Destination On The Left

On this episode of Destination on the Left, Jonathan Kletzel, the Travel, Transportation, and Logistics Sector Leader at PwC, shares insights from the recently released PwC Holiday Outlook. This report examines holiday spending across various consumer segments and industries. We focus on travel trends for the 2024 holiday season and discuss the differences in spending among different generations. What You Will Learn in This Episode: How Jonathan became interested in specializing in the travel sector Some of the valuable interests revealed by the PwC Holiday Outlook study What trends Jonathan is identifying for 2024 holiday travel, with an emphasis on steady travel demand compared to the previous year How generational differences impact spending on travel and experiences, particularly among Gen Zs and Millennials Why there is a drop in concerns about travel disruptions and what that might mean for travelers and suppliers Sustainability in travel and how that is influencing industry practices Dissecting Generational Travel Trends The holiday season is always interesting when it comes to understanding travel behaviors across different generations. PwC’s report revealed that Gen Z and millennials continue to invest heavily in travel experiences, prioritizing them over material gifts. In contrast, Gen X and Baby Boomers are more inclined towards convenience and practicality, seeking ways to make their lives easier rather than more exciting. The study has also shown a fascinating mix of spending priorities influenced by economic pressures. While some consumers plan to maintain or even increase their travel budgets, others, particularly those feeling the pinch of the current economic climate, are looking for ways to budget wisely throughout the year to afford holiday travel. Interestingly, more travelers are opting to stay with friends or family, which shows that people are trying to blend making economic choices and having meaningful experiences. Rising Importance of Digital and Sustainable Choices We’ve all noticed the broader consumer push for sustainability, which is a priority for younger generations, particularly Gen Z. Airlines and hotels, are responding to this demand by offering more eco-friendly options and transparent information on carbon footprints. From water bottle refill stations in airports to eco-conscious hotel room services, the industry is making ever-bigger strides in meeting consumer expectations for sustainable travel options. Preparing for a Successful Holiday Travel Season One of the most reassuring findings from PwC’s Holiday Outlook is that the intention to travel for the holidays remains stable compared to 2023. This is great news for travel suppliers and destinations, as it shows there is still a steady demand. Jonathan also points out that there has been a significant decrease in concerns around travel disruptions this year. This could be attributed to suppliers catching up to post-COVID travel demands and improving operational efficiencies. Nevertheless, holiday travelers should still be prepared for potential disruptions due to factors outside the industry’s control, like weather! Resources: Website: https://www.pwc.com/us/en.html LinkedIn: https://www.linkedin.com/in/jonathan-kletzel-256372/ Holiday Outlook 2024: https://www.pwc.com/us/en/industries/consumer-markets/library/holiday-outlook-trends.html We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Rosa Harris, Director of Tourism for the Cayman Islands, about the importance of being open, flexible, and courageous as a travel professional. We talk about knowing who you are as a destination, being true to your strengths, and why honoring history, culture, and people is a must for tourism leaders. Rosa also shares examples of several Cayman Island campaigns and how her tourism brand partners with lifestyle brands. What You Will Learn in This Episode: How the “Dreaming Cayman” campaign aims to stand out in the Caribbean market to attract the family market’s interest Partnerships the Cayman Islands Department of Tourism is involved in including collaborations with luxury brands like Saks Fifth Avenue and influencers like Mei Mei Why agile and flexible leadership is important as a leader in the tourism industry Why the Cayman Islands is focusing on becoming the go-to destination for luxury experiences in the Caribbean. How community involvement contributes to authentic cultural experiences and effective marketing strategies for the Cayman Islands. Showcasing Authentic Cultural Heritage An integral part of distinguishing the Cayman Islands is its commitment to offering tourists an authentic cultural experience. Rosa shares details of the collaborations with local artisans and highlights initiatives like the Caymankind campaign, which embodies the warm and welcoming hospitality of the Cayman people. Rosa and her team held town halls to invite public input, helping ensure the community’s voice was clearly heard in branding efforts. Local tourism operators also played a pivotal role by having conversations with visitors. These initiatives ensured that the brand promise aligned seamlessly with the actual visitor experience, creating a cultural connection that left a lasting impression. Strengthening Community and Collaboration Rosa highlights her role with the Caribbean