitative studies – e.g., 360 Immersion [ethnography approach] - Quantitative studies – To further understand/validate how people currently perceive/feel about your brand - Segmentation studies [as appropriate] • Data analysis

Deliverables: • Comprehensive category, competitive and consumer analysis • Identification of target[s], opportunity segment[s] and key tensions, insights, trends to build from

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Steps: • Crafting an undeniable, unmistakable brand purpose • Defining how that purpose impacts product line restructuring • Molding that purpose into a marketing strategy that will drive both internal and external efforts • Developing a big, media-neutral creative idea, and tailoring for specific segments as appropriate • Qualitative/quantitative research validation [as appropriate]

Deliverables: • Brand purpose statement • Product line restructuring • Marketing strategy foundation • Brand mark, sell line and corporate ID standard • Big, media-neutral idea to guide all communications


Phase III: Creating the Human Connection This is where your brand purpose comes to life inmarket, tapping into: All Five Senses – Memorable conversations involve all human senses. To communicate effectively you must engage as many of your audiences’ senses as possible. Repeat, Repeat, Repeat – Your message must be repeated often enough that your audience will remember and internalize the content.

Steps/Deliverables: • Communications strategy development – driving internal and external efforts • Creative execution – online and offline ideation, refinement and production • Proofing and reviewing • Trafficking • Campaign performance evaluation and refinement

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Greater Miami Convention & Visitors Bureau

IT’S SO MIAMI People + Places Campaign Over the last 20+ years we have moved Miami’s image and brand from another sun destination to one of the top four most desired tourism brands in the country (along with New York, Las Vegas, and Orlando). The success of this campaign demonstrates our ability to create a powerful and ownable destination brand positioning that targets a variety of market segments including, leisure, travel trade, meetings and conventions, and international. The campaign clearly illustrates the Miami brand evolution from a sun-andfun winter escape to a year-round global destination that meets the interests and expectations of today’s discerning traveler. It allows us to convey Miami’s unique mix of heritage, multicultural, arts and dining experiences within the framework of the destination’s diverse neighborhoods. People + Places easily adapts for Miami’s multicultural audiences such as LGBT, Hispanic and African-American niche markets. Highlighting these offerings encourages visitors to discover new and unexpected sites and therefore extend their stay. Unlike most agencies, we take the lead in development of the GMCVB marketing plan. As the brand steward, we ensure that all of the CVB’s partner agencies understand the brand positioning and execute a consistent brand message across all points of communication.

Client Requirements Miami is already a popular vacation destination, but the Greater Miami Convention & Visitors Bureau wanted to expand the brand beyond surf and sun to drive visitation past the core weather travelers. Competing against domestic destinations like New York City and Las Vegas, and international destinations like Rio de Janeiro and Barcelona, the GMCVB needed to prove Miami’s art, culture, music, food and lifestyle are world class to the world’s (dubious) travelers.

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Since the creation of Brand USA, TURKEL Brands has been responsible for managing the marketing initiatives on behalf of the GMCVB. The CVB also asked us to manage the Bureau’s international marketing relationship with Visit Florida. We work with these partners to execute marketing programs in Miami’s top and emerging international markets, including the NFL in London, the World Cup in Brazil and comprehensive campaigns in Europe and Latin America. TURKEL Brands’ functions as the GMCVB brand steward, coordinating program implementation with both Brand USA and Visit Florida, as well as managing the budgets for each campaign.

Objectives Our primary objective is to build on the success of our original “It’s So Miami” campaign by shifting the focus of our brand message from promoting destinationcentric “Miami Moments” to positioning those moments in the context of the rich experiences visitors will discover by exploring our individual neighborhoods. This new neighborhood-centric approach allows visitors to associate our Miami Moments with an authentic location and engaging personal anecdote from a local resident’s unique perspective. Increasing the prominence of partners in the design, as well as providing a consistent and contextual approach to how partners are showcased, delivering greater clarity and value to GMCVB membership.


PRINT Frutería ‘‘Los Pinareños’’ on SW 8th Street

I’m Jose and here in Little Havana we love our Cuban coffee so much you can find it everywhere. In local restaurants, hand-rolled cigar shops and Domino Park. Even at the local frutería juice stand in a banana milkshake. Come explore my Little Havana neighborhood and other great neighborhoods at ItSoMiami.com

® LITTLE HAVANA SO MIAMI ® – IT’S–SOIT’S LITTLE HAVANA MIAMI ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

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Greater Miami Convention & Visitors Bureau

Strategy

Implementation

Miami visitors want to be active, engage in culture, and explore the local neighborhoods. They are looking for authentic experiences, and they want to experience a destination from the local’s point of view. We evolved our “It’s So Miami” campaign to focus on Miami’s varied neighborhoods, focusing on interesting things to see and do from the perspective of local residents.

Elevating the priority of the neighborhoods as an overarching approach allowed GMCVB to incorporate content promoting its members and business partners (hotels, dining, events, arts & culture, beaches, shopping). Our “It’s So Miami: People + Places” campaign shifted the brand perception of Miami beyond the beach, and enabled consumers to discover and self-identify with the unique personalities of each of Miami’s unique neighborhoods.

Brand Positioning In an effort to meet the demand for authentic vacation experiences, we created phase two of our brand campaign, “It’s So Miami: People + Places.” Local residents take consumers on a guided tour of their favorite Miami neighborhood spots, inspiring visitors to create their own unique vacation itineraries. Elevating the priority of the neighborhoods as an overarching approach allowed GMCVB to incorporate content promoting its members and business partners (hotels, dining, events, arts and culture, beaches, shopping). Our “It’s So Miami: People + Places” campaign shifted the brand perception of Miami beyond the beach, and enabled consumers to discover and self-identify with the unique personalities of each of Miami’s unique neighborhoods.

