Adam Stoker is the Co-Founder, President, and CEO of Relic, a full-service destination marketing agency. For over 15 years, Adam has excelled in the leisure travel, stakeholder engagement, and destination branding spheres.
Immersed in the world of tourism, Adam has spent time as a member of the Utah Tourism Industry Association Board. He is a frequent speaker and collaborator at industry events nationwide, speaking at the Utah Tourism Conference, Texas Travel Summit, several Destinations International events, and more. A passionate thought leader in the world of owned media, Adam speaks on the power of branded content and the success his clients have seen with this bold strategy.
Adam hosts the Destination Marketing Podcast, a weekly podcast with over 115,000 total listens that shares insights and experiences from worldwide industry professionals. Published in 2020, Adams’s book, “Touchpoints: The Destination Marketers Guide to Brand Evaluation and Enhancement,” is available on Amazon.
On this episode of Destination on the Left, I talk with Adam Stoker about his three-part formula for putting owned media to work for your DMO. He shares examples of destinations using an owned media strategy to deliver big results and how he’s helping them leverage ChatGPT to make content easily accessible and actionable.
What You Will Learn in this Episode:
- Adam’s insights on using owned media to attract today’s travelers
- How Adam uses ChatGPT strategically to make content more accessible by creating chatbots for destinations
- Adam shares the 3 C’s for building an audience — content, community, and commerce and how they influence purchase decisions
- How technology allows for building a community beyond geographical limitations, expanding destination marketing opportunities
- Adam’s scalable vision for a network of destination marketing podcasts, creating opportunities for collaboration and growth
Embracing Owned Media for Audience Engagement and Influence
On this episode, we’re talking about the importance of owned media in attracting today’s travelers. Owned media is a company’s website, blog, and social media channels, and they allow brands to build connections with their audience and potential visitors. Adam shares his three-part formula for using owned media in organizations – content, community, and commerce – and provides a strategic framework for building and leveraging an audience.
Adam discusses the strategic use of ChatGPT, to make content more accessible. He has found that by using it, destination marketers can provide accessible and engaging content experiences for their audience, such as responsive chatbots that boost their brand’s reach and keep them top of mind.
Shifting from Geographic to Interest-Based Marketing
We dig into the paradigm shift from geographical marketing to interest-based marketing. As developing technology allows for precise audience targeting based on specific interests, destination marketers can capitalize on this shift to engage niche audiences within communities. Adam shares examples like The Palm Beaches and Visit Myrtle Beach, which have successfully focused on specific audience interests, demonstrating how interest-based marketing can yield more impactful results than traditional geographical marketing approaches.
Diving into Branded Entertainment and Long-Form Content
Adam also introduces the concept of branded entertainment and emphasizes the need to prioritize entertainment over traditional advertising methods. Destination marketers can create content that resonates with their ideal audience by understanding current visitor preferences for longer and more engaging content. Building a community around this infotainment is a great way to engage your audience.
Resources:
- Website: relicagency.com
- LinkedIn Personal: https://www.linkedin.com/in/adamstoker/
- LinkedIn Business: https://www.linkedin.com/company/relicadvertising/
- Destination Marketing Podcast: https://destinationmarketingpodcast.com/
Rowena Sahulee is a marketing executive with over 20 years in the dual realms of tourism and economic development.
She has worked in marketing functions at organizations such as Circle Line Statue of Liberty Ferry and Harbor Cruises, the first concessionaire to the Statue of Liberty. The Greater Houston Partnership, the main business organization in the Houston, Texas, 10-country region. Choose NJ, the economic development marketing organization for the State of New Jersey.
After Choosing NJ, she started with Empire State Development in the Division of Tourism, I LOVE NY, as the Director of Tourism Marketing, Licensing, and Public Relations for New York State. She worked with their PR agency for journalists to write about the States’ 11 vacation regions. Additionally, she oversaw the multi-million dollar retail licensing program for the I LOVE NY logo and tourism segment marketing programs.
Her next role was with the Long Island City Partnership, the local neighborhood economic development entity in Long Island City, Queens, as their Director of Marketing & Communications.
Today, she has started her own tour operation, Meaningful Experiences, utilizing her expertise to offer NYC experiences, day trips outside of NYC, and overnight getaways to the local market. She received her Bachelor of Arts from the State University of New York at Buffalo and her Master of Business Administration from Texas A&M University.
On this episode of Destination on the Left, I talk with Rowena about the importance of serving the locals in your destination, how important relationships are to success, and why protecting the integrity of your brand is so important. Rowena also shares details about her unique business model and how she found a niche not already covered in New York City.
