THETRAVELISSUE - O'Dwyer's PR News

J u l y 2 0 1 2 | w w w . o d w y e r p r . c o m

Communications & new media July 2012 I Vol. 26 No. 7

THE TRAVEL ISSUE

PR firm collects $200K in thefight against“Obamacare.”13Why the Obama admin. is

tight-lipped with the press.9

When crisis threatensa

travel campaign

Why PR pros need to

“reinvent” America

Highlights from the 2012

TBEX travel conference

Educating consumers to the

“safer” side of travel

Why “experiences” trump

destinations in 2012

Julymagazine:Layout 1 7/2/12 1:42 PM

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., andadditional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly.

January: Crisis Comms. / Buyer’s GuideFebruary: Environmental & P.A.

March: Food & BeverageApril: Broadcast & Social Media

May: PR Firm RankingsJune: Global & Multicultural

July: Travel & TourismAugust: Financial/I.R.

September: Beauty & FashionOctober: Healthcare & Medical

November: High-TechDecember: Entertainment & Sports

Vol. 26, No. 7JuLY 2012

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www.odwyerpr.comDaily, up-to-the-minute PR news

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Finn Partners........................................................5

KEF Media............................................................3

Log-On...............................................................27

Lou Hammond & Associates................................7

NAPS............................................INSIDE COVER

Omega World Travel...........................................23

Ogilvy..............................................BACK COVER

Premiere TV........................................................11

Ruder Finn..........................................................13

TV Access...........................................................33

RRAANNKKIINNGGSS OOFF TTRRAAVVEELL &&TTOOUURRIISSMM PPRR FFIIRRMMSS31

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PPRROOFFIILLEESS OOFF TTRRAAVVEELL &&TTOOUURRIISSMM PPRR FFIIRRMMSS20

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PPRROOFFEESSSSIIOONNAALL DDEEVVEELLOOPPMMEENNTTFraser Seitel

FFIINNAANNCCIIAALL MMAANNAAGGEEMMEENNTTRichard Goldstein

GGUUEESSTT CCOOLLUUMMNNJoseph Honick

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EEDDIITTOORRIIAALLRepublicans’ monkey wrench politicswill come back to haunt them.

6PPRR PPRROOSS SSHHOOUULLDDNN’’TT EEDDIITTWWIIKKIIPPEEDDIIAA PPAAGGEESSA set of guidelines released in Juneby international PR groups offers a series ofproposed rules regarding how PR prosshould handle Wikipedia.

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PPEENNTTAAGGOONN BBAANNSS OOWWNNEERR OOFF PPRR CCOONNTTRRAACCTTOORRThe Department of Defense hasbanned the co-owner of a PR services firmfrom handling military contracts after heconfessed to a “misinformation campaign.”

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OOBBAAMMAA AADDMMIINN.. IISS TTIIGGHHTTOONN PPRREESSSS IINNFFOORRMMAATTIIOONNSeasoned members of the pressat a June conference said D.C. reportershave a hard time getting information fromthe Obama administration.

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TTRRAAVVEELL PPRROOSS SSEEEEKK TTOORREEIINNVVEENNTT AAMMEERRIICCAAMore than 50% of Americans willtravel domestically this year, leading PRpros on a quest to reinvent the Americanheartland.

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CCRRCC CCOOLLLLEECCTTSS $$22OOOOKK TTOOFFIIGGHHTT ““OOBBAAMMAACCAARREE””A D.C.-based PR firm has receivedmore than $200,000 from a conservativethink tank to combat Obama’s historichealthcare rehaul.

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WWHHEENN CCRRIISSIISS TTHHRREEAATTEENNSSAA TTRRAAVVEELL PPRR CCAAMMPPAAIIGGNNNatural disasters and politicalunrest can undo the hard work PRpros put into a travel campaign overnight.

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TTRRAAVVEELL CCOONNFFEERREENNCCEELLAAUUDDSS TTRRAAVVEELL BBLLOOGGSSThe 2012 TBEX conference in theRocky Mountains brought travel PR pros andbloggers together for three days of network-ing and celebration.

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17 TTRRAAVVEELL AAGGEENNTTSS FFIINNDD NNEEWWWWAAYYSS TTOO SSAAVVEETravel agent companies have evolvedinto travel management companiesto bring volume discounts for travel.

EEXXPPEERRIIEENNCCEE TTOOPPSS DDEESSTTIINNAA--TTIIOONN FFOORR TTOODDAAYY’’SS TTRRAAVVEELLEERRToday’s traveler demands more from avacation than mere destinations orvalue, according to PR pros.

EEDDUUCCAATTIINNGG CCOONNSSUUMMEERRSSTTOO TTRRAAVVEELL’’SS ““SSAAFFEE”” SSIIDDEESales of travel insurance have risensteadily in recent years. Unfortunately forPR professionals, this needed product posesa challenge because it lacks the allure ofother travel amenities.

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19 LLOOSS AANNGGEELLEESS HHOOSSTTSS BBIIGGGGEESSTTEEVVEERR TTRRAAVVEELL PPOOWWWWOOWWMore than 6,000 travel officials andindustry pros met in Los Angeles for thetravel industry’s premier tradeshow.


JULY 2012 � WWW.ODWYERPR.COM6

EDITORIAL

In June, House Republicans held Attorney General Eric Holder in contempt ofCongress for allegedly failing to turn over documents relating to the ATF’s “Fastand Furious” operation. Simultaneously, they threw a collective tantrum over the

Supreme Court’s 5-4 decision to uphold the constitutionality of the Affordable CareAct’s power to tax U.S. citizens. The takeaway from these behaviors? Republicansare growing desperate.We have less than five months to go until the 2012 Presidential election and, big

surprise, our economy still stinks. The difference now is Americans are beginning topoint the blame in the right place.Partisan railroading has always been an integral part of U.S. politics, but

Congressional Republicans have managed to take the concept to brave new frontiers.Several years ago, Senate Minority Leader Mitch McConnell famously said “the sin-gle most important thing we want to achieve is for President Obama to be a one-termpresident.” You have to hand it to him: he’s been true to his word.By their own admissions, Republicans have sabotaged the Presidential administra-

tion during the worst recession in modern American history. They’ve deliberatelyengaged in a coordinated, collusive effort to undermine any progress made by thecurrent administration, bulldozing over bi-partisan policy that would add jobs for achance to turn a political screw against the man in the White House. It’s a plan that’spractically criminal in its contempt, one that goes far beyond the pale of partisan pol-itics. Today’s Congressional Republicans are an economic goon squad, busting thewheels of the carriage and then blaming the driver for not going fast enough. Theydon’t want more jobs for Americans. At least not until after November (The Guardianwriter Michael Cohen analyzed this very issue particularly well, in a June editorialtitled “Did Republicans Deliberately Crash the U.S. Economy?”).In the course of doing so, Congressional Republicans have revealed astounding

hypocrisy. They derided the effectiveness of the recent stimulus, while they proposedtheir own stimulus a decade ago. They voted down every piece of job-creating legis-lation that’s come their way — even quintessentially conservative legislation likepayroll tax cuts for the middle class. They derailed the “Buffett Rule” that wouldforce the nation’s biggest earners to pay 30% of their income in taxes. They blockeda bill that would prevent interest rates on subsidized federal college loans from effec-tively doubling, from their current 3.4% interest rate to a whopping 6.8%. Theystalled a bill to increase Federal transportation funding, which would have giventhousands of Americans high-paying construction jobs. They shot down bi-partisanlegislation that would have given states much-needed tax relief, resulting insteadwith hundreds of thousands of teachers, firefighters, librarians and police officersbeing laid off. Now they’re crying foul over the constitutionality of the AffordableCare Act — a bill that was engineered after the current Republican nominee’s health-care re-haul in Massachusetts.Any victories under this rubric will be Pyrrhic. It’s akin to burning down your

house because you don’t like the property taxes. They might not realize it now, butRepublicans’ monkey wrenching will come back to haunt them. The fact is, theAmerican people are becoming painfully aware of all this. A June Public Policy pollasked Americans if they thought Republicans were intentionally stalling the econo-my. About half — 49% — said yes. Among moderates and independents the numberswere much higher — at 61%. A similar November poll in Florida by SuffolkUniversity found that even 34% of conservatives now believe Republicans are inten-tionally stalling efforts to revive the economy. A June Daily Kos/SEIU poll found55% of those polled now view the Republican Party negatively. Amazingly,Republicans have managed to amass an even worse reputation for themselves in 2012than they had at the end of 2008.These behaviors have sent a clear message to the American public: Republicans

want what’s best for Republicans, not what’s best for Americans. Besides the fact thatholding our economy hostage is an insidious idea, the very notion that there arepoliticians who believe the “broken window fallacy” that the best way to improve ourcountry is by destroying it will not be a concept forgotten in November. �

— Jon Gingerich

“Monkey wrench” politics will haunt Republicans

EDITOR-IN-CHIEFJack O’[email protected]

ASSOCIATE PUBLISHERKevin [email protected]

EDITORJon [email protected]

SENIOR EDITORGreg [email protected]

CONTRIBUTING EDITORSJohn O’DwyerFraser SeitelRichard Goldstein

ADVERTISING SALESJohn O’DwyerAdvertising Sales [email protected]

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JULY 2012 �WWW.ODWYERPR.COM8

MEDIA REPORT

Camille Chidiac, who co-foundedand controls a 49% stake in LeonieIndustries, was added to the

Excluded Parties List of individuals andcompanies barred from working federalcontracts, effective May 30.Leonie handles information and PR

operations for the military in Afghanistanand has worked with the U.S. governmentsince 2004. “Mr. Chidiac’s placement on the EPL

relates to him as an individual,” Leonie,which has worked with Patton Boggs amidthe crisis, said in a statement June 20.“Leonie has not been placed on the EPL,and the government has not indicated thatLeonie has done anything that would war-rant placement on the list.”Two USA Today reporters, Tom Vanden

Brook and Ray Locker, reported in

February that the company’s work on a$145 million, three-year pact was ineffec-tive, questioned its limited military experi-ence, and that it owed at least $4 million infederal taxes, which has since been paid.USA Today also reported that its writerswere targeted with an online smear cam-paign after reporting on the company.Members of Congress expressed con-

cern and threatened to withhold PentagonPR funds in the wake of the allegations,sparking a Pentagon investigation.Chidiac, who works with Phalanx PR,

confessed on May 24 to involvement in anonline “misinformation” campaign, fol-lowing an internal probe.“Some of the positive and negative

comments made about these two journal-ists’ articles were written on blogs that Ihad registered under my name,” saidChidiac. “I take full responsibility for hav-

ing some of the discussion forums openedand reproducing their previously pub-lished USA Today articles on them.”Chidiac denied his work was a smear

campaign, noting the blogs registeredunder his name were all clearly marked“unofficial fan site”, were not “fake web-sites” and were not intended to “smear,mislead or misinform anyone.”“Following USA Today’s release of a

new article falsely claiming a ‘smear cam-paign’ had been instituted against its jour-nalists, I had the blogs audited and thenremoved so that there would be no conse-quences to Leonie for something I did per-sonally,” he said.The company stressed he resigned as an

employee in 2008 and acted on his own,though he still holds a 49% stake. Leonie, which said it has earned high

marks by the government for its previouswork and has been audited on severaloccasions, said Chidiac is “being removedas an owner of the company,” although asof June 20 that process is not yet complet-ed. �

The Department of Defense has banned the co-owner of a PRservices firm from handling military contracts after he confessedto a “misinformation campaign” targeting two reporters.

By Greg Hazley

Led by the U.K.’s Chartered Instituteof PR, the group set out to provide“clear and detailed advice” for PR

pros seeking to engage the Wikipediacommunity. They recommend PR prosshould suggest amendments to Wikipediacontent to so-called Wikipedians, the “edi-tors” who participate in the online infor-mation collective.“The main theme of the guidance is

quite simple — where there is a clear con-flict of interest created by the relationshipbetween the public relations professionaland the subject of the Wikipedia entry,such as a client or employer, they shouldnot directly edit it,” said CIPR CEO JaneWilson, noting Wikipedia is “one of themost visited sources of information on theInternet.”The Canadian PR Society, PR

Consultants Association, and PR Institute

of Australia collaborated withWikipedians on the project, which pro-duced a crowd-sourced, 19-page guidebook for PR prosusing Wikipedia. Where a Wikipedia article on

a client is perceived to be unfairor erroneous, PR pros are urgedto engage with regular contribu-tors on the article’s “talk page.”If a request levied there isignored, the guidelines suggestmoving to the author’s talk pageand to continue through a seriesof quality controls designed byWikipedians. Legal threats are discour-aged. “‘See you in court’ will not help youor a client. It can get you banned fromediting while the issue is referred tolawyers,” reads the guidelines. A study funded by the Arthur W. Page

Center at Penn State University in April

found that 60% of Wikipedia articlesabout companies contain factual errors.Wilson acknowledged the Facebook

group, Corporate Representatives forEthical Wikipedia Engagement, orCREWE — led by Edelman’s Phil Gomesand lobbying Wikipedia founder JimmyWales to streamline onerous rules for cor-recting or changing information on the site

— but said such policy changeswill not be made quickly andurged PR pros to respect the“community workings” as theystand now.The guidelines say PR pros are

free to contribute Wikipedia arti-cles unrelated to their jobs andurged them to do so to learn howthe site works.The project also backed the

following definition of PR:“Public relations is the discipline whichlooks after reputation, with the aim ofearning understanding and support andinfluencing opinion and behavior. It is theplanned and sustained effort to establishand maintain goodwill and mutual under-standing between an organization and itspublics.” �

PR groups: pros shouldn’t edit Wikipedia pagesPR professionals shouldn’t directly edit Wikipedia pagesrelating to their organization or clients, according to a set ofguidelines released by four international PR groups in June.

By Greg Hazley

Pentagon bans co-owner of PR contractor


Several reporters who have coverednational security in Washingtonfor decades have told me that the

environment has never been tougher norinformation harder to dislodge,” shesaid, adding that an NYT reporter “toldme the environment in Washington hasnever been more hostile to reporters.”As an indication of the administra-

tion’s tough approach, Abramson notedit has six prosecutions underway involv-ing leaks as barred by the 1917Espionage Act, which she said is doublesuch actions in all other previous admin-istrations.People “fear legal retribution for even

talking to reporters” and “reporters fearbeing hit with subpoenas or even prose-cuted themselves,” she said.Abramson cited the prosecution of

Thomas Drake as an example of the typeof legal attack that has a “chilling effect”on news sources.Drake, an Air Force veteran charged

with illegally keeping classified docu-ments, lying and obstructing justice,faced 35 years in prison. He and othershad criticized the “Trailblazer” NationalSecurity Agency project that was to haveanalyzed worldwide data. The criticsthought a much cheaper program wasbetter. Drake pleaded guilty to one charge of

unauthorized use of a government com-puter in June 2011.Abramson described NYT’s battles to

obtain information and said reports pub-lished in the paper had never endangerednational security.Self-censorship by the paper of what it

knew about the 1961 planned “Bay ofPigs” invasion of Cuba was harmful tothe U.S., she noted. President Kennedylater told NYT columnist “Scotty”Reston that he would have called off theinvasion if the paper had printed what itknew, she said. Abramson, describing numerous NYT

investigative stories, said “all desks” atthe paper are charged with doing inves-tigations — from sports to science. She

described “serious investigative report-ing” as the defining attribute of goodreporting and said it has never beenmore important.Lawyers: sources can’t be protectedAdding to reporters’ fears of legal

attacks were statements by two lawyers atan IRE legal panel to the effect that courtswill not support claims of “confidentiali-ty” for news sources. Attendance at theconference was more than 1,000.Andy Siegel, VP and Assistant General

counsel at CBS, said, “Think twice aboutpromising absolute confidentiality. Youcan silhouette someone or mask their face,which helps. However, if it gets into courtand you protect the source, the court canrule you don’t have a source. The best betis to get two sources.”Steve Chung, lawyer for

NBCUniversal, said, “There is really noway to protect sources. Reporters shouldstate right up front what they are willing todo for a source.”Ross tells of lawyers in newsroomBrian Ross, Chief Investigative

Reporter for ABC News and a 40-yearnews veteran, described the growingpower of lawyers in the newsroom at thepanel called “Sue me: dealing with thethreat of legal action.”Ross noted he has won 13 Emmys for

outstanding work but also has had “13lawsuits against me.” He added that whenhe started out as a reporter “lawyersweren’t even allowed in the newsroom butthat has changed.”One of the suits he was no doubt refer-

ring was the action against ABC News inthe 1990s when two ABC reporters posedas Food Lion reporters and videotapedalleged unsanitary practices with camerashidden in wigs.Food Lion was awarded $5.5 million by

a jury in 1997 but this was later reduced to$316,000. The verdict was then over-turned by the U.S. Court of Appeals whichsaid ABC was wrong but Food Lion hadbeen unable to show it had been directlyinjured by the ABC reports. Ross’s combative style was in evidence

last year when he got roughed up by aides

to Republican candidate MichelleBachmann. He pursued her into a parkinglot repeatedly asking whether she hadmissed a House vote due to a migraineheadache.Time’s Swampland blog said that two

men “pounced on him, grabbing and push-ing him multiple times.” Ross broke awayand repeated his question to Bachmannbut was again ignored. Ross, asked if hadever been treated so roughly, told Time, “Afew times, mostly by Mafia people.”Confronted with legal threats, smaller

publishers and individual reporters oftenhave no recourse but to cave. The freefallof ad and subscription revenues have costtens of thousands of reporters their jobs.The New York Financial Writers Assn.currently lists 97 members as “free-lancers,” a category that did not exist a fewyears ago. They don’t have corporatesugar daddies to fight their legal battles.What does a small publisher do when

confronted with legal threats is a questionthat was not addressed based on reportswe have received thus far on the panel.Smaller publishers may find the cost ofdealing with a lawsuit prohibitive.Tight-lipped federal government PA

officers were criticized this year by JohnEnsslin, President of the Society ofProfessional Journalists, who said a surveyof 146 D.C. reporters found that seven often were dissatisfied with government dis-closure practices. Abramson spent most of a 16-minute

talk extolling NYT coverage and sayingall departments were now in an investiga-tive mode. Although NYT reporters pep-per sources with questions, Abramsontook none herself. The conference washosted by the Boston Globe, a subsidiaryof NYT. �

Press: Obama admin. is tightest ever on informationNew York Times Executive Editor Jill Abramson, addressing theInvestigative Reporters & Editors conference in Boston June16, said D.C. reporters have told her the Obama administrationis the worst ever in terms of withholding information andblocking investigations.