Target • Demographically, prospect is defined as A35-64, HHI $75K+, graduated college+, with a skew to HHI $100K+ and additional consideration of baby boomers • Psychographically, prospects likely share many of the same attributes/equities as the Miami brand: – Cosmopolitan – Sophisticated/Worldly – Savvy/In-the-know – Experiential/Socially engaged – Experimental/Adventurous – Trendy – Hip – Sexy

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Media Implementation (seasonality/timing, placement, etc.): • Print scheduled to provide continuity of messaging with skew to key winter travel months • Given limited budget and heavy skew toward Miami’s top 5 feeder markets, media buys focused on local/ regional buys to provide strong support primarily in New York, Chicago, Philadelphia, Washington D.C. and Boston; secondarily in the eastern regional market overall. Media included The New York Times (New York metro and national magazine editions), The Wall Street Journal (New York metro edition), AFAR Magazine (National), Chicago Magazine, Endless Vacations (Eastern Region + Illinois), Modern Luxury magazine titles Manhattan, Beaches (Hamptons), CS (Chicago), and DC, and Undiscovered Florida Visit Florida Co-op, to support key states: New York, New Jersey, Alabama, Illinois, Washington D.C., Virginia, Georgia, Florida • Niche markets included African-American (Black Enterprise, Ebony, Harlem Times, Pathfinders, Savoy and Uptown), Eco Tourism (Undiscovered Florida), and LGBT (Damron’s Men’s and Women’s Travel Guides, The Advocate, Out Magazine, Spartacus). • Internationally, print buy was limited to Latin America (pan-regional), and Spartacus (Germany/LGBT).


PRINT The Venetian Pool, Coral Gables

Immerse yourself in the historic Venetian Pool. Explore the famed Biltmore Hotel and Golf Course. Romance your special someone wandering Miracle Mile. Lose yourself in our shops and gourmet menus. I’m Mitchell, and I can tell you that a neighborhood with history is irresistible. See for yourself – watch my Coral Gables video, and then explore Miami’s other unique neighborhoods at ItSoMiami.com

Coconut Grove is a small, laid-back village right on Biscayne Bay. In fact, we’re so laid back the peacocks have the right of way. I’m Ominé, come along on a ride with me in Miami’s oldest neighborhood and I’ll introduce you to the beautiful parks, funky galleries and cool sidewalk cafes of my hometown. You can see my Coconut Grove video and other great neighborhoods at ItSoMiami.com

® – IT’S SO MIAMI CORAL GABLES – IT’S LITTLE HAVANA SO MIAMI®

COCONUT GROVE – IT’S SO MIAMI® LITTLE HAVANA – IT’S SO MIAMI®

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

Little Haiti Cultural Center, Miami

A former lemon grove – and just as flavorful – Little Haiti is part Port-au-Prince, part bohemian, with a healthy serving of French and Creole, and a rhythm all our own. I’m Sandy, inviting you to explore Little Haiti. Start with my video, and then explore Miami’s other unique neighborhoods at ItSoMiami.com

LITTLE HAITI – IT’S SO MIAMI® LITTLE HAVANA – IT’S SO MIAMI® ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

Wynwood Walls, Mural by Miss Van

In my neighborhood, art is everywhere and inspires everything. You can find it on the walls and doors. You can buy it in the galleries. You can taste it at our hip restaurants, coffee shops, and local breweries. I’m Mali, check out my Wynwood video guide and learn about other cool neighborhoods at ItSoMiami.com

WYNWOOD – IT’S SO MIAMI® ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

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Greater Miami Convention & Visitors Bureau

Out-of-Home Implementation

Online/Digital Implementation

• Formats/types selected on basis of:

Our approach was to showcase Miami’s unique visual canvas as the backbone to deliver messaging across the travel purchase lifecycle. The multichannel media program featured video and rich media creative, and the media plan expanded outside of travel endemic content. Lifestyle content and behavioral segmenting and look-alike modeling found users that would closely relate to Miami’s rich arts, music and lifestyle to build destination consideration, and performance media and online travel agency support assured incremental bookings. A custom Spotify program sat on top of the whole campaign, driving over 16,000 new Facebook fans and 1,000 song entries with minimal investment, helping seed the branded messaging.

– Efficient reach of commuters/Manhattan professionals – Dynamic messaging (video), in “hip” areas of Manhattan – Ability to showcase multiple creative executions • Scheduled spring/summer to support off-season/ shoulder travel • Buy included: – Subway two-sheets with citywide distribution – 395 units total – Digital video screens in Times Square and Macy’s Herald Square, with a t total of 13,100 :30-second spots over three-month schedule (April – June)

WEB BANNERS

VIDEO

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MKT Temptations FP Ad.pdf

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What’s your temptation? Cruise enthusiast, hopeless romantic, shopaholic, sports nut, art lover, film fanatic, What’s your temptation? spa aficionado, foodie, kid at heart, music hound, history buff... Cruise enthusiast, hopeless romantic, shopaholic, sports nut, art lover, film fanatic, What’s your temptation? spa aficionado, foodie, kid at heart, music hound, history buff... What’s your temptation? Cruise enthusiast, hopeless romantic, shopaholic, sports nut, art lover, film fanatic,

MKT Temptations FP Ad.pdf

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Product Development

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OFFICIAL SPONSOR: OFFICIAL SPONSOR:

No matter your desire, the Greater Miami Convention & Visitors Bureau organizes carefully crafted, money-saving programs to indulge your every whim. MiamiTemptations.com No matter your desire, the Greater Miami Convention & Visitors Bureau organizes carefully crafted, Organized by:MiamiTemptations.com money-saving programs to indulge your every whim. MARKETING & CREATIVE SERVICES PRODUCT DEVELOPMENT No matter your desire, the Greater/ Miami Convention & Visitors Bureau organizes carefully crafted, money-saving programs to indulge your every whim. MiamiTemptations.com PROGRAM OF the WORK Organized by: No matter your desire, Greater Miami Convention & Visitors Bureau organizes carefully crafted, money-saving programs to indulge your every whim. MiamiTemptations.com Organized by: OCTOBER 2015 © Greater Miami Convention & Visitors Bureau – The Official Destination SalesTemptations & Marketing Organization for Greater Miami and the Beaches. CS#01893 10/1-31: 7th Annual Miami Attractions Month — A Miami Program Organized by: 10/1: Greater Miami & The Beaches Calendar of Events — October-December 2015 01893-MKT Temptations FP Ad Palette Mag. 2015.indd 1

© Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches. CS#01893 NOVEMBER 2015 11/1-30: 6th Annual Miami Live Month — A Miami Temptations Program

© Greater & Visitors 01893-MKT Temptations FP AdMiami Palette Convention Mag. 2015.indd 1

Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches. CS#01893

DECEMBER 2015 Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches. CS#01893 12/1-31: 2nd Annual Miami Heritage Month — A Miami Temptations Program 12/15: Greater Miami & The Beaches Vacation Planner/Visitors Guide

© Greater Convention & Visitors 01893-MKT Temptations FP Ad Miami Palette Mag. 2015.indd 1

10/1/15 10:06 AM

10/1/15 10:06 AM

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10/1/15 10:06 AM


Greater Miami Convention & Visitors Bureau

HOW WE MARKET TO THEM Since the creation of Brand USA, TURKEL Brands has been responsible for managing the marketing initiatives on behalf of the GMCVB. The CVB also asked us to manage the Bureau’s international marketing relationship with Visit Florida. We work with these partners to execute marketing programs in Miami’s top and emerging international markets, including the NFL in London, the World Cup in Brazil and comprehensive campaigns in Europe and Latin America. TURKEL Brands’ functions as the GMCVB brand steward, coordinating program implementation with both Brand USA and Visit Florida, as well as managing the budgets for each campaign.

EXPLORE THE UNEXPECTED IT’S SO MIAMI

Come to Miami for the beaches, stay for everything else. Sip on Cuban coffee in Little Havana or tour Wynwood’s famous murals. Indulge in the world-class culinary fare of South Beach and take on its unmatched nightlife. Whatever you choose, explore this eclectic paradise for yourself. It’s so Miami. EXPLORE MIAMI NOW

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DIGITAL

View from Sunset Harbor, Miami Beach.

A sunset paddle on the bay. Pitchers and pool at a local dive bar. Cracking stone crabs with a mallet. Rooftop lounge sofas. Visit South Beach and our other great neighborhoods at ItSoMiami.com

SOUTH BEACH – IT’S SO MIAMI® ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

CENTENNIAL

MiamiBeach100.com

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Greater Miami Convention & Visitors Bureau

The implementation of “It’s So Miami” People + Places was handled by three agencies: TURKEL Brands, Critical Mass and Current. In order to provide a comprehensive representation of the campaign results, we are including metrics provided by all three agencies.

Metrics Selected The key performance indicators (KPI) selected for this program included: • Overall impressions

Specific Results PRINT CAMPAIGN: • 64,664 total views • 49% of users entered via Display Media • 37% of users entered via the ItSoMiami.com • 71% of users cited positive recognition of Miami • 34% of users had a more favorable opinion of Miami • 30% of users took action to look for more information about Miami

• Total unique website visits • Leads/referrals to the partners

Value Delivered Against Chosen Metrics Greater Miami and the Beaches continued to rank among the top five destinations on the list of Top 25 Markets in the U.S. We set records for all key indicators, ranking #3 in Average Daily Room Rate (ADR) at $202.57; #3 in Revenue Per Available Room (RevPar) at $164.67; and #4 in Occupancy at 79.1%. Rooms Sold increased +1.2%, or 87,000 (a record). ROI for the ‘‘It’s So Miami: People + Places’’ integrated marketing program was measured via visitor traffic to the campaign URL, ItSoMiami.com (People + Places Insider Guides).

DIGITAL – DOMESTIC: • Drove more than 100,000 clicks to the ISM Insider Guides landing page • Pre-Roll drove 79% completion rate, higher than 76% travel average • Custom email drove more than 9% CTR!

DIGITAL – SUMMER DOMESTIC: • Drove more than 120,000 clicks to the Special Offers page • Additional traffic to partner clicks, Things to Do, Events, Places to See, Nightlife pages • Budget Travel drove more than 60,000 clickthroughs their high impact, interstitial unit

Digital – LGBT Domestic: • Drove more than 18,000 clicks to the LGBT site page • High impact skin unit drove more than 2% CTR

Additionally, the campaign changed brand perception: There was an 8% reduction in respondents saying that “Miami is all glitz and no substance” and a 4% lift in respondents saying that “Miami is rich with culture” and “Miami is unique.”

