Breakout Session: Set V, 1:15–2:15 p.m.
"Par for Course: Building Relationships With Outdoor/Golf Outlets"
Villa Room, Second Floor
Golf and adventure travel are multibillion-dollar tourism industries. Whether you seek to promote a golf course, sponsor a golf tournament or represent a destination with a variety of golf courses or outdoor activities, finding coverage can be a challenge. In this session, several of the top golf and outdoor journalists will offer case studies and inside tips on the best way to get your event or attraction covered by key golf and outdoor media outlets. You will learn:
- Current economic and demographic trends for golf/outdoor audiences.
- Examples of the best and worst pitches.
- Common mistakes PR professionals make when trying to promote sports travel.
Larry Olmsted, "Life on Vacation" columnist, USA Today, the nation’s largest newspaper, and the contributing travel editor for Cigar Aficionado magazine. Over the past 15 years he has held numerous editorial and columnist positions, including golf columnist for US Airways Attaché, golf blogger for USAToday.com, contributing editor for Elite Traveler and Lexus magazines, and five years as the golf and travel columnist for Investor’s Business Daily. He was the founder and editor of The Golf Insider (now Golf Odyssey) and is a co-founder of the nation’s leading network of golf travel websites, TheAPosition.com. His work has appeared in many of the nation’s largest and most visible magazines, newspapers and websites, including Golf Magazine, Travel & Leisure Golf, Golf & Travel, LINKS, Outside Magazine, Men’s Journal, Men’s Health, Playboy, Elle, the New York Daily News, Denver Post, Boston Herald, Boston Globe, Inc., Worth, Diversion, New York Magazine, American Way, Arthur Frommer’s Budget Travel, Ritz Carlton Magazine, Caribbean Travel & Life, Celebrated Living, Sports Afield, Popular Science, Robb Report, ForbesLife, ForbesTraveler.com, USAToday.com, and many, many others. He is the author of the critically acclaimed “Getting Into Guinness” and personally set or broke two Guinness World Records. He has twice been named a "Top 10 Play of the Day" on ESPN, and appears frequently as a guest expert on numerous radio and television shows, which have included "Good Morning America," "ESPN Sportscenter," "ABC Evening News," Outdoor Life Network, "Today New York," CBS Radio, and numerous nationally syndicated radio shows. He has authored or co-authored two books on golf travel, a book on winter sports, and has contributed to numerous guidebooks, including the Michelin and Unofficial Guide Series. He has served on the media advisory panel for Leading Hotels of the World, and is an active member of the Society of American Travel Writers and the Golf Writers Association of America, and a former member of the North American Snowsports Journalists Association.
Jeff Williams, contributing editor for golf, Cigar Aficionado, has been a newspaper and magazine journalist for more than 40 years. He is Cigar Aficionado's contributing editor for golf and has written for the magazine since 1993. He has also appeared in Golf Digest, Golf Magazine and Links Magazine, as well as the Major Series of Golf and the PGA Tour magazine. He has covered 62 major championships (and nearly 200 PGA Tour event), has traveled to England, Scotland and Ireland more than 50 times to cover golf tournaments and research golf travel stories. Williams has extensive knowledge of Caribbean and Hawaiian golf destinations, and has been to France, Spain, New Zealand and Fiji for golf. He is the world's worst professional golfer, often playing only because he is getting paid to do so, but enjoying the company of the thousands of people he has been privileged to meet along the way.
Kate Siber is a freelance writer, who has contributed The New York Times, The Boston Globe, Outside Magazine. Since interning at the Associated Press bureau in Rome and working as an editor at Outside magazine, Siber has parlayed her passions for travel, writing, and adventure into a career in journalism. There have been many turns along the way, from learning to shoot blow-guns with the Huaorani tribe in the Ecuadorian Amazon to tracking endangered rhinos in Africa and diving with bull sharks in Fiji. In addition to travel, Siber also covers other topics, such as health, fitness, and the environment. Her work has appeared in numerous other publications, including National Geographic Adventure, National Geographic Traveler, Budget Travel, Men’s Journal, Backpacker, Runner’s World, The New York Times and The Boston Globe. Her work has garnered awards from FOLIO and the North American Travel Journalists Association.
"Destination Family: Tapping the Burgeoning Market of Multigenerational Travelers"
Zapata Room, Second Floor
One of the industry’s fastest growing facets is multigenerational travel. Family travel has come a long way since the term was synonymous with Disney or camping. As 60 becomes the new 40, and 50 the new 30, family members of all ages are active, interested and looking for opportunities to travel together. In this session, you will learn:
- A variety of touch points to communicate and market to different family members.
- What families are seeking from their travel experiences.
- Key messages that are resonating with different target audiences.
