DESTINATION ORGANIZATION CORONAVIRUS INDUSTRY UPDATE WEBINAR

April 22, 2020

Q&APlease post questions in the Q&A Box on the

bottom of your ZOOM webinar screen.

CORONAVIRUS RESOURCE PAGE

RESOURCES AVAILABLE AT

DESTINATIONSINTERNATIONAL.ORG/ADVOCACY

THANKS TO OUR STRATEGIC PARTNERS

PINNACLE PARTNERS:

Brand USA, Miles Partnership, and Simpleview

PREMIER PARTNERS:

Arrivalist, FiredUp Culture, IMEX Group, Longwoods International, MMGY Global, STR, Tempest, and TripAdvisor

PRINCIPLE PARTNERS:

CFO By Design, Connect, cvent, Digital Edge Marketing, Expedia Group Media Solutions, JLL, MMGY NextFactor, Northstar Meetings Group, and SearchWide Global.

CORPORATE PARTNERS:

ADARA, Barkley, Casual Astronaut, Carvertise, Civitas, CrowdRiff, Destination Analysts, Destination ENV, Fuseideas, Greenberg & Traurig LLP, HelmsBriscoe, HootBoard, Madden Media, Maritz Global Events, Mile Marker 630, Omni Experience, Pandora Media, Sojern and Tourism Economics

UPCOMING WEBINARS

Weekly Coronavirus Industry Update Webinar

APRIL 29, 2020 at 11:30 AM ET

REGISTER FOR ALL WEBINARS AT

LEARNINGCENTER.DESTINATIONSINTERNATIONAL.ORG

Weekly Coronavirus Update Webinar

Wednesday, April 29, 11:30 AM-12:30 PM ET

United States CEO Coronavirus Update Webinar

Tuesday, April 28, 1:00 PM-2:00 PM ET

Event Impact Calculator Open Q&A Session

Friday, May 1, 11:00 AM-12:00 PM ET

Canadian CEO Coronavirus Update Webinar

Tuesday, May 5, 1:00 PM-2:00 PM ET

ANDREAS WEISSENBORN

SENIOR DIRECTOR OF RESEARCH AND

ADVOCACY

DESTINATIONS INTERNATIONAL FOUNDATION

COVID-19 Leisure Marketing Survey

Survey

283 Respondents between 4/16-4/20

28% President/CEO/ED, 30% Senior, 36% Intermediate, 6% Entry Staffing

28% 0-5, 19% 6-10, 14% 11-20, 10% 21-35, 10% 36-50, 19% 50+ FTES

28% 0-1M, 27% 1.1-3M, 21% 3.1M-10M, 14% 10.1M-20M, 10% 20.1+Operating Budget

Reductions

Leisure Marketing Reductions

Travel Trade Marketing Reductions

Meetings & Convention Business Development Reductions

Staff Reductions & Division of work

Community & Communications

Communications (When & Who)

Communications Context

Business Community Activations through your Communications

Marketing To your Local Community

When to market Beyond your Local Community?

Recovery

How do you feel your community's comfort level is with the return of travelers to your destination?

• 1 = Low, 10 = High

Radius of Media Spend? Pre COVID-19POST?

Media Spend after Recovery?

1 = Highest Priority

Metrics for measuring your messaging

Budget Priorities for the next year

1 = Highest Priority

Thank you.

KYLE EDMISTON

CEO

VISIT LAKE CHARLES

COVID-19

INSIGHTS, TOOLS, ACTIONPost Crisis Planning

3-Phase Approach

SUPPORT RECOVER ADVANCE

The time trying to

adjust and simply hold

on and maintain

against an ever-

changing negative

landscape

The time when things

are settled down and

action focuses on

recapturing loss and

developing strategic

plans for growth

The period when past

effects are overcome,

and action moves to

capturing new visitation

CREATE A PLAN

Strategy Lenses

Review tourism

related, state and

local policies,

announcements and

status updates.

