TRAVEL INDUSTRY TRENDS & HOW WE GOT HERE

In recent years marketing professionals have been pounded with the idea that millennials are reshaping consumer trends. Apparently, the group has been responsible for seemingly everything. From changes in shopping behaviors (online, interactive, mobile!) to dining preference (fast casual, local food, avocado toast!) to creative executions and font preference (sustainable packaging, millennial pink! Futura, Avenir, Gotham!)

Wellness travel has been identified as the next frontier of travel preference. For those unfamiliar with wellness travel, these consumers are identified in two ways, either seeking out a destination that allows for a continued routine of fitness and health or those seeking a destination as a break for the betterment of their personal health.

The Evolution Will Be Televised…

Beyond creating a destination for health or to better one’s health, we are now seeing an underpinning of storytelling that must be woven throughout to truly make it a destination worth visiting. It’s not enough to offer a menu of organic food sandwiched between daily yoga salutations. The next generation of travelers doesn’t want to just “consume”, they want immersive experiences. But you’ve heard that, right? And, these new travel experiences can’t just be experiential, they need to be transformative. Leaving a destination and returning as someone with a new outlook on life.

So, how did we get to the point where the average consumer has an expectation of a destination that is in parallel with an individual who might be spending many thousands of dollars on their vacation?

One medium that has influenced the landscape of travel is clearly social media. There have been several recent studies that show that the biggest influence of millennials booking travel is “how Instagrammable” a destination might be. Increased visibility to an awesome experience has certainly raised the bar.

We can also thank those individuals who are actually ON Instagram for creating all those covetable moments. Influencers have moved the needle in the direction of unattainable realities, think gold pineapple cocktails served up in flamingo inflatables at roof deck pool parties. While it all seems far-fetched, hotels and destinations have responded accordingly.

One exemplary example of a local hotel offering the complete destination experience is The Drifter. Imagine taking a step back to 1957 and checking into the roadside Motel 6 minus the leaky faucet. Instead of your standard stay, you will lounge on Eames era inspired furniture while possibly engaging in poolside yoga or meditation. It isn’t just about throwing amenities at your guest, it’s enveloping them in all things authentically unique or at least seemingly authentic.

So, how can we as travel and tourism destination marketers adapt our messaging in a way that will resonate for these new storyline seekers? We need to dig deep. Who are the individuals that uniquely comprise the cultural fabric of our destination? Who are the creators, artists and change makers we can connect our guests to? How can we do this in a way that is authentic and meaningful? What are the unique to our destination experiences we can exclusively offer to our consumers? Or how we can devise messaging and a commercial approach that delivers on the above promises?

With such a visually inclined audience, a destination needs to SHOW how they might be different- this can be via social channels, their advertising campaign or via earned media placement. This concept sounds simple enough, but does the quality of your assets align with messaging of your destination?

Local experience packages or “tours” as we used to call them should be made readily available to this new destination traveler. The experiences need to be made richer- behind the scenes tours, exclusive tastings, meet the maker one on one’s or unique to the destination activities like cliff side yoga, immersive grape stomp wine making followed by terroir trivia. While some of these things might sound ridiculous, there is certainly no question that each would be memorable… sign me up!

 

 

 

THIS BOOT WAS MADE FOR…EXPLORING!

My journeys as part of the Louisiana Travel Association’s Louisiana Tourism Leadership Academy

 

Dear Carrie, Happy New Year! We are excited to have you as a student for our fourth year.

I returned to work after holiday break to this greeting in my inbox. It was a New Year, 2018, and I was beyond excited to learn that I’d be embarking on a year-long professional development journey exploring our great state of Louisiana (the boot), as part of the Louisiana Travel Association’s (LTA) 2018 Louisiana Tourism Leadership Academy (LTLA).

We’d represent a group of 28 strangers, picked to live in a house, work together and have their lives taped, to find out what happens when people stop being polite… and start getting real. Oops, sorry, flashback to my days binge watching MTV’s The Real World.

In reality, we were a group of 28 lucky tourism professionals from across the state, selected among a slew of applicants, to explore some of Louisiana’s best tourism assets in cities including New Orleans, Baton Rouge and Lake Charles, along with those lesser known, but just as enjoyable areas, like Natchitoches, Monroe-West Monroe and Avoyelles Parish.