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OUTDOOR ADVERTISING

Murais em Wynwood, NW 2 Av., Midtown Miami

Quitanda “Los Pinareños” Rua 8 na Pequena Havana

EXPLORE MAIS DE MIAMI COM GRANDES PROMOÇÕES. ExploreMiami.com ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

EXPLORE MAIS DE MIAMI COM GRANDES PROMOÇÕES. ExploreMiami.com ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

Lincoln Road, Miami Beach

EXPLORE MORE OF MIAMI WITH GREAT DEALS. ExploreMiami.com ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

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Greater Miami Convention & Visitors Bureau

Multicultural Marketing: African-American Market PRINT Jackson Soul Food, Miami

Little Haiti Cultural Center, Miami

Explore Historic Overtown and you’ll savor far more than soul food. You’ll discover street art by Purvis Young, Sunday gospel music, even live variety shows. I’m Tim. Watch my video on Historic Overtown, plus Miami’s other unique neighborhoods at ItSoMiami.com

HISTORIC OVERTOWN – IT’S SO MIAMI® ©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

VIDEO

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A former lemon grove – and just as flavorful – Little Haiti is part Port-au-Prince, part bohemian, with a healthy serving of French and Creole, and a rhythm all our own. I’m Sandy, inviting you to explore Little Haiti. Start with my video, and then explore Miami’s other unique neighborhoods at ItSoMiami.com

LITTLE HAITI – IT’S SO MIAMI® LITTLE HAVANA – IT’S SO MIAMI®

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.


WEB BANNERS

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Greater Miami Convention & Visitors Bureau

Multicultural Marketing: African-American Market PRINT

NOVEMBER 6-8, 2014 EDEN ROC RESORT MIAMI BEACH

The 2014 Plunge Culture & Creativity Conference, a gathering of professional people with a common interest in artistry, innovation and ingenuity, kicked off with the elegant “It’s So Miami” oceanfront reception at the Eden Roc, Miami Beach. Plunge founder Jeff Friday was warmly embraced by the Greater Miami Convention & Visitors Bureau president & CEO, William D. Talbert III; Rolando Aedo, Chief Marketing Officer; and Graylyn Swilley, Interim Vice President of the Multicultural Tourism Department on hand for the inaugural event that included a Miami Heat cheerleaders’ welcome.

shared his expertise on secure technology. Bomani Jones, host of ESPN’s “Highly Questionable,” conducted a fascinating interview with USA Track & Field CEO and NASCAR team owner Max Siegel. Creative director Mimi Valdes closed out the talk series with the unique story behind Pharrell’s “Happy” phenomenon.

“It was our goal for attendees to leave Plunge inspired by Miami – what they saw, heard and experienced there. I want to ensure that multicultural influencers and executives around the world connect Miami Beach with being a key and viable destination for business and pleasure,” stated Friday. Among the guest speakers were author and thought leader Frans Johansson, who traveled from Belgium and gave an inspiring talk on how diversity drives innovation; and eco-friendly lifestyle expert and bestselling author Danny Seo, who discussed creative ways to live more sustainably. HBO’s SVP of Multicultural Marketing, Lucinda Martinez, spoke about the dynamic marketing strategy behind Game of Thrones; and Vic Hyder, COO of Silent Circle,

Plunge attendees raved about the Power Lounge, where serious networking transpired between sessions, as well as the Culture Class taught by Jam Master Jay’s Scratch Academy and daily Budokon Yoga. The conference concluded with an advanced screening of Gina PrinceBythewood’s powerful new film Beyond the Lights, with filmmaker and producer Reggie Bythewood present for an intimate Q&A session post screening.

Plunge 2014

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Black Enterprise (BE) hosted the Innovation Slam, a competition to spotlight new entrepreneurs, which resulted in a tie between bath safety product inventor Brenda Dillingham of Liberty, Texas, and tech inventor Keith White of Tampa, Florida. Each won an invitation to the BE Entrepreneurs Conference to be held in Atlanta in May 2015, and will be featured in BE’s “All Access” online.

Plunge is produced by Film Life, Inc., with support from the Greater Miami Convention & Visitors Bureau. Media sponsors: Black Enterprise and Uptown magazines. 2015 dates to be announced. www.plungecon.com


VIDEO

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Greater Miami Convention & Visitors Bureau

Multicultural Marketing: LGBT PRINT Sunset on South Beach.

There’s no better place to mix it up than Miami.

Here’s to new drinks and new toasts, to feeling rejuvenated after a morning run along the beach, to nabbing tomorrow’s fashions today, to sharing world-class cuisine with an ocean view, and wearing your colors with pride. MiamiLGBT.com

IT’S SO MIAMI® MAR Winter Party

APR Miami Beach Gay Pride MiFo LGBT Film Festival

MAY Aqua Girl Sizzle Miami

JUL Miami Beach Bruthaz Out In The Tropics

SEP/OCT Orgullo

NOV White Party

MAY 2017 World Outgames

LGBT VISITOR CENTER 1130 WASHINGTON AVE. MIAMI BEACH

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

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PRINT Kayaking in North Miami Beach.

Cafecitos in Little Havana.

In Miami, adventure awaits.

Miami: a melting pot that’s filled with coffee.

No matter how you take your coffee – and your vacation – here’s to trying every flavor, to not missing a thing, to enjoying the diversity of Miami’s many unique neighborhoods. MiamiLGBT.com

Here’s to going with the flow, to exploring Miami’s unique neighborhoods, and finding more hidden treasures than you knew existed. Here’s to planning your vacation today. MiamiLGBT.com

IT’S SO MIAMI® MAR Winter Party

APR Miami Beach Gay Pride MiFo LGBT Film Festival

MAY Aqua Girl Sizzle Miami

JUL Miami Beach Bruthaz Out In The Tropics

SEP/OCT Orgullo

NOV White Party

IT’S SO MIAMI® MAY 2017 World Outgames

LGBT VISITOR CENTER 1130 WASHINGTON AVE. MIAMI BEACH

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

MAR Winter Party

APR Miami Beach Gay Pride MiFo LGBT Film Festival

MAY Aqua Girl Sizzle Miami

JUL Miami Beach Bruthaz Out In The Tropics

SEP/OCT Orgullo

NOV White Party

MAY 2017 World Outgames

LGBT VISITOR CENTER 1130 WASHINGTON AVE. MIAMI BEACH

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

WEB BANNERS

Dining at Wynwood Walls.