What You Will Learn in this Episode:
- How Rowena found a gap in the market for hassle-free trips and meaningful experiences
- Her vision of creating collaborative initiatives that enhance the community’s connection to New York’s attractions
- Why Rowena is collaborating with a local talent agency to create a monthly Broadway program
- Rowena’s vision for future collaborations that enrich the local community
- The importance of being open to unexpected opportunities, staying adaptable, and remaining open-minded
Embracing Unexpected Opportunities
Rowena and I discuss the importance of being open to opportunities, even unexpected ones. She shares how her career trajectory, spanning the public sector, private sector, and nonprofits, has equipped her with a deep understanding of destination marketing and community engagement. I love that Rowena’s passion for capturing meaningful moments and her dedication to offering unique experiences really shine through in our conversation.
Meaningful Experiences in a Changing Market
Rowena shares more about how she identified a gap in the market for meaningful experiences, especially for families and corporate groups. Drawing from her extensive experience in the travel and tourism sector her company, Meaningful Experiences, brings tours directly to New York communities, aiming to make experiencing the city easier and more enriching. Rowena’s focus on collaboration and shared goals exemplifies her approach to creating impactful local initiatives.
Innovations in Tourism Marketing
On the show, Rowena expresses her excitement about bringing tourism experiences to the local market and discusses her recent collaboration with a friend who owns a talent agency to create a monthly Broadway program. This collaboration illustrates her innovative approach to promoting Broadway and fostering a love for the arts within local communities. Rowena’s vision for future collaborations with other local groups demonstrates her commitment to pioneering amazing and unique experiences that really do enrich the local market.
Resources:
- Website: www.meaningfulexp.com
- LinkedIn Personal: https://www.linkedin.com/in/rowenasahulee/
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This week we’re coming to you directly from the ABA Marketplace in Nashville, where I’m talking to eight amazing travel industry experts about why there’s a sense of energy and forward focus in 2024. They share more about the experiences visitors to their destinations are requesting and dig into the importance of authenticity and making genuine connections between visitors and locals.
In this episode, you’ll hear from these travel and tourism industry leaders:
- Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
- Kris Hoff: President & CEO, Happy Times Tours, and Experiences
- Adam Jacobson: Director of Sales & Marketing, Villa Roma
- Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
- Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
- Marlene Smith: Sales Manager, Traverse City Tourism
- Greg Takehara: CEO at Tourism Cares
- Darrin Thurman: Tourism Manager, Visit Springfield, IL
Key Insights from ABA Marketplace 2024
The ABA Marketplace 2024 conference brings together travel and tourism professionals to share insights, discuss industry trends, and explore opportunities for growth and collaboration. It’s a fantastic opportunity to connect and exchange ideas, and it emphasizes the significance of partnership and sustainability in the industry.
Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
Lorey discusses the significance of building relationships in the travel and tourism industry and shares why attending industry events is such a great idea for new professionals. She also stresses the importance of authenticity, professionalism, and persistence in building successful partnerships.
Kris Hoff: President & CEO, Happy Times Tours and Experiences
Building strong connections with tour operators enhances visitor offerings. Kris shares why he prioritizes offering exclusive, hands-on, immersive experiences and discusses the trend towards experiential travel. He also digs into the value of the connections made at events like ABA Marketplace and why they’re crucial for building relationships, not just for business but also for future personal connections.
Adam Jacobson: Director of Sales & Marketing, Villa Roma
Adam reflects on the meaning of partnership and shares his reaction to winning the Spirit of Partnership Award at ABA. His word for the ABA Marketplace is ‘partnerships’; and he describes why he enjoys making connections and meeting other people in the industry.
Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
Sonya emphasizes the importance of building genuine relationships in the travel and tourism industry, which takes time and dedication. She encourages new professionals to be authentic, provide results, and maintain professionalism while being actively engaged in industry organizations and events.
Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
There’s no doubt that the last few years have been tough for the travel and tourism industry, which is why Jill is so excited about the returning numbers of visitors and travelers post-pandemic. She discusses the interest in creating memorable group experiences and highlights the importance of making connections with industry colleagues, and partners to enhance offerings, entice travelers, and encourage repeat visits.
Marlene Smith: Sales Manager, Traverse City Tourism
Marlene shares her excitement for the tourism industry in 2024, mentioning increased business for tour operators and the opportunity to explore new destinations. There is a focus on developing more tour products, including group-friendly restaurants and exclusive behind-the-scenes experiences. Marlene encourages future tourism professionals to find their niche, hone their skills, and not be afraid to network and meet new people.
