M.O.S.T.E., Inc. International Travel Marketing and Entertainment. Dawn Drew Founder and CEO The M.O.S.T. E.

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1 M.O.S.T.E., Inc. Dawn Drew Founder and CEO

2 M.O.S.T.E.: THE MISSION M.O.S.T.E., Inc. is a marketing and PR consultancy created with the purpose of building authentic cultural experiences, messaging and marketing strategies to encourage community-based and sustainable travel among consumers.

3 The New Marketing Landscape Today s Traveler International Marketing and the CTP Domestic Tourism Growth Why It s the Next Big Agenda Item and How to Amplify It Partnerships, Themes and Regional Strategies Tactical Approaches to Reach Today s Consumer

This is the age of tourism not travel We have moved from a purchase economy to an experience economy This philosophy has led to a new compe::ve landscape Shorter, more

4 This is the age of tourism not travel We have moved from a purchase economy to an experience economy This philosophy has led to a new compe::ve landscape Shorter, more intense vaca:ons are expected by today s travelers Greater social/environmental concerns travelers want to make a posi:ve impact (or they expect you to do it for them) J. Cartwright

The US Media Market: Shifting, Immediate CONSUMERS WANT TO BE HEARD NOT TOLD Online media communi:es have greater influence Informa:on sharing and consensus building EVERYBODY IS A PUBLISHER

5 The US Media Market: Shifting, Immediate CONSUMERS WANT TO BE HEARD NOT TOLD Online media communi:es have greater influence Informa:on sharing and consensus building EVERYBODY IS A PUBLISHER The importance of blogs CHANGING LANDSCAPE OF PRINT MEDIA Check- list publishing Fewer features Greater emphasis on digital applica:ons (mobile applica:ons, branded websites, e- reader content)

International Marketing The CTP: Broad messages to major international markets Immediate impact will be in gateway locations into the US Major markets: Europe, Brazil, India, Russia, China Major

6 International Marketing The CTP: Broad messages to major international markets Immediate impact will be in gateway locations into the US Major markets: Europe, Brazil, India, Russia, China Major opportunity for Missouri: Target markets India Large number of Indian ex-pats who live in the state Theme travel that connects travelers from specific gateway cities in the US to major metro destinations in Missouri

Domestic Tourism Development Major driver of tourism growth in this country The basis of cultural enrichment, and cultural progression Creates and sustains jobs in America Entrepreneurial development

7 Domestic Tourism Development Major driver of tourism growth in this country The basis of cultural enrichment, and cultural progression Creates and sustains jobs in America Entrepreneurial development (gift shops, handicrafts sales, and other small businesses) Develop tourism circuits based on the unique cultural attributes of a destination Greater impact on the multiple business sectors that make up the tourism industry in the US: Restaurants Transportation Cultural Entertainment

8 NYC + Co.: 50 Million in 2012? NYC + Co.: 48.7 million visitors in 2010; 320,000 jobs Leverage every attribute of the destination Target travelers from near and far (39.1 million domestic tourists/9.7 million international visitors) Creative private sector partnerships Effective tourism partnerships

9 Build Emotional Connections With Your State Through Powerful Brand Experiences Experiential Travel Themes Food Cooking Music Jazz Country Partners Credit Cards Destinations National Retail Oil Companies

10 Atmosphere and Experiences: Blending Consumer and Industry USE EVERY OPPORTUNITY TO COMMUNICATE BRAND ATTRIBUTES Travel Industry Trade Shows Press Events Pitches for partnerships

11 Use Tactile Experiences to Communicate Brand Messages Take experiences on the road for consumer promotions: State food trucks at Taste of Chicago Missouri s American Jazz Museum at NYC s Jazz Festival Restaurant Week promotions in DC, Chicago and other major locations (guest chefs, food and beer tastings, etc. during big promotions)

Tactical Approach: Online Social Media Theme and Personality Development REPUTATION MANAGEMENT Provide interim responses on community websites to problems expressed by consumers Issue thank-you

12 Tactical Approach: Online Social Media Theme and Personality Development REPUTATION MANAGEMENT Provide interim responses on community websites to problems expressed by consumers Issue thank-you responses to flattering posts and invite them to your website or blog Build greater sense of community, increase feeling of ubiquity in digital spaces PERSONALITY AND THEME DEVELOPMENT Build presence on social media outlets for select personalities Connect all digital media assets for related personalities to build a bigger following

13 India Calling: 16,000 Answers

Experience and Expertise DAWN DREW For the past 17 years Dawn has been ac:vely involved in the travel industry holding various boards of directors posi:ons (including officer).

14 Experience and Expertise DAWN DREW For the past 17 years Dawn has been ac:vely involved in the travel industry holding various boards of directors posi:ons (including officer). Recently she was appointed Vice Chair of the US Department of Commerce Travel and Tourism Advisory Board. She has been ac:ve in The US Travel Associa:on (TIA); PATA (Pacific Asia Tourism Associa:on); the Prince of Wales IBLF, and many others. Industry speaker and author of the Geotourism Studies, Dawn was one of the pioneers of sustainable tourism marke:ng for des:na:ons, and created Travel to a Be_er World and Des:na:on Immersion two marke:ng and live experience programs aimed at consumers who travel to engage with local people. A career publisher, Dawn spent 15 years as Vice President of Na:onal Geographic Global Media and publisher of NG Traveler. She has held posi:ons with some of the world s most respected media companies, including the New York Times, Newsweek and the Atlan:c Monthly. In 2009 Dawn decided to begin an independent venture and is now Founder of The M.O.S.T.E. Inc., Interna:onal Travel and Entertainment Marke:ng. The firm s ac:vi:es are dedicated to using her exper:se in marke:ng and media to promote travel to countries for authen:c cultural experiences.

15 Experience, Expertise and Results Large-scale, tactile programs that provide culturally authentic, unique and tangible experiences are a powerful draw for consumers. Response to these programs has been extraordinary and allowed destination brands to establish solid emotional connections with people who seek cultural interactions when they travel. 2006: The Sounds of South Africa Music, Food and Wines from South Africa New York City Center featuring Hugh Masakela, Harry Belafonte and others. 3,000 attendance Chicago Cultural Center featuring Vusi Malasela, 800 attendance 2007: Sounds of India Music, Art and Film from India New York (3 locations) total attendance: 1,000 Miami Carnival Center for The Performing Arts, 2,000 attendance Atlanta University of Georgia, 500 attendance Chicago Cultural Center, 800 attendance San Francisco Asian Art Museum, 500 attendance 2008: Nights in Slovenia -- Music, Wine and Travel New York City -- Joe s Pub, 250 attendance Town Hall and the Millennium Theater, 1,000 attendance 2008: Mexico Unexpected Music, Coffees, Culture, Crafts New York (3 events), Total attendance: 6,800 Chicago Millennium Park and Cultural Center, 13,000+ attendance Los Angeles Hollywood Bowl, 13,000 attendance Toronto, CN Massey Hall, 3,000 attendance Washington DC The Kennedy Center,3,000 attendance 2009: India Calling --California Plaza (Los Angeles) 25,000 attendance (appx) The Hollywood Bowl 16,000 attendance 2010: India Calling Millennium Park (Chicago) 10,000 attendance (appx.)

16 The M.O.S.T.E. INTERNATIONAL TRAVEL MARKETING AND ENTERTAINMENT Dawn Drew

REACHING PASSIONATE TRAVELERS AROUND THE GLOBE

REACHING PASSIONATE TRAVELERS AROUND THE GLOBE WHERETRAVELER.COM DESTINATIONS Alaska Aspen Atlanta Baltimore Boston Charleston Charlotte Chicago Colorado Dallas/Fort Worth Daytona Beach Ft. Lauderdale