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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Now displaying: November, 2020
Nov 18, 2020

In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you.

What You Will Learn:

Nicole’s keynote speech on world-changing collaboration
Why travel and tourism will bounce back stronger than ever
How we can master the art of collaboration to keep travel alive in the “new normal”
How to apply the 3 C’s of Collaboration framework
Why we need to have a collective vision to have a successful recovery
Examples of world-changing collaboration lived out by other travel and tourism professionals
How tourism marketers have leveraged digital media to collaborate

Collaboration During Economic Recovery

In our solocast episode of Destination on the Left, we share some exciting new content in an episode format we’ve never done before. Nicole Mahoney does an exclusive table read of her keynote speech about world-changing collaborations. During the podcast, She provides a refined perspective on the importance of collaboration in the travel and tourism industry. Collaboration will play a significant role in the economic recovery of our industry, and we compiled numerous conversations with other industry experts so we could share the overarching sentiment with you.

We Will Bounce Back Stronger Than Ever

For a long period after 9/11, people were afraid to fly, afraid to travel to big cities, and afraid to gather for large group events. Sounds familiar right? At the time it was hard to imagine the travel and tourism industry ever recovering from such a devastating impact. Through that world-shaking event, then the great recession, and now the global pandemic resulting from COVID-19, the travel industry has and will continue to prevail. It will bounce back stronger than ever, and sometimes we forget that—while history doesn’t always repeat itself—it often rhymes.

The Art of Collaboration

It is overwhelming to look at what has happened to our industry knowing there is no clear end in sight, but we are in this together. If we can master the art of collaboration, we will find new ways to keep travel and tourism alive in the “new normal” that awaits. Adversity creates pressure and urgency that stimulates creativity and brings out the best our minds have to offer. Never let that go to waste. Take advantage of the opportunity to band together with our industries brightest minds and lead the world out of this. Collaboration is truly an art, and by harnessing its power, we will come out better than before.

Additional Resources:

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Nov 11, 2020

As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. Her love of the road trip began at age 7 and even her High School was on a Scenic Byway. After a career in architecture and facility management, ending at The World Bank in Washington, DC, she was able to transform her love of the road trip into a successful career. Since beginning to develop road trips and driving travel packaging for destinations throughout the United States, Dr. Forbes has assisted over 300 locations to develop and promote new travel products in their areas. While managing an international inbound tour operator, she included scenic byways in every possible driving trip for overseas visitors.

Even though Dr. Forbes still assists destinations and regional locations to develop road trip experiences, more recently she contracted to take on the role of Director of Development and Marketing for the National Scenic Byway Foundation, and also the management of the effort to develop a comprehensive website to include all scenic byways and scenic roads throughout the United States. In addition to those roles, she serves as Professor of Destination Management and Marketing for the Temple University Masters in Travel and Tourism program. Dr. Forbes is conversant with the economic impact of Scenic Byways and scenic roads along with methods to create economic development in areas where it is hardest to come by. Her unique background in working on all sides of the equation – developing road trip experiences for the travel sellers and selling road trips as the head travel agent, holding an IATA number to travel buyers, plus teaching the subjects and working in economic development delivers a comprehensive perspective on what today’s visitors need and want and what travel sellers must do to respond, not found anywhere else.

She holds a Bachelor of Fine Arts and Master of Art and Architectural History from the University of Wisconsin, a Doctorate in Environmental Planning from Union University, a Certificate in Digital Marketing from the University of Illinois, and is currently working on an MBA at Taft University.

Destination on the Left is joined by Dr. Maree Forbes, Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass. She also discusses the use of storytelling to create visitor experiences, and the importance of collaboration in travel and tourism.

What You Will Learn in This Episode:

  • Dr. Forbes’ journey into the travel and tourism industry
  • The importance of scenic byways to the small towns and communities that they encompass
  • How Dr. Forbes creates itineraries based on visitor experience
  • How Dr. Forbes drove international travel through America’s scenic byways and drives
  • How storytelling enhances the ability to build visitor experiences
  • What Dr. Forbes has done to target different demographics with her travel experiences
  • The importance of creativity and collaboration in building road trip experiences

The National Scenic Byway Foundation

Dr. Maree Forbes is the Director of Development and Marketing for the National Scenic Byway Foundation. As America’s Road Trip Expert, Dr. Forbes has traveled by car in all 50 states, enjoying hundreds of scenic byways and scenic drives passing through thousands of historic towns. She has assisted over 300 locations to develop and promote new travel products in their areas. And her experience spans every piece of the equation. On our podcast, Maree shares her story and talks about the importance of scenic byways to the small towns and communities that they encompass.

