Meeting Notes for the October 13, 2003 Meeting
|U.S. Travel and
Tourism Promotion Advisory Board
Monday, October 13, 2003
Washington Convention Center
Welcome and Introductions
- DFO Julie Heizer opened the second meeting of the Travel and
Tourism Promotion Advisory Board and turned the proceedings over to Chairman
- Chairman Rasulo welcomed the Board members, their staff, and
guests to the
meeting, and introduced Bill Hanbury, President & CEO, Washington,
Convention and Tourism Corporation.
- Mr. Hanbury officially welcomed the Travel and Tourism Promotion
Advisory Board to Washington, DC. He then introduced Allen Lew,
President of the Washington Convention Center.
- Mr. Lew welcomed the Board to the brand new $850M convention
Update of Sub-Committee Work
Marketing/Communications (Jay Rasulo)
Partnerships/Strategic Alliances Sub-Committee (Noel Irwin
- Irwin Hentschel outlined the recommendations of the sub-committee,
saying that her team is looking at potential strategic partners
for both the grants program and the overall umbrella campaign.
- They recommended that the $10M grants:
- Be announced to key constituencies as soon as possible
so that organizations can start to get together to
build their applications;
- Be sent to partners who have been very active in
the marketplace (list available from Travel Industry
- Be tied in to the theme of the overall umbrella
- Provide some flexibility to expand outside of the
five target markets if the destinations choose to
- Timelines and legal guidance be provided by DOC;
- Be managed by DOC.
- She reiterated the critical nature of the timing/timeline to
- The sub-committee further outlined that several strong
possibilities had been gleaned from the White House Conference
on Tourism that should/could be considered by the TTPAB
- A brief video or advertisement;
- Celebrity power should be brought to bear through this
- U.S.-based travel industry organizations and companies
could be asked to carry the new brand/theme/logo/slogan in their
- The program could reach out to international meeting;
- Credit card companies could be asked to include promotional
travel information about the United States;
- International auto clubs might be asked to assist America’s
efforts by including similar direct mail “stuffers”;
- Educational tours should be hosted by various; and
- Emphasis should be on nature and national parks.
- Tilton reported that there was a great diversity of ideas presented
during the Measurement sub-committee meeting, and those ideas
bring challenges for measuring this program. The TTPAB may find
that a discreet campaign is what is measured as an example of
the work that has been done, and that other things are simply
regarded as “value added,” as measurement of the
whole program may prove too difficult and/or expensive to manage.
- Tilton said the type of measurement that is put in place will
be critical. He thinks something must be done pre- and post-campaign,
so we will be able to see what we’ve done.
- Irwin Hentschel suggested that perhaps the best way to get
quickly to the marketplace would be to support campaigns already
- Taubman said there has to be some proper use of the brand that
is being developed.
- Rasulo said that unrelated, undiluted use will definitely make
a negative impact.
- He felt that if the campaign focuses on cooperative types of
programs, there will be very little risk of dilution of the
- Conlin said that part of the award would look at their suggested
use of the brand/ messaging and its integrity.
- Tisch suggested that a newly produced video could be used.
He felt strongly that it should not just be print that would
be utilized in the overall campaign.
- Rasulo said the Internet also needs to be taken into.
- He thinks the solicitation of partners will have to wait until
something more solid is ready and available.
- Irwin Hentschel requested a list of criteria for international
tour operators to use in order to be included in cooperative
- Mendenhall agreed to come up with an outline of general criteria
for potential partners.
- Rasulo showed the “See America” newspaper inserts
as one successful cooperative print advertising campaign. He
said it’s not complicated, but simply takes time to organize.
- Measurement/Research (Glenn Tilton)
- Tilton outlined the Measurement/Research sub-committee’s
- Establish a responsible base line;
- There is DOC research available;
- Decisions have to be made regarding the type of measurement;
- Some of the Measurement s/c’s decisions will
be reactive; and
- Someone from the Measurement s/c should be involved
in all other sub-committee meetings/conference calls so they
- Tilton asked Gretchen Krugler, United Airlines, to provide
some additional insight to the Measurement s/c’s deliberations.
- She asked what the call to action was going to be for the campaign
(website, sweepstakes, etc.).
- She also reminded the Board that future years’ research
should be kept in mind as the decisions about the current research
needs were being made.
- Conlin asked “How will we change attitudes and perceptions
about America?” This kind of question must be included
in whatever research is implemented.
- Tilton suggested that putting together an expert working group
may be a more effective way of getting incremental work performed.
Staff from OTTI would be included in this working group. The
Board tacitly agreed that this would be a beneficial way for
the Measurement s/c to perform.
- Rasulo suggested that the Board consider “success-driven
compensation” as a possible way to measure and compensate
whatever company is chosen.
- He further suggested that specific measurements be part of
the final RFP.
- Tilton said that success measures will need to be carefully
- Taubman said that a comprehensive time line with the responsible
parties will be critical.
- Rasulo called for a timeline of work to be developed and presented
to the Secretary so he is kept abreast of progress.
Next Meeting Date & Location Announcement
- Rasulo announced that the next meeting would be on Monday,
November 10, 2003.
- Public Comment
- Liz Doyle, Rhythms of the South (representing Atlanta, Nashville
and New Orleans), talked about the grants program. She said
that most destination marketing organizations (DMOs) are on
July 1st fiscal years, and that monies for a new program such
as this would be available after July 1, 2004. to the DMOs.
- She asked for consideration of a grant program and criteria
that is more specifically geared to the travel and tourism industries.
- She invited the TTPAB members to attend their “Rhythms
of the South” marketplace that was being held 10/31-11/2/03
- Linda Joyce Forristal, food and travel editor for the Washington
Times, submitted a written plan for the federal government to
create an “American Greeter” program.
- Katherine Gonzalez, Hispano Chamber of Commerce, asked the
Board to consider how the businesses that are members of her
organization might be able to tap into the resources being offered
by this program, and to make those opportunities available with
as wide a net as possible.
- Andrea Sigler, Connected International Meeting Professionals
Association, believes international conventions are a good way
to cross-pollinate and to introduce international visitors to
the United States.
- The Chair thanked each of the speakers for their time and comments.
- None was presented. He thanked the Board and guests for their
- DFO Heizer thanked the Board and guests for attending the 2nd
meeting of the Travel and Tourism Promotion Advisory Board and
adjourned the meeting at 4:40 p.m.