ATME's Fall 2010 TRAVEL MARKETING ISSUES FORUM LUNCH
Wednesday, September 22, 2010 - Lunch 11:45am - 2:00pm
New York City
Battle of the ROI - What's Your Biggest Marketing Bang for the Buck?
Four segments of the travel industry were represented on the panel:
Destinations: Simon Bradley, Vice President, Visit Britain
[Click to download Bradley's Presentation]
Tour Operators: Nico Zenner, President, Brendan Vacations
Airlines: Gregg Truman, VP Marketing, South African Airways, USA
Online Travel: Steven Goldberg, VP/GM of Advertising Sales & Strategy, HomeAway.com
Susan Black, Managing Partner of the Black & Wright Group and a member of the ATME Board and Executive Committee was the moderator of this program.
What is your number one investment in the battle for ROI? What works best? Each panelist selected a different marketing tool that has worked for them over the past year. Steven Goldberg of HomeAway.com chose a combination of advertising (TV Super Bowl) and online and social media. Simon Bradley of Visit Britain selected social media. Gregg Truman of South African Airways took on direct marketing and loyalty. Some of their presentations are available here for download.