By Jack O’Dwyer

New York Times Executive Editor JillAbramson speaks at the June 16 InvestigativeReporters & Editors conference.

JULY 2012 �WWW.ODWYERPR.COM 9

“



FEATURE

With more than 50% ofAmericans seeking to traveldomestically this year, the

time is right to re-introduce the country toits 313+ million residents.But what are their interests? Can these

travelers get beyond the big cities and dis-cover the real gems of America? Statistics illustrate that a leader in this

tourism sector is cultural heritage. A recentAmerican Express report finds 42% oftravelers claim they’re seeking culturalexperiences. More than 20% desire tolearn while on vacations, mainly throughmuseums and historical sites. These cul-tural heritage tourists also travel more fre-quently than others, taking five trips peryear versus three for other types of travel-ers. Additionally, they spend 25% more onvacation than their counterparts.A large number of these cultural her-

itage tourists are baby boomers seekingexperiential travel opportunities.According to AARP, the 45-plus popula-tion represents a significant market oppor-tunity for the travel industry. More andmore boomers are retiring each year andthey have a strong desire to use their new-found freedom by traveling and exploring,especially domestically. Baby boomers arewilling to spend more money on authenticand memorable travel experiences. Showcase authentic experiencesThe American Queen steamboat was

originally built in 1995. It was pulled fromservice three years ago when its ownerwent bankrupt. However, in 2011 a groupof cruise executives came together tobring the 418-foot vessel back to life.At the moment, the American Queen is

the only authentic paddlewheel steamboatoffering overnight voyages. Public rela-tions efforts needed to focus on the nostal-gia and tradition of steamboating itself andinspire the media to take a fresh look at theUnited States and what it has to offer totoday’s traveler — from its “amber wavesof grain” and “purple mountain majesties”to the history, heritage and culture foundwhen cruising the Mississippi, Ohio andTennessee Rivers.Story ideas presented to the media need-

ed to highlight authentic experiences thattravelers could have on the AmericanQueen. In addition to strolling through

charming towns and vibrantriver cities and exploringhistoric ports of call likeNew Orleans, Natchez,Mark Twain’s Hannibal,Louisville and Chattanooga,they also had the opportuni-ty to interact with local resi-dents, many of whose fami-lies have been living in thearea for generations.For example, Rose

Temple of the PilgrimageGarden Club in Natchez,Mississippi, captivatesguests during excursions ofher hometown, sharing sto-ries of antebellum homes,including Longwood and Stanton Hall.Another Natchez native, Chef ReginaCharboneau, was appointed as AmericanQueen’s culinary directory. Her dishes arereflective of the bountiful regions the ves-sel explored, from an abundance of sus-tainable fish, seafood and artisan cheeses.Build buzz through beat writersOnce the stories had been uncovered, it

was time to present them to the press.While clients often have visions of bigbeautiful features stories in the New YorkTimes, USA Today and appearances onCNN during the pre-launch phase of acampaign, it is the loyal travel trade writ-ers and beat reporters who build the initialbuzz. These loyalists received the firstinterviews with the American Queen’sexecutives and were the first to tour thevessel during its refurbishment. They also had the chance to tour

American Queen ports of call. This gavethem the rare opportunity to interact withlocal residents operating the town’santique shops and restaurants and experi-ence historical sites first hand. According to a top national newspaper

journalist, “the American Queen story wason our cruise beat writer’s radar and heconvinced the editor it was a story we hadto cover as a large feature down the road.” Produce a cultural road show Just as a start-up company hits the road

to visit banks and drum up support beforean initial public offering (IPO), a travelcompany can employ the road show strat-egy as well. In the cruise business, thetravel agent is responsible for generating

90% of bookings. The American Queenvisited 11 markets in cities that includedNew York, Chicago, Los Angeles and SanFrancisco to introduce the product to1,800 qualified agents. They enjoyedluncheons inspired by American Queen’sculinary offerings while being immersedin the vessel’s overall experience, enter-tainment and itineraries. The road show also served as a way to

engage regional media in the AmericanQueen experience. In fact, 51 members ofthe press attended the road shows. As aresult of one event, the San FranciscoChronicle travel editor was inspired todeclare 2012 to be the “Year of the River,”in a story titled “Cruising Industry RidesNew Wave as Demand Grows.” This arti-cle was syndicated across the country andmade the phones ring in the company’sreservation department. Measuring successIn the first 120 days of business (prior to

the launch), the American Queen booked$20 million in business, equating to 40%of total capacity for the entire year. Ineight months of public relations efforts,coverage — including feature stories inThe New York Times and USA Today —exceeds a reach of 332 million with anadvertising rate value of more than $13.5million. This does not take into accountthe value-added premium of third-partyendorsement. To date, the AmericanQueen has produced more than $30 mil-lion in sales — and the phones have notstopped ringing. Lou Rena Hammond is Chairman and

Founder of Lou Hammond & Associates. �

Travel communications seeks to reinvent AmericaAmericans are still in love with the heartland, a fact that reveals ongoing opportunities for thedomestic travel and tourism industry. However, PR pros working with themes of Americana arepresented with a new challenge: of reinventing the “familiar” destination. By Lou Rena Hammond

The American Queen’s return to the waterways had the pressdesignating 2012 as the “Year of the River.”


Formerly known as CreativeResponse Concepts, PR firm CRCreceived $203,701 in 2011 from

the National Federation of IndependentBusiness, which sued the federal gov-ernment to repeal “Obamacare,”according to a June 21 letter from Rep.Raul Grijalva (D-Ariz.) to DouglasShulman, Internal Revenue ServiceCommissioner.The NFIB is bankrolled by Karl

Rove’s Crossroads GPS political advo-cacy group, which gave the group a $3.7million donation. Crossroads was No. 1contributor, but NFIB received nineother six-figure contributions fromunknown sources.The Congressman wrote in his letter:

“While the sources of these grants are

reported to the IRS, they are notrequired to be made public. As a conse-quence, no one outside the IRS —including the Supreme Court — knowswhere this money comes from.”He wants the IRS to change the dis-

closure rules to require tax-exemptgroups to publicize contributions andexpenditures of more than $25,000.Grijalva, Co-Chair of the

Congressional Progressive Caucus,believes NFIB is “acting on behalf ofthe wealthy interests that do not speakfor the small business community.”NFIB communications director Jean

Card told the Daily Caller that hergroup is “not sure why the ProgressiveCaucus thinks that they can compel usto disclose things that we are not legal-

ly required to disclose.”NFIB’s legal center received a $2

million contribution in 2011 and shelledout $1.2 million to Jones Day for legalexpenses, $401,756 to attorney RandyBarnett and $203,701 to CRC for PRduties.“These combined expenses of more

than $1.8 million for legal and PR workrepresent a major expansion of theCenter’s mission and were funded by afew high-dollar donations, not by aspontaneous outpouring of member-driven contributions,” according toGrijavla’s letter.Headquartered in Alexandria, VA,

other CRC clients have includedParents Television Council, EverBank,AgustaWestland, AT&T, Simon &Schuster, Universal Studios, Viacomand the Walt Disney Company. CRC is remembered for past work on

behalf of the Swift Boat Veterans forTruth, which trashed MassachusettsSenator John Kerry’s Vietnam service;Regnery Publishing’s “The CaseAgainst Barack Obama,” and DiscoveryInstitute’s promotion of “intelligentdesign” as an option to evolution. �

CRC collects $200,000-plus to fight “Obamacare”


A D.C.-based PR firm with a roster of Republican clients hasreceived more than $200,000 to promote the NationalFederation of Independent Business’ lawsuit againstPresident Obama’s 2010 heathcare reform legislation, whichwas recently upheld by the Supreme Court.

By Kevin McCauley


FEATURE


In times of crisis, it’s up to the PR pro-fessional to convince the public thatthings are never as horrific as other

media outlets may lead them to believe.Both natural and manmade disasters candestroy a destination: earthquakes, fires,tornadoes, hurricanes, bomb attacks andoutbreaks are all among the list of prob-lems that can overturn the industry with-in minutes. These leave vacationers andlocals alike scrambling to evacuate,causing major problems for airlines,hotels, rental car companies and entiretransportation systems. As a PR profes-sional assigned to oversee crisis commu-nications efforts, you become the directcontact to the media, your client andmany others — and are expected to beversed in both the problem and the bestsolution. It’s no easy task. In some cases,it’s next to impossible.While natural disasters certainly can’t

be avoided, the way in which the circum-stances are handled can greatly benefitbrands. We see this on a yearly basis withdestinations affected by hurricanes andtornadoes; and more recent catastrophessuch as the oil spill in the Gulf and theearthquake and tsunami in Japan. Theseare monumental tragedies that can takeyears before the industry begins to seeimprovements. In the case of the Gulf,many of the destinations that were notdirectly affected quickly uploaded videosand photos to their website and socialmedia accounts to convince tourists thatthey were sincerely open for business.Big budget commercials, amateur photosand videos have all been utilized to off-set the negative media in an effort to con-vince tourists to return to these destina-tions.There will never be anything that can

turn around tourism for a war-torn regionor make travelers want to visit a region inthe middle of political turmoil. Even abeautiful destination such as Fiji, com-plete with luxury resorts and activities, isstill trying to overcome a history filledwith governmental problems. Even withthe last major action being resolved over

a decade ago, continuing to overcomethis history is a major focus of theirtourism efforts. In these cases, being ableto “celebrate” new hotels, resorts andattractions, as well as additional flightservices and ports of call for cruise linesis the best way to help build strongtourism for a region or city. The definition of crisis continues to

grow with today’s technology, and brandsmust collaborate with their public rela-tions representatives to have both a teamand plan in place before the crisis actuallyoccurs. Of course, this includes the tasksof choosing the spokesperson who willbecome the “voice” representing theclient, determining the target audienceand electing when to begin the plan ofaction. In addition to overseeing externalcommunications, it’s vital to also properlyapproach the internal communicationssector to keep all parties updated and con-nected at all times.Crisis will always include situations

such as political unrest and natural disas-ters, but now also involve the negativeeffects that have been introduced withtoday’s technology: bad reviews, negativecomments and smear campaigns top thelist. Conveniences like the Internet andsocial media have been priceless for thetravel and tourism industries in helping togrow brand awareness across borders withease. The flip side has been the short andlong term effects of negative commentsmade through social networks, and moredetrimental, cyber attacks. Ongoing discussion continues to be the

best option when it comes to approachingnegative comments made online regard-ing hotels, airlines, tour operators andrestaurants. Almost unanimously, it’s bestto simply “not act” when it comes to theaverage negative comments and reviews.Social media has been a great way to con-nect with clients, and when properly uti-lized, can help offset this negativity, whilealso enhancing the brand. The wider presence and larger follow-

ing you create through social media out-lets, the more connected you becomewith clients while keeping them updated

on all specials, contests, announcementsand crisis situations. Real-time socialmedia is becoming a very powerful toolfor brands; allowing for instant notifica-tions and solutions. Brands such ashotels and airlines are big fans of thisdirect connection with the public to pro-vide the day-to-day associations andassistance, while also being availableduring any crisis situation where theymust quickly distribute information andupdates.So, how can you best approach the

aftereffects of a crisis? Begin with thestandard protocol of having your dedicat-ed spokesperson become the “voice” ofyour client by providing the media withthe up-to-date details, while workingwith the internal team to follow throughwith the crisis management plan to stayunified and regain control. Next, look foradditional ways to reach your audienceand make personal connections. I knowit’s been said a million times, but “visu-als are worth a thousand words” — thepower of video and photos are absolute-ly priceless when marketing a product,service or destination. It’s always helpfulto include a “newsfeed” on the website’shomepage to provide updated informa-tion, as well as reaching out toclients/guests and media via the socialmedia outlets. Having the spokespersonand testimonial videos highlight the pos-itive points while including videos andphotos to validate these claims will go avery long way in winning back youraudience. Making this direct connectionwith the public while being honest andforthcoming typically results in immedi-ate and long-term loyalty. Crisis communications and manage-

ment is certainly not a glamorous part ofthe public relations industry, but incredi-bly vital to the success of any brand. Likeevery public relations and marketingendeavor, taking the time to formulateand execute a well-laid plan of attackwill result in the best possible outcomefor you and your client. D.M. Banks is a freelance travel writer

and Director at DMB Public Relations. �

When crisis threatens a travel campaignEvaluating crisis communications within the travel, tourism and hospitality industries takes PR pro-fessionals through a maze of difficult situations that must be properly — and quickly — resolved. Itonly takes an instant for a crisis to occur, derailing marketing campaigns and destroying plans forthose immediately affected. While the public begins looking for answers, a crisis communicationsteam must face the situation and resolve the immediate effects while preparing for its aftermath.

By D.M. Banks


When crisis threatens a travel campaign


REPORT

Presented by BlogWorld, with spon-sorships from Vail Resorts, theVisit Denver Convention &

Visitors Bureau, the 4th annual TBEXconference was the largest yet. Held atthe Keystone Resort & ConventionCenter, the industry travel event yieldedconsiderable evidence that blogging’sinfluence on the travel world is at an all-time high.“It’s a serious voice and a growing

influence,” said Gayle Conran, Presidentof New York-based Conran PR, whichrepresents travel clients. Conran came toColorado specifically to promote clientLake Geneva Region, in Switzerland.“The energy at this conference rein-forces that influence. Travel blogginghas been taken into the mainstream. It’sa landmark moment, it’s been taken to anew level.”The internationally attended confer-

ence drew not only public relations prosfrom across the United States, but fromcountries as far away as Italy, theDominican Republic, Canada,Switzerland, Jordan and Croatia. Tableswere filled with PR pros eager to meetwith travel bloggers and tell them theirstories.Liane Carrascoso and Janine Jervis of

the Jordan Tourism Board, NorthAmerica, found plenty of adventuroustravel bloggers excited about theprospect of visiting Jordan. “I enjoytalking with the bloggers,” saidCarrascoso. “It was the first experiencewe’ve had and we had a very positiveexperience. We are definitely comingback to TBEX.”Visit Denver executives, as well as

travel PR pros from around the state,went all out in providing hospitality andplenty of local story ideas. Visit Denverarranged for bloggers to get acquaintedwith the city and each other in interest-ing group docent tours of three down-town Denver museums: the HistoryCenter of Colorado, the fairly newClyfford Still (a legendary painter)Museum, and a fashion-filled exhibit ofthe work of Ives Saint Laurent at the

Denver Art Museum.Bloggers who toured

museums were joinedby many more bloggersand publicists at theWyncoop Brewery inLoDo (Lower Denver’spopular old warehousedistrict made intotrendy bars, clubs,cafes and shops), thesetting for beer tastingfrom numerous micro-breweries of Coloradoand food, all arrangedby Visit Denver. “Speed dating” a hitTravel PR staffers

scrambled for thechance to network withwriters and vie for theirattention. A “speed-dating” media mar-ketplace event was included in the activ-ities, where PR pros and journalistscould meet for eight-minute intervalsand exchange business cards and storyideas.“This is my third TBEX, and the con-

ference continues to grow and impressme with the caliber of bloggers andbrands present. It’s valuable to ourclients and our agency to be here,” saidJessica Parker, Account Supervisor atWeber Shandwick’s Travel and Lifestyledivision, and one of the many hands ondeck at the “speed dating” table. Not every blogger signed up for

“speed-dating.” Some simply chattedwith any of the PR communicators theycould find. Expedia entertains, bring charityTravel site giant Expedia held a mas-

sive presence at the TBEX conference,and offered a popular social event.Billed as Summer Shindig, it was com-plete with line dancers, a country west-ern band, ribs, chicken and brisket,bucking bull rides, horseshoe and golfdriving. Colorado wineries and thestate’s array of microbreweries providedrefreshments at the complete “cowboy”event on the night before the last day ofspeakers and educational seminars.