In Miami , dining alfresco is literally an art.

Here’s to explosions of creativity – where warehouse walls double as canvases, and menus are works of art. Here’s to galleries open late, open-air restaurants, open convertible tops, wide-open beaches, and people that are open to anything. MiamiLGBT.com

IT’S SO MIAMI® MAR Winter Party

APR Miami Beach Gay Pride MiFo LGBT Film Festival

MAY Aqua Girl Sizzle Miami

JUL Miami Beach Bruthaz Out In The Tropics

SEP/OCT Orgullo

NOV White Party

MAY 2017 World Outgames

LGBT VISITOR CENTER 1130 WASHINGTON AVE. MIAMI BEACH

©Greater Miami Convention & Visitors Bureau – The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches.

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PortMiami PRINT

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The Situation PortMiami is gearing up for the opening of the expanded Panama Canal in 2015. Improvements include deepening port waters to -50 feet to accommodate super-sized vessels, constructing a new port tunnel for improved interstate access and re-establishing a nationally-linked on-dock freight rail. In addition, the Port installed brandnew Super Post-Panamax cranes to accommodate additional cargo ships. These upgrades will drastically change how the Port is seen in the industry. It was imperative to counter existing perceptions that the Canal expansion will make U.S. ports in other locations a viable alternative to PortMiami.

The Solution With more than $2 billion in capital improvements underway, we needed to let our target know that a new era in trade is fast approaching and PortMiami, the first U.S. port of call from Canal, is ready! We created a brand positioning, “Cruise Capital of the World,” to promote the improvements and reestablish PortMiami as the premier cruise destination. We developed a new logo, “PortMiami” in keeping with the look and feel of the Miami tourism brand. The strategy was to have the PortMiami integrated within the overall Miami brand. Our campaign focuses on the idea that a new port tunnel with easy interstate access and on-port rail with links to national railway system means quicker connections. And quicker connections are better for business.

The Results Thanks to our re-branding efforts, the future of PortMiami has never been brighter. This year, the Port will support 225,000 jobs, directly and indirectly, and contribute $30 billion to the local and state economies—up more than 50% from five years ago. And thanks to an unprecedented expansion of cruise lines and ships, PortMiami anticipates record-setting traffic with close to five million cruise vacationers passing through its terminals.

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The Beacon Council PRINT

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The Situation The Beacon Council is the official economic development organization for Miami-Dade County. Their job: convince business leaders that Miami is the ideal location to relocate and/or expand their business. Thing is, even though rival cities have been advertising, The Beacon Council never advertised how ideal Miami is for business, until now.

Our Solution We studied why companies like us prefer conducting business here. Our conclusion: why just vacation in paradise when you can enjoy it year-round? We hired world-class photographer William Huber to represent Miami’s lifestyle in its most beautiful light. On top of these photos, we plotted the hot button bragging points that motivate today’s business leaders – facts that many would never attribute to Miami. Our campaign theme “Give Your Business A Life” wraps up Miami-Dade’s unique combination of economics and lifestyle. Readers realize: I can golf instead of huddling by the heater, I can stay tan, I can trash my long johns, I can work and prosper and enjoy living in paradise at the same time.

The Results Our campaign ran during a challenging economic environment. But even with the tragedy of September 11, and the slowdown of the national and international economy, The Beacon Council successfully completed 36 new location and expansion projects. The 36 companies created over 2,200 new jobs and added over $128 million in new investments. According to economic data, Miami-Dade County led the State of Florida in employment growth, marking the first time in over a decade this has occurred. Over one third of all new jobs created in the state were in MiamiDade County.

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Meet Puerto Rico PRINT The Situation Meet Puerto Rico is the organization that markets and sells Puerto Rico to meetings and convention planners. While Puerto Rico enjoys tremendous popularity as a vacation destination, it isn’t always top of mind for meetings and conventions. We needed to strengthen Puerto Rico’s competitive position in the Americas (and abroad) by increasing awareness of the island’s outstanding meeting facilities and services. Puerto Rico has everything a meeting planner or group needs and wants, but that’s just the cost of entry. Our challenge was to market Puerto Rico as a meeting destination based on the brand’s strongest asset – a sophisticated, state-of-the-art meeting destination located on an idyllic tropical island in the Caribbean. While meeting planners know of Puerto Rico’s tropical beauty, fine dining and first-class hotels and resorts, they don’t always make the connection that these attributes are what attract delegates to a meetings destination. We needed to help planners understand that the true value of meeting in Puerto Rico is about how these elements come together to create a singular, memorable and distinctive experience for their delegates.

