Working with Travel Marketers and Public Relations Agencies

[ASTA]

Today, the lines between professional and personal, paid and earned are increasingly difficult to determine, thanks to the advent of social media. And for travel
bloggers and PR and marketing professionals the line gets even fuzzier. While
both groups may at heart have similar goals, their methods are very different,
which often leads to misunderstandings and worse. The Practical Nomad’s Edward Hasbrouck
will bring his insight and personal experience as a bold"">leading travel blogger, travel agent and agency publicist to bear on
how the two groups can work together to mutual benefit at two travel events in
Orlando—THETRADESHOW (Sept. 12-14)
and THETRAVELBLOGGERSSHOW (Sept.
11-12).

THETRAVELBLOGGERSSHOW is the first of its kind to bring travel bloggers and industry professionals together to share and learn from one another. The event
is being held in conjunction with THETRADESHOW, North America’s number
one travel trade show, and is sponsored in part by Tripatini.com.

“What was once limited to a divide between editorial and advertising has not only grown but shifted in nature, with both sides often
assuming the worst about the other,” said Chris Russo, president and chair of
ASTA, one of the event’s managing partners. “Both bloggers and PR/marketing
professionals have a vested interest in learning to work together. I think this
seminar will really make a positive difference in understanding what each group
has to offer, what each group needs and how to best fulfill those needs. If
you’re a travel blogger or work in travel marketing or PR, you owe it to
yourself to attend.”

Edward Hasbrouck writes the "Practical Nomad" blog, providing how-to tips and consumer advice for an audience
that ranges from backpackers to business travelers. He has appeared on such
programs as NPR’s “The Savvy Traveler” and “Marketplace” and in articles in the
Wall Street Journal, Newsweek, Salon.com and USA Today, to name a few. His travel how-to
and advice books include a consumer guide to using the Internet for travel
planning and purchasing, The Practical Nomad Guide to the Online Travel
Marketplace (2001), and the definitive guide to independent
international travel, The Practical Nomad: How to Travel Around the World.

Hasbrouck’s seminars are as follows:

THETRAVELBLOGGERSSHOW:

Sunday, Sept. 12: Working with Travel Marketers and Public Relations Agencies

Some travel bloggers depend on publicists for access to travel information and experiences to write about, and value their news
tips. Other bloggers dismiss publicists and marketers as time-wasting spammers.
In this session, the sources of misunderstanding will be explored as well as
some of the win-win ways that travel bloggers, publicists and marketers can
fulfill their differing goals and roles while helping, instead of angering,
each other. Among the topics Hasbrouck will address are:

• Finding common ground: How PR agencies and marketers can help travel bloggers.
• Why publicists and marketers often misunderstand and have a negative
  impression of bloggers.
• How to make life easier for yourself by making it easier for marketers and
  publicists to understand you and your blog (And how you can better
  understand them.).
• News, advertising, and everything in between: Are you a journalist or an ad
  salesperson?
• Building relationships with publicists and marketers: Are you pitching or being
  pitched?
• FTC guidelines and ethics of disclosures of freebies, junkets and sponsorships.

THETRADESHOW:

Monday, Sept. 13, How to Work with Travel Bloggers 10.0pt;font-family:"Verdana","sans-serif";mso-bidi-font-weight:bold"">(part of the Supplier Education Track)

Blogs and bloggers are potentially important to publicists and marketers precisely because they aren't the same as traditional
travel media or travel writers. Travel suppliers and travel agencies will
benefit from relations with blogs and bloggers only if they take the time to
learn who they are and how they are different. In this session, Hasbrouck will
explain how to work with the travel bloggers without making the mistakes that
have gotten so many other travel marketers off on the wrong foot. Among the key
subjects Hasbrouck will address are:

• Understanding travel bloggers: Who they are and why they blog.
• How travel blogs and bloggers are different from traditional travel media or
  writers.
• Why travel bloggers often have negative opinions of PR agencies and marketers.
• Finding common ground: How to make a good first impression with travel bloggers.
• Know your blogs and bloggers: Niche blogs and targeting.
• Blog content: News, advertising, and everything in between.
• Podcasting and more: Images, audio, and video.
• FTC guidelines and ethics of disclosures of freebies, junkets and sponsorships

Follow THETRAVELBLOGGERSSHOW on Twitter @trvlbloggershow. The $35 registration fee covers blogger track sessions and special THETRAVELBLOGGERSSHOW
functions as well as access to three days of the THETRADESHOW. Those who
wish to revisit content from THETRADESHOW and bold"">THETRAVELBLOGGERSSHOW once they return home or view
sessions they were not able to attend on-site, may purchase a Best Value package.
In addition to everything offered as part of their basic registration, the Best
Value package includes access to conference recordings* for just $109. To learn more about the event or to register,
visit THETRADESHOW.org.
Suppliers who wish to register for THEnormal"">TRADESHOW can contract for booth space here.

THETRADESHOW is created and supported by the travel industry’s leading organizations, including: ASTA,
ACTA, AirTran, ATA, CLIA, ETOA, IGLTA, IIPT, Las Vegas CVB, NACTA, NBTA, NTA,
Orlando CVB, Tourism Cares, Travel Professionals of Color, WRTA, The Travel
Institute, U.S. Travel Association and USTOA. Official media partners are:
Agent@Home, eTurboNews, JaxFax, Mail Pound, Recommend, TravelAge West, Travel
Channel, Travel Press, TravelPulse, TRO, Travel Weekly, USA Today and Vacation
Agent.

THETRADESHOW (Travel Retailing and Destination Expo) is a 3-day, in-depth networking and educational event. Global and inclusive, THETRADESHOW unites under one roof travel
suppliers and buyers from all over the world, representing every segment of the
travel and tourism industry. It is the trade show event for travel decision makers.
For more information on THETRADESHOW, please call Arial"">1.866.870.9333,
visit THETRADESHOWnormal"">.org.