among ATME conference highlights is the Atlas Awards banquet,
sponsored by Discovery Business Services for the past nine years.
on May 1, 2002, the gala at the Sheraton Inner Harbor in Baltimore,
celebrated four travel industry leaders for their marketing
programs, and illustrious careers.
The Atlas Inspiration Award, which was presented to Betsy ORourke,
Senior Vice President of Marketing and Communications for the
Association of America, recognizes individuals who have shown
leadership in developing marketing approaches that involved
In the aftermath
of the tragic events of September 11, when the last
thing a nation, paralyzed by fear and anguish, wanted to think
travel and holidays, Betsy ORourke and other travel industry
gathered forces to create a crisis management and communications
mobilized the travel industry to action.
Senior Vice President of Marketing and Communications, ORourke
either led or helped to spearhead domestic and international
advertising messages, and innovative programs designed to encourage
travel to and within the United States. (See ORourke story,
this issue.) For her
leadership during these troubled times, ATME presented her with
consider this award to be all of ours
this is a symbol
of the kind of
unity that we achieved this year under difficult circumstances,"
thanking ATME, TIA President William Norman, J.W. "Bill"
Marriott, and her
AWARDED TO TWO
The 2002 Atlas "To Market" Award was given to two
Kassner, President of GoGo Worldwide Vacations, and Vicki Freed,
President of Sales and Marketing, Carnival Cruise Line. Atlas
recognizes innovation in attracting new customers through specific
The marketing effort can be business-to-business, travel agency
travel, or directly to consumers.
Kassner joined the family business, founded by her father, Fred
Kassner, and Gilbert Haroche, who are widely recognized as key
the package vacation. Kassner worked as director of European
senior vice president of marketing, before her promotion to
GoGo Worldwide Vacations serves the travel agent community exclusively,
and features the largest product line in the travel industry
more than 400
destinations on five continents. GoGo is the top producer to
Ritz-Carlton, Hyatt, Sandals, and SuperClubs resorts, and the
wholesaler to the Caribbean.
was given the To Market Award because of the companys
promotions, following September 11, that she developed with
GoGo Worldwides best partners, including Starwood and
Hilton hotels companies, which offered high-value tour packages.
GoGo disseminated these promotions through multiple channels,
which included direct mail, travel agent incentives, and trade
is one of the most recognized marketers in the travel
industry. Since 1993, she has held her current position with
Lines, the worlds largest cruise line, with overall responsibilities
sales and marketing. She recently finished serving as chairman
of the Cruise
Line Industry Association, where she oversaw successful programs
consumer interest in cruising and helped travel agents expand
sales. She is also a member of the Florida Commission on Tourism.
recognized with the Atlas "To Market" Award particularly
for her innovative
use of multiple channels to improve the distribution of travel
was profiled in Marketing Decisions in 1999, and received the
ATME 2000 Atlas Award for Integrated Marketing Communications
Cruise 2000 campaign.
ACHIEVEMENT TO ARTHUR TAUCK JR.
ATMEs most prestigious honor is the Atlas Lifetime Achievement
reserved for the industrys true visionaries. These individuals
consistently distinguished themselves as marketing leaders who
have advanced the travel industry worldwide. The 2002 recipient
is Arthur C. Tauck Jr., an industry leader for more than a half
century. Since 1997, he has been
Chairman of the Board of Tauck Holdings, Inc., which includes
Discovery, a tour company founded by his father, Arthur Tauck
Sr., in 1925.
"Arthur took his successful family tour business, and turned
it into one
of the worlds most admired tour operations
the concepts of
direct marketing and database marketing when these were new
and untested," said Gary Sain, Chairman of ATME Board of
directors, who presented the award.
his career in the family business as a tour director during
summer break while attending Lehigh University. After graduating,
in the U.S. Air Force, then returned to Tauck Tours, becoming
in 1958. At the time, Tauck Tours offered six tour itineraries
on the East
Coast, which served 2,000 travelers per year.
Tauck introduced chartered air tour packages to Nova Scotia,
which continue today. In 1962, he combined air and motorcoach
offer tours to the national parks in the west, while other tour
relied on trains. He was the first to add helicopter sightseeing
vacations. Then, in 1978, he paired helicopters with trekking,
exciting concept of "heli-hiking," which he developed
for tours in the
ideas kept coming. During the 1980s, Tauck would link small
voyages with land exploration. In the early 1990s, he launched
Roads of Europe tour series, based on travel he knew from his
Air Force days.
Yellow Roads grew into one-third of the companys business.
to grow its product line, which now provides journeys on all
continents, including Antarctica and 60 North American itineraries.
has been recognized with awards from the American Society of
Travel Agents and the American Automobile Association, and rated
readers in Travel & Leisures World Best poll.
a past president of United States Tour Operators Association
(USTOA) and the National Tour Association. Currently he a trustee
chairman of the Institute of Certified Travel Agents and serves
on the board
He is also
a dedicated pioneer in the area of conservation, and chairs
the Travelers Conservation Foundation of USTOA and the
philanthropic entity, Tauck Foundation.
his award, Tauck explained that a tour operator "is nothing
more than a marketing organization. We dont have a product.
We take the
component of the hotel, an attraction, we put a restaurant with
it, a bus and
an airplane. And in that process, we metamorphose each of those
into a different product that has its own marketing idiosyncrasies."
Since Tauck Sr. began the company, its marketing approach has
on service and knowing its customers.
minimize marketing schemes and high advertising campaigns and
gifts," Tauck Jr. explains. "We maximize product quality
levels." That philosophy, which originates from Tauck Sr.,
has provided Tauck
Worldwide with 55 percent repeat customers and 30 percent referred
2000, Tauck Tours was officially renamed Tauck Worldwide Discovery.