Our Solution Our campaign captures the benefits of hosting a meeting or convention in Puerto Rico. We combined visuals featuring the natural beauty of Puerto Rico’s beaches, rainforests, undersea life, and golf courses with copy that underscores what makes Puerto Rico an ideal meetings destination. In one ad, the copy reads, “Puerto Rico offers 1.2M sq. ft. of meeting space, 14,000 hotel rooms, 2,000 dining options, hundreds of non-stop flights.” Our campaign theme, “On a tropical island. In the Caribbean.” goes on to describe what makes Puerto Rico a unique meetings destination. In addition to the branding campaign, TURKEL Brands created a new logo that incorporates a color scheme of green and blue inspired by Puerto Rico’s most prized natural attributes – lush tropical flora and sparkling blue water. Other elements include a redesigned website (www.MeetPuertoRico.com), new collateral materials, a new tradeshow booth and tradeshow uniforms, as well as a destination video for the meetings market.

The Results Meet Puerto Rico exceeded its annual sales goal, securing over 189,000 room night bookings. This translates into 409 groups and more than 100,000 delegates. The Puerto Rico Convention Center booked 30,394 room nights, representing a 69 percent increase over the prior year. Revenue from the room nights gave Puerto Rico’s economy a boost of $110 million.

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Puerto Rico’s Convention Center is the largest and most technologically advanced, blah, blah, blah, blah, blah blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, blah, on a tropical island. In the Caribbean.

With more than 600,000 sq. ft. of meeting space, our Convention Center has everything you could possibly want or need to ensure a successful event. Surrounded by lush rainforest and endless turquoise water, you’ll never look at meetings the same way again. Contact us at 1.800.875.4765 MeetPuertoRico.com Escape the conventional.

A corporate itinerary in Puerto Rico with fine dining, championship golf, hiking, museums, history, culture, shopping, yadda yadda yadda, yadda, yadda yadda, yadda, yadda, yadda, yadda, yadda yadda, yadda, yadda yadda, a on a tropical island. In the Caribbean.

When you need your next meeting to be more than a meeting, head away from the mainstream. Head off the mainland. Contact the professional Meet Puerto Rico team at 1.800.875.4765 MeetPuertoRico.com Escape the conventional.

Convention Center

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Regent Seven Seas Cruises (Formerly Radisson Seven Seas Cruises) PRINT

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The Situation Regent’s advertising strategy had traditionally been destination driven, but with new ultra luxury product coming online it was time for a change in direction.

Our Solution We developed a campaign under the theme, “Luxury Goes Exploring.” Through elegant copy and impactful imagery, the ads create an essential emotional link with slightly humorous headlines which stood out from the multitudes of cruise ads.

The Results The campaign generated lots of industry buzz, including being selected as one of the top cruise line ads by national trade magazine, U.S. Ad Review. More importantly, it got cruisers excited about the new luxury ships and created an advanced bookings frenzy. Although RSSC has changed ownership and its name, we’re proud to say “Luxury Goes Exploring” has endured and is still used today.

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Canyon Ranch Living PRINT

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The Situation Canyon Ranch needed to keep their positioning relevant to a more fickle and upscale audience.

Our Solution Instead of relying on the typical beauty shots of the tangible offerings, our campaign revolved around the affluent user’s true desire — to discover themselves.

The Results Canyon Ranch achieved over $600 million in sales in less than two years.

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Kissimmee Convention & Visitors Bureau SOCIAL MEDIA

Vote Meter GaHzillion Votes!!!

ee

Fr

Wri t to m e e Go to Kissim mee

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My ce Spa

Send t o a frien d

My Blog


The Situation The unscripted TV spots we created for Kissimmee left us with priceless unedited footage of some of the most charming kids you’ll even encounter. Alec, one of our young talents, really struck a chord with viewers with his ringing endorsement – “You can do whatever you want here.” We saw the potential to move Kissimmee beyond banners and microsites and into the world of social networking.

Our Solution Since Alec loved Kissimmee so much, and the public loved Alec so much, we had him run for Mayor of Kissimmee. We made up questions, re-edited the 30-second spot with unused takes, and created a two-minute mock press conference with Alec as the star of the show. We posted the video on YouTube and gave Alec his own website and blog. We even drew up a press release for the CVB, as well as giving them a scripted answer for curious callers.

The Results The word spread virally, and Alec reached a much larger audience. His overwhelming fame even stretched to Los Angeles, and he received a call from The Tonight Show with Jay Leno. Unfortunately for Alec, you have to be a local citizen to be a mayor, and he lived well outside the city limits. But that didn’t lessen his love for Kissimmee, and we’ll still support him if he ever decides to run again.

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Kissimmee Convention & Visitors Bureau PRINT The Situation

The Results

Suffering a community-wide inferiority complex, Kissimmee was positioned as the cheap way to visit Disney. But as Disney lowered prices, Kissimmee was being squeezed out of its market niche.

Kissimmee, and particularly the major hotel area along Highway 192, experienced an average increase in daily room rates of 13.8%, and a 15.1% jump in occupancy from the year prior. Restaurants, attractions and local businesses are also feeling the impact.

Our Solution We raised Kissimmee’s product value by repositioning them as the destination for harried, stressed, guilty moms and dads. Under the new tagline, “Make More Dreams Come True,” we showed parents how a Kissimmee vacation can provide more of what their kids want while allowing moms and dads to spend more quality time, and less money, with their children.

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The Situation

The Results

Kissimmee was seen as the inexpensive way to visit Disney. This perception was reinforced by their advertising, which promoted two core beneďŹ ts to the Kissimmee brand: affordability and adjacency. Suddenly, Disney had affordable properties; Kissimmee had upscale properties, and consumers wanted more authentic vacation experiences.

The ads produced 6,135 telephone inquiries and 78,541 Web visitors. As a result, 19,780 people visited Kissimmee generating 50,389 room nights. That equates to an economic impact of $9,123,031 and an ROI of 2.97:1.