The program’s mission is to build future tourism leaders, develop their leadership skills and strengthen their networks. And that it did!

Over the course of the year, I logged approximately 1,981 miles of travel, and committed 120 hours to the program. I learned about the importance of advocacy at the State’s Capital; I discovered the charm of Natchitoches (and learned how to pronounce it correctly!) and toured the church where Julia Robert’s character (Shelby) gets married in the movie Steel Magnolias; I shook the hand of the Mayor of Mansura, La., Kenneth Pickett, and tasted some of the best cracklins I’ve ever had at Durand Food Store – I would later place a special order to feature them at the rehearsal dinner of my wedding; I toured (tasted and enjoyed) Landry Vineyards – one of Louisiana’s few wineries; and I discovered a new found love for craft beer at Crying Eagle brewery in Lake Charles.

But more importantly, I made lasting connections with peers that I know I can call on at anytime for feedback, guidance or a favor. I went beyond my comfort zone of Baton Rouge and New Orleans, and visited areas that I’ll travel back to one day, and will encourage others to explore as well. And I saw firsthand the hard work of our tourism leaders to promote Louisiana, not just for their wellbeing, but for all residents and visitors.

I’m happy to extend my involvement in LTLA as a proud alumnus and as part of the LTLA Auction & Scholarship Committee. The two-year commitment is made up of six individuals representing each former LTLA class. As part of my involvement, I’ll be meeting with future LTLA classes. And so, these boots will keep walking…

 

Do you represent a destination you would like to promote? Our professionals are passionate about travel and tourism and DEVENEY would love to help, tweet us @DEVENEYMKTG to get the conversation started.

 

SOCIAL ACTIVISM & WHEN BRANDS TAKE A STANCE

The digital age has ushered in a new era of social activism and political involvement, which has greatly affected the way consumers interact with brands. When taking a stance, brands can easily become subjects in the court of public opinion. Will their stance result in crisis or will they be applauded for their good intentions?

After Colin Kaepernick first took a knee during the National Anthem on August 26th, in protest of minority treatment in the United States, there was a media frenzy and the public took to social platforms to express their dissatisfaction and support of Kaepernick’s actions.  Fast forward two years and Kaepernick is still in the spotlight.

Most recently, he became the face of the newest installation of Nike’s “Just Do It” campaign, “Dream Crazy.” In response, many customers burned merchandise in outrage and cries of boycott rang out across social media. Mayor Ben Zahn of Kenner, LA responded to the advert by imposing a ban on Nike apparel for the parks and recreation department, which was leaked on social media September 5th. Crisis ensued almost immediately, and the Mayor was blasted in a media maelstrom of national proportions.

The digital era has given everyone a platform and a voice. The omnipresence of social media creates an environment in which brands are highly visible. Mayor Zahn’s Nike ban received widespread attention which was greatly increased by social media. Every action he took following the announcement of the ban was followed closely and widely critiqued. For public figures and companies, it is important to consider the following when making divisive statements that make a significant impression on your audience/the public. Your crisis response should always prioritize:

  • Audience
  • Timing
  • Messaging

Gauge your audience. Kenner is home to a diverse population. Many citizens were very outspoken about the memorandum and organized a protest within days. Community members and notable figures such as team members of the New Orleans Saints attended in solidarity. City council members and other local politicians also spoke out against the memorandum, sighting an infringement of basic rights. You must be cognizant of public sentiment when addressing a crisis because you want to ensure that your audience is receptive to your message.

Be aware of your timing. The backlash against Mayor Zahn’s order was immediate. The memorandum was issued on September 5 and he rescinded the order on September 12th. After the original leak, the Mayor refused to comment any further when questioned by media. The response rate to public outcry was prompt but his original messaging did not steer the conversation in a positive direction.

Formulate an appropriate response. It’s important to formulate a response that will resonate with your audience and change the conversation. Mayor Zahn initially responded by saying, “The memo speaks for itself.” This was followed by a public statement in which he defended the ban saying that taxpayer dollars would not be used to support a company that is “using their powerful voice as a political tool.” The public was not very receptive to this response. Mayor Zahn would have fared better if he had initially taken an apologetic tone as opposed to a defensive one.

