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2022 Agenda

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See last year’s program.

All eTourism Summit sessions and networking breaks take place in S330 A-D at the OCCC. All lunches with IPW will be held in South Hall A at the OCCC.

Sunday, June 5

3:00 – 6:00 pm

Registration: Orange County Convention Center

Welcome to eTourism Summit 2022!

In order to attend and enter the IPW Opening Reception at Walt Disney World® Resort EPCOT® you must pick up your badge at the convention center prior to the event.

7:00 – 8:00 pm

Evening Event Shuttles to IPW Opening Reception

Event Shuttles from Host Hotels to Walt Disney World® Resort EPCOT®

7:30 – 10:30 pm

IPW Opening Reception: Walt Disney World Resort

A Celebration of Culture and Possibilities

Join us for opening night of IPW 2022 at EPCOT® for A Celebration of Culture and Possibilities! Immerse yourself in the vibrant cultures of World Showcase as diverse Disney stories come to life. Enjoy a variety of international culinary delights, specialty beverages, global entertainment, unique photo opportunities and a few surprises as you stroll around the world at this exclusive party. This special event will be held June 5, and we invite you to be part of the magic as we welcome the world back to Orlando.

9:00 – 11:00 pm

Evening Event Shuttles

Event Shuttles from Walt Disney World® Resort EPCOT® to Host Hotels

Join us for opening night of IPW 2022 at EPCOT® for A Celebration of Culture and Possibilities! Immerse yourself in the vibrant cultures of World Showcase as diverse Disney stories come to life. Enjoy a variety of international culinary delights, specialty beverages, global entertainment, unique photo opportunities and a few surprises as you stroll around the world at this exclusive party. This special event will be held June 5, and we invite you to be part of the magic as we welcome the world back to Orlando.

Monday, June 6, 2022

7:30 – 4:30 pm

Registration

8:00 – 9:00 am

Coffee + Tea

8:30 – 9:15 am

Keynote: “Re-Storying”

What does your brand have in common with the first people to paint on cave walls? Stories, it turns out, are how the human brain constructs reality. They’re so powerful that recent studies have proven that the brain doesn’t discriminate between stories and “reality.” In fact, how we create what we experience as “The Universe” is in the stories we tell ourselves and others and the key to innovation. This relaxed and entertaining presentation focuses on how we can think about “Re-Storying” our guest experiences and brands to achieve Destination Performance. Bob Allen, CEO and Chief Storytelling Officer of the innovative brand and experience design firm called IDEAS, explores what the next destination experience world might look like and how it could be better than ever.

Bob Allen, Chief Storytelling Officer, IDEAS

9:20 – 10:00 am

The Good, the Bad & the Ugly

DMOs share their best and worst data decisions.

Gray Lawry, Vice President Strategy & Insights, Miles
Todd O’Leary, Vice President, Marketing & Communications, Sonoma County Tourism
Christine Spencer, Senior Director of Marketing, Philadelphia Convention & Visitors Bureau
Kate Yordi, Associate Director Research & Analytics, Visit Mesa

10:05 – 10:20 am

Multi-Destination Partnerships: The Data Tells the Story

Did visitors to the Smoky Mountains also go to Downtown Gatlinburg? Did they visit Ripleys? How many came from Raleigh, Chicago, or New York?

A rising tide raises all boats and location data shows you exactly how. A “True Visitor Journey” reveals information that allows several destinations, cities, and attractions to work together to drive visitation, maximize ROI from cooperative advertising, and boost multiple local economies.

Jeremy O’Neill, Director of Sales, Placer.ai
David West, Executive Director, Destination Marketing, Herschend Family Entertainment

10:20 – 10:40 am

Networking Break

10:40 – 11:10 am

Smart TV, Smart Insights: How to Harness the Migration to Connected TV

​Connected TV, the fastest-growing medium in travel advertising, combines an immersive format with digital targeting capabilities, all while reaching consumers in their home environment. The only thing missing is the conversion metric, right? WRONG! Destination marketers like Pure Michigan are leading the industry in harnessing the power of CTV while demanding best-in-class performance metrics that prove incremental impact.

Kick back and binge-watch as Samsung Ads, Arrivalist, MMGY and Pure Michigan demystify this wildly popular medium, tracked without a single cookie.