Tourism Organization, focusing on coopetition and shares examples such as partnership with the aviation committee, working towards enhancing travel options within the Caribbean to promote multi-destination travel. This boosts tourist experiences but also extends visitors’ stays in the Caribbean. Rosa also introduces the “Dreaming Cayman” campaign, an initiative that aims to help the Cayman Islands stand out among Caribbean destinations with nature imagery. In a crowded market commonly showcasing sun, sand, and sea imagery, the Cayman Islands are carving a niche with unique, eye-catching campaigns. Targeted primarily at the family market, the campaign’s objective is to evoke a sense of wonder and curiosity, drawing attention to the Cayman Islands as a luxurious yet intriguing destination. Future-Proofing Through Creative Partnerships Looking ahead, Rosa discussed exciting partnerships to further enhance the Cayman Islands’ appeal. A significant collaboration with Saks Fifth Avenue during New York Fashion Week will feature Cayman Islands-themed window displays, showcasing the destination’s unique charm to a broad audience. Meanwhile, a partnership with Gen Z influencer Mei Mei will capture authentic Cayman experiences via TikTok, engaging a younger audience through contemporary social media platforms. Resources: Website: https://www.visitcaymanislands.com/ LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/ LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-of-tourism/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I’m thrilled to dive into an inspiring conversation that perfectly embodies our brand promise—”impact through connection, community, and collaboration.” We’re exploring the transformative power of strategic planning and emotional connections in the travel and tourism industry with Colleen Onuffer, the Director of Public Relations for Travel Alliance Partnership. What You Will Learn in This Episode: Why we rebranded to Travel Alliance Partnership How we create impact through connection, community, and collaboration More about Colleen’s presentation at the New York State Tourism Industry Association annual meeting How TAP collaborated in creating a fam tour exploring Harriet Tubman’s legacy in Cayuga County The concept of “cathedral thinking” for long-term projects Impact of emotional resonance on event success and strategic planning A Collaboration Case Study Colleen Onuffer, Director of Public Relations for Travel Alliance Partnership, shares a Travel Alliance Partnership case study on creating emotionally resonant, memorable experiences for travelers. She shares how TAP lives their value to create impact through connection, community, and collaboration when working with destinations. By focusing on emotional resonance, authentic community engagement, and long-term strategic planning, tourism professionals can create memorable experiences that leave lasting impacts. When planning media trips, Colleen emphasizes the importance of creating experiences that resonate on a personal level rather than strictly adhering to historical facts. This approach aims to make the stories more meaningful and relatable. Media members were encouraged to find personal connections to Harriet Tubman’s legacy at an event honoring International Underground Railroad Month in Cayuga County. This strategy profoundly impacted attendees, fostering a deeper appreciation of the site’s historical significance. Key Strategies for Planning Memorable Events Organizing an event that leaves a lasting impression requires careful consideration of multiple factors. The event in Cayuga County, focusing on Harriet Tubman’s legacy, was a perfect example. Attendees experienced a driving tour of Underground Railroad stops, met with Tubman’s descendants, and engaged with local black-owned businesses. Such thoughtful planning ensured that participants learned about history and felt its emotional weight and relevance today. Community engagement was a cornerstone of the Cayuga County event. The involvement of local leaders, business owners, and Tubman’s relatives forged a genuine connection between the media members and the community. This collaborative spirit enriched the event and promoted future media relationships, ensuring that Tubman’s legacy continues to be celebrated and preserved. Feedback and Its Role in Shaping Future Strategies Event attendees’ feedback highlighted the Cayuga County trip’s emotional resonance and transformative impact. Testimonials revealed some amazingly memorable experiences and how people connected to African American history. This invaluable feedback guided future event planning, emphasizing the significance of emotional ties and engaging storytelling in conveying a destination’s essence and personality. We also discussed the concept of “cathedral thinking,” which involves planning long-term projects designed to create lasting impacts. Just as medieval cathedrals were built to outlast their creators, the initiatives led by Travel Alliance Partnership aim to transform destinations sustainably rather than being a flash in the pan. Resources: Website: https://www.tapintotravel.