Expedia Vice President and GeneralManager Joe Megibow spoke about var-ious humanitarian campaigns and chari-table projects the company is currentlyinvolved in, including a new project atWater.org that brings wells to rural Haiti.Expedia has now set up a program wherePR pros can work with bloggers togeth-er on these projects. Sponsors throughthese projects have also been instrumen-tal in raising money for a school inCambodia, a village in India andlibraries in Zambia.“What it’s all about is making a differ-

ence,” said Beth Whitman, Founder ofWanderTours. A video presentationshowed children and teachers happyabout a new library in Zambia fundedthrough the work of Expedia, bloggersand their readers and publicists. Expediasent some bloggers to Zambia to partici-pate in the ribbon cutting at the newlibrary, and bloggers told of their inde-scribable joy in being involved.Founders of Passports With Purpose

include Debbie Dubrow, Whitman,Michelle Duffy and Pam Mandel.Mandel loves cupcakes, so bloggerscould eat all the cupcakes they wantedon the last day’s conference in the large

Travel conference focuses on blogger influence The 2012 Travel Blog Exchange conference (TBEX), held June 15-17, brought more than 700travel industry experts, PR pros and members of the travel blogging community to the RockyMountain resort town of Keystone, CO. For three days of workshops, seminars, speakers andparties, professionals celebrated social media’s growing influence on the travel industry.


�Continued on next page

By Carla Marie Rupp & Larry Eugene Rupp

A view of the Rockies from the deck of the Keystone Lodge inKeystone Colorado, which hosted the 2012 TBEX conference.

Photo by Jenny McIver of www.RTWin30days.com


networking room to thank them for sup-porting the charity. The delicious, color-ful cupcakes (many eaten during speed-dating sessions to meet publicists, alongwith coffee), were made courtesy ofKeystone Resorts and Chef Ned.“Instant PR” on Road RallyAfter a fun, fact-filled and interactive

pre-conference, a “Road Rally” was heldon June 15, where PR professionals rodein vans with travel bloggers as they vis-ited scenic locations in the area, in anattempt to acquaint bloggers with localColorado hotspots and promote Denver-area attractions. Stops included the Denver Zoo, with

its new Toyota Elephant Passage exhib-it, the historic and spectacular outdoorRed Rocks Ampitheatre; the CoorsBrewery, in Golden, with its free tour;the Phoenix Mine; 800 Trail CreekRoad, a working underground minewhere real miners still push tons of goldand silver ore in small rails cars just asthey did 100 years ago, and theTommyKnocker Brewery, in IdahoSprings.“I’m thrilled the travel bloggers joined

us here in the Denver Zoo. It’s going tohelp them understand what we do andhow they can help their readers under-stand about animals and preservingwildlife. We appreciate everything theycan write about us,” said Denver ZooCommunications Director TiffanyBarnhart, who led the groups of writers ona tour of the zoo.Travel bloggers also tried local beers

made at TommyKnocker’s, as well asappetizers from its cafe. Before reachingKeystone, a high point was the scenicContinental Divide stop, where bloggersdrank “shots” of Colorado microbrew-ery beer. Other PR-guided vans of bloggers also

went to such places as Elitch GardensTheme Park, in Denver, an historicamusement park, even riding a memo-rable high Ferris wheel, and to a zip lin-ing activity along the mountain portionof the Interstate 70 outside of IdahoSprings. Many giveaways and prizes were

handed out to the travel bloggers toencourage social networking activityand to promote products and destina-tions. Along with press kits on flashdrives, Road Rally sponsors VisitDenver gave out free iPads to bloggersand members of the press.Relationships formed, maintained One blogging couple, Stephanie

Yoder, and her husband, Michael Tiesoof New York City, joke about being “a

nomadic couple.” Theymet at TBEX two yearsago, kept in touch, trav-eled together at times,and got married this year,just in time for TBEX’12. According to Yoder:

“TBEX is great for pick-ing up ‘dudes,’ well seri-ously, we love the con-ferences for meeting ourfriends, making newcontacts and planningour trips and each of ourstory ideas for ourblogs!”Tieso said that when

they met at the TBEX afew years ago, he was onhis way to teach in Chinaand she was going to go backpackingalone and write about her travels. Yoderwent to go visit him in China, and theywent on a travel-writing trip together toSouth America.Tim Leffel, who was one of the speak-

ers this year, said blogging has changedeverything about the world of travel. “When I first started backpacking, no

one had WiFi, you just worried about

you had a hook to put your clothes on!It’s amazing what little things like thatyou care about. Now you need electricaloutlets and lights bright enough to readwith — and of course, chargers,” Leffelsaid. Leffel operates a travel gear blog,

among many other blogs.Another TBEX conference has been

slated for this fall, in Girona, Spain. �


Travel writer and author Christopher Baker speaks at the clos-ing keynote speach at the 2012 TBEX conference.

Photo by Jenny McIver of www.RTWin30days.com

FEC: Craig PR spend OK, but funds misused

Former Sen. Larry Craig’s use ofcampaign funds for PR and legalsupport during a Senate Ethics

Committee inquiry was deemed permis-sible by the Federal ElectionCommission, according to a June 11court filing.The FEC has still sued the disgraced

senator for alleged misuse of more than$200,000 from his campaign coffers usedto mount a legal defense after his infa-mous 2007 arrest for allegedly solicitingsex in an airport bathroom.The FEC noted Craig hired Impact

Strategies, the D.C. PR firm of crisis guruJudy Smith, to handle press inquiries dur-ing his arrest, conviction and legal effortsto overturn his conviction after he plead-ed guilty.The FEC said the large sum was raised

by Craig for the U.S. Senate but convert-ed to personal legal expenses related tohis arrest and later, ultimately unsuccess-ful, effort to get a guilty plea reversed.The FEC filed suit June 11 in federal dis-trict court for Washington, D.C., seekingan injunction against future, similar viola-

tions, an order for Craig to repay thefunds to his campaign, and civil penalties. Craig, a Republican of Idaho, left the

Senate in January 2009 after completinghis third term.The suit quotes a Senate Ethics

Committee “public letter of admonition”dated February 13, 2008 against Craig:“It appears that you have used over$213,000 in campaign funds to pay legal(and, apparently, “public relations”) feesin connection with your appeal of yourcriminal conviction.” The letter admon-ished Craig for not seeking the commit-tee’s approval to use campaign funds forsuch purposes, per a Senate rule.An administrative complaint was filed

with the FEC in November 2008 and thecommission in May 2009 ruled thatCraig’s use of campaign funds to pay theBrand Law Group and Impact Strategieswas permissible. But the FEC votedunanimously, 5-0, in February 2012 thatthere is “probably cause” to believeCraig’s use of campaign funds for legalfees and expenses for his attempt to with-draw his guilty plea constituted personaluse.�


FEATURE

2012 started out with the grounding ofthe Costa Concordia. In 2011 theuprisings associated with the Arab

Spring affected travelers in Egypt, and theJapan Tsunami brought tourism there to ahalt. In 2010 the ash cloud from the Icelandvolcano stranded thousands of travelers forweeks. There are events that invariably cause

trips to be delayed or interrupted, and eachcost travelers added expense. Add theimpact natural events like hurricanes andblizzards have on travel plans, plus thethousands of travelers each year whosevacations are impacted because of illnessor a severe injury. That’s where the story of travel insur-

ance comes in. Travel insurance protectsagainst unforeseen financial loss if a trip iscancelled, delayed, or interrupted for avariety of reasons, from illness or injury tosevere rain, floods or snow storms. Travelinsurance policies also include picking upmedical costs when a policy-holder isinjured or becomes ill while traveling, aswell as medical evacuation when someonefaces life-threatening danger and needs tobe transported safely. Assistance services— commonly included in travel insurancepolicies — coordinate emergency medicalcare and provide legal consultation andreferrals if someone is arrested abroad. Our client, the US Travel Insurance

Association, was formed to educate thepublic about the value of travel insuranceand ensure that travelers have affordableaccess to travel protection. UStiA esti-mates that its membership represents over90% of the travel insurance market in theU.S.Prior to 9/11, only 8 to 10% of travelers

purchased insurance for their trips. Sincethen, sales of travel insurance have grownsteadily between 10 to 20% every twoyears, according to UStiA’s bi-annualMarket Survey. In 2010, nearly 124 mil-lion people had some form of travel insur-ance — with travel insurance sales totaling$1.8 billion.Despite its growth, travel insurance

remains a mystery to many. When peoplego on vacation, they typically think abouthaving a good time; they don’t like to think

about risk and tragedy. Butjust like everything in life,things can go wrong. As agency of record for

UStiA, we represent theentire travel insuranceindustry. Our challenge hasbeen to raise awareness ofthe benefits and value oftravel insurance — some-thing considered mundaneby many — and to make itrelevant and exciting. Weneed to encourage people totravel, while making themaware of the potential pitfalls and how toprotect themselves against the unforeseen. To that end, our tactic has been:

Respond, Engage, and Educate. Respond: Crises and high profile

events, such as the Costa Concordiagrounding in January, raise awareness oftravel insurance. Each time such eventsoccur, UStiA member companies see aspike in interest, and we respond on behalfof the industry, providing media informa-tion and interviews.

Engage: We monitor media coverage,answering critics and engaging them indialogue. By so doing, we’ve been able toturn negatives into positives in high profilemedia such as CBS Moneywatch andConsumer Reports.

Educate: Through media contact, andpress releases advising travelers how toprotect themselves, we educate the publicand the travel agent community about thebenefits of travel insurance. Our pressmaterials cover industry surveys, con-sumer issues such as security, safety andhealth concerns; how travel insurance pro-tects against financial loss; and how itcomes to the rescue of travelers caught inmedical emergencies. For instance,MSNBC and the Washington Post recentlyran a story on how travel insurance canease the pain of a vacation marred by amedical emergency.Leveraging a Private EventTo bring the travel insurance story alive

and make it relevant, we recently leverageda UStiA members-only event, showcasingthe life-saving benefits of medical evacua-tion. UStiA invited members attending its

convention in Phoenix to a private airportfor a display of med evac planes. Crewsand medical personnel had flown in fromall corners of the U.S. to demonstrate theirstate-of-the-art equipment and capabilities.We suggested the press be invited to have

a firsthand look at what happens whentravel medical disaster strikes. A mediaalert to local TV presented story ideas, andreal-life case studies. This included a manon his honeymoon in Belize, whose leghad to be amputated when he was struck bya water taxi while snorkeling, and a womanwho became ill on a Mediterranean cruiseand needed a medical escort to return hometo the U.S. To add excitement we offered the media

an opportunity to film a reenactment of amedical evacuation, go inside a med evacplane, and interview doctors and nurseswho work with these aircraft. The storywas so compelling that CBS affiliate,KPHO-TV and Spanish language TV sta-tion Univision both covered the event. TheKPHO segment said: “Getting hurt or seri-ously ill on vacation is something mostpeople hope never happens to them, butwhen it does, you want the right peoplethere to help.” We also hired a local video crew to inter-

view medical personnel, pilots, and UStiArepresentatives on the benefits of travelinsurance. By making the experience visu-al and exciting, we showed that accidentsand illness can happen anywhere and howtravel insurance and medical evacuationhelp save lives. Linda R. Kundell heads Kundell

Communications in New York. �

Educating consumers to the “safer” side of travelSince 9/11, travel insurance sales have risen steadily. As natural disasters and political unrest contin-ue to make headlines, insurance becomes a service a growing number of travelers realize they can’tafford not to have. Communicators with clients in this sector are faced with a challenge however: ofeducating the public to a service that, while important, may not have the immediate allure of a spa orresort. By Linda Kundell


Med workers board a patient onto a plane as part of areenactment to raise awareness for medical evacuationprocedures that occur when travel tragedy strikes.



Travel management companies cantrack a company’s worldwide trav-el spending, and issue reports that

put the facts and figures in a single reportfor the CFO,” said Gloria Bohan, CEO ofFairfax, Va.-based Omega World Travel.Other key executives can also access thedata, she added.“Savings can be significant when a

client taps into the global purchasingpower of a major travel managementcompany,” said Bohan, whose firm is cel-ebrating its 40th anniversary this year. Itsmore than 100 offices blanket the U.S.and owned offices are also in London,India, Romania, and Japan. Partner agen-cies are in 80 countries via the Radiusconsortium, of which OWT is a foundingmember.A major trend, she notes, is requiring

employees to use company credit cardsrather than their own in making travel-associated purchases. Volumediscounts and credits accrueto the company rather thanthe individual.A survey by the

Association of CorporateTravel Executives foundthat more than half of itsmembers favor the use ofcorporate cards, sometimesreferred to as “ghost cards,”rather than personal credit cards.Employees may only have to supply anumber to the vendor rather than an actu-al credit card.While individual employees may lose

some “points” or credits, they don’t haveto wait for reimbursement from theemployer. Vendors like it because theyare assured of payment.Frequent flyer miles are exceptionNot readily transferrable to companies

are the frequent flyer miles that airlinesaward to travelers. Airlines have alwaystaken the tack that the frequent flyermiles belong to the person whose name ison the ticket and who occupies the seat.The IRS has gone along with this, rulingin 2002 that frequent flyer miles due to

business travel are tax-free.Employers, for their part, have been

reluctant to argue about this because“FFMs can be complicated to track, diffi-cult to redeem and are highly valued byemployees as a perk,” says Bohan.Companies can let staff keep the frequentflyer miles but they must be careful not tooffer them as awards or prizes; set updeals with the airlines that give employ-ees extra frequent flyer miles, or requireemployees to turn in their frequent flyermiles for a cash payment. That could leadto such income being taxable. Citibankbrought the issue back to life this yearwhen it sent 1099’s to customers whoreceived FFMs as a bonus for opening anaccount.Latest apps help travelersTravel management companies have

the latest applications for travel softwarefor mobile phones, which are becoming adominant form of communication.An employee who finds that approvedairlines, hotels and car services are

not available or that a flight hasbeen cancelled can find out in amoment approved alternativeairlines, hotels and car servic-es. An employee arriving at adestination can access an APPthat reminds him or her thatinsurance is included in therental car rate and breakfast may

be included at the hotel being used.Travel management companies, with

their fingers on global travel spending ofa client and how that interacts with thevolume discounts available to the travelmanagement company, act as “travel con-sultants,” suggesting new patterns ofspending that will save clients consider-able sums.Omega currently has total volume of

more than $1 billion.It was founded by Gloria Bohan as a

single storefront agency inFredericksburg, Va., and is now the sixthlargest travel management company inthe U.S., according to Business TravelNews. DiversityBusiness.com has hon-ored the firm for building a diverseworkforce. Bohan in 2011 was inducted

into the Washington Business Hall ofFame by Washingtonian Magazine.Subsidiaries include Cruise.com, a

major seller of cruises, Omega Meetings& Conventions, and TravTech, softwaredevelopment company. Clients includenumerous Fortune 500 companies andfederal, state and city government agen-cies.Cruise.com, founded in 1997, handles

more than $200 million in bookingseach year, helps companies to arrangegroup discounts for cruises for theiremployees via its Meetings andConventions subsidiary. Many compa-nies use cruises as sales and other incen-tives. Companies need "travel 101" session Companies might consider having an

annual “Travel 101” session to bringemployees up-to-date on new policiesthat grapple with the constantly-changingtravel scene. Prices and accommodationsare in a constant state of flux. Only thosewho are current on all the changes andopportunities can make their company'stravel dollar go the furthest, says Bohan.Webinars and mobile apps are two

methods of informing employees andsharing their experiences and opinionsabout travel services. This “boots on theground” approach can result in signifi-cant savings as well as steer employeesaway from undesirable experiences. �

Travel agents find new ways to save

Major travel agent firms have evolved into travel man-agement companies that bring volume discountsworldwide for air travel, hotels, car rentals, meals andother products and services. Savings can amount to10-15% of overall travel spending.

Omega World Travel CEO Gloria Bohan.

By Jack O’Dwyer

“


REPORT

If there’s one prevailing theme beingtossed around inside travel marketingcircles nowadays, it’s the idea of expe-

riences: of what happens to visitors whenthey arrive at a destination; of the peoplethey become as a result of the trip, asopposed to what they merely witnesswhen they’re there. For PR pros, dabbling in these narra-

tives means travel messages must whollyempathize with what visitors will takeaway from a trip, rather than trying to offerpre-packaged narratives regarding whatamenities await them. Ultimately, it’s thepractice of imagining a destination as itwill be seen through a visitor’s eyes.But how do you access such subjective-

ly interpreted experiences, and how docommunications professionals sharesomething so abstract in an effective,digestible manner? Cathleen Johnson, Executive Vice

President at Edelman and leader of thecompany’s travel practice, said the idea oftouting experiences over destinations is amatter of asking how the act of beingsomewhere changes someone, versuswhat they simply see.“As marketers we’re always asking:

what’s the secret to travel, what’s theallure? We know it’s not just the image oftravel, it’s what happens when you getthere. It’s the person you become,” shesaid. “When we offer deep cultural ties,we’re going beyond the veneer. We’re get-ting to the crux of what a destination, ofwhat a culture, is all about.” “Everyone is using that word nowa-

days,” said Florence Quinn, President andFounder of Quinn & Co in New York.Quinn stepped out of the annualAssociation of Travel MarketingExecutives (ATME) in Chicago to speakwith O’Dwyer’s, and said the notion oftouting the experience of travel is a broadone, albeit an idea that’s nimble enough tobe shaped into many potential messages. “It can mean a lot of things, but if you

ask customers and travelers I think you’llfind it’s a word we’re using to describesomething everyone wants,” Quinn said.“As a culture, we have more choices andmore information than we used to, sowe’re going to demand more. When peo-

ple go on vacation nowadays, we want tolearn something.”Johnson said the idea of experience is

especially powerful because different gen-erations are latching onto these messagesfor different reasons. “People travel more than they used to,

and many people are more seasoned trav-elers than they were before,” Johnson said.“And our access to imagery is so greatnow. Travelers are looking to dig deeperthan they did before. They’re looking toenhance their lives with deeper experi-ences. They’re looking to answer the ques-tion: ‘what have we learned once we comehome?’”Lisa Ross, President and Principal of

rbb Public Relations, said it’s imperativethat brands focus on showcasing the expe-rience they can offer travelers by convey-ing a feeling of “this could be you rightnow,” which creates an instant connectionand can influence traveler decisions. “Consumers are still taking fewer vaca-

tions than before, so when they do takeleisure trips there are greater expectationsor they are centered around a purpose, likelearning or volunteerism,” Ross said.“Consumers today are more sociallyaware and discerning with their dollar.”Value remains, albeit in different formThe economy is improving, and studies

show hotels have gotten their occupanciesback. Now the industry goal is to returnrates to pre-recession levels. Quinn saidvalue still remains a top priority for con-sumers however, and one reason for this isbecause the Internet has extended theshelf-life of the value hunt. Consumers arenow familiar with the ritual of searchingfor deals, and marketing campaigns aresimilarly used to the idea of putting theminto the ether.“People are still looking for value.