Nike, on the other hand, received a significant increase in sales, 31% as of September 7th, despite this apparent backlash. Featuring Kaepernick, a controversial figure, in their most recent ad was a bold move but Nike indubitably considered their timing, messaging and brand position before making this decision, allowing them to come out ahead.

Ultimately Mayor Zahn rescinded his order on Nike apparel and products, stating “Acting upon advice of the city attorney, I have rescinded my memorandum of Sept. 5. That memorandum divided the city and placed Kenner in a false and unflattering light on the national stage.” While many are against the use of Kaepernick in the Nike ad it has yet to impact their sales/revenue negatively. This demonstrates how quickly the public is ready to react when public figures and companies take a stance on social issues. Taking a stance does pose some risk but with the right preparation, counsel and proper understanding of your target audience you can positively impact your brand.

Want to learn more about crisis communication? Join our conversation by tweeting us @DEVENEYMKTG.

 

 

WE CONTINUE TO MAKE IT HAPPEN

In our latest one-minute and nine-second video, DEVENEY showcases some of our latest and greatest work.

Whether it is for the travel and tourism, hospitality, or food and beverage industries, we strive to make our clients top-of-mind across the nation.

DEVENEY has continued to shine as an industry leader – targeting highly sought-after millennials by incorporating social media influencers, Snapchat filters and strategic digital ads while continuing to foster traditional media connections along the way.

In the world of over-influence, we have been charged with standing out without losing the authenticity of our clients. For example, Windsor Court,  a New Orleans luxury hotel, offered a Royal Wedding Weekend Getaway for those who couldn’t make it across the pond to Windsor Castle for Prince Harry and Meghan Markle’s nuptials.

Another interesting tactic we implemented for the hotel just one year prior focused on a vastly different topic. Since Windsor Court is pet friendly, we coordinated and hosted a local New Orleans mini pig influencer, (that’s right – I said pig) My Best Friend Hank, to enjoy the hotel’s amenities. You can even see the cute Snapchat filter we designed and implemented for a meet and greet with the pig around the :55 mark in the video.

We’ve talked about this until we’re blue in the face – this is the age of experiences. We are constantly searching for the best photo-op to post on Insta-stories or feeds. We’re asking how our trip to Iceland be better than that of our millennial friend or blogger/influencer. DEVENEY strives to answer those questions by curating top-notch creative content that tells stories in New Orleans and beyond. And we want to do it for you.

Like what you see and want to learn more? Ask us anything on Twitter using #DEVchat or @DEVENEYMKTG.

5 STUPIDLY COMMON MISTAKES THAT INTERNS KEEP MAKING; ANOTHER INTERN’S PERSPECTIVE

Here at DEVENEY, our team has had some truly wonderful people work in our Associate program over the years. Naturally, some people are challenged with the transition from college into an internship. As a recent graduate, I’ve seen a lot of friends head to internships. Let me tell you, some have gone well; some not so much. Here are the most common mistakes, courtesy of a recent alumnus:

 

Showing Up Hungover

Yes, this one sounds obvious, but it happens. People discover a new city, make new friends and hit the town. After being on their best behavior for the first few weeks, they go out on a Thursday night, just like they did in school, and they wake up Friday morning with a splitting headache.

They struggle on into work at 9:12 a.m., thinking that no one can tell. Trust me, they know. And they’re not impressed. Oh yeah, and if you do go out, make sure to scrub the bar stamp off your hand before you get to the office the next day; it’s not a good look.

 

Thinking You Know Everything

You’ve learned a lot in your classes. Maybe (hopefully!) you’ve had some leadership experience and some prior work experience. You feel like you get it. You made good grades in school, after all. It’s one thing to feel confident; it’s another to be ignorantly proud. I’ve learned so much in my internships and work that I was never taught in the classroom. The same will happen to you. Embrace it. Take every opportunity to ask for feedback and to learn along the way.

 

Not Admitting Your Mistakes

So you messed up. It happens, especially for interns. Yeah, I’m sure you’ve got a great reason for it. Maybe you showed up late because of traffic. Maybe you didn’t really understand how the copier works. Maybe you forgot to do that assignment your boss casually mentioned last week.

