Program Day 2

Tour | Day 1 | Day 2 

Day Two: Wednesday June, 6th 2018
*Please note that this agenda will be subject to revision as speakers are confirmed

  • 08:30

    Registration

  • 09:00
  • 09:10

    How to benefit from the interplay between tourism development and economic development: learnings from the latest research

    Destination marketing and economic development initiatives are both critical drivers of city success stories. But how do they interact? Adam Sacks will present original research on the role of destination marketing as part of an economic development strategy. He will share analysis spanning 100 cities along with best practices for coordination of these two important city functions.

  • 09:30
  • 10:05

    Strategies for smaller places: how to use what you have

    How three small destinations - Asheville, Boulder and Olympia, three small city category leaders in National Geographic's and Resonance Consultancy's recent index of America’s Best Small Cities - discovered their point of differentiation and went all in by investing more on less.

    Kimberly  Connaghan
    Kimberly Connaghan
    VP Global Media – Travel, National Geographic
  • 10:40

    Refreshments & networking

  • 11:10

    Breakout sessions

    Delegates have the option to choose sessions and move between rooms.

  • 11:55

    Breakout sessions

    Delegates have the option to choose sessions and move between rooms.

  • 13:45

    Breakout sessions

    Delegates have the option to choose sessions and move between rooms.

  • 14:30

    Breakout Sessions

    Delegates have the option to choose sessions and move between rooms.

  • 15:10

    Refreshments & networking

  • 15:40

    From a small seed: the story of the growth of the Toronto International Film Festival

    • What has the Festival contributed to international perceptions of the Toronto brand
    • What lessons are there for other places looking to invest in a hosted event to put their city on the map?
  • 16:00

    Changing the narrative: the launch of Haiti's new country brand

    • Why the Haitian government is investing in place branding: setting objectives for the strategy
    • Understanding the place identity: consulting with all stakeholders
    Tessa  Jacques
    Tessa Jacques
    General Director, Centre de Facilitation des Investissements, Haiti
  • 16:15

    Managing your place brand story across multiple platforms

    Today’s media landscape has never been more fragmented, complex or challenging for destinations managing their brand, message and story. Today’s media landscape also offers enormous opportunity to reach new customers and travelers in new ways. How do you put in place the structure, resources and talent to ensure a consistent presentation of your brand, imagery and voice across owned, earned and paid media platforms? 

    • Learn from original research and an easy to use Infographic summarizing media use by US consumers & travelers
    • Understand how to engage with the ‘Hyper Informed Traveler’
    • Hear insights and practical advice from two leading destinations – Washington DC and Sarasota, Florida on how they are tackling their brand marketing challenges in 2018 and beyond
    Virginia Haley
    Virginia Haley
    President, Visit Sarasota
  • 16:55

    Summing Up

  • 17:00

    Close