Deals are still the drivers, because it’ssomething people still respond to. It’salways the hotel with a deal that gets theresponse,” she said. “But it’s not just aneconomic thing. We’ve trained ourselvesto look for the best deal, and with socialmedia we have both a place to find themand a vehicle for putting them out there.”However, the concept of value has

evolved. By and large, value has begun toembrace a more subjective meaning

beyond what impacts the wallet. Quinnsaid one common buzzword today is“value proposition,” or the idea of offeringa unique amenity that competitors can’tdeliver. “Maybe it’s great service, maybe it’s an

impeccable suite. The idea of value propo-sition is to ultimately answer: ‘why shouldsomeone book with you instead of some-one else?’”Social media permeates travelPerhaps more than any other area of

marketing and PR, it should come as nosurprise that the integration of socialmedia and technology have literally trans-formed the travel, tourism and hospitalitysectors.“Travel is absolute-

ly the perfect industryfor social media,”said Johnson. “Peopleshare info on theirtrips with socialmedia, they send pho-tos of places they’vebeen, and there’s nomore surprise in thedestination, becausewe’ve seen it online.As a result, travel’spresence in socialmedia is absolutelyeverywhere.”Quinn said the con-

vergence of socialmedia with travelmarketing has createda place “where every-one’s focus is rightnow” in terms of out-reach and brandawareness. As a result, Ross

said travel’s recentinfluence on the blo-gosphere has beenimmense, but it’s stilla tricky landscape togauge effectiveness.“Over the last few years, we’ve seen

bloggers grow in importance in the PRequation from their growth and influencewith target audiences. Now, we’re askingclients to take a step back and look beyondthe largest unit of marketing value. Oneblogger’s numbers may be smaller thanthe next, but their readers could be moreengaged and on target for your service.Therefore, you need to analyze a blogger’scircle of influence and how far can theytake your message.” �

Experiences trump destinations for today’s travelersExecutives at PR firms specializing in travel and tourism toldO’Dwyer’s that today’s travelers are looking for more in theirvacations than mere destinations: they’re seeking enriching,authentic and educational cultural experiences. By Jon Gingerich

Lisa Ross

Cathleen Johnson


Florence Quinn



Afive-day marketing and network-ing extravaganza, the InternationalPowWow is the travel industry’s

premier tradeshow, drawing more than1,000 U.S. travel organizations and 1,200buyers from more than 70 countries toshare products and discuss destinations.Held at the Los Angeles Convention

Center, it was the first time in eight yearsLos Angeles had hosted the event.“We’re officially inviting the world to

come visit us,” said former U.S. Secretaryof Commerce John Bryson, who was thekeynote speaker at the event. “Everybodythinks they know about the United Statesand our attractions, but we want our visi-tors to look at them in a fresh and authen-tic way.”President Obama echoed the theme in a

taped message that was shown toPowWow delegates at the opening lunch-eon. “I want America to be the top touristdestination in the world,” he said, “and letthe world know that America is open forbusiness.”“It’s full steam ahead for travel in the

United States,” said Bryson, noting that heanticipates substantial increases in tourismfrom Argentina, Australia, Brazil, China,and Korea in the coming years. A key goalfor the foreseeable future, Bryson said, isto let foreigners know about America’snational parks, which he called the U.S.’s

“best-kept secret.”Another boost to potential tourism was

no doubt earned by the massive publicityprovided by some 600 visiting journalistsduring the PowWow. “People wouldn’tknow about America if you didn’t writeabout us,” U.S. Travel AssociationPresident Roger Dow said.Journalists attended press conferences,

rubbed elbows at an evening gala, and par-ticipated in dozens of local tours, inclucinga short stay in Mammoth Lakes, amotocycle trip to Malibu and a harborcruise in San Pedro. Los Angelesteamed with its neighboring conventionbureaus and the statewide VisitCalifornia agency to provide familiar-ization tours before, during and after theevent.For journalists, PowWow started

with an outdoor media brunch at theMuseum of Natural History. Thisincluded “Hollywood Premiere,” a red-carpet event featuring food from localrestaurants and entertainment fromCirque du Soleil.

According to Mark Liberman,President and CEO of the Los AngelesTourism and Convention Board, thecity’s goal was to give delegates andjournalists “the experience of a life-time.”That sentiment was echoed by U.S.

Travel Association Convention ChairRossi Ralenkotter, Liberman’s counter-part at the Las Vegas Convention &Visitors Authority. “Take your enthusi-asm home and continue to spread theexcitement for traveling to the U.S.,” hetold delegates at a PowWow luncheon.At the same event, Roseanne Cash

sang a song she composed for the newBrand USA campaign. The eldestdaughter of the late country music iconJohnny Cash, Roseanne said she wantedto “discuss this great land like neverbefore.”“I made new contacts and renewed old

ones at the media marketplace,” saidPowWow veteran Dan Schlossberg,Founder and long-time President of theNorth American Travel JournalistsAssociation.

An estimated $3.5 billion in future

travel to the United States was booked atthe convention, which featured an enor-mous trade show staffed by executives andpublicists representing city convention andvisitors bureaus, state tourism offices,hotels, cruise lines, airlines, railroads, andother industry suppliers.The immediate beneficiary was the city

of Los Angeles, gleaming with restoredhistoric buildings, new properties, and awide variety of cafes, bistros, and shoppingmeccas. Billing itself as “the CreativeCapital of the World,” Los Angeles hasundergone a $7 billion facelift since thelast PowWow was held there eight yearsago. A building boom has also helped suchsuburbs as Beverly Hills, Santa Monica,Pasadena, and Anaheim.

“PowWow provides us with a greatopportunity to tell our destination’s storyon a global level,” said Elaine Cali, VicePresident of Communications for theAnaheim/Orange County Visitor andConvention Bureau.The 2012 International PowWow for-

mally introduced Brand USA as the newmarketing partner of the U.S. TravelAssociation, the host and organizer of theannual conference. Brand USA was estab-lished by the Travel Promotion Act in 2010to spearhead the country’s first worldwidemarketing effort in promoting the UnitedStates as a premier travel destination.“We want to show the world we are a

welcoming nation,” said James Evans, firstCEO of Brand USA. “We have to unite tocreate a coalition like we’ve neverdreamed possible.” �

Los Angeles hosts biggest travel trade show yetMore than 6,000 travel officials, industry pros and members ofthe press exchanged ideas and business cards for five days inApril during the annual International PowWow, hosted by theU.S. Travel Association and held in Los Angeles.

By Carla Marie Rupp & Jason Rupp

All photos by Carla Marie Rupp.


ALPAYTAC MARKETING

COMMUNICATIONS/ PUBLIC RELATIONS

445 North Wells Street, Suite 401 Chicago, IL 60654312/245-9805www.alpaytac.com

Huma Gruaz, President/CEO Caroline Sherman, VicePresident Michelle Mekky, Vice President

Alpaytac Marketing Comms. /Public Relations is an award-win-ning full service integrated mar-keting and public relations firmwith an accomplished track recordin the travel and tourism industry. Founded in 2004 under the

leadership of multi-lingual HumaGruaz, a praised PR, marketingand branding expert named 2011Brand Marketer of the Year by PRNews, Alpaytac’s travel industrypractice includes clients such asTurkish Airlines, British Airways,OpenSkies, Jet EdgeInternational, private airlines such

as Avantair — as well as countriesacross the world. The agency hasstrategically helped build andmaintain strong brand presenceand generate unparalleled nation-wide media coverage in majorpublications and on national tele-vision shows for our travel indus-try clients. Alpaytac is renownedfor organizing exclusive presstrips recognized as “best in indus-try” by top-tier journalists whichhave resulted in millions ofimpressions. We have partneredwith international hotels includingthe Four Seasons Hotels andResorts to bring national exposureto their properties and countries.Alpaytac’s executive team hasalso represented major hotelbrands including Marriott,Renaissance, Swissotel and WHotels Worldwide. Our comprehensive services

include public relations, integrat-ed strategic marketing, cutting-edge social media initiatives,event marketing, trade show sup-port, and crisis communications.Alpaytac has offices in New

York, Chicago and Los Angeles.We are also the leading U.S.agency for ECCO, one of theworld’s largest networks of inde-pendent PR agencies providingthe opportunity to represent ourclients in 40 countries.

BLAZE

225 Santa Monica Blvd., 3rd Flr.Santa Monica, CA 90401310/395-5050 [email protected] www.blazepr.com

Matt Kovacs, EVP/GM

Blaze is the nationally recog-nized PR firm that attracts com-pelling and aggressive consumerbrands that need to win. Blazedevelops campaigns that help ourclients create relevance in themarketplace. Utilizing compre-hensive strategic communicationscampaigns to differentiate and ele-vate our clients from their com-petitors, we are able to exceed ourclients’ expectations when itcomes to positioning them to theiraudiences, and attracting positive

attention from both consumersand the media. Blaze creates andmanages interactive communitiesusing Twitter, Facebook, Tumblr,Pinterest and YouTube for clients.Our social media division workshand-in-hand with the PR team toreach targeted media, influencersand consumers to support all PRinitiatives. Blaze also offers fullpublic affairs capabilities throughits parent company Davies. Clients: 7-Eleven, Ama

Waterways, BrunchButler,Claremont Hotel, Club & Spa,Dripp Coffee, Grill Concepts,Marina del Rey CVB, Natural AdCampaign, SnöBar Cocktails,Royal Jelly, Snowcreek Resort,The Bank of Santa Barbara, TheLiving Christmas Company, TheOriginal Tommy’s Burgers andThe Veggie Grill.

COYNE PR

5 Wood Hollow RoadParsippany, NJ 07054973/588-2000www.coynepr.com

1065 Avenue of the Americas28th FloorNew York, NY 10018212/938-0166

Tom Coyne, CEORich Lukis, PresidentJohn Gogarty, Executive VicePresident, Travel, Entertainment& LifestyleJennifer Kamienski, VicePresidentLauren Mackiel Gory, AssistantVice PresidentMin Tak, Assistant Vice President

Coyne PR’s Travel practice pos-sesses the creativity, experienceand passion to make a game-changing impact on your business.Our team has managed and execut-ed world-class events and promo-tions, brand building campaigns,social media programs and mediarelations for some of the travelindustry’s most prominent brandsand destinations. Clients include:Hard Rock International, DisneyParks & Resorts, Adventures byDisney, Disney Cruise Lines,South African Tourism, HeathrowAirport and the Hong KongTourism Board. The Coyne Travel

Profiles

TRAVEL & TOURISM 7.12

O’Dwyer’sGuide to:

Coyne PR was enlisted as the agency of record for South AfricanTourism to promote and educate media and consumers on the richand vibrant culture of South Africa. In addition to news bureau,FAM/VIP trips, consumer and trade events, tradeshows, media toursand key partnerships, Coyne PR is charged with producing creativeplatforms to reinforce South African Tourism’s promotional efforts inthe U.S.

JULY 2012 �WWW.ODWYERPR.COM � ADVERTISING SECTION20

A group of top-tier national journalists sail in Bodrum, Turkey, aspart of a press trip for Alpaytac client Turkish Airlines.

COMMUNICATIONS


team has developed ideas and cam-paigns that take our clients wherethey want to be — and beyond. Ourin-depth knowledge of the travelindustry and long-standing rela-tionships with the travel media helpbrands stand out in the crowdedtravel marketplace.

DEVELOPMENTCOUNSELLORS

INTERNATIONAL(DCI)

215 Park Avenue South, 10th Fl.New York, NY 10003212/725-0707www.aboutdci.comTwitter: @AboutDCI

Andrew Levine, President/ChiefCreative OfficerKaryl Leigh Barnes, Senior VicePresident/Partner

DCI is the leader in marketingplaces. Since 1960, our firm hasrepresented more than 400 desti-nations around the world, stimu-lating visitor arrivals and invest-ment through economic develop-ment and tourism marketing.DCI’s Tourism Practice featuresthree divisions: public rela-tions/consumer marketing; traveltrade marketing/representationand meetings/incentive sales. Each division has access to our

tourism digital/social media strate-gist, whose recommended pro-grams can be implemented in-house. Our current client rosterincludes some of the most dynam-ic destination brands in the travelspace including such states asCalifornia, Massachusetts, NorthCarolina; cities such as Park City,Portland (OR), and Toronto (ON);and international destinationsincluding Dubai, Namibia,Scotland, Tasmania; as well as theU.S. Travel Association. Thesedestinations are served by our staffof more than 50 destination mar-keters, from our New York head-quarters, and regional offices inDenver, Los Angeles, Tampa andToronto.

EDELMAN

200 E. Randolph St., Ste. 6300Chicago, IL 60601312/[email protected]

250 Hudson StreetNew York, NY 10013212/[email protected] Freeman, Executive Vice

PresidentCathleen Johnson, ExecutiveVice President

Edelman is a global family ofpublic relations companies,ranked #1 on O’Dwyer’s list ofagencies specializing intourism since 1999. Edelman’sTravel, Hospitality andLifestyle practice is uniqueamong its peers for strategiccombination of consumerbranding, digital innovationand media relations savvy with-in the travel landscape. Ourglobal team of passionate,involved tourism experts usesthe worldwide reach andresources of the Edelman net-work to deliver award-winningresults with a boutique serviceethic and dedication to clients.Clients include destinations,hospitality brands, airlines,iconic attractions, cruise lines,online tourism providers andtechnology companies andindustry associations. In the rapidly changing world

of tourism, Edelman is helpingits clients find new perspectiveand solutions to marketingchallenges, particularly insocial media integration. A newbreed of traveler is focused ontechnology for the travelprocess, a change that has led toonline travel agencies, web-sites, mobile applications andtravel aggregators all fightingfor the travelers’ attention anddollars. We develop programsthat are grounded in researchand strategy, demonstratethought leadership and inte-grate marketing needs from tra-ditional media relations to cri-sis and corporate social respon-sibility, to the many opportuni-ties that abound in social mediamanagement.

FAHLGREN MORTINE

4030 Easton Station, Suite 300Columbus, OH 43219614/383-1500www.fahlgrenmortine.com

Neil Mortine, President and CEOMelissa Dykstra, ChiefEngagement OfficerMarty McDonald, VP, TourismPractice Leader

Fahlgren Mortine works withclients in various industries in 29states and is a top 30 independ-ent firm nationally. The firm hasbeen recognized with dozens of

national PR and tourism awards,including Silver and BronzeAnvils from PRSA and aMercury Award from the U.S.Travel Association, and wasmost recently recognized as a2011 Bulldog Reporter Agencyof the Year and a 2012 PRWeekAgency of the Year finalist.Headquartered in Columbus,

Ohio, Fahlgren Mortine also haslocations in Cleveland,Cincinnati, Dayton and Toledo,Ohio; Parkersburg andCharleston, W. Va.; Denver,Colo.; Ft Lauderdale, Fla.;

Lexington, Ky.; Chattanooga,Tenn.; and Myrtle Beach, S.C.Travel industry client experi-

ence includes Ohio Office ofTourism; Myrtle Beach AreaChamber of Commerce/CVB;Experience Columbus; HiltonColumbus Downtown; HockingHills Tourism Association; U.S.Department of the Interior;National Park Service; NorthDakota National Parks; FranklinPark Conservatory; and manyother destinations, regions, festi-vals, hospitality properties andmore.

PROFILES OF TRAVEL & TOURISM PR FIRMS

ADVERTISING SECTION � JULY 2012 �WWW.ODWYERPR.COM 21

Fahlgren Mortine CEO Neil Mortine and members of the FM tourismteam enjoyed some sand between their toes after a presentation inMyrtle Beach, S.C.

1,600 FIRMS LISTED IN 2012 DIRECTORY

Only $95 for the 340-page 2012 O’Dwyer’s Directory of Public Relations Firms

O’Dwyer’s Directory gives you quick access to large,medium-sized, and small PR firms and even experi-enced freelancers who work out of their homes.Whether you seek a long-term, worldwide relation-ship or need extra help on a project, O’Dwyer’s Di-rectory is the place to shop.

