Most of the media releases circulating in the travel & tourism industry these days are
Boring….Banal….and Bland.
Their content and subject matter has hardly changed at all over the past 30 years.
The world has changed. The travel & tourism industry has changed. The technology has changed.But travel industry communications has not kept pace!It all sounds the same, looks the same, feels the same.
There is more “noise” than “news”.
Poor communications content is a major reason why travel & tourism gets scant respect on the global stage.
Imtiaz Muqbil, Executive Editor of Travel Impact Newswire, one of Asia’s seniormost travel & tourism journalists, has created a unique one-day course designed to change the way industry communicators think in the Internet age.
The course will help communicators:
Develop content that is different, distinctive and produces results;
Access insights/ideas and better understand the forces of internal and external change;
Broaden both the context and content of the communications effort;
Boost the competitive edge of their respective companies/organisations; and
Get maximum productivity value in minimum time.
Course Highlight: A Special Presentation On “11 Major Mistakes Travel Industry Communicators Make”
(One way to get ahead of your competitors is by exploiting their mistakes, while fixing yours! True or False?)
Background
This is an age of Information Overload, short attention spans, instant gratification, shifting loyalties and very, very tight budgets.
The Internet has enabled the travel & tourism industry to send out more communications material, more frequently to more people than ever.
But raising the quantity of output has not always raised its quality!!
iPads and social media are merely a means of delivery. If Garbage goes In, Garbage comes Out (GiGo).
Modern technical “hardware” is bogged down by outdated “software.”
Everyone