MONITOR MEASURE MESSAGE MANAGE MARKET

Aggregate and

originate research to

understand and

measure

the impact caused

by COVID-19

Develop

communications and

content strategy to

engage a wide range

of audiences

(industry, locals,

travelers)

CREATE A PLAN

Community

engagement

strategies, visitor

engagement and

destination

strategies

Promotional

marketing efforts to

activate traditional

audiences and

discover new ones

MONITOR

visitlakecharles.org/update/

Expert Industry, Health &

Government Resources o Industry Resources

• Destinations International

• US Travel

• MPI

• Local Economic Development Offices/Chambers of Commerce

o Health & Government

• World Health Organization

• CDC

• State Department

MEASURE

Aggregate, Analyze and Initiate

► Continuously collect, evaluate and distill leading industry

research

► Analyze sentiment and behavior within Visit Lake Charles

owned channels and utilizing broader available reporting and

tools

MESSAGE

Empathy and Meaningful Support

► Support and promote our local businesses by becoming a

source of timely and reliable information

► Mobilize locals and keep future travelers engaged while

staying true to the Visit Lake Charles brand and values

MANAGE

Listen, React and Evolve

► Utilize consumer sentiment data and social listening to

guide our future efforts and timing.

► Be prepared to adjust our consumer facing voice to fit the

times.

► Use analytics, and benchmarking data to track recovery.

MARKET

Take it Slow at First

1. Focus on Visit Lake Charles owned channels in the beginning

2. Identify benchmarks to start moving into next phase

o Web traffic trends

o Travel sentiment

o Media consumption expands beyond news

3. Create a plan to support our local businesses as they prepare to re-open: special offers,

promotional emails, featured packages

4. Expand paid placements to targeted, programmatic, digital buys – ensuring brand safety

within placements

5. Modify calls to action to inspiration and focus on optimistic future

THANK YOU!

VisitLakeCharles.org

BARRY WHITECEO

CHATTANOOGA TOURISM COMPANY

DAVE SANTUCCI CMO

CHATTANOOGA TOURISM COMPANY

2020 RECOVERY PLAN AT A GLANCE (MONTH BY MONTH)

Crisis Comms Restart

Brand Pillar Spots

Consumer Campaign

Recovery

*Based on latest insights and data available to date. Recommendation subject to change.

Safer Together

Brand Pillar Spots - Community AttitudeWe Chattanoogans have a lot to be

thankful for... and proud of:

The grit and gumption of our people,

our honored place in the American tapestry,

the natural wonders, diversity of humanity,

remarkable innovation and industry that set us apart.

We’ve learned the only thing that never changes

is that things change...

and to expect the unexpected.

We are strong, resilient, We are Chattanooga.

Q&AMODERATED BY GABRIEL SEDER

SENIOR DIRECTOR OF ADVOCACY POLICY

AND PROGRAM DEVELOPMENT

DESTINATIONS INTERNATIONAL FOUNDATION

UPCOMING WEBINARS

REGISTER FOR ALL WEBINARS AT

LEARNINGCENTER.DESTINATIONSINTERNATIONAL.ORG

Weekly Coronavirus Industry Update Webinar

APRIL 29, 2020 at 11:30 AM ET

Weekly Coronavirus Update Webinar

Wednesday, April 29, 11:30 AM-12:30 PM ET

United States CEO Coronavirus Update Webinar

Tuesday, April 28, 1:00 PM-2:00 PM ET

Event Impact Calculator Open Q&A Session

Friday, May 1, 11:00 AM-12:00 PM ET

Canadian CEO Coronavirus Update Webinar

Tuesday, May 5, 1:00 PM-2:00 PM ET

MORE QUESTIONS?

Join us on our Online Member Forum!

destinationsinternational.org/member-forum

THANK YOUcommunications@destinationsinternational.org

@destintl

#destintl