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888-333-3116

Find out about cruises sailing from New Yorkand other worldwide destinations

• Business Travel Consultants• Strategic Meetings Management• Government Travel Contractors• Over 200 Offices Worldwide• Competitive Online Booking• One-on-One Travel Consultation• Leisure Travel Experts

World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200

212-563-3500 • OmegaNewYork.com

Leading the Travel Industryby Providing ProfessionalTravel Services Since 1972

Locations:North AmericaMiddle EastEuropeAsia

FINN PARTNERS

Headquarters301 East 57th Street, 4th FloorNew York, NY 10022212/[email protected]

Gail L. Moaney, APR, PracticeHead, Managing Partner212/583-2749

The Finn Partners Travel andEconomic Development prac-tice is a team unrivaled by thecreativity, execution and com-mitment we bring to our clients.It is a commitment to beingavailable 24/7, to sacrificing,engaging and achieving on theirbehalf. It’s a commitment we’vealways made, with dynamic,research-based PR programscustomized to the specific chal-lenges of the travel industry. It’sa commitment to being anextension of our clients’ brands— a true partner in every senseof the word. When that commit-ment is united with unsurpassedskill and experience in all thecritical areas of tourism market-ing and economic development— including promotions, crisismanagement, and strategic pub-lic relations planning — and aglobal network of travel media,trade and sales contacts, we pro-duce the results our clientsdemand and deserve.

FRENCH / WEST /VAUGHAN

112 E. Hargett StreetRaleigh, NC 27601919/832-6300www.fwv-us.com

Rick French, Chairman & CEO David Gwyn, President /PrincipalNatalie Best, Executive VicePresident / Principal

French/West/Vaughan (FWV)is the Southeast’s leading publicrelations, public affairs andbrand communications agency,independent or otherwise.Founded in April 1997 byAgency Chairman & CEO RickFrench, FWV now employs 70public relations, advertising anddigital marketing experts.Headquartered in Raleigh, N.C.,FWV also has offices in NewYork City, Tampa, Dallas andLos Angeles.FWV’s dedicated travel and

tourism practice, ranked as the#15 firm for Travel and TourismPR by O’Dwyer’s, boasts exten-sive destination marketing expe-rience, specializing in lifestyleand leisure marketing and publicrelations. Current travel andtourism industry clients includethe Dude Ranchers’ Association,the Wilmington and BeachesCVB (N.C.), Carolina Beach,

Kurie Beach, WrightsvilleBeach, and Tweetsie Railroad —North Carolina’s Oldest ThemePark. In addition, FWV hasworked with Divi Resorts and itsnine Caribbean properties, andco-operative destination market-ing with each of the tourismorganizations for Aruba,Barbados, Bonaire, St. Croix(U.S.V.I. Dept. of Tourism) andSt. Maarten; Gatlinburg, Tenn.;Cabarrus County, N.C. — hometo NASCAR’s Lowe’s MotorSpeedway; Oakland County,Mich..; Branson, Mo.; the OldSalem Moravian Village in N.C.;the Greater Raleigh CVB; andAmerica’s Historic Triangle,located in Williamsburg, Va. In addition to its diverse range

of travel and tourism clients,FWV works with many of theworld’s leading companies andbrands, including internationalutility provider ABB, Wrangler,SAS, RBC Bank, Justin BootCompany, Melitta Coffee, Moe’sSouthwest Grill restaurants, spir-its company Hood RiverDistillery (Pendleton Whisky,Pendleton 1910, Yazi GingerVodka, Broker’s Gin and SinFireCinnamon Whisky), and the U.S.Polo Association. The agency’sfully integrated creative and dig-ital team provides award-win-ning advertising, graphic designand digital and social mediaservices for a wide range ofclients.

GRAHAM & ASSOCIATES

111 Maiden Lane, Ste. #650San Francisco, CA 94108415/986-7212Fax: 415/[email protected]

Graham & Associates isrenowned for award-winningexpertise in strategic nationaland international PR, communi-cations, branding and socialmedia programs for travel andhospitality, consumer lifestyleand real estate clients. Theagency also has a proven special-ty working with companies withan environmental and sociallyresponsible focus. Founded in 1996, the agency is

known for its successful launch-es, relaunches and highly cre-ative and results-driven cam-paigns. Graham & Associates hasa successful track record withhallmark and emerging compa-

nies and properties, includingCavallo Point, Jean-MichelCousteau Fiji Islands Resort,Post Ranch Inn, El CapitanCanyon, Evergreen Lodge,Wyndham Worldwide, Luma,and more.Graham is recognized in the

industry with 59 top national PRawards (since 2002) includingStevie’s Best CommunicationCampaign, North America,PRSA’s Silver Anvil; a SpecialCreativity Award from theInternational Public RelationsAssociation (all in tourism); andthe Magellan “Best AgencyCommunications CampaignWorldwide.” Graham operatesthroughout Europe via Plexus, anexclusive organization of agen-cies, it co-founded.

GREGORY FCA

27 West Athens AvenueArdmore, PA 19003610/642-8253www.GregoryFCA.com

Greg Matusky, PresidentKristin Elliott, Vice President,Business DevelopmentJackie Zima-Evans, AssociateVice President

Gregory FCA is a full service,strategically integrated publicrelations firm with over 20years of experience, locatedoutside Philadelphia.Considered one of the finesttravel and tourism PR firms,Gregory FCA develops award-winning solutions to marketingchallenges for its clients toengage target audiences withmaximum credibility and effec-tiveness, grounded in measure-ment and reporting. Travelindustry experience includesstrategic public relations coun-seling, social media campaigndevelopment, integrated digitalmarketing programs, travel dealand campaign launches, tradeshow support and speakingengagements, issues manage-ment for world events, reputa-tion management, press toursand new destination launches. Travel industry client experi-

ence: Friendly Planet Travel, afull-service leading tour opera-tor that offers exotic travel atexceptional prices around theglobe; United Airlines; LANAirlines; Emirates Airline;Lufthansa; Air China; EgyptAir;Singapore Airlines; Sheraton;Marriott; Renaissance; andCrowne Plaza.



The global media spotlight shined on Jamaica as Prince Harry visit-ed the island nation as part of the Queen’s Diamond Jubilee tour.Prince Harry raced the fastest man in the world, Usain Bolt, in afriendly match among dozens of media and spectators. Finn Partnersis AOR for the Jamaica Tourist Board in the Americas.


888-333-3116

Find out about cruises sailing from New Yorkand other worldwide destinations

• Business Travel Consultants• Strategic Meetings Management• Government Travel Contractors• Over 200 Offices Worldwide• Competitive Online Booking• One-on-One Travel Consultation• Leisure Travel Experts

World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200

212-563-3500 • OmegaNewYork.com

Leading the Travel Industryby Providing ProfessionalTravel Services Since 1972

Locations:North AmericaMiddle EastEuropeAsia


J PUBLIC RELATIONS

131 Varick Street, #909New York, NY 10013212/924-3600Fax: 212/898-1361www.jpublicrelations.com

1620 Fifth Avenue, #700San Diego, CA 92101619/255-7069Fax: 619/255-1364

Kim Julin Guyader, Jamie LynnSigler, Founding PartnersSarah Evans, Managing Partner

J Public Relations (JPR) is asavvy, connected and proven bi-coastal public relations firm spe-cializing in innovative travel,hospitality and lifestyle clientele.With offices on both coasts, inNew York City and San Diego,JPR is committed to devisingstrategic media relations cam-

paigns designed to have personalappeal while maximizing brandvisibility and media coverageacross a broad range of top tiermedia outlets. We are known forcreating a sustainable “buzz”among media, influencers andindustry insiders. Our clear strat-egy is based on specific clientgoals, “wish lists” and revenue-driving markets and verticals.Our long-standing relation-

ships with top national journalistsand freelancers, coupled with ourextensive travel, hospitality andlifestyle expertise, has earned theJPR team a reputation as a trustedindustry resource. We are com-mitted to providing our contactswith spot-on, newsworthy contentideas related to consumerfocused, travel, design, culinaryand lifestyle articles, as well asrespected industry trade and busi-ness focused publications in keyregional and national markets.We are publicists, strategists,

tastemakers, social media

mavens, foodies, travelers, andabove all — passionate. We con-sider ourselves an extension ofour clients’ internal sales andmarketing teams, providing a per-sonal, customized approach toour clientele and their media cam-paigns. Having added several newinternational travel clients to ourroster over the past year, our port-folio continues to expand, solidi-fying our position as one of thetop hospitality public relationsfirms in the country.A sampling of our current client

list includes: Fairmont Hotels &Resorts, Fairmont Mayakoba, TheSurrey, Rancho Valencia Resort,Washington School House, LakePlacid Lodge, The Regent PalmsTurks & Caicos, VanderbiltGrace, THE US GRANT,L’Auberge de Sedona, JC Resorts,The Chanler Hotel, Y.CO Yachts,Sprinkles Cupcakes, EnlightenedHospitality Group, and RMDGroup.

JANINE GORDONASSOCIATES

11 East 26th Street, 19th floorNew York, NY 10010212/[email protected]

Janine Gordon, President &CEOAlvin Schechter, Chairman andDirector, BrandingJohn Donofrio, CFO

Janine Gordon Associatesexcels at expanding brand con-nections for travel and tourismclients through big ideas andflawless execution. The agency ishighly focused on luxury lifestylebrands. JGA understands thechallenges inherent in buildingrelationships with high net worthand super-affluent travelers. Established in 1993 by Janine

Gordon, formerly CEO OfSaatchi & Saatchi PublicRelations, JGA is a cutting-edgeNew York City PR boutique withthe sophistication and energyrequired to pierce the clutter ofcommunications in the travelindustry. Chairman AlvinSchechter, a former CEO ofInterbrand, brings world-classbranding skills to JGA clients.As long-term publicists for the

annual American Express-Harrison Group Survey ofAffluence and Wealth in America,we are privy to the most up-to-date findings on what drives thebehavior of the rich and the

super-rich. Our work is character-ized by ingenuity in thinking andtransparency in style. We areexperts in the full range of com-munications tools. Our goal is todeliver shrewd brand strategy,high profile media coverage, A-list events, compelling celebrityendorsements, social media con-tent with viral appeal and high-impact strategic alliances —always within the context of afully integrated strategy.Result: Positive brand aware-

ness, increased sales and long-term brand value for JGA clients.If you want to expand yourbrand’s connections, start by vis-iting our website.

K. SUTHERLANDPUBLIC

RELATIONS

California • NevadaKSutherlandPR.com949/328-4895

Kerry Sutherland, Founder

K. Sutherland PR is a boutiquepublic relations, social media andbranding agency providinginsight-driven, cross-platform,and grassroots solutions to com-munications challenges.From international luxury

resorts, boutique hotels, adven-ture destinations, spas, lifestyletravel brands and more, the teamat K. Sutherland PR executesinnovative, personalized and tar-geted campaigns comprising ofboth traditional and new mediaavenues that help clients achievetheir business goals. In addition,everyone within the agency has adeep appreciation for and love oftravel and culture. The agency ismultilingual and works with trav-el clients from around the world.Learn more atKSutherlandPR.com.

LAURA DAVIDSONPUBLIC

RELATIONS

72 Madison Ave., 11th FloorNew York, NY 10016212/696-0660www.ldpr.com

Laura Davidson, PresidentLeslie Cohen, Executive VicePresident

In February 2012, LauraDavidson Public Relations(LDPR) received the public rela-



LDPR with its clients from Atlantis Resort, Paradise Island celebratethe “Best of Show” win at the HSMAI gala in New York City. FromLeft: Ashley Day and Sara Geen Hill from LDPR, Caitlin Austin,Jennifer Ferguson and Megan Marchesini of Kerzner International

The staff at J Public Relations.


tions industry’s biggest honor,winning the “Best of Show”Adrian Award from TheHospitality Sales & MarketingAssociation International(HSMAI). HSMAI presented itsAdrian Awards to the top compa-nies in hospitality, travel andtourism for achievements inadvertising, public relations anddigital marketing.LDPR won 17 awards includ-

ing the Best of Show, OnePlatinum, 5 Gold, 5 Silver and 5Bronze for PR excellence. Thecoveted Platinum was for a con-sumer marketing campaign forthe opening of “CRUSH” TeenClub at Atlantis, Paradise Island,which also won BEST OFSHOW in the PR categoryamong six other Platinum win-ners.LDPR represents many of the

most prestigious destinationsand resorts in the world. Ourclient roster includesVisitScotland; TourismeMontréal; Melbourne / TourismVictoria, Australia; Bal Harbour,Florida; the island of Mustique;Eden Rock, St Barths; CurtainBluff, Antigua; The Resort atPaws Up, Montana; PreferredHotel Group; Loews Hotels;Trump SoHo New York;Abercrombie & Kent; MayflowerRenaissance, Washington DC;Millennium UN Plaza Hotel NewYork; The Ocean House, WatchHill, Rhode Island; SELMANMarrakech and The Somerset onGrace Bay in Turks & Caicos,among others.

LOU HAMMOND &ASSOCIATES

39 East 51st StreetNew York, NY 10022212/308-8880Fax: 212/[email protected]/louhammondprwww.facebook.com/louhammondprwww.pinterest.com/louhammondpr

Lou Hammond, Founder andChairmanStephen Hammond, PresidentTerence Gallagher, ExecutiveVice President

Founded in 1984, LouHammond & Associates(LH&A) is the recognizedleader in travel and hospitalitypublic relations. LH&A’s expe-rience in all facets of tourismfrom destination, where LH&Arepresents a diverse clientele

that includes cities and states,counties and countries, some 16worldwide, to hotel, spa, cruiseand culinary, is among the mosthighly honored and recognizedin the industry, winning moreHospitality Sales & MarketingAssociation International(HSMAI) Adrian Awards overthe past dozen years more thanany other entrant. The company’s passion as

well as an unswerving commit-ment to quality is a legacy driv-en by its legendary founder andchairman, Lou Hammond,regarded as one of the mostwell-known and enthusiasticadvocates for LH&A clients andthe industry as a whole. The Lou Hammond approach

is no nonsense and straightfor-ward. The company createsinnovative, value-driven cam-paigns for traditional and socialmediums marked by strategicthinking and swift action thatlead to measurable, bottom-lineresults. This method, along withan ability to respond to marketchanges quickly, has earned thecompany the trust of its clientsand most proudly for the agency,long-term relationships —including Mandarin OrientalHotel Group, an LH&A clientfor more than 25 years.This year, Lou Hammond &

Associates has added to their listof distinguished tourism clientsincluding: American Express;Paradise Coast (Naples, MarcoIsland, Everglades), FL; TheGreat American Steamboat Co.;OHEKA CASTLE Hotel &Estate; Sawgrass Marriott GolfResort & Spa and the State ofNew Hampshire.

M BOOTH

300 Park Avenue SouthNew York, NY 10010212/481-7000Fax: 212/[email protected]@mbooth.comwww.mbooth.com

Margaret Booth, CEOKatie Barr Cornish, VicePresident/Director, Travel

M Booth, Creative Agency ofthe Year, excels in creating pub-lic relations programs thatinspire today’s traveler and drivebottom-line results for ourclients. Our creative scienceapproach — the intersection ofresearch, insight and imagination— shapes opinion, enhances rep-

utation and drives businessresults for some of the world’smost influential travel brands.We reach today’s traveler in newand creative ways by using tradi-tional media relations as a plat-form for larger, more compre-hensive campaigns that leveragesocial media, strategic partner-ships, co-branded promotionsand TV/film integration. Over the last 15 years, our

travel practice has collaboratedwith high-profile destinations,both domestic and international,as well as leading travel and hos-pitality brands in the followingcategories: hotels and resorts,cruise, online travel sites, travelcontent and guidebooks and trav-el service providers. Currentclients include Allianz GlobalAssistance USA, MontageHotels & Resorts, U.S. VirginIslands Department of Tourism,Waze and Wyndham Rewards.

MISSY FARREN &ASSOCIATES

33 E. 33rd Street, Suite 905New York, NY 10016212/528-1691www.mfaltd.com

Missy Farren & Associates isa mid-sized agency offering thepersonal attention of a boutiquefirm while delivering meaningfulresults that impact bottom line.Our passion for travel drives pro-fessional success and relation-ships in various niches, includ-ing: culinary, adventure, family,romance, Caribbean, well-ness/spa, culture, wine/spirits

and sports. The agency special-izes in strategic media relations;social media strategy and man-agement; partnership develop-ment; event facilitation;spokesperson positioning; andcrisis communications. Our team of agile, profession-

al marketers pairs innovativethinking and never-say-neverattitudes to deliver significantresults and exceed expectations. Industry experience includes:

Aspen Ski Co.; CaymanAirways; Cayman Cookout; TheCayman Islands Department ofTourism; The ColonialWilliamsburg Foundation;Colorado Ski Country;Disneyland 50th Anniversary;Disneyland Food & Beverage;Golden Horseshoe Golf Club;Limelight Hotel; The Little Nell;The Lodge at Woodloch;Michelin Food & Travel;Mission Hill Family Estate;Montagna Restaurant; NationalTrust for Historic Preservation;Proximity Hotel; The Ritz-Carlton Hotels of New York;Roadtrips Inc.; Royal PlantationCollection; Sandestin Golf andBeach Resort; The Spa ofColonial Williamsburg; SquawValley; Steamboat; Trapp FamilyLodge; Twin Farms; WhistlerBlackcomb; and more.



Lou Hammond & Associates at the “adopted” bench in New YorkCity’s Central Park that celebrates Mandarin Oriental Hotel Group’s25 year association with the team. Pictured are members from theluxury group’s New York office and the Lou Hammond & Associatesclient account staff.