Greg Takehara: CEO at Tourism Cares
Greg discusses the impact of the travel industry on sustainability and social-economic issues. He discusses the interest in responsible travel and carbon offsets, emphasizing the importance of meaningful travel experiences. We also discuss the importance of collaboration and partnership in addressing industry challenges, particularly in the context of sustainability and addressing social, environmental, and economic issues.
Darrin Thurman: Tourism Manager, Visit Springfield, IL
Darrin discusses the limitless opportunities within the tourism industry, emphasizing the potential for diverse career pathways and growth. He expresses excitement about the steady improvement in business post-pandemic and the renewed energy from staff and visitors in his location. Darrin describes the ABA Marketplace as a place of “heart,” emphasizing the sense of family, camaraderie, and love within the industry, and encourages young professionals to explore the incredible potential the industry has to offer.
The Importance of Building Lasting Relationships
We explore the dynamic world of travel and tourism, and explore the impact of the industry on sustainability and social-economic issues. Our amazing guests highlight the importance of building lasting relationships, the excitement of the resurgence of post-pandemic travel, and the value of learning and making connections within the industry.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
This week, the podcast is coming to you from the ABA Marketplace in Nashville, where nearly 3,000 tour and travel professionals convened to learn and network with their peers. From indigenous experiences in Alberta to the revitalization of destinations like Philadelphia and Branson, this episode is packed with valuable perspectives on collaboration, envisioning the future of travel, and the power of personal connections in the tourism industry.
In this episode, you’ll hear from these extraordinary leaders:
- Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
- Richard Arnold: President & Director of Fun Atlantic Tours Canada
- Marcy Barnes: Market Development Specialist, Tourism New Brunswick
- Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
- Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
- Ryan Elliott: Manager – Business Development at Travel Alberta
- Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair
Insights from ABA Marketplace in Nashville
At the ABA Marketplace in Nashville, we dug deep into tourism partnerships, connections, and relationships. Our industry experts discuss the importance of building connections, the impact of border closures on the industry, and the resurgence of group travel post-COVID. Guests share their experiences of being part of the travel industry in 2023, make predictions for 2024, and highlight the vibrant energy of the travel industry right now.
Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
Vince and I discussed the increasing interest in indigenous experiences for group travel in Canada. He also touched on the upcoming recovery of the country’s tourism industry and why connection-building is the most vital part of attending shows like ABA Marketplace.
Richard Arnold: President & Director of Fun Atlantic Tours Canada
I loved hearing Richard’s thoughts on the challenges and rewards of promoting hands-on experiences in tour itineraries for a post-COVID new normal. He emphasizes the need to be dynamic and creative when planning tours and looks ahead to new opportunities and collaborations in 2024.
Marcy Barnes: Market Development Specialist, Tourism New Brunswick
Marcy highlights what she is most excited about for the tour and travel business in 2024, including new or expanded itineraries that come into the beautiful province of New Brunswick. She also discusses why networking is the most important thing at events like ABA Marketplace and how the event allows her to connect with buyers and build collaborations with other PMOs.
Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
Aaron shares his excitement for the upcoming year in the tourism industry as someone who is new to the industry, particularly focusing on the trend of slow travel and why taking time to really connect with a destination is so important for visitors. His word for ABA Marketplace is ‘amazing,’ and it’s not hard to see why!
Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
Greg and I discuss the importance of authenticity in travel experiences, and he shares more about how his destination is meeting this need by highlighting their historical visitor attractions. He dives into the value of face-to-face interactions and the significance of industry events like ABA Marketplace in rebuilding the tourism economy.
Ryan Elliott: Manager – Business Development at Travel Alberta
Ryan discusses the importance of cultivating relationships and trust within the tour and travel industry, with a particular focus on the pivotal role of partnerships in driving shoulder season growth. He underscores the energy and passion crucial to the industry and highlights ABA Marketplace as a vital event for fostering connections and collaboration.
Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair
I was interested to chat with Bud about the travel industry’s adoption of technology, the shift towards cashless options for student travel, and the trend of longer and more exotic experiences for adult travelers. Bud also shares personal experiences that underline the transformative impact of travel experiences and how they shape people’s lives.
The Power of Partnerships
The enriching insights I got from travel industry leaders at ABA Marketplace underscores the transformative potential of partnerships and connections in shaping the tourism industry’s future. As the industry continues to rebound, the value of collaboration, innovation, and a shared passion for creating remarkable travel experiences emerge as guiding forces. Through a commitment to building meaningful relationships and fostering inclusive partnerships, the tourism industry is poised for a future defined by innovation, authenticity, and sustainable growth.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/