Ktimene Axetell, Vice President Sales & Industry Relations, Arrivalist
Ray Erickson, Head of Industry, Travel – US, Samsung Ads
Alana Patton, VP Media, MMGY Global
Kelly Wolgamott, Director, Travel Marketing, Travel Michigan

11:15 – 11:55 am

Destination Podcast Strategies For Every Destination

How can we do it and how much will it cost? We’re going to talk about destination podcasting on both a larger and a limited budget.

Stuart Butler, CMO, Visit Myrtle Beach
Melea Hames, Social Media Manager, Visit North Alabama
Adam Stoker, President/CEO, Relic

12:00 – 12:30 pm

Roundtable

Daniel Wiener, Director, Ad Sales, Kayak
Robyn Augustine, East Coast Media Sales Manager, Priceline.com

Sponsored by
 

12:30 – 1:45 pm

Lunch at IPW

1:45 – 2:25 pm

Q&A Panel & Lightning Round with Emerging Tourism Stars

Quick Thinking and Hard Working: 2022 Emerging Tourism Stars Light Up the Way. We asked these winners to bring their A-game and a crystal ball to this panel discussion about leading into the future of destination marketing.

Justin Farmer, SVP Business Strategy, MMGY
Ana R. Arzate, Marketing Coordinator, Visit Laredo
Kathryn Shea Duncan, Director of Social Media, Visit Lake Charles
Astrid Emmanuelli, Social Media Manager, Discover Puerto Rico
Frank Filice, Director, Brand Marketing, Sonoma County Tourism
Brianna McEnroe, Social Media & Digital Communications Manager, Discover Long Island
Reshonda “Shon” Perryman, Creative Design Manager, Visit Jackson
Courtney Spiess, Executive Director, Visit Marietta GA
Rachel Thompson, Executive Director, St. Cloud Area Convention & Visitors Bureau

In partnership with

2:30 – 2:45 pm

Talking Cars: Enhancing Traditional Vehicle Wraps With Modern Tech

We know that rideshare advertising using wrapped vehicles provides a cool solution. But guess what happens when you combine successful campaigns with cutting-edge digital technologies? Be the first to hear about a brand new solution that goes the extra mile to bridge the gap between a phystical and digital campaign.

Greg Star, Operating Partner, Carvertise
Ed Harris, President & CEO, Discover Lancaster

2:50 – 3:10 pm

Say Gay and Say it All Year Long!

You think about Pride when June rolls around, but did you put all of your LGBTQ marketing dollars into one basket? Does that basket expire on June 30th? LGBTQ consumers are LGBTQ all year long and your strategy should reflect that. We’ll show you who is doing it right and provide ideas to up your queer marketing game.

Dustin Woehrmann, President & Creative Director, Communify
Tom Whitman, President, Ion Marketing Group

3:15 – 3:55 pm

Harness Short-Form Video to Capture the Personality of Your Destination

Expert tips and best practices for how to create engaging video content plus an update on Google’s new organic channel for story-formatted content. And, hear from a DMO that gained 25K followers overnight.

Beril Gutierrez, Director of Social Media and Content, The Palm Beaches
Zoe Weldon, Community Growth Lead, Crowdriff

4:00 – 4:15 pm

Don’t Lift A Finger: Essential Lessons in Email Automation

While email automation solutions are readily available, many DMOs are not currently employing this powerful, efficient and time saving tactic. Learn how The Costa Rica Tourism Board leverages email automation to better connect with their audiences at scale from this 2021 ETSY Award winning campaign.

Whitney Attebury, Director of Email Marketing & Automation, MMGY Global

 

4:15 – 4:30 pm

Cheers to Day One!

Mike Robinson, Director, Marketing Solutions, LS Direct

Sponsored by

 

4:30 – 5:15 pm

Walk the IPW Floor: Day One

No passport required; your eTourism Summit badge will get you in. Check out the vibes around international inbound tourism at IPW.

Open Night

Tuesday, June 7, 2022

7:30 am – 4:30 pm

Help Desk

8:00 – 9:00 am

Coffee + Tea

8:30 – 9:10 am

Five Foundations for the Evolution of the Contemporary DMO

Let’s get into a framework for the future. Today, there’s an economic opportunity for which we need a new vocabulary and a new toolkit. The measures we’ve been using for years are no longer relevant for developing a strategic plan that encompasses new pressures and changing needs.