The August issue of O’Dwyer’s will profilePR firms that specialize in investor rela-tions and professional services. If youwould like your firm to be listed in theAugust magazine’s profile section, contactEditor Jon Gingerich at 646/843-2080 [email protected]


MMGY GLOBALPR

245 Fifth Avenue, Suite 902New York, NY 10016www.mmgyglobal.com

Charles Mardiks, ManagingDirectorElisa Fershtadt, Senior VicePresidentRoland Alonzi, Vice President

MMGY Global PR (formerlyMMG Mardiks) is a division ofMMGY Global, a full-service mar-keting communications companyworking exclusively in the traveland tourism industry. MMGYGlobal was formed earlier this yearas a result of the merger of MMGWorldwide and Y Partnership.Providing expert strategic coun-

sel in media relations, branding,event marketing and crisis commu-nications, our team has a trackrecord of developing and imple-menting award-winning, creativepublic relations programs andbrand-building campaigns forclients from around the world.We’ve recently added expertresearch capabilities to includedevelopment of primary clientinsights, brand and strategy cre-ation, analysis of traveler trendsand an unmatched understanding ofconsumer and intermediary audi-ences. Through our Digital MediaPractice, MMGY has integratednew media, social networking andLiveWeb strategies into an overallstrategic direction for our clients.While we offer large agency

resources, our PR team is smallenough to provide each client withsenior-level, hands-on involvementand service. Our dynamic PR team

has solid industry experience andmaintains close contacts with bothtraditional print and broadcastmedia in addition to emergingsocial/digital media and new buzz-building channels. Current clients include:

American Association for NudeRecreation; Barceló Hotels andResorts; Choice Hotels; ColoradoTourism Office; Fiesta AmericanaGrand, by Grupo Posadas; GermanNational Tourist Office; GideonPutnam Resort & Spa, Saratoga,NY; Grand Traverse Resort andSpa, MI; Hotel Missoni; LebuaHotels & Resorts; The Beaches ofFort Myers & Sanibel, FL; LiveAqua Cancun, by Grupo Posadas;The May Fair Hotel, London; TheNapa Valley Destination Council;Radisson Blu Hotels & Resorts;Radisson Edwardian Hotels;Regent Hotels & Resorts;Renaissance Aruba Resort &Casino; Renaissance CuraçaoResort & Casino; RockyMountaineer; Visit SarasotaCounty; Select Registry:Distinguished Inns of NorthAmerica; Sterling Resorts;Telluride, CO; Terranea Resort,CA; Travel Guard and the VacationRental Managers Association.

M. SILVER ASSOCIATES, INC.

747 Third Avenue, 23rd FloorNew York, NY 10017www.msilver-pr.com

Morris Silver, Chairman & CEOVirginia M. Sheridan, PresidentRosalie Hagel, Executive VPLinda Ayares, Senior VP

In business for 35 years andwith offices in New York and

South Florida, M. SilverAssociates is one of the country’sleading mid-sized public relationsand marketing communicationsagencies specializing in travel,tourism and the hospitality indus-try. MSA has received more than350 awards for excellence andagency principals Morris Silverand Virginia M. Sheridan havebeen honored with LifetimeAchievement awards byHospitality Sales & MarketingAssociation (HSMAI) and otherorganizations. Clients have included leading

international and domestic desti-nations, multinational hospitalitycompanies, individual hotels andresorts, airlines, cruise lines, railcompanies, travel industry associ-ations, and gaming operations.MSA also has worked in luxurybranding, consumer products,resort real estate, spas, food &beverage, cause-related, CRS,digital applications and crisismanagement. Recent achievements include

the “Defrost your Swimsuit” and“Vacation like a VIP” marketingprograms for Greater FortLauderdale, and for the SingaporeTourist Board, two episodes ofTop Chef, as well as an AnthonyBourdain media luncheon for 50and segments on the MarthaStewart Show on Turkey. MSAalso supported the 26 memberlines of Cruise LinesInternational Association (CLIA)in responding to the global eco-nomic crisis and tragic CostaConcordia sinking.The agency is represented

globally by its partnership in theWorldcom Public RelationsGroup — a worldwide alliance ofmore than 100 independent agen-cies in 96 cities on 6 continents.

NANCY J. FRIEDMAN

PUBLIC RELATIONS,INC.

35 East 21st Street, 8th Flr.New York, NY 10010212/228-1500Fax: 212/[email protected]

Nancy J. Friedman, PresidentEmily Wilson, Managing Director

NJFPR’s “Leave No StoneUnturned” philosophy has cata-pulted the firm to the top of thecategory in travel and hospitali-ty. For clients seeking senior

level counsel, advocacy of theirproduct and unrivalled mediasavvy, Nancy J. FriedmanPublic Relations is a first-stop.A self-described “media junkiewith wanderlust”, Nancy andher team pride themselves onlong-term partnerships withclients and the ability to wringevery ounce of marketingpotential out of a property ordestination utilizing socialmedia, traditional media, eventsand creative promotions. TheAgency pioneered NY’s firstHotel Week in January 2012 togreat success and will beincreasing participation forJanuary 2013.Clients: Inn at Little

Washington, VA; The Nantucket,MA; Refinery Hotel, NY; SeaIsland, GA; The Cloister, SeaIsland, GA ; The Lodge, SeaIsland, GA; The OUT NYC, NewYork; Fodor’s Travel Guidebooks;The Charles Hotel, Boston; LeSport/Body Holiday, St. Lucia;Rendezvous, St. Lucia; WaldorfAstoria Chicago, IL; BorgataHotel Casino & Spa, Atlantic City;The Water Club — A SignatureHotel by Borgata; Sheraton Hotels& Resorts Worldwide; WestinHotels & Resorts Worldwide;Hyatt Regency Aruba Resort &Casino; Gansevoort, Turks andCaicos; Gansevoort Park, NewYork; Hotel Gansevoort, NewYork; The Maritime Hotel, NewYork; The Bowery Hotel, NewYork; The Jane, New York; ThePod Hotel, New York; GrandHyatt New York; Broadway @Times Square, New York; TheHotel @ Times Square, New York;nyma, the new york manhattanhotel, New York; The Quin Hotel,New York; JW MarriottCamelback Inn Resort & Spa,Scottsdale; JW Marriott DesertSprings Resort & Spa, PalmDesert; Spring Creek Ranch,Jackson Hole, WY; The CondadoVanderbilt, Puerto Rico;Doubletree Hilton, San Juan,Puerto Rico; The Courtyard IslaVerde, Puerto Rico; La ConchaResort: A Renaissance Hotel,Puerto Rico; El Convento, SanJuan, Puerto Rico; CopamarinaBeach Resort & Spa, Guanica,Puerto Rico; St.Petersburg/Clearwater, Florida;Cooperstown, New York; TheOtesaga Hotel, Cooperstown, NY;Baseball Hall of Fame,Cooperstown, NY; Fenimore ArtMuseum, Cooperstown, NY;Farmer’s Museum, Cooperstown,NY; Ria at the Waldorf AstoriaChicago, IL; and Hotel Week.



At the 25th Anniversary celebration the Nancy J. Friedman PublicRelations Team gathered with friends, colleagues, clients and mediaat the Bowery Hotel in NYC.


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OGILVY PUBLICRELATIONS

WORLDWIDE

636 11th AvenueNew York, NY 10036212/[email protected]

Mitch Markson, President,Global Consumer Marketing

Ogilvy Public Relationsknows tourism. Our team consistsof travel and tourism experts withspecific strengths in the areas ofconsumer and brand PR, corpo-rate communications, crisis com-munications and reputation man-agement, events management,trade marketing, partnership andalliances, sponsorship creationand leverage, content creationand development, digital and tra-ditional media relations. OgilvyPR has successfully elevatedbrands across a variety of travelindustry categories includ-ing, hospitality, tour, cruise, air-

line, transportation, technologyand destinations.Our combination of research-

based strategy, break through cre-ativity, and flawless executiondeliver strong media talkabilityand business building impact.Our work has helped clients toreach potential travelers wherethey work, live and play.Relevant travel and tourismclients include the MexicoTourism Board and theGovernment of Mexico, VirginAirlines, Tourism New SouthWales, Hilton Hotels, TourismAustralia, Ireland Golf,Singapore Airlines, Brazil,Scotland, France, Chile, Maltaand Puerto Rico.

PADILLA SPEERBEARDSLEY

101 W. River ParkwayMinneapolis, MN 55415612/455-1716www.padillaspeer.com

Tom Jollie, Senior VPJohn Anderson, Director

Padilla Speer Beardsley is anintegrated communications firmwith offices in Minneapolis andNew York City. We create andreenergize brands, develop inte-grated marketing campaigns,stage high-profile events and pro-motions, and handle crises. Ourapproach utilizes a proprietarymethodology that providesinsight, guides strategy and gen-erates measurable outcomes. Ouraward-winning programs havedriven business results for clientsfor more than 50 years. Padilla’s travel and tourism

experience includes work forJefferson Lines, Minneapolis St.Paul International Airport, theMinneapolis St. Paul RegionalEconomic DevelopmentPartnership, and MeetMinneapolis.

QUINN & CO.520 8th Avenue, 21st FloorNew York, NY 10018212/868-1900www.quinnandco.comFacebook, LinkedIn and Twitter:@Quinnandco

Florence Quinn, President, @florenceqJohn Frazier, Executive VicePresident, @giraffe1Lara Berdine, Senior VicePresident, @laraberdineGreg McGunagle, Senior VicePresident, @gregmcgunagleMichelle Abril, Vice President,@mi_chelleaKatie Coleman, Vice Presidentand Digital Media Contact,@Kate212Morgan Painvin, Vice President,@morganbreadwine

Q&C combines strong strate-gic thinking and passionatemedia relations with our signa-ture creative to develop highlyeffective integrated PR pro-grams that help our clients inConsumer; Digital Media; Food,Wine + Spirits; Lifestyle; RealEstate and Travel achieve theirgoals and, ultimately, drive busi-ness. In digital media, we conduct

audits, identify opportunitiesand challenges then generaterecommendations and cam-paigns to meet goals, managereputation and engage.Our unique, creative

approach, recognized globally,has produced significant resultsfor clients, a number of industryfirsts and many accolades. Here are a few examples of

our work in Travel:U.S. PR firm behind the

blockbuster The Best Job in theWorld (Tourism Queensland), aviral phenomenon that generatedmore than $100 million worth ofad value and 6.7 million websitevisitors.Created AKA’s outdoor bed-

room, an industry-first that gen-erated coverage in many outlets,including WSJ, NYT, Travel +Leisure and internationally Helped develop Affinia

Hotel’s TLC (Tender LivingComforts) Movement that hasproduced over 1 billion in mediaimpressions to date.Created Luxury Manifesto, a

series of video chats between theWaldorf=Astoria Hotels &Resorts brand leader and luxurypundits such as Tommy Hilfiger,Danny Meyer and RichardDavid Story to position the col-lection at the forefront of theluxury conversation. We developed Occidental

Hotels & Resorts’ social mediaand reputation managementstrategy and plan, trained 40executives and staff from 13properties and are now leadingthe implementation. Produced a “red-carpet”

media swarm for the arrival ofrooftop beehives at TheWaldorf=Astoria Hotel with fea-ture stories in AP, WSJ, NYTand on ABC World News withDiane Sawyer, CNN, GoodMorning America, FOX andCBS.Developed the first-ever

National Hamentaschen EatingChampionship for EL AL IsraelAirlines. The WSJ covered it ina feature.Invented Martini on the Rock,

the $10,000 martini at TheAlgonquin Hotel that was cov-ered by more than 400 TV seg-ments and made it into TrivialPursuit.

RBB PUBLIC RELATIONS

355 Alhambra Circle, Suite 800Miami, FL 33134305/448-7450www.rbbpr.com

Christine Barney, CEOLisa Ross, PresidentTina Elmowitz, Executive VicePresident

Three-time winner of the “PRAgency of the Year”, rbb PublicRelations is a national marketingPR firm that helps hospitality



Quinn & Co. VP Katie Coleman experiences Abu Dhabi from atop acamel while leading a press trip for client Etihad Airways.

rbb Public Relations worked with the Los Cabos Convention andVisitors Bureau to host a group of key travel and lifestyle journalists— ranging from bloggers and freelance writers to trade and con-sumer publication editors — for a multi-brand experiential trip thatshowcased the Los Cabos experience, combined with the benefits ofthe luxury all-inclusive stay.


brands break out from the compe-tition, and motivate and influencecustomers. Working with Homewood

Suites by Hilton, the agencyreceived five 2011 HSMAIAdrian Awards and won Adrianand The Holmes Report SABREawards two years in a row for thebest travel crisis communicationcampaign for AMResorts. Thefirm’s hospitality client rosteralso includes Home2 Suites byHilton, Zoëtry Wellness & SpaResorts, Secrets, Dreams, Nowand Sunscape Resorts & Spas byAMResorts and PriceTravel. rbb offers best practices in

media relations, corporate andcrisis communications, productintroductions and digital/socialmedia, and gives its clients strate-gic counsel and results with theindividual attention only a bou-tique agency can provide. Findout how rbb can help your brandbreak out by visitingwww.rbbpr.com or call 305/448-7457.

REDPOINT MARKETING PR,

INC.

161 Avenue of the AmericasSuite 1305New York, NY 10013212/[email protected]

Victoria Feldman de Falco,PrincipalChristina Miranda Diaz,Principal

Specializing in travel, hospi-

tality, interior design, and homefurnishings, Redpoint is a fullservice marketing PR firm withan entrepreneurial style, brandbuilding expertise, and a pas-sion for results. We orchestratecompelling campaigns that inte-grate traditional PR withsophisticated digital and socialmedia marketing initiatives.Select travel/hospitality

clients include the Saint LuciaTourist Board, Oceania Cruises;Regent Seven Seas Cruises;Woodstock Inn & Resort, VT;Ripley’s Believe It or Not!Times Square; US TourOperations Association; HiddenPond Resort, ME; The TidesBeach Club, ME; TheKennebunkport Inn, ME; TheCottages at Cabot Cove, ME;The Old Fort Inn, ME; TheDylan Hotel, Amsterdam;Simon Pearce.Redpoint executives bring a

“nose for news” to every clientchallenge, ensuring that market-ing ideas have just the rightdash of risk to make them sig-nificantly newsworthy withoutbeing operationally challengingto implement.

ROGERS &COWAN

8687 Melrose Avenue, 7th FloorLos Angeles, CA 90069310/854-8117Fax: 310/[email protected]

Tom Tardio, CEOTara Walls, EVP

Rogers & Cowan offers signif-

icant experience in creating andexecuting integrated marketing,PR and social media campaignsfor clients in the travel andtourism industries, includingresorts and resort developers,hotel associations, governmenttourism offices, visitors bureaus,museum and cultural exhibits,live shows, airlines, cruise lines,sporting events and travel media.We create marketing commu-

nications and social media strate-gies that elevate a client’s coremessages beyond travel outletsand into lifestyle media throughthe influence of entertainment.Our distinctive approach goesbeyond core media relations toinclude destination integrationinto entertainment content,Facebook promotions, influencerseeding / outreach, specialevents, social media strategiesand green / sustainability initia-tives. The agency’s work hasincluded building awareness forhotels and resorts throughcelebrity seeding programs, posi-tioning countries as perfect traveldestinations through destinationintegrations in films and televi-sion shows, creating online con-tent tied to entertainment proper-ties, activating sponsorship ofsports and entertainment events,managing PR for consumer-focused travel shows, and drivingticket sales for shows / exhibits,among others. Current / past clients include

American Airlines, CanadianTourism Commission, TravelAlberta, Royal Caribbean,InterContinental Hotels Group,Miami Boutique Hotels, LosAngeles Times Travel Show,Bodies the Exhibition, Titanic the

Artifact Exhibition, How to TrainYour Dragon, Fuerza Bruta,Cirque Dreams, Yo Gabba GabbaLive!, The Seaport, USA ProCycling Challenge and Rock NRoll Hall of Fame.

RUDER FINN

New YorkLouise Harris, Chief GlobalStrategist212/[email protected]

AsiaJean-Michel Dumont, Chairman,Ruder Finn Asia65/[email protected]

Ruder Finn is a global agency,headquartered in New York witha major presence in China, theworld’s second largest market forcommunications. The agency hasa strategic focus on four areas ofexpertise: health & wellness,corporate and public trust, tech-nology and innovation and con-sumer lifestyle, all underpinnedwith digital strategy and socialmedia, offered through its in-house digital agency, RFIStudios. Specialized servicesinclude brand and corporate posi-tioning, reputation management,public affairs, corporate socialresponsibility, senior executivecommunication and employeeengagement with a particularfocus on building confidence andcredibility in times of change. Ruder Finn has four offices in

China, where our dedicated Travel& Tourism team has helped clients



Redpoint Marketing PR stages an “unbelievable” event in celebra-tion of World Sword Swallower’s Day for client Ripley’s Believe It orNot Times Square.

Model and tsunami survivor Petra Nemcova poses with Chris Spring,President of Spring O’Brien, and Cristobol Luna, Global MarketDirector of Turismo Chile, in front of an exact replica of the pod thatrescued the 33 Chilean miners in October 2010 at the first annualTravel + Leisure Global Bazaar Night Market on September 17, 2011.

�Continued on page 30


such as the Canadian TourismCommission, Four Seasons, theMarianas Visitors Authority, andEmirates Airline tap into the coun-try’s enormous T&T marketpotential. China’s travelers areincreasingly discerning and manyare shifting from traditional grouptravel to FIT.