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicole We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Todd Read, Senior Tourism Manager at SoIN Tourism, who shares more about the importance of building relationships for professional growth. Todd discusses the challenges SoIN has faced and how they have overcome them by creating strong partnerships. We also talk about hosting a travel conference in a small destination, what you should consider, and how to pull it off. What You Will Learn in This Episode: How Todd Read and his team managed to successfully host the Tap Dance event in a small destination and overcome logistical challenges Why local businesses and stakeholders became more invested in event hosting after the success of Tap Dance and the potential impact on tourism What the Indiana Foodways Alliance is and how it supports over 300 local non-corporate restaurants across 21 culinary trails How the rebranding from Sunny Side of Louisville to SoIN was strategically executed to establish a unique identity for Southern Indiana Why collaboration and building networks within the tourism industry are crucial for personal and professional growth The Potential of Small Destinations in Event Hosting Todd shares the transformative impact of hosting the Tap Dance event on the local community. The initial response to the Tap Dance event was overwhelmingly positive, and the community saw firsthand how well-executed events could boost tourism and economic activity. This realization translated into increased support and enthusiasm for hosting more events in the future. Hosting events in state parks or historic sites often comes with stringent restrictions, such as limitations on serving alcohol. Todd and his team successfully navigated and managed these logistics, demonstrating the feasibility and benefits of such events, thus paving the way for more flexible regulations in the future. The Importance of Collaboration and Community Support Todd talks more about the critical role of collaboration and support from all stakeholders and how his executive director and team were instrumental in the success of the Tap Dance event. SoIN’s partnership with organizations like the Travel Alliance Partnership and the Indiana Foodways Alliance also shows how collaborative efforts can really boost a region’s tourist appeal. Todd discusses the Indiana Foodways Alliance and its efforts to promote local, non-corporate restaurants through culinary trails. With over 300 participating establishments and 21 unique trails, such as “Winner Winner Chicken Dinner” and the “Pork Tenderloin Trail,” the Alliance supports and showcases the state’s amazing culinary offerings. Addressing Challenges and Embracing Resilience From the negative impact of COVID-19 to the controversies surrounding the Religious Freedom and Restoration Act (RFRA) in Indiana, SoIN’s resilience and willingness to innovate have been key to successfully overcoming these challenges. Southern Indiana’s rebranding from the Sunny Side of Louisville to SoIN in 2016 is a testament to creative problem-solving in response to being overshadowed by popular neighboring destinations. The new brand, SoIN, not only differentiated the region but also generated a strong sense of community identity and recognition. Despite funding cuts post-COVID, Todd and his colleagues managed to maintain momentum through collaborations with other tourism leaders. Initiatives like “Tour on 64,” aimed at highlighting attractions along Interstate 64, demonstrate the power of regional coopetition in sustaining tourism marketing efforts. Resources: Website: www.gosoin.com Facebook Business: https://www.facebook.com/GoSoIN Instagram Business: https://www.instagram.com/gosoin/ Twitter Business: https://x.com/GoSoIN YouTube Business: https://www.youtube.com/channel/UCvYYeyWbRuLZGTFVlTGGc6w Pinterest Business: https://www.pinterest.com/sointourism/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Kristi Gole, EVP of Strategy at Global Hotel Alliance (GHA), about the importance of collaboration and how the alliance helps these hotels compete against the world’s largest brands. Kristi shares examples of brand partnerships that GHA’s loyalty program has allowed them to start with complementary luxury brands, and she gives us a great formula for evaluating partnership opportunities. What You Will Learn in This Episode: How GHA became the largest alliance of independent hotel brands and the benefits this provides to its members. Why the GHA Discovery loyalty program was transformed into “Discovery Dollars” and how this new approach is more rewarding for members. What strategies Kristi Gole used to attract high-net-worth customers and enhance customer engagement. How the collaborative environment within GHA helps independent hotel brands compete globally, share best practices, and grow. Why Kristi values deep relationships over standard partnerships and how aligning with like-minded partners can lead to successful collaborations. What key technological and operational challenges GHA faced, and how ensuring tech compatibility is crucial for a seamless customer experience. A Collective Strength in Hospitality Formed in 2004, GHA’s mission was to aid independent hotels in competing globally against large hotel chains. Today, it’s the largest alliance of independent hotel brands, comprising 40 brands and 800 hotels across 100 countries. This alliance offers a collaborative platform for these brands to share resources, best practices, and cross-promote