Our Solution We scrapped the direct response TV approach and developed a new brand advertising campaign. We turned young actors loose in Kissimmee’s theme parks and attractions. With a hidden camera, we then asked them to describe their experiences. The result was a series of engaging and authentic spots.

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Destination Marketing Association International PRINT

©Destination Marketing Association International

This marketing campaign sponsored by the Travel Channel.

©Destination Marketing Association International

This marketing campaign sponsored by the Travel Channel.

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The Situation

Our Solution

When it comes to credible and valuable travel planning info, OfficialTravelGuide.com, DMAI, and local Destination Marketing Organizations (DMOs) aren’t on most consumers’ radar screen.

Who better than hometown folks to give you the inside scoop on where to stay, and what to do while you’re there? Our ads invited consumers to, “Go Travel Like A Local” by visiting DMAI through OfficialTravelGuide.com. Our ads showed excited vacationers mingling with welcoming “locals.”

Along with promoting DMAI (the sponsor) as an indispensable trip-planning resource, we needed to position DMOs and their portal, OfficialTravelGuide.com, as the official trusted source of travel destination info.

One ad featured a middle-aged man catching waves with some local surfers. Another ad showed a woman and a group of natives carrying a canoe through the Amazon.

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Mississippi Gulf Coast Convention & Visitors Bureau PRINT

The Situation

The Results

Research revealed that Mississippi Gulf Coast regulars visited several times a year to escape their routine lives. They also admitted that yes, they came to gamble – mostly – but they really like being able to say they visit for other reasons.

Our campaign opened the eyes of countless new visitors to the area’s unique mix of attractions and vacation experiences.

Our Solution The campaign theme, “Take Your Life Out for a Spin” invited travelers to escape their mundane existence and give the Gulf Coast a whirl.

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Unfortunately, due to Hurricane Katrina, we had to suspend all advertising shortly after this campaign launched. While we don’t have measurable results, we do know that visitors took their lives out for a spin and discovered that life is good on the Mississippi Gulf Coast!


The Situation The Mississippi Gulf Coast offers more than just gambling. Our visitors needed to know that.

Our Solution Four simple, 15-second TV spots reminded viewers how easy it is to go from their daily grind to a fun-filled spin. Each spot devoted its first half to focusing on the mundane, and then spinning into an exciting scene on the Mississippi Gulf Coast.

The Results Our campaign opened the eyes of countless new visitors to the area’s unique mix of attractions and vacation experiences.

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Sol Meliรก Hotels & Resorts PRINT

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The Situation Sol Meliá Hotels & Resorts is the largest resort hotel company in Europe. They are extremely proud of their Spanish Heritage.

Our Solution Our print ads featured black & white portraits of “hotel staff” striking classic Flamenco poses while performing their duties. The ads have minimal copy, relying instead on the images and campaign tagline, “Passion. It’s in everything we do.”

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Guatemala Tourism Board (INGUAT) PUBLIC RELATIONS Background Over the years, the Guatemala Tourism Board (INGUAT) had retained large multinational agencies to manage its public relations and advertising efforts. The Institute found these large agencies to be expensive, slow to react, and difficult to manage. So, in its most recent search for a new agency, INGUAT focused on mid-sized agencies with expertise in managing travel and tourism accounts. TURKEL Brands’ exceptional credentials were just what INGUAT was looking for. At the time TURKEL Brands won the account, INGUAT was dealing with a number of issues that needed to be addressed immediately: - There was no strategic plan in place to positively position the Guatemala brand in its major markets. - Political pressures created reluctance by top INGUAT officials to participate in the process of obtaining positive media coverage. - Despite facing a number of crisis situations that received international media attention, neither officials at INGUAT nor in the government had any experience with crisis management. TURKEL Brands’ public relations department acted quickly to develop a comprehensive crisis management and communications plan. We also created an INGUAT “News Bureau” to manage Guatemala’s media relations program. Our media relations team was tasked to:

- Establish and manage a media monitoring system to evaluate news coverage - Coordinate and manage thematic press trips and “fam” trips for reporters and editors - Coordinate and manage media tours by INGUAT officials to major markets -Manage communications strategy and tactics for tourism conferences and events -Develop, write and pitch feature stories -Media training of INGUAT officials

- Manage and respond to inquiries from the news media

Goal of News Media Relations Program

- Write and disseminate two press releases per month, including concept development for each

One of the major challenges was to change the general perception that Guatemala was an unsafe country to visit, and reverse negative coverage by the international media. Therefore, our goal was to shift the balance of media coverage to positive reports as soon as possible.

- Proactively obtain press interviews with top-tier news media

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Critical Insights of the Campaign We determined that, with a limited budget, it would not be possible to effectively reach the full spectrum of target markets and audiences identified by INGUAT. Instead, we strategically focused on geographic markets with direct flights to Guatemala, as well as those audiences with a cultural preference for the many attractive features of the country. These included the U.S. Hispanic market as well as travelers seeking cultural and historical vacation destinations.

The Results The tone of news coverage has shifted from a primarily negative focus to predominantly positive media coverage. In addition, the type of news outlets and quality of media coverage improved. While the specific results of this coverage are confidential, we can provide several examples to showcase the turnaround in coverage. The first was a proactive announcement of Guatemala’s plan to control the H1N1 virus, coordinated and disseminated by TURKEL Brands. Our efforts resulted in the first set of positive reports in the U.S. media of Guatemala’s efforts on this highly-reported issue. Another example was the reluctance of the Guatemalan government, fearing more negative press, to announce the sentence received by a group of criminals found guilty of the murder of a U.S. tourist last year. TURKEL Brands convinced Guatemalan authorities that since the news of the murder had been disseminated in the U.S. media in 2009, it was important to inform the press that the case had been closed with positive results. The resulting news coverage focused on the fact that Guatemalan authorities had taken action and were ensuring the safety and security of tourists in the country.