Whatever happened, own up to it. Acknowledge that you should have done a better job and follow up by pointing out how you’ll make sure to correct that error in the future.

Example: “I’m so sorry; I completely forgot to send out the media advisory yesterday. That’s completely on me. I went ahead and distributed it first thing this morning and called the media to ensure they’d received it. In the future, I’ll add all of my assignments in my planner to make sure this doesn’t happen again.” Don’t be afraid to fail; you are an intern after all. It’s expected. Just show your character and demonstrate how you’ll grow from your mistakes. And then please don’t forget to actually do that.

 

Taking Constructive Criticism Personally

As an intern, you’re going to receive some negative feedback. Maybe your press release was poorly written, or perhaps your boss was unsatisfied with your spreadsheets and wants you to redo them. It hurts a little. Nobody likes to feel like they’re bad at something they’re passionate about. But, it happens. And when it does, use the opportunity to learn instead of getting defensive.

You’re not expected to be perfect. But you are expected to learn from your mistakes. Maybe you need to practice your skills a little off the clock to keep up with the office’s pace. Whatever it is, be humble, patient and be willing to grow. Take every piece of feedback as a way for you to showcase your talents in the future.

 

Not Knowing Why You’re There

Are you trying to get a sweet letter of recommendation? A full-time job? The money? Consider that; and consider how hard you’re working. If you want to succeed in this field, you’ll need to outwork not only the other interns but also your fellow employees. Follow the company’s policies. Find out what your boss cares about; make that your pet project. This is, essentially, an audition. And you’ll need to work hard to stand out in this field. Good luck.

 

Interested in the DEVENEY Associate Program? Tweet us @DEVENEYMKTG

Wellness Tourism

Taking a vacation to reset your battery isn’t a new concept, but it might leave you thinking about implementing some lifestyle changes. Check out our infographic, and see how this industry continues to evolve.

 

 

Wellness Tourism Industry Stats_Infographic

Perfecting Your Beach Instagram Post

Summer (DEVENEY Image)

Ah, summer – welcome back! This is the time we all start thinking about beach getaways and our next long vacation.

Lucky for us, with an office in West Palm Beach, Fla., we get those beach days more frequently than many. Not long ago we posted about how to take better iPhone photos and today we’re going to map out how to get the perfect beach ‘gram.

First things first, let’s talk about what kind of photo you’re going to post. When sharing your picture-perfect moments on Instagram, it’s important to think about what you’re trying to showcase. We’ve come up with six different types of perfect instagrammable beach moments.

  1. Drink in The Air
  2. Casual Lounging
  3. Floatie Fun
  4. Hot Dog Legs
  5. Beach Experience
  6. Scenic Surroundings

Each one of these moments has essential elements to ensure you get the very best beach ‘gram possible. We’ve sifted through some of our favorite Florida ‘grammers (and a few others, too) and come up with key essentials to ensure you’re sharing the very best picture-perfect moment.

Drink in The Air

This is a personal favorite Instagram style. I am a huge fan of the Drink In The Air/Food In The Air movement. The whole purpose of these kinds of photos is to show off the freshness, fancy-ness or beauty of whatever you’re drinking so obviously the most critical of essential elements for this photo is the drink itself. Some of our top suggestions: drinks inside fresh fruit (pineapple or coconut), cute cup (something monogrammed or a fun shape), or a cocktail with floral accents (like an orchid garnish). Another essential for the Drink in The Air shot is a fresh manicure – sorry, but it’s true. Your hand is part of the image, so make sure it’s lookin’ good.

Some tips for taking the perfect Drink in The Air style photo:

  • Use your dominant hand for taking the photo. I’m right handed so I generally do the holding with my left hand. (Pro-tip: this is where popsockets really come in handy!)
  • The background is everything, in our case the background is always Florida’s sandy shores and crashing waves. Palm trees and beautiful skies work, too.
  • Hold your drink strategically – if there is writing on the cup, make sure you can read it!
  • Take multiple photos from different angles to really capture the drink the way you want it to be captured.

Casual Lounging

This is for those of us who visit Florida beaches (or any beaches) with an “Instagram Husband” (or wife, or friend – whatever!) who can lend a hand in snapping those perfect pics. The essentials for this ‘gram are: trendy sunglasses, cute towel or beach blanket, straw hat and the perfect bathing suit.

