2002 Conference Report

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Each spring, travel industry marketers convene at a premiere U.S. destination to discuss the evolving marketplace and learn from other marketing executives who share their unique experiences and creative solutions.

At the ATME 2002 Travel Marketing Conference (April 30 to May 2), "Marketing Strategies in a Changing Environment," held at Baltimore’s Sheraton Inner Harbor, speakers addressed topics of crisis communications, crisis management and market building, following the past year’s traumatic events of September 11. Other speakers, representing mature destinations or products, explained the steps in their rebranding programs. For conference highlights, be sure to check out our conference report, which includes the following:

Keynote speaker Donald E. Schultz, president of Agora Inc., urged marketers to acquire a managerial perspective, and to determine the financial values of their organizations’ most valuable assets: their brands.

Peter Yesawich of Yesawich, Pepperdine & Brown shared the latest market research on consumer attitudes regarding travel, including when, where, and how.

Following September 11, the Travel Industry Association of America spearheaded remarkable public service programs to regain the confidence of Americans to travel again. Betsy O’Rourke, TIA Senior Vice President, provided a review and update of the industry’s marketing initiatives, including its SeeAmerica campaign.

Tourism leaders addressed crisis management for their respective destinations, which included Horace Hord Jr., President/CEO of the Aruba Hotel & Tourism Association; Lily Shum, Regional Director-The Americas, Hong Kong Tourist Board; and Dann Lewis, Director of the Maine Office of Tourism. Branson, Missouri, actually gained visitors in the months following September 11, and Gary Noble, Marketing Vice President of Branson/Lake Area Chamber of Commerce, explains why and what challenges lay ahead.

Everybody’s heard of Club Med, but when was the last time you visited one? John Vanderslice, President/CEO of Club Med America tells the successful story of Club Med’s recent rebranding.

Amtrak’s VP of Marketing and Brand Management, David Lim, spoke about Amtrak’s new brand, Acela Express, which had made some airlines a little nervous.

Results of market research show that Virginia’s popular "Virginia is for Lovers" logo remains strong with consumers. The Virginia Tourism Corporation’s advertising agency, Work Inc., explains the process, including the logo’s new "refreshed" look.

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