SPRING O’BRIEN

30 West 26th StreetNew York, NY 10010212/620-7100Fax: 212/[email protected]

Chris Spring, PresidentLauren Kaufman, Senior VicePresident

Spring O’Brien is a full-servicemarketing communicationsagency specializing in travel andhospitality PR for over twodecades. We have successfullyrepresented new and establishedcompanies across every segmentof the travel industry includingtourism boards, cruise lines, air-lines, railways, hotels, resorts, touroperators, web sites, associations,and credit card companies. We uniquely achieve a compet-

itive edge for clients with integrat-ed solutions, developing publicrelations, social media and brand-ing campaigns, as well as onlinemarketing and advertising. We consistently achieve high-

visibility TV, print and online cov-erage to catapult client brandsbeyond the fray. We pride our-selves on our inventive approachto partnerships, promotions, pack-age and product development,rebranding, special events andstrategic counsel. PR highlights this year included

garnering over one billion mediaimpressions for Insight Cuba’slaunch of legal tours to Cuba withfeatures in the top 20 newspapersplus CNN and network TV, anddeveloping the Digital Detox cam-paign for St. Vincent and theGrenadines Tourism Authority,which created massive coverage inNorth America and Europe, posi-tioning the islands as the ultimategetaway destination.

TJM COMMUNICATIONS

INC.

2441 West SR 426, #1061 Oviedo, FL 32765 407/977-5004 Fax: 407/[email protected]

Treva J. Marshall, President

TJM Communications is a bou-tique lifestyle public relationsfirm specializing in travel andrelated industries: food, wine andthe arts. Since 2001, the agency has

serviced a range of internationaland domestic clients from itsOrlando, Florida location andmaintains a strong reputation forquality service, professionalismand returning value and results toour clients. Our personalized,hands-on approach ensures ourwork is strategically aligned withthe client’s needs. Comprised of a team of pas-

sionate professionals, we areespecially proud of the diversenature of our company, with staffmembers representing originsfrom around the globe, possessingvast professional travel experi-ence. TJM Communications has been

called upon to service clients inSpain, South Africa, Canada, andthroughout the United States. Ourtravel and tourism practice cur-rently includes clients such as:Florida’s Space Coast Office ofTourism; Walt Disney WorldSwan and Dolphin Resort; ValesaCultural Services and HotelMajestic in Spain.

WEBER SHANDWICK

919 Third AvenueNew York, NY 10022212/445-8000 www.webershandwick.com

Rene Mack, President, Travel &Lifestyle Alice Diaz, Executive VicePresident, Travel & Lifestyle

Fusing the mind of a travel-industry insider with the muscleof a consumer powerhouse,Weber Shandwick’s Travel &Lifestyle Marketing practice iscommitted to providing its clientswith award-winning capabilitiesand counsel in a broad range ofdisciplines. Our client work ranges from

small assignments to global cam-paigns in our dedicated Travelpractice. We represent countries,states, CVB’s and provinces. Wework for airlines, cruise lines,motorcycle companies, hotels,resorts, casinos, travel suppliersand attractions. We’ve launchedtheme parks, travel websites andeven a Papal museum. Our client roster includes:

Singapore Airlines, Harley-

Davidson, New Orleans, PureMichigan, The Bahamas, RoyalCaribbean International, Canada,The Wizarding World of HarryPotter, Fontainebleau (MiamiBeach), Revel (Atlantic City),Time Warner Center (New York),Hilton Head Island, WyndhamVacation & Rentals, Rand-McNally, InterContinental HotelsGroup, and American Airlines.

WEILL

27 West 24 StreetNew York, NY 10010212/288-1144Toll free: 866/PR-WEILLFax: 212/288-5855www.geoffreyweill.com

Geoffrey Weill, PresidentAnn-Rebecca Laschever, Exec.VPTania Philip, Sr. VP

Now in its 17th year of busi-ness, Geoffrey Weill Associates isa boutique PR company specializ-ing in high-end travel, tourism,cultural clients. Throughout theyears, the company has beenknown for its fierce dedication tointegrity and creativity, and infinding new ways to highlight andpromote its clients.As the media world constantly

changes, WEILL has found differ-ent ways of reaching the publicfaster and more efficiently —through social media, blogs, andother digital portals. In the pastyear, WEILL has made a specialeffort to bring celebrities to itsvarious destinations as a way ofgetting attention and also spoken,and unspoken, endorsements.Highlights of these initiativesinclude a visit by Martha Stewartto Israel; a visit by the cast of FoxTV’s series “House” to Israel;Neil Patrick Harris on the Orient-Express and at Fouquet’s Barrierein Paris; an episode of “TheBachelorette” at The Greenbrierin West Virginia; a visit by ChrisO’Donnell to Ashford Castle,Ireland; shooting of episodes of“Gene Simmons Family Jewels”in Israel; and a visit by DavidArquette to Israel. These tripshave resulted in media coveragereaching tens of millions on theweb, in print and via social mediasuch as Twitter, Tumblr andFacebook.In addition to traditional

account executives, WEILL nowhas staff members wholly dedicat-ed to social media initiatives.www.geoffreyweill.com. �



Martha Stewart tours Israel with Weill President Geoffrey Weill.

RUDER FINN�Continued from page 29


© Copyright 2012 The J.R. O'Dwyer Co.

1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.26.27.28.29.30.31.32.33.34.35.36.37.38.

Edelman New York

The Zimmerman Agency Tallahassee

Lou Hammond & Assocs. New York

MMGY Global New York

Development Counsellors Int’l New York

Allison+Partners San Francisco

Quinn & Co. New York

Coyne PR Parsippany, NJ

Finn Partners New York

Lane PR Portland, OR

CRT/tanaka Richmond, VA

J Public Relations San Diego

Zeno Group New York

Jackson Spalding Atlanta

French | West | Vaughan Raleigh

Fahlgren Mortine Columbus

rbb Public Relations Miami

Ruder Finn New York

Padilla Speer Beardsley Minneapolis

Seigenthaler PR Nashville

Standing Partnership St. Louis

Blaze Los Angeles

Black Twig Comms. St. Louis

MDi media group Mobile, AL

Richmond PR Seattle

McNeely Pigott & Fox Nashville

Formula PR San Diego

Linhart Public Relations Denver

IW Group W. Hollywood

Gregory FCA Ardmore, PA

Bridge Global Strategies New York

Shelton Group Dallas

WordHampton PR E. Hampton, NY

Red Sky Public Relations Boise

Maccabee Minneapolis

Open Channels Group Ft. Worth

Guthrie/Mayes & Assocs. St. Louis

GodwinGroup Jackson, MS

$22,288,557 6,950,0005,059,9222,924,7042,910,7652,700,0002,650,2021,520,0001,372,0001,258,4521,209,6401,133,7481,070,3681,021,5961,009,872

821,934802,721746,510735,313542,000444,339390,200390,000343,835341,667307,390195,881121,871112,000100,00080,86966,64758,73051,23338,76333,75030,13622,776

O’DWYER’S RANKINGSTOP TRAVEL AND TOURISM PR FIRMS


OPINION Professional Development


Several years ago, some nitwitwrote a book in which he positedthat companies shouldn’t apolo-

gize when they’re confronted by crisis. Itmakes them seem weak, he said, or even“guilty,” which gives their adversaries anadvantage.Evidently, the good PR people at

Adidas, headquarteredin Herzogenaurach,Germany, never readthe book.Had Adidas not actedquick enough todouse a burgeoningfirestorm, it easilymight have founditself forever dodg-ing charges of“racism,” or worse. The story of Adidas‘ill-fated JSRoundhouse Midtraining shoe shouldserve as an object

lesson to any public relations profession-al, whose company has done somethingmonumentally stupid and then wonders if

it should “cut its losses.“ While every situation is different, the

general answer — in a 21st century soci-ety in which Twitter and Facebook infor-mation move around the world at thespeed of the ’net — is most usually, “cutearly and don’t look back.”The Adidas sneaker sagaScoring a marketing disaster three-

pointer on June 18, news was revealedon the Internet that Adidas was introduc-ing new sneakers with ankle braceletsand chains, reminiscent of the kind wornby chain-gang prisoners. The shoes, created by designer Jeremy

Scott, were attached to the plastic, day-glo orange shackles, according toAdidas, to accommodate players with “asneaker game so hot you lock your kicksto your ankles.” Huh? Obviously, what Adidas was really

trying to do with its shackle-boundsneaks — although it wouldn’t admit it— was evoke an image of “gangsta,” sopopular among today’s youth. What thecompany apparently didn’t anticipate,however, was that the shackles wouldalso evoke images of another bygoneperiod in American history — the era ofslavery. Almost immediately, Mr. Scott’s inno-

vative design was met with a fusillade ofopprobrium on the Adidas Facebookpage.• Wrote one unfaithful follower,

“Adidas, you should be ashamed ofyourselves. The mockery of oppressionthat has not been overcome.”• Another wrote, “Slavery isn’t a fash-

ion example. Everyone involved in thisshow should be fired ASAP! This is thenew reason I won’t buy any Adidas any-more!”• Summarized yet another unhappy

non-customer, “It’s offensive and inap-propriate in many ways. Not to mentionugly.”So in one fell swoop, then, Adidas had

introduced a new product that not onlywas dumb and ugly, but also offensive— in basketball parlance, a three-point-er. Learning to cut and run The first indication that Adidas had

been caught completely off guard by theNet attack was the meek defense of theproduct and its creator, offered by aspokeswoman.“Jeremy Scott is renowned as a

designer whose style is quirky and light-hearted and his previous shoe designsfor Adidas Originals have, for example,included panda heads and MickeyMouse. Any suggestion that this islinked to slavery is untruthful.” Clearly, the company was treading

water.And so Adidas may have turned for

inspiration to another apparel firm thatfound itself in the crosshairs of biasaccusation a month ago, UrbanOutfitters.In late April, the Danish shirt manu-

facturer introduced a $100 t-shirt with apocket patch that resembled the Star ofDavid symbol that Jews were made towear in Nazi Germany. Again, the out-cry on the Web was immediate. AndUrban Outfitters quickly realized thatthe world wasn’t quite ready for “Nazichic,” and the company kept the shirtand removed the star. So, too, after Adidas was attacked by

Jesse Jackson, who practically jumpedout of his gym shorts to condemn thecompany for attempting “to commer-cialize and make popular more than 200years of human degradation,” Adidasfolded. On Tuesday morning, June 19, less

than 24 hours after the first wave of crit-icism, Adidas announced it was keepingthe shoe and dropping the shackles. Thedays of “racist chic” also would have towait. The fact that Adidas meant no harm —

and certainly wasn’t attempting to glori-fy racism — mattered not at all. In a daydominated by blogs and Facebook andTwitter and instantaneous castigation,perception is reality. And no billion dol-lar retailer wants to risk being perceivedas “racist.” Lessons learnedSo what can the rest of us take away

from the Adidas shackle saga?Three things:1. PR advisors must always consider

the “worst case” before introducing anynew product; meaning that PR peoplemust be “at the table” with marketing.2. If you’re a huge corporation with

multiple products around the world, youmust always err on the side of caution.3. Whether or not your action was

deliberate, if you find yourself amidst asocial media-fueled crisis, the bestadvice may well be to cut your lossesimmediately and live another day. �

Fraser P. Seitel hasbeen a communicationsconsultant, author andteacher for 30 years. Heis the author of thePrentice-Hall text, ThePractice of PublicRelations.

Cutting your losses: the Adidas shoe crisisBy Fraser Seitel

Weber Shandwick and Hill+KnowltonStrategies in June announced the settlement of alegal suit filed by WS earlier this year againstH&K and former staffers Jody Venturoni/KenLuce, who each headed its Texas operation beforejoining H+K, for allegedly misappropriating docu-ments and improperly soliciting staffers andclients.

Terms of the settlement are confidential, butWS says the deal “protects its business interests,its clients’ confidential data and its clients’ confi-dential information.”

As part of the settlement, Venturoni issued thefollowing statement: “During my last year ofemployment with Weber Shandwick and immedi-ately after my resignation, I took confidentialinformation belonging to Weber Shandwick. Ishared some of this information with employeesat Hill & Knowlton.

“This information has since been returned toWeber Shandwick or destroyed. WeberShandwick took justified legal action to protect itsown business interests and those of its clients.We have reached a confidential settlement of thismatter.”

Elisabeth Rutledge, Senior VP in H+K’s Dallasoffice, said the WPP unit is “glad the settlement isbehind us because our primary focus is our clients.We welcome a resolution to this distraction.”

PR news briefs

WEBER SHANDWICK, H+KSETTLE LAWSUIT


As a result of Rick Gould’s newlypublished management handbookon PR agency financial manage-

ment, commentators have been offeringadvice on how to make money in the PRbusiness. Some housekeeping. I do not want to bepresumptuous in saying I know more aboutthe PR business than some of the leaders inthe industry. However, I’ve been part of the

management of someoutstanding CPAfirms and have been aprincipal in a smallsuccessful CPA firmthat was integratedinto a larger organiza-tion. I therefore feel Ihave some expertiseand understanding onhow to manage aservice business forgrowth and prosperi-ty.For as long as I canremember, the PR

industry had benchmarked a 20% operatingprofit standard. This number is arrived at byallocating 50% to direct labor, 30% to oper-ating expenses, the balance being 20% tooperating profit. If you shoot for 5/3/2, youwill, in my view, be on a slow road to medi-ocrity. So, you have a $2 million agency, andhave an operating profit of $400,000.Congratulations, you hit the magic number.For most agencies this is what is left forowner(s) compensation before taxes. Ifowner base salary is included in the directlabor pool, the numbers are better, but youwill not get rich! A service business is ahard way to make a living — it is laborintensive and you need to deal with manydifferent client personalities. There is a bigdifference between the compensation of afamily physician and a surgeon. Which ofthe two is your agency? As you move on in years, managing alabor intensive business makes you wishfor an oasis. Okay, so you have an agencythat turns in 20% consistent operating prof-itability year after year. This will give you apossible valuation (I am not an appraiser) of$2.5 million. If you live and work in NewYork City, you walk away with approxi-mately $1.9 million (using a combined fed-eral and state tax rate of 25%) if a buyerwrites a check on the spot. Wow! A betterwow is to double the price by having 40%

operating profit. Herein lies the thrust of mycolumn. How do you get to 40% or more?Can’t be done? Close your magazine, sellyour agency and become a plumber. Theydo better than 20%!The basicsA first step. I am a proponent of“RGAC.” Don’t know what this stands for?It is Rick Gould and Al Croft. Here aresome of the basics of success, not in anyparticular order:1. Have an effective time and billing sys-tem. A time and billing system does notmean it is always the basis for a clientbilling. If it were, there would never be“value billing.” A time and billing system isan information tool. It helps you determinestaff utilization, client realization, and clientprofitability among other benefits.2. Monitor accounts receivable. If you donot collect the cash it is a bad debt. Theregoes your 20% or 40%.3. Try and mark up rebillables. I get pushback on this concept by many firms. Try itagain. 4. Prepare a budget and make a resourceallocation matrix part of the budget process.(I will discuss this as part of a future col-umn.)5. Bill regularly. Clients should be on a

fixed retainer or a retainer with a clean up.Twelve monthly bills of $3,000 will go overa lot better than two of $18,000. The two at$18,000 may just have your client wonder-ing what is going on, slow the collection ofmoney due you, and possibly cause you tolose a client. 6. Know your overhead percentage as apercentage of direct labor. Overhead shouldbe in the 80-100% range. 7. Keep an eye on staff productivity. Ifyou have no time and billing system, this isnot going to happen. 8. Make sure your accounting or financedepartment provides you with solid infor-mation: weekly or daily cash reports;billing reports; or work in progress reports.Mike Muraszko of SGS wrote a column last year on what he believes are themost game-changing metrics for PR firmsthat are thriving (all as a percentage of netrevenue):1. Base account salaries: 38%2. Total labor cost: 49%3. Rent and utilities: 7%4. Total operating expenses: 25%5. Agency operating profit: 26%6. Annual revenue per professional:

$236,0007. Annual staff turnover: 26%.Benchmark your agency against thesenumbers. �

Financial ratios to manage profitBy Richard Goldstein

Richard Goldsteinis a partner atBuchbinder Tunick &Company LLP, NewYork, Certified PublicAccountants.

Guest Column



OPINION Guest Column


There’s a fascinating rumor makingthe rounds suggesting the verypeople condemning the president

for low job production are helping tokeep hiring low until the election.It’s no secret the major contributors to the

Romney campaignare from big corpora-tions or massivelyfinanced stand-inslike the NationalAssociation ofManufacturers, U.S.Chamber ofCommerce and theKoch Brothers.These are also somethe same companiesthat repeatedlyaccuse the Presidentof killing jobs.

Oddly enough, these accusers are thesame people who just as loudly claim thegovernment cannot produce jobs; only

the private sector does that.What’s being whispered about election

circles, however, is the idea that thesesame major actual and potential employ-ers are inhibiting their own hiring to keepthe President on the ropes. And whynot? There is no hurry as they see it.Delays keep all sorts of financial commit-ments in check even as major govern-ment contracts keep refueling these bigoperations with taxpayer money.Certainly, the daily hundreds of millionsin defense contracts that rollout of theDepartment of Defense alone have pro-duced hundreds of thousands of taxpayerproduced jobs for more than a decade.A political strategy that keeps the

damper on new or limited job produc-tion benefits all these industries becausethey know their heavy contributionscould indeed produce a Republican vic-tory in November and have made nosecret of their support for candidate MittRomney.Just as important, the Supreme Court

decision that converted corporationsinto personhood changed forever how

American citizens have to contend on anuneven field in almost all political con-flicts.Citizens United v. Federal Election

Commission, 558 U.S. 50 (2010), is alandmark decision by the United StatesSupreme Court, which held that the FirstAmendment prohibited the governmentfrom restricting independent politicalexpenditures by corporations and unions. The decision overruled Austin v.