There are lots of different ways this kind of photo could go so we encourage you to play around with the angles and the subjects.

Floatie Fun

For what feels like the billionth year in a row, ridiculously shaped and sized floaties are *the* beach and pool-side essential and I’m not complaining! Obviously, for this shot, the essential element is the floatie itself. Pizza, unicorn, pineapple – whatever – just jump aboard and float around.

Floatie fun by Nick Mele on Instagram

Hot Dog Legs

Another oldie but goodie, the hot dog leg photo. This is probably the most popular and most common of the beach ‘grams but, if I am being honest, it’s my least favorite so I’m not going to spend a lot of time covering it. You’ll simply need a pretty background and your legs as props to make this one work.

Hotdog Legs instagram image from Stephanie Matlock

Beach Experience

The goal of this photo is to capture the essence of the Florida beach experience. This means your “beach experience” photo may look different than mine. This kind of image is going to change depending on what your experience looks like. For me, the experience is about relaxation and tranquility so my beach experience image may include a book laying on my towel with the waves in the background. For others, the perfect experience may be walking the shoreline and collecting shells.

Scenic Surroundings

For this shot, we recommend using Florida’s greatest asset – its beaches. Add a sunrise or a sunset and basically, you’re creating nothing but FOMO for all of your followers.

Scenic Florida shot by Jupiter Photo Girl on Instagram

With these tips you will be sure to create the best beach posts this summer. Share yours with us by tagging @DEVENEYMKTG on Instagram.

A CREATIVE SWEEP

Photo of Handwritten "Let's Make it Happen"

In the marketing agency world, we sometimes forget to savor creative success. Instead, we hurry from project to project prodded by ever-looming deadlines and our desire to tackle the next challenge.

Recently, DEVENEY’s Creative Division’s sweep of the 24th Annual AIVA Communicator Awards gave us an opportunity look back on a year’s worth of truly inspiring design work.

DEVENEY’s thoughtful, conceptual design goes deeper than a polished logo or catchy ad. Our work begins with insights gleaned from research and planning. Whether we are helping a healthcare client talk to people who are new to the neighborhood or inspiring leisure travelers to choose a  summer destination, our insights, ideation, and creative executions create engaging communications that turn heads and get results.

Peruse a few pieces from our recent award show success, and if you’re feeling especially inspired, partner with DEVENEY for your own creative results!

Direct mail piece for Touro welcoming new residents to the area
Medical brochure, business to business for client Arxcel
Logo and branding for the Windsor Court’s Cafe Anglais
Out of home advertisement for Octoberfest and client Deutsches Haus

12 WAYS TO IMPROVE YOUR iPHONE PHOTOGRAPHY

iphone (DEVENEY Image)

In today’s fast-paced, social media-driven world, being able to take high-quality photos is a must for any brand. And, it doesn’t have to be hard. There is no need for expensive equipment, lighting kits, editing software or staging areas – you can create killer photos with just some know-how and your iPhone (or Android). Here are some quick tips on how to create the very best iPhotos for boosting your brand on social media.

Lighting is Everything
When taking photos on your phone, try to use natural light whenever you can. If you’re shooting outside, the best outdoor lighting happens really early in the day and right before the sun sets in the evening. Depending on your subject, shadows can be something to play with or avoid. If you can’t find good, natural light – use the resources you have. Lighting resources may be candles, lamps, bar lighting or even the flashlight on another phone (I have had plenty of “stage hands” provide lighting for me). Whatever you do, try to avoid using the flash on your iPhone, especially for food and drink in a dark space.

 


Devil is in the Details  
Don’t be afraid of showing close-up detail shots, especially if what you’re showcasing is something textured. But, think about what you’re trying to convey with detail shots. This works great with clothing, like the example below, to really showcase and convey how something will feel – people can see the image and immediately be brought to the feeling of touch.

 


Think about Color Scheme 
Color is especially important in food and drink shots – no one wants to see a plate full of brown mush or a drink with weird chunks floating around. Gross. Think about how the colors of your subject are going to work together. If it is cocktail like the example below, think about the color of the garnish and how it will interact with the color of the drink. Also, think about how lighting and backgrounds will impact the color of what you’re photographing.