Jay Kinghorn, Chief Innovation Officer & Co-founder, Zartico

9:15 – 9:30 am

What Just Happened and How Do Travelers Feel About It?

Sentiment matters and we must measure it. Covid, BLM, supply chain disruption, soaring gas prices, and a war. More than two years of bi-weekly American traveler sentiment surveys have revealed takeaways that we cannot ignore.

Amir Eylon, President & CEO, Partner, Longwoods International

9:35 – 9:50 am

Clear Sailing: Celebrity Cruises Has a Strategy for SEO Success

When cruising stalled, Celebrity Cruises embarked on a digital trip that increased organic web traffic by 70% to more than 1.6 million organic visitors per month. Even landlocked destinations will want to find out how they do it using a holistic SEO strategy, leveraging technical SEO solutions, content marketing, and link-building campaigns.

Tyler Cooper, Co-founder and Director of Search, Socratik
Alex Weintraub, Director of Marketing E-commerce, Celebrity Cruises

9:55 – 10:10 am

Information? Fresh Out. Rethink and Redesign Your Visitor Center First

Why did True Omni and Alabama State Tourism Office decide to take a fresh look before building their first visitor center? What were the goals and objectives that pushed them toward technology and away from paper?

Douglas Ralston, President & CEO, True Omni
Grey Brennan, Deputy Director, Alabama Tourism Department

 

10:15 – 10:30 am

Who’s the New Face on Your $20 Bill?

It’s been 200 years since Harriet Tubman was born, yet she’s becoming more famous. This human rights activist has ties to Auburn, NY in upstate Cayuga County that are relevant today in diversity conversations. The challenge? Authentically marketing to a diverse audience and working with local partners to ensure the welcome is as authentic as the marketing.

Nicole Mahoney, CEO, Break the Ice Media & Podcast Host, Destination on the Left
Karen Kuhl, Executive Director, Cayuga County Convention and Visitors Bureau

10:30 – 10:50 am

Networking Break

10:50 – 11:20 am

The Travel Vertical Podcast

Broadcasting live from eTourism Summit. You’re a guest on Episode #31 of The Travel Vertical Podcast.

Laurie Jo Miller Farr, Editor, The Travel Vertical
Adam Stoker, President/CEO, Relic Agency + EKR

11:25 am – 12:05 am

Panel — Seeing Around Corners: Part I

What’s cooking? One of these panelists is a professionally trained pastry chef. We don’t know exactly what these thought leaders will be cooking up to help us “See Tomorrow,” but we do know it will be yummy.

Laura Fernandez, VP Head of Industry, Travel + Gambling, SiriusXM
Kara Franker, CEO, Visit Estes Park
Dave Serino, Founder & Chief Strategist, TwoSix Digital
Chris Roebuck, Founder & CEO, Clicktivated

12:10 – 12:25 pm

The Power of Virtual Travel

How did you keep them dreaming about your destination when the world stopped? Learn how Visit Orlando leveraged their immersive virtual tours with the innovative Xplorit platform to inspire travelers during the pandemic and continue virtual site visits with meeting professionals.

Misty Goff, Director of Marketing, Visit Orlando
Greg Murtha, President/Founder/Inventor, Xplorit

12:30 – 1:45 pm

Lunch at IPW

1:45 – 2:30 pm

“Envelope Please.” We Have Winners — 5th Annual eTSY Awards

Because excellence in digital tourism marketing deserves recognition, this is always a highlight at eTourism Summit. Our judges found some of the very best examples in eight categories.

Derek Price, Director of Business Development for North America, Expedia Group Media Solutions
Josh Collins, Head of Product, Community & Education, Zartico

Sponsored by

2:35 – 3:55 pm

Shark Tank 2022: Bright, Shiny, New Objects

Necessity is the mother of Invention. Eight startups present their bright, shiny new objects — ideas that they believe the industry cannot do without. Channel your inner Mark Cuban and put your shark tank hat on. Which idea would you fund?