Michigan Chamber of Commerce (1990)and partially overruled McConnell v.Federal Election Commission (2003).[4]The Court, however, upheld require-ments for public disclosure by sponsorsof advertisements (BCRA §201 and§311). The case did not involve the fed-eral ban on direct contributions from cor-porations or unions to candidate cam-paigns or political parties, which remainillegal in races for federal office.In short, corporations could pump lit-

erally billions into politics as personsthemselves without seeking any vote orother permission of stockholders. To besure, labor unions possess much thesame power, but there is little evidencememberships are in opposition to over-all union politics. However those mem-berships may see things, there is nocomparison to the economic impact ofthe major corporations that have profit-ed hugely from government business foryears and especially in the Iraq andAfghanistan wars that seem to have noreal end.In Iraq alone, the international oil

combines have reaped hundreds of bil-lions of benefits from the efforts ofNATO (mainly American) forces torehabilitate the country’s oil fields.So back to the current and unseemly

campaign to control the most powerfulpiece of real estate in the entire world:the White House, a campaign in whichthe economy and mostly jobs have beenthe main focal points.Republican strategists are said to have

persuaded the beneficiaries of theSupreme Court decision to hold the lineon hiring to maintain their effort toembarrass President Obama despite theimpact on the unemployed and millionsfacing potential foreclosure on theirhomes.What is just as confusing and discour-

aging has been the inability of theDemocratic candidate and sitting worldleader to deploy his own minions tostrike back very publicly. �

Jobs propaganda is a facadeBy Joseph Honick

Joseph H. Honick,is president of GMAInternational inBainbridge Island,Wash.

The Holy See, the CatholicChurch’s insular governing body,has hired Fox News correspon-

dent Greg Burke as a senior communi-cations advisor as it copes with ongoingcrises and other PR issues.The move comes after a simmering

Vatican scandal involving leakedchurch documents — dubbed“Vatileaks” by the European press —reached a boiling point last month withthe arrest of Pope Benedict XVI’s per-sonal butler.Burke, who covers Europe and the

Middle East for Fox News based inRome and was a Time correspondent inthe city for 10 years, is a member of thechurch’s conservative lay group OpusDei. He told Reuters, which he workedfor earlier in his career, that he turneddown overtures from the Vatican twicebefore agreeing to take the post lastweek.“Anything that can show an openness

and willingness to meet the press is astep in the right direction,” Burke toldthe Daily Beast. “But more than anattempt to humanize it, I would say it’s

an attempt to modernize it. It’s going tobe a slow process. The Vatican is notgoing to change in a day.”He reports to Vatican deputy secre-

tary of state, Archbishop AngeloBeccui.Father Federico Lombardi is the

Vatican’s on-the-record spokesman. Hetold a press conference May 27 that, “itis painful to see such a negative image”of the Holy See, adding the scandal“put trust in the church and the HolySee to the test.”On Burke, Lombardi told the

Associated Press in Vatican City thatthe correspondent will “integrate com-munications issues within the Vatican’stop administrative office, the secretariatof state, and will help handle its rela-tions with the Holy See press office andother Vatican communications offices.”The pope’s butler, Paolo Gabriele,

meanwhile, faces up to 30 years inprison, charged with aggravated theftfor allegedly passing Vatican docu-ments to an Italian journalist. But someVatican watchers and media have spec-ulated that Gabriele is a fall guy andlikely did not act alone. �

Vatican fortifies PR powers



PEOPLE IN PR

Hamp rolls to Toyota

Julie Hamp, who left the top commu-nications post at PepsiCo in March,took the Toyota North America

Chief Communications Officer slot on June 25.She takes over for Jim Wiseman, whoretired at the end of June after 23 years atToyota, the last two serving as its firstCCO.

Hamp will bebased in Torrance,Calif., reporting toToyota Motor SalesPresident and CEOJim Lentz.Toyota has 1,800

dealerships in theNorth America,including Toyota,Lexus and Scion,

with sales of 1.8 million vehicles in 2011.It employs 37,000 people in the region. Prior to PepsiCo, she worked in market-ing communications and PR at GeneralMotors, including VP, comms., Europe,general director, comms., Latin America,Africa and the Middle East, andVP/comms., Saturn.PepsiCo in April tapped Brunswick andBush administration alum Jim Wilkinsonto head communications. �

Faulkner to BGR

Charles Faulkner, a veteran of thedefense business and Republicanpolitical circles, has joined BGR

Government Affairs as VP. Most recently, Faulkner was at consult-ing firm Booz Allen Hamilton supportingthe National Geospatial-IntelligenceAgency and promoting technical systemsdata programs for the Dept. of Defenseand U.S. foreign governments.Previously, he was Senior Analyst forScience Applications International Corp.,counseling the DOD and the U.S.Strategic Command. He also was legislative liaison for theCommander of the U.S. NorthernCommand and North American AerospaceDefense Command.In the Bush White House (2003-2009),Faulkner was Senior Advisor forLegislative Affairs at the State Dept.Earlier, he worked the Capitol Hill beat

for Louisiana Congressman Jim McCreryand supported daily operations in theRepublican Whip’s office. �

Gore aid returns toFenton

Kalee Kreider, environmental advisorand communications director forVice President Al Gore, is back at

Fenton Communications as managingdirector of its Washington office.She had been seniorVP at Fenton from2003-06, handlingmedia, crisis andCapitol Hill outreachfor MoveOne.org,Win Without War,Environmental MediaServices and TrueMajority.Earlier, Kreiderspent ten years atnon-profits Greenpeace, Ozone Action andNational Environment Trust, which is nowPew Environmental Group.With Gore, Kreider handled promotion ofhis best-seller, “An Inconvenient Truth,”and his roles at Current TV (co-founder),Generation Investment Management (co-founder), Apple (board member), KleinerPerkins Caufield & Byers (partner) andGoogle (senior advisor). Betsy McManus,who handled communications for theWilliam J. Clinton Foundation, is Gore’snew communications director. �

GOP operative joins B-M

Matt Burns, communicationsdirector at the 2008 RepublicanNational Convention in Saint

Paul, is now Southwest PA Market Leaderfor Burson-Marsteller in Dallas. He reports to Nate Tibbits, U.S. PA Practice Chair.Burns led a team of more than 200 com-municators at the GOP confab, whichresulted in more than 2,600 surrogate

media interviews. Healso handled engage-ment with Google,Ustream TV andMicrosoft.Earlier, he did atwo-year stint aspress secretary inGeorge W. Bush’sDept. of VeteransAffairs.

Burns joins B-M from UnitedHealthGroup’s United Healthcare Medicare &Retirement unit, where he led PR, legal,government affairs, regulatory, marketingand sales functions. He also handled the

strategic partnership with the NationalCouncil on Aging. �

Cumberbatch goes toCleveland Fed

Iris Cumberbatch, a top corporate com-munications for Wells Fargo who didstints at Wachovia, Bank of America and

Citigate, has moved to the Federal ReserveBank of Cleveland as VP of public affairs. She started May 31 and covers public

information, strategic communications,web services and executive outreach for theheadquarters of the Fed’s Fouth District.Cumberbatch was Senior VP/Comms. forWachovia Corp. from 2005 through thefinancial crisis, exiting in 2009 for WellsFargo, where she was Senior VP of

Corporate Comms.under EVP OscarSuris and based inCharlotte, N.C.She earlier heldsenior roles at BoA,Citibank and theNational SecuritiesClearing Corp.Cleveland Fed chief

Sandra Pianalto wasprofiled in the Wall

Street Journal June 4. �

MWW grabsSchuerman for L.A.

MWW Group has acquired LosAngeles-based boutique shopEnso Communications, adding

Founding Partner JP Schuerman as anexecutive VP and general manager ofMWW’s Los Angeles office. Schuerman previously led Edelman’sL.A. operation and takes the MWW GMslot vacated by Coby King in April. MWW CEO Michael Kempner said themove is part of the independent firm’s pushto “accelerate our growth” in SouthernCalifornia. Eighteen-month-old Enso is agency ofrecord for the University of SouthernCalifornia, Triptrotting and Danhov. Schuerman, who praised MWW’s “inde-pendent and entrepreneurial culture,” hascounseled ESPN, Coors, Mattel andGoogle, among others. He led Edelman/L.A. for two years as

Executive VP and GM and earlier wasEVP and Chief Strategist for L.A.-basedCarryOn Communication. He was PRDirector for Event411 during the dot-comcraze. �

Kreider

Hamp

Burns

Cumberbatch



WASHINGTON REPORT

social/digital and media relations. Proposals are due July 20. The solicitation documents canbe downloaded at fbo.gov. �

Ellen Field, who held top public affairs and communica-tions posts at the Dept. of Health and Human Services,Porter Novelli and the Peace Corps., has landed at The

Cadmus Group in its strategic communications and markettransformation unit.

Field, who takes a Principal title at theArlington, Va.-based consulting firmfocused on environmental and publichealth issues, was deputy assistant secre-tary for PA at HHS during the last twoyears of the recent Bush administration. She moved to HHS from Porter Novelli,where she was Executive VP for Healthand Social Marketing.For the Bush administration’s first term,

she was Communications Director for thePeace Corps. over four years. �

Cadmus bolsterscommunications unit

Field

Former White House communications aide Mike Hammerwas officially sworn in as the State Department’s publicaffairs chief by Secretary of State Hillary Clinton in June,

although he has been in the jobsince March. Hammer, a former Special

Assistant to President Obama,senior Director for Press andCommunications, and NationalSecurity Council Spokesman,moved to State last year andhas the title Assistant Secretaryof State for Public Affairs. “He understands the impor-

tance of what we’re trying todo, not just government-to-government diplomacy, but peopleto people,” said Clinton. “And with information rocketingaround the globe faster and in more varied ways, we have to beexercising smart power in how we communicate. And that’swhy Mike has led Public Affairs to become a collaborative,comprehensive, one-stop shop for all State Departmentbureaus.”Hammer said at the ceremony that the U.S. government can’t

“cede the ground to the Al Jazeeras and Xinhuas of this world,”noting the State Dept. has increased the numbers of press brief-ing, bolstered its six regional media hubs, and launched 10 for-eign-language Twitter feeds, among other efforts. “We have tobe the ones telling our narrative,” he said.Hammer, who grew up in Latin America and is fluent in

Spanish, said to the press covering his swearing-in that mediakeeps government honest, accountable and sustains democracy.He added: “Perhaps we do not always make it easy for you, butwe have a shared common goal: to inform the American peopleand the world.”Hammer moved from the White House after the high-profile

exit of P.J. Crowley in 2011, the State Dept. public affairs headwho criticized the U.S. government’s detention of suspectedWikileaks source Pfc. Bradley Manning. �

State Dept. PA Chief sworn in

Hammer

Seasoned Republican PR aide Kyle Downey has beenenlisted as Press Secretary for the 2012 RepublicanNational Convention in Tampa in August.

Downey, who was Communications Director for two legis-lators considered possible vice presidential picks by GOPnominee Mitt Romney, is one the party’s “most effective andrespected voices,” said Williams Harris, CEO of the conven-tion’s Organizing Committee.Jim Davis, a former Gibraltar Associates and Brunswick

Group staffer, is Communications Director for the confab. Downey exits the Senate Republican Conference, where he

was Communications Director for the group of the party’s 47senators. He held the same title for the Senate RepublicanPolicy Committee, Sen. John Thune (R-S.D.), and Rep. RobPortman (R-Ohio), the latter two who are reportedly in theconversation for Vice President.The GOP convention is set for Aug. 27-30. �

GOP convention enlists Downey

The Centers for Disease Control is reviewing its nation-al tobacco education campaign aimed to counter tobac-co industry marketing efforts.

The CDC says cigarette companies spend about $1 millionan hour to promote their products and “glamorize and nor-malize tobacco use.”CDC’s Office on Smoking and Health currently works with

Alexandria, Va.-based Plowshare Group and on the $54 mil-lion “Tips from Former Smokers” campaign, a PSA-driveneffort with some PR support handled by GolinHarris. Plowshare is led by former Ad Council director Jeff Boal. The CDC office is reviewing the account to “extend andcomplement” its current efforts without duplicating what’salready been done, according to a solicitation document.The overall goal of the campaign is to educate the publicabout the harmful effects of tobacco use and encourage peo-ple to quit smoking. Creation and deployment of the PSA adsis the primary component of the work, complemented by

CDC reviews anti-tobacco PR



International PR News

Qorvis Communications, Washington, D.C., registered June 1, 2012 NATS Services, United Kingdom, to provide public and media relationsand communications support.

Daniel J. Edelman, Inc., Chicago, IL, registered June 6, 2012 for United Arab Emirates Ministry of Foreign Affairs, to build communicationsand research capacity within the Directorate of Energy and Climate Change (DECC) and effectively execute communications while transferringknowledge and communications skills to DECC staff over a 15 month period.

Wiley Rein, LLP, Washington, D.C., registered June 11, 2012 for Oleksandr Tymoshenko, Ukraine, to communicate with government officialsand members of Congress regarding the recent imprisonment by the Ukrainian government of Yulia Tymoshenko, the former Prime Minister ofUkraine. Will educate U.S. policymakers about this humanitarian issue and also actively encourage the U.S. to be supportive of GermanChancellor Angela Merkel's request that Mrs. Tymoshenko be released to a hospital in Berlin.

� NEW FOREIGN AGENTS REGISTRATION ACT FILINGSFARA News

Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington,D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work onbehalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings,visit www.fara.gov.

� NEW LOBBYING DISCLOSURE ACT FILINGSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerkof the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying DisclosureAct of 1995. For a complete list of filings, visit www.senate.gov.

Strategic Policies, LLC, Washington, D.C., registered June 12, 2012 for Daimler Trucks North America, Portland, OR, for greenhouse gasemissions and transportation issues.

Akin Gump Strauss Hauer & Feld LLP, Washington, D.C., registered June 15, 2012 for eHealth, Inc., Mountain View, CA, regarding delay inobtaining business license from Chinese Government; denial of market access in China.

Patton Boggs LLP, Washington, DC, registered June 18, 2012 for PhotoCure, Princeton, NJ, for issues related to coverage of phamaceuticals.

Daly Consulting Group, Washington, D.C., registered June 15, 2012 for PricewaterhouseCoopers LLP, Washington, D.C., regarding issuesrelating to accounting and auditing.

Lobbying News

WPP shareholders rejected a proposed 60% compen-sation hike for CEO Martin Sorrell at the ad/PRconglomerate’s annual meeting in Dublin in May.

In that non-binding vote, 59.5% of the proxies opposedWPP’s remuneration report.Philip Lader, WPP chairman, told the meeting that the boardwill take the “remuneration report very seriously.” “It’s pre-mature to determine if Sorrell’s compensation will be adjust-ed,” he added.Sorrell argued in favor of the comp hike, saying he deservedto be compensated as an owner and entrepreneur. He foundedWPP in 1985. Meanwhile, WPP reports revenues for the firstfour months of 2012 are up seven percent to $5.1 billion withoperating profit “ahead of budget.”The RLM Finsbury, Burson-Marsteller, Cohn & Wolfe,Glover Park Group, Public Strategies Inc, and Hill+KnowltonStrategies PR/PA unit also was up seven percent.WPP expects overall 2012 growth to top last year’s recordyear, but sees challenges ahead for 2013 as the U.S. confrontsits budget deficit with a possible deadlocked Congress.Sorrell is more bullish on 2014, spurred by the World Cup inBrazil, Winter Olympics in Sochi and mid-term U.S.Congressional elections. WPP moves on media monitoring shopWPP has entered exclusive negotiations to acquire Europeanmedia monitoring giant Press Index in a deal valuing the com-

WPP shareholders nix Sorrell’spay hike

B-M makes splash in France

Burson-Marsteller has acquired Paris-based i&e, which isFrance’s biggest PR firm with about 110 staffers and rev-enues in the $16 million range.

The combined Burson-Marsteller i&e has more than 150staffers, making it B-M’s largest outpost in Europe, Middle Eastand Africa region.Tristan Follin and Jean-Pierre Beaudoin, owners and co-

chairmen at i&e, now report to Philippe Pailliart, who waschairman of France’s B-M SAS. The WPP unit opened in Parisin 1977. General Electric, Johnson & Johnson, Mars, Microsoft, Coca-

Cola, Allianz, BDF Beiersdorf and MasterCard are among i&e’sclients.i&e launched in 1962. The B-M team moves into i&e’s office

space in August. �

pany at 11.2 million euro ($14.1 million). The company, founded in 1997 and publicly traded onNYSE Alternext, has 250 employees across four offices inParis, London, Milan and Madrid tracking print, digital,broadcast and social media.Clients include Google, Kellogg’s, Weber Shandwick, IBM,Havas and Lewis PR, among others. Revenue for 2010 was16.3 million euro. WPP said it is in exclusive negotiations to acquire 87% ofPress Index’s outstanding shares from founders and other sell-ers at 6.8 euro in cash. If that deal is completed, it will kickoff an all-cash tender offer for the remaining stake. �


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