Leslie Yap is editorial director of AutoClub Publications and editor-in-chief of Texas Journey, New Mexico Journey and Alabama Journey. During her 12 years with AAA, she has also worked on AAA's Westways and Western Journey (WA) magazines. Prior to being employed by AAA, she was an editor at Modern Maturity (now AARP: The Magazine) and Cat Fancy. She is the mother of two boys, age 12 and 15, and enjoys organizing group trips with friends and family, including an annual camping trip with up to 50 people. Two years ago she planned a three-generation family reunion in Mammoth Lakes, California, and her research resulted in a recent article on destination family reunions titled "Great Ways to Gather" for the AAA publications.
Evelyn Kanter is a freelance writer, contributor to Westways, as well as author of "Peaceful Places: New York City." Kanter has been reporting on travel since the 1970s, when she was an investigative consumer reporter for ABC Television and CBS Radio in New York. Her current focus is environmental and affordable travel, especially for multi-generation families and groups. Kanter has written or edited more than two dozen travel guidebooks, including for Michelin. Her first travel app, "NYC Free and Frugal," was published in 2010. Her articles have appeared in publications including The New York Times, Family Circle, Redbook, Travel & Leisure and in-flights; she is a regular travel contributor to Yahoo News and ASTA Network Magazine, writes a syndicated newspaper column on car travel, and publishes two blogs, EcoTraveller.info and TheBigAppleOnTheCheap.com Kanter also has served as an on-air spokesperson for travel-related companies, and works with corporate executives and celebrities as an interview skills coach to prepare them for talk show appearances. She is a native and lifelong New Yorker, mother of two, and grandmother of two. She can be reached at (212) 724-7071.
Norm Wilkens, president, Wilkens Consulting,was twice called on to head an advertising agency team that marketed the State of Indiana. In the l980’s, Wilkens produced and directed two-one hour video travel documentaries – one on the Caribbean and one covering Europe – that were aired on Indianapolis television. An accomplished writer, Norm has written a number of articles for California’s AAA Magazine – Westways. He is also involved in completing a book on business travel, “The Hot Water Doesn’t Reach The 13th Floor.”
"Showcasing Strategy: Featuring Arts and Culture in Your Destination Campaign"
Carranza Room, Second Floor
Showcasing your destination’s unique character through arts and culture can often be a more effective means of highlighting an area’s local flavor than great hotels, restaurants, night life or family activities. Arts and culture offer the distinct experience of shining a spotlight into the heart and soul of a community. So, where are the arts on your media radar? In this session, you will learn:
Link: MOMA I went Campaign
What key media are seeking to cover in the promotion of the arts.
- How to best engage the art-seeking traveler.
- When to globalize campaigns around travel-worthy spectacles.
Beth D'Addono is vice president of the Society of American Travel Writers. As a Philadelphia-based food and travel writer, he publishes regularly in a wide range of print and electronic media, including AAA Traveler, ninemsn.au, fourseasons.com, Wells Fargo Conversations, The Boston Globe, Inside Jersey Magazine, Philadelphia Daily News, The Jewish Exponent, Pennsylvania Wine & Spirits and others. She is the travel editor for Bucks Living, a Philadelphia regional monthly lifestyle magazine. She has written and co-authored several books, including "Must Sees New Orleans" (Michelin), the "City Tavern Cookbook" (Running Press), "Access Philadelphia," "Access New Orleans" (Harper Collins) and "Impress for Less! Finally, Terrific Recipes From the Finest Restaurants You Can Really Make At Home" (Wiley & Sons). Beth is currently Vice President (2010-2012) of the Society of American Travel Writers (SATW), and a member of American Society of Journalists and Authors (ASJA) and Les Dames d'Escoffier.
Kim Mitchell, APR, chief communications officer, The Museum of Modern Art, New York, oversees marketing, public relations, and graphic design. In her position, Mitchell leads a staff of 18 to formulate communications strategy, institutional branding and graphic identity in print, broadcast, digital marketing and social media. She also spearheads media relations, reputation and issues management, and market research. Prior to joining the museum as a publicist in 1997, Mitchell was Director of Marketing and Communications at the Parrish Art Museum in Southampton, New York. She began her career in advertising as an art director and copywriter, including Abreu/Mitchell Advertising, an agency she co-founded and managed for six years, which specialized in creative services for small and medium-sized business. Mitchell holds a Master of Science degree in Communications Management from the Newhouse School, Syracuse University, and a BFA in Photography from Tyler School of Art, Temple University.
Betsa Marsh, president elect, Society of American Travel Writers, is a A Lowell Thomas Travel Journalism Award winner. Marsh is a writer/photographer who has covered travel stories on every continent. She’s the author of “The Eccentric Traveler: A World of Curious Adventures,” and magazine and newspaper articles featured in publications, such as National Geographic Traveler, Islands, American Way, Endless Vacation, Midwest Living, Ohio Magazine, Indianapolis Monthly, plus USA Today, Dallas Morning News, Miami Herald, Toronto Star, Atlanta Journal-Constitution, Pittsburgh Post-Gazette and Cincinnati Enquirer. She’s always on the look out for quirky angles -- festivals, history, ghosts -- in the next new place.