AJ Brau, Co-Founder & CEO, Wander
Danny Guerrero,
Principal / Founder, The Culturist Group
Dominique Olowolafe, CEO & Founder, Lightly
Marina Petrova,
CEO, Intentful
Richard Cutting-Miller, Executive Vice President, Road.Travel
Jaclyn Yost, Founder, ecomadic
Taylor Pena, SVP of Global Partnerships, SocialVenu
Vito Pagano,
President/CEO, GettinLocal

 

4:00 – 4:15 pm

Florida’s Space Coast: Marketing Dollars Must Have Plenty of Impact After Blast-Off

Just like a space missile, Florida’s Space Coast is not OK about sending marketing dollars on a mission without understanding exactly what economic impact is returned. Let’s launch a discussion about the measurement process tracking hotel revenue for linear TV buys, connected TV, programmatic and everything in between.

Leroy Bridges, Senior Industry Specialist – Tourism, ADARA
Peter Cranis, Executive Director, Space Coast Office of Tourism

4:15 – 4:30 pm

Cheers to Day Two!

Vivian Mur, Director – Travel & Tourism, Aki

Sponsored by

 

4:30 – 5:15 pm

Walk the IPW Floor: Day Two

No passport required; your eTourism Summit badge will get you in. Check out the vibes around international inbound tourism at IPW.

Open Night

Wednesday, June 8, 2022

7:30 am – 4:30 pm

Help Desk

8:00 – 9:00 am

Coffee & Tea

8:30 – 9:10 am

Panel — Seeing Around Corners: Part II

What’s cooking? One of these panelists is a professionally trained pastry chef. We don’t know exactly what these thought leaders will be cooking up to help us “See Tomorrow,” but we do know it will be yummy.

Erin Duggan, Vice President, Visit Sarasota County
Jason Swick
, VP of Strategy & Insights, Simpleview
Derek Price, Director of Business Development, North America, Expedia Group Media Solutions

9:15 – 9:30 am

You’ve Never Seen a Visitor’s Guide Like This Before

LA is cool, right? So how come they’re producing a print guide? Atlas Obscura is working with Discover Los Angeles to redefine the visitors guide. Living across print and digital, the Official Visitors Guide, along with The Explorer’s Guide to L.A. map, the Meeting Planners Guide, and the L.A. Luxury Guide, are traditional tourism materials, reimagined. Take a look…you’ve never seen anything like this before.

Ariel Azoff, Executive Director, Brand & Tourism Partnerships, Atlas Obscura
Kathy Smits, Senior Vice President Global Tourism Development, Discover Los Angeles

9:35 – 10:30 am

Value-Based Positioning Isn’t Something You Do. It’s Who You Are.

Values-based marketing isn’t about creating culturally relevant content …nor is it about finding your destination’s social purpose. It’s a scientific data-led process that makes everything easier, clearer, and more efficient for a DMO. We’ll walk you through why it matters and how to do it, and you’ll leave feeling inspired (that’s a promise).

Matt Stiker, SVP Travel – Advisory, BVK
Stephanie Barkow, Head of Strategy, BVK
Lauren Murray, Head of Activation, BVK
Jeremy Whitt, Head of Media, BVK

10:30 – 10:50 am

Networking Break

10:50 – 11:10 am

The Travel Vertical Podcast

We’re taping at eTourism Summit, and you’re in the live audience on Episode #32 of The Travel Vertical Podcast. Today, our guest is Robert Patterson, Senior Vice President Marketing Technology at MMGY Global, to share and discuss the initial findings from a new tech survey among DMOs.

Laurie Jo Miller Farr, Editor, The Travel Vertical
Adam Stoker, President/CEO, Relic Agency + EKR Co-hosts of The Travel Vertical Podcast
Robert Patterson, Senior Vice President Marketing Technology, MMGY Global

11:15 – 11:55 am

Sustainable Travel: We All Need to Walk the Walk

There’s no time to waste, so help is on the way. Steal these ideas from DMOs who are leading in this all-important space.

Tom Foley, SVP Business Intelligence, Inntopia
Teresa Savage, VP of Sales, Monterey County Convention & Visitors Bureau
Jonathan Smithgall, VP of Digital Marketing & Media, Love Communications
Jennifer Wesselhoff, President & CEO, Visit Park City

12:00 – 12:30 pm

Stakeholder Buy-In: Nailing the Ever-Moving Target

Stakeholders’ interests can vary greatly, even within one organization. Who are your stakeholders? What do they care about? And how can you set, meet, and report on goals that will actually move the needle for your destination? Join us as we discuss stakeholder re-education, goal alignment, and community-wide buy-in using geolocation and visitor attribution marketing technology.