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OUR KEIRETSU keiretsu (çłťĺˆ—, lit. system, series, grouping of enterprises, order of succession) is a set of companies with interlocking business relationships and shareholdings. It is a type of informal business group.

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PLAYS WELL WITH OTHERS The “Brands” behind TURKEL Brands are a team of carefully-curated, multi-disciplined companies and best-of-breed marketing specialists that can be specifically tailored to meet your needs. Our portfolio of agencies includes some of the most respected communications professionals in the industry, who stand out for their ingenuity, creativity, and proven results. Serving as the lead agency and brand steward, we oversee our clients’ brands from a 360-degree perspective. Based on our clients’ needs, we create a customized team of experts in the disciplines required. We coordinate all marketing initiatives, including advertising, digital, media planning and buying, public relations, etc. to provide integrated seamless solutions. We call this structure the Brand Value Agency Leader Model. It is unique in the world of independently-owned agencies, but it comes naturally to us. Our model addresses the expense, inefficiency, and complexity you face when you have to interact with every service provider on their terms and then try to bring them all together. Plus, you’ll have confidence in knowing we’re in charge of ensuring each marketing discipline helps you achieve your ultimate goals.

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EXPERT

RE PUB AG LATI LIC EN ON CY S

& TS ON E N TI Y EV OMO PAN PR COM DIGITAL AGENCY

DIA G ME YIN BU FIRM

RE S FIR EAR M CH

CONSULTANT

PARTNER AGENCY

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(our international experience) In 1996, TURKEL Brands President Roberto S. Schaps built a 10-office agency network in Latin America to serve the company’s top tier international brands, including HBO, Black & Decker, Discovery Networks, and Sony. Building on our success in the Latin American market, we have grown into a truly global strategic communications network called TURKEL Brands International. TURKEL Brands International’s team of independently-owned agencies operates in 43 countries throughout North, Central & South America, the Caribbean, Europe, Asia and Australia. For more than 30 years, we have been providing a full suite of marketing services, including advertising, public relations, direct marketing, digital and promotions & events.

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• Argentina • Brazil • Canada • Chile • Colombia • Costa Rica • Dominican Republic • Ecuador • El Salvador • Guatemala • Grand Cayman • Honduras • Mexico • Nicaragua • Panama • Paraguay • Peru • Puerto Rico • Uruguay • USA • Venezuela


■ Belgium ■ Czech Republic ■ Denmark ■ Finland ■ France ■ Germany ■ Greece ■ Hungary ■ Italy ■ Poland ■ Portugal ■ Slovak Republic ■ Spain ■ Sweden ■ Switzerland ■ The Netherlands ■ Turkey ■ United Kingdom

■ Australia ■ China ■ India ■ Singapore


WE ARE ORGANIZED IN A UNIQUE WAY.

While TURKEL Brands International’s agencies are fully independent, they are also interdependent. Every agency in our network stands shoulder to shoulder, sharing and collaborating to support our clients. This innovative method allows us to become more inspirational in thought, leading to a myriad of shared local and global insights.

EMBRACE YOUR BRAND.

To work effectively with a product, you must first honor its origins. No matter where your brand is headquartered, we will pair it with our agency in that country to leverage its cultural heritage. All About Them

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EMBRACE YOUR CUSTOMER. A local agency will always have a superior grasp of the nuances of its natives. All Five Senses TURKEL Brands International has Brand Culturalists in each market to ensure that the messaging a homegrown consumer receives will be entirely personalized and always relevant. Each message we articulate is deliberately designed to resonate with your audience’s unique culture. Hearts Then Minds

HOW WE WORK.

WE GRASP: If you don’t know your client, their brand, the history, and all the ins and outs, you can’t succeed. We dig in deep so we know everything you know. Additionally, we take a long, hard look at your consumer and figure out exactly what makes them, them. Make It Yours WE ADJUST: We are nimble and able to adapt to each client’s individual needs. Make It Quick Our client relationships are managed and headquartered from that client’s country of origin. When a client decides to extend their reach into other markets, we give them access to our agency in that country. We maintain consistency across countries by using our Miami office as its Brand Steward. Repeat, Repeat, Repeat WE RELATE: Our Brand Culturalists are located in all the countries your consumers are from. From strategy development to campaign rollout, these are the folks who know. When required, the Brand Culturalists work closely with the Miami office to maintain brand stewardship and message consistency. Make It Simple

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EVENT MANAGEMENT INTERACTIVE PROMOTIONS DIRECT MARKETING SPORTS MARKETING CONVENTION MARKETING INTERNATIONAL MARKETING POP/POS IMMIGRANT MARKETING SOCIAL MARKETING MOBILE MARKETING INCENTIVE PROGRAMS CONSULTING MARKET RESEARCH 66|


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THE

FINAL WORD ON TURKEL BRANDS. OR THE FINAL SEVENTY-EIGHT WORDS, TO BE PRECISE.

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IF

you’ve made it this far, you’ve probably figured out we have a different way of doing things. You know what we do, why we do it and who gets it done.

What you might not know yet is what our ultimate goal is. It’s simple: We are going to be the best advertising, marketing, branding and public relations agency in the world. We’d like you to help us accomplish that.

Together we can do it. Thank you.

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2871 Oak Avenue • Miami, FL 33133 • USA T: +1 305.476.3536 • rschaps@turkelbrands.com • turkelbrands.com

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