Preserving the Beauty

Dr. Forbes designs unique road trip experiences for scenic byways and scenic drives in conjunction with The National Scenic Byway Foundation, an organization that picked up the pieces when federal funding was cut. She and her team are looking for ways to promote these one-of-a-kind travel routes on one central platform so they can fund preservation efforts and maintain the irreplicable beauty of the byways and scenic drives for generations to come. You can’t just build a new one when the beauty is destroyed, so these efforts are critical to locations across the country.

The Personal Travel Portfolio

Building these unique road trip experiences for a broad spectrum of travelers requires a lot of creativity. As competitive as the travel and tourism industry can be, Dr. Forbes had to figure out how to elevate the road trip. It was a challenge to inspire visitors to take the scenic route instead of flying to a destination and flying back, but she had a lot of success targeting international travelers with her “personal travel portfolio.” Many international travelers wanted to rent a car when they got to America, but with the grandiosity of the U.S., they didn’t quite know where to start. This program had a story for each day of travel, with detailed information about things to see and do that would make their trip more satisfying. And the use of creativity to turn driving into a travel experience did so much for scenic byways and drives around the country.

Nov 4, 2020

While owning an ad agency was never in her dreams, Ginna Royce can’t think of a better way to spend her life–with the exception of being the next Food Network star! The opportunity to experience different industries, personalities, and technology through her clients is an amazing part of every day; the chance to share this with her husband–my partner–is a blessing.

She has deep West Virginia roots but was raised in northern Virginia. WVU provided a phenomenal Journalism education and she landed at the Dominion Post right after graduation. A short stint with an ad agency had her hooked on the culture but it was a client that forced her hand…he canceled his contract with the firm and told her to call him when she got her own office. She never looked back.

They cut their teeth on 18 hour days and lots of retail for the first 15 years, the last eight have included service and manufacturing industries along with international marketing. Delbert and Ginna developed a wanderlust recently that has taken them to Tahiti, Australia, New Zealand, Fiji, and Africa. And there’s still a lot to see. With three dogs and a cat, time at home is complete.

Ginna has a passion for this business…better yet, she has lifelong friends that entered her life disguised as clients and employees. It doesn’t get better than that.

Destination on the Left is joined by Ginna Royce, the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche.

The Evolution of Tourism Marketing

Ginna Royce is the CEO and Creative Director at BlaineTurner Advertising. BTA focuses on providing an honest, eye-opening approach to marketing, where research, strategy, and creative work in perfect unison. When we learned about Ginna’s work with the CVB in her region of West Virginia, we knew she would bring a ton of value to the table. On our podcast, Ginna shares her journey into the travel and tourism industry, and her unique approach to marketing in this niche. She explains what DMOs can do to generate more leads and maximize the results of their campaigns. And she also talks about how her agency is using collaboration to serve a CVB that now includes three counties.

No Experience Wasted

BlaineTurner was founded in 1986, and as you can imagine, a lot has changed in advertising/marketing in the last thirty-four years. Having that perspective enables Ginna to think critically about every business problem that her clients and prospects bring through BTA’s doors. In addition to that, her agency has served many industries outside of tourism like healthcare and manufacturing. Their broad spectrum of work means they can adapt quickly in the ever-changing market place as new channels, consumer behaviors, and industry trends arise. In travel and tourism, that is an important agency trait now more than ever.

Brand Positioning in Travel and Tourism

When your agency can navigate the challenges of a changing advertising landscape, you build trust that leads to long term relationships. A great example of this is BlaineTurner’s relationship with the Visit Mountaineer Country CVB. The organization has been working with BTA since its inception in 1986, and together they have worked through an expansion to three counties, as well as a complete rebranding of the CVB in 2019. Brand positioning is a major topic of discussion in travel and tourism. And Ginna’s ability to cater to visitors and stakeholders alike has enabled her clients to speak to multiple audiences while remaining effective. From giveaways to creative campaigns, BTA continues to find new ways to generate interest among different demographics.

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