Chad Netherland, Director of Marketing & Public Relations, Gatlinburg Convention and Visitors Bureau
Lori Pappas, Marketing and Media Relations Manager, Discover Flagstaff
Kelly Smith, Director of Advertising, Datafy

12:30 – 12:45 pm

Lunch at IPW

1:45 – 2:25 pm

The Proven Results of a Visitor Demand Engine: How to Drive Revenue to Your Destination

Every destination is unique and so are the visitors it attracts. A destination demand engine can create demand and drive visitors that have the biggest impact on local economy. During this session, we’ll discuss how you can create a hyper-efficient, outcome-driven demand engine for your destination to attract the right visitors – all while proving every marketing dollar yields positive economic impact.

Coryn Briggs, Director of Digital Marketing, Traverse City Tourism
David Chastain, VP of Travel & Tourism, Epsilon
Kara Franker, CEO, Visit Estes Park

2:30 – 2:45 pm

“La IDEA” Program From Discover Puerto Rico

La IDEA – Island Digital Education Academy – is how Discover Puerto Rico helps Island businesses create a strong digital presence to inspire more customers, support their communities and bolster economic success. This unique initiative works to improve the depth, quality and discoverability of thousands of these visitor-facing businesses, resulting in a sustained increase in revenue and a measurable improvement in the completeness and vibrancy of Puerto Rico’s overall global digital footprint.

Leah Chandler, CMO, Discover Puerto Rico
Kim Palmer, Destination Optimization Program Director, Miles Partnership

2:50 – 3:05 pm

Three Mini-Case Studies: Use the Power of Third Parties to Lift Your Brand

1) Earned media activations, 2) influencer programming, 3) unique brand partnerships. Using third parties as part of a public relations effort can have a tremendous impact on your bottom line while driving strong messaging, trust, and affinity. Three mini-case studies show how leveraging the brand equity of partners can deliver credibility and positive attitudes that many other elements of the marketing mix may not.

Leah Chandler, CMO, Discover Puerto Rico
Bettina Garibaldi, SVP, Managing Director, Ketchum Travel, Hospitality & Leisure

3:10 – 3:25 pm

Purpose-Driven Marketing Shifts From a Nice-to-Have to a Must-Have Strategy

Truism #1: Purpose-driven marketing is critical for travel marketers and DMOs. First, we’ll identify the social issues that travelers are most concerned about. Second, we’ll show you how to skillfully incorporate these into your marketing initiatives using actual Tripadvisor case studies.

Carol Johnson, Senior Principal Client Partner, Tripadvisor

3:30 – 3:45 pm

Case Study

Madden Media

3:50 – 4:05 pm

Reaching Your Next and Best Visitor

How Visit Tampa Bay drove true incremental bookings and revenue by using Journera’s hyper-targeted audience segments that reaches new visitors and re-engages lapsed visitors. Learn the steps this DMO took to access first-party booking data from airlines and hotels to deliver a winning marketing campaign.

Janette Carter, Vice President of Marketing & Communications, Visit Tampa Bay
Maria Sheetz, Director of Sales, Tourism, Journera

4:05 – 4:20 pm

Cheers to Day Three!

4:15 – 5:15 pm

Walk the IPW Floor: Day Three

No passport required; your eTourism Summit badge will get you in. Check out the vibes around international inbound tourism at IPW.

7:00 – 8:30 pm

Evening Event Shuttles

Event Shuttle from Host Hotels to Universal’s Islands of Adventure

7:30 – 11:00 pm

Closing Event with IPW: Islands of Adventure

Universal Parks & Resorts is throwing one of the biggest parties ever for IPW 2022. We’ve reserved the entire Universal’s Islands of Adventure theme park just for you. All night long, you’ll have unlimited access to the incredible rides and attractions in The Wizarding World of Harry PotterTM – HogsmeadeTM, along with Skull Island: Reign of Kong, and Jurassic World VelociCoaster. It’s an entire universe of action and thrills-and it’s all yours.

WIZARDING WORLD and all related trademarks, characters, names, and indicia are © & TM Warner Bros. Entertainment Inc. Publishing Rights © JKR. (s22)
© 2022 Universal Studios and Amblin. Universal elements and all related indicia TM & © 2022 Universal Studios. All rights reserved.

9:00 – 11:30 pm

Evening Event Shuttles

Event Shuttle from Universal’s Islands of Adventure to Host Hotels