services. The alliance provides tools and platforms for independent hotels to remain authentic while benefiting from a larger network. This unique value proposition has enabled GHA member hotels to retain their independence and character while being part of a valuable global support system. How Strategic Partnerships Elevate the Customer Experience A core aspect of GHA’s strategy is building deep, strategic partnerships that enhance customer offerings. The collaboration with Regent Seven Seas Cruises, for example, attracted high-net-worth customers by offering Discovery Dollars usable at hotels. Launched publicly in 2010, the GHA Discovery loyalty program was designed to provide customer value, encourage cross-promotion, and increase bookings through profitable channels. In 2021, GHA revamped the loyalty program into “Discovery 2.0,” transitioning from a points-based system to a cash-back model called “Discovery Dollars.” This shift aimed to make rewards more accessible and appealing to a broader audience. Scaling and Innovating for the Future GHA plans to continue expanding and iterating on the Discovery Dollar currency. With a goal of reaching 100 million members, the focus remains on signing new brands and growing their partnership network. Kristi emphasized the importance of aligning with partners with a similar mindset and targeting the same luxury segment. She shares why GHA looks for partners who are agile, entrepreneurial, and approachable. Resources: Website: globalhotelalliance.com LinkedIn Personal: https://www.linkedin.com/in/kristi-gole-7687893/ LinkedIn Business: https://www.linkedin.com/company/global-hotel-alliance/ Facebook Business: https://www.facebook.com/GHADISCOVERY/ Instagram Business: https://www.instagram.com/ghadiscovery/ Q&A: How Global Hotel Alliance Has Empowered Independent Hotel Brands for 20 Years: https://skift.com/2024/08/12/qa-how-global-hotel-alliance-has-empowered-independent-hotel-brands-for-20-years/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with James R. Ferrara, Co-Founder & President of InteleTravel, about how the business navigated the pandemic, adapted to the shifting preferences of younger travelers, and strategically expanded their services. James also shares more about the company’s commitment to promoting mindful and sustainable travel practices and why travel advisors should encourage their clients to explore lesser-known destinations. What You Will Learn in This Episode: How Inteletravel’s educational programs and supplier partnerships support the professional development of their advisors Why travel priorities have shifted, especially among younger generations, and their increased use of travel advisors Inteletravel’s strategic acquisitions to expand their services and earning potential for advisors The importance of industry collaboration, even among competitors, to address legislative challenges and support professional development. Why Inteletravel focuses on promoting mindful and sustainable travel experiences. How Inteletravel advisors guide clients towards less-crowded and unique travel destinations. The Evolution of the Travel Advisor The role of the travel advisor has undergone a remarkable transformation, and on the show, James Ferrara, the President of Inteletravel, shares his insights on this evolution. He explains that the company’s independent contractor model, pioneered in the early 90s, has evolved from a predominantly part-time role to a more entrepreneurial full-time business. James credits Inteletravel’s success to an unwavering commitment to education and professional development. He details the company’s robust training programs, supplier partnerships, and annual conventions, which equip their 120,000 independent contractors with the tools and knowledge to thrive in the industry. Navigating the Pandemic and the Boom in Travel The travel industry has faced its fair share of challenges in recent years, but Inteletravel made a quick recovery from the pandemic. James credits its innovative management team and its travel advisors’ focus on building on existing relationships. We discuss the “revenge travel” phenomenon and the shift in travel priorities, particularly among younger generations. James notes that we’re seeing huge growth in Gen Y and Gen Z travelers, and this demographic shift has fueled a renewed appreciation for the value that travel advisors can provide as younger travelers seek out personalized guidance and expertise. Promoting Mindful and Sustainable Travel James emphasizes the importance of responsible and sustainable travel practices as the travel industry evolves. He talks about the “No Tourists Allowed” podcast, where he and his co-host explore ways to travel more mindfully and promote unique, off-the-beaten-path destinations. We dig into why it’s also better for the customers’ experience to get them out of these overcrowded tourism centers worldwide. By encouraging travel advisors to guide clients towards lesser-known destinations and experiences, Inteletravel is actively working to mitigate the impact of over-tourism and foster a more sustainable travel ecosystem. Resources: Website: www.inteletravel.com LinkedIn Personal: https://www.linkedin.com/in/jamesferrara/ Facebook Personal: https://www.facebook.com/jrferrara/?locale=pt_PT Facebook Business: https://www.facebook.com/inteletravel Instagram Personal: https://www.instagram.com/jrferrara/p/C8uZ4jnsd4D/ Instagram Business: https://www.instagram.com/inteletravel/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FInteleTravel YouTube: https://www.youtube.com/channel/UCxqjQ9QzGlrwkBEZq8DOWXA No Tourist Allowed Podcast: https://notouristsallowed.com/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences. What You Will Learn in This Episode: What inspired Anna’s focus on human and AI collaboration to solve complex travel industry challenges How AI-driven search can enhance user experience by providing personalized travel details How smaller brands and companies in the travel sector can also benefit significantly from implementing AI technology What Mobi can do for travel businesses, from custom development to ready-to-go products How Anna’s experiences have shaped her approach to customer engagement and technology integration Tailoring AI for the Travel Industry One of the standout applications of AI in travel is providing highly personalized travel recommendations. With AI-driven search capabilities, users can ask detailed, nuanced questions in natural language and receive tailor-made responses. Using AI allows travel agents to deliver gold-standard service by giving them comprehensive, instant knowledge about destinations that cater to their travelers’ particular needs. Anna explains how AI tools allow you to automate various service tasks to ensure smooth and efficient operations—including making dynamic changes such as reallocating resources in response to travel disruptions to give your clients the best experience possible even when things are quite going to plan. How AI Can Work for Smaller Tour Operators AI can revolutionize small travel brands’ operations by providing personalized, scalable solutions that were previously only accessible to larger companies with significant resources. These AI-powered tools can help smaller operators manage bookings, optimize travel itineraries, and offer tailored experiences to customers. By implementing AI-driven intent-driven search capabilities, smaller tour operators can provide a user-friendly experience that intuitively answers customer queries in a natural, conversational manner, dramatically increasing customer satisfaction and engagement. This allows operators to offer recommendations tailored to individual needs, such as suggesting local attractions, dining options, or accommodations that align with a traveler’s interests. Future Proofing and Collaboration Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences. Resources: Website: www.takemobi.com Intent Driven Search: https://www.takemobi.com/solutions/IDS LinkedIn Personal: https://www.linkedin.com/in/anna-jaffe-14a6084/ LinkedIn Business: https://www.linkedin.com/company/mobi-systems/ Facebook Business: https://www.facebook.com/MobiSystemsInc Instagram Business: https://www.instagram.com/mobi_systems_inc/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Liz Owens, the Senior VP and General Manager of Vacations by Rail, shares her journey from advertising to revolutionizing rail travel. She discusses the growing appeal of slow travel and sustainability, highlighting multi-country tours that offer immersive experiences. Liz emphasizes the importance of off-peak travel for personalized adventures while revealing exciting upcoming winter tours in Alaska and unique options in Europe. Learn how cross-industry insights and cooperative strategies are reshaping the way we explore by rail.

On this episode of Destination on the Left, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven. What You Will Learn in This Episode: Why storytelling and sustainability are integral to the tourism industry What strategic approach Rob uses for authentic and engaging storytelling in destination marketing How sustainability has evolved as a term and its significance in tourism Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile How education in sustainability and involving various stakeholders are crucial for the industry’s success How the Tourism Sector Can Thrive with Sustainability and Meaningful Narratives We discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices. The Power of Storytelling in Tourism We go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives. Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors. Real-world Applications Rob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers. Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community. Resources: Website: https://www.glpfilms.com/ LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/ LinkedIn Business: https://www.linkedin.com/company/glp-films/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign. What You Will Learn in This Episode: How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency The Power of Out-of-Home Advertising Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento. The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors. Adapting to a Post-Pandemic World We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels Next Steps for Out-of-Home We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns. Resources: Website: https://www.emcoutdoor.com/ LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/ LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!