 


Think About the Background 
While we’re on colors, it’s extremely important to consider your background options. If you’re photographing food or drink, think about the background (walls, tables, etc.) and how they are going to impact the overall look and feel of your shot. Try to choose neutral backgrounds if your subject is bright and colorful like the example below.

 


On the other hand, there is something to be said about power patterns – if your subject isn’t too ornate, a powerfully bold background may be the key to making your photo really pop. The example below works well because the subject is fairly simple – burger and fries – so a bold background works. Extra points for the human element.

 


Arrange/Stage Your Shot 
We all know that social media is less about “real” experiences and more about perfect experiences (I know that I am generalizing here and that plenty of people share the REAL REAL on social media, but we all know that the people #DoItForTheGram and that a lot of us share perfect versions of our experiences, but that’s a whole other post for a different day).

If you’re going to create the most beautiful cocktail on the menu or the most stunning dish in the house, then you better try to take the most beautiful photo of it. Don’t be afraid to stage and arrange your shot to get exactly what you’re looking for. Food and drink shots do well when shot from above – provided that the lighting is good – as you can see in the example below.

 


Keep it Simple 
Like the old saying goes, Keep it Simple, Stupid. When it comes to taking photos for social, try to keep it as simple as possible. People spend hours mindlessly scrolling through their Instagram feed so your photos need to stand out. That doesn’t mean that every one of your photos needs to be single-subject, but if you’re looking at the image and can’t pinpoint what the focal point should be, there’s too much going on. The example below really highlights how you can have multiple subjects but still have a clear focus.

 


The More, The Merrier 
When I was younger, I had ambitions of being a photographer for National Geographic – until someone told me that for every photo that gets published there are thousands that go unused. That seemed tedious to me and there went that dream…sort of. I may not be shooting for NatGeo but I still hold with me the importance of taking multiple shots, from multiple angles before picking the perfect one to share. Sometimes it will take 10-15 or more shots before you get your subject *perfectly* situated. Be patient.


Don't be afraid to take a lot of the same photos to ensure you really get the one you want!

Use Grids & Modes
iPhones come with a handy-dandy grid to help ensure you’re meeting the rule of thirds. Using your grids can help ensure your images are level and aligned. To turn them on go into iPhone Settings > Camera > Grid. Moreover, more recent versions of the iPhone have different camera settings – hello, Portrait Mode! Play around with the different settings on your phones camera *before* you start shooting.

Add a Human Element 
Human elements will make your images more relatable and realistic. I am a big fan of the Food In The Air/ Drink In The Air shot – and you can clearly see that throughout my personal accounts as well as the ones I have a hand in. This works particularly well for food and drink like in the example below, but can also be used in other areas like hotel beds, flowers/plants/farming, etc.

 


Be Strategic 
Before you start shooting willy-nilly, think about the strategy behind the photo you’re shooting – especially if you’re doing this for a brand. What is the message you’re trying to share? What emotions do you want people to feel? Think about why you’re shooting the image before you waste the memory space.

Be Realistic 
This is the most important thing for brands to keep in mind. Don’t make something to share on social media if it cannot be similarly recreated. Once you share that perfect photo of a new dish, cocktail, outfit, flower arrangement – whatever – customers are going to expect to be able to recreate it (and share their own images of it). I once visited a coffee shop because I saw this GORGEOUS image of a lavender latte on their Instagram channel and, duh, I wanted a similar photo for my own experience share. Wouldn’t you know, they didn’t serve it at all the way that it had been captured. Like, not even close. If you are going to create something that is a one-off or something special, make sure you clarify that in your caption.

Edit Your Images (But, Don’t Over Edit!)  
Using iPhone and Android apps like VSCO, SnapSeed or Aviary can help you edit images prior to posting. Editing images can give them more depth, provide lighting and color correction and sharpen an image, among other things. Be careful, though, not to over edit your images. Again, everything should look and feel realistic (even if it’s staged)


So there are my tips and tricks for taking better photos on the go. Whether you’re managing the social media for a brand or trying to build your own personal brand, these 12 tips will help you take better photos. That said, once you do get the perfect shot, try to enjoy the experience. Have something to add? Tweet at us @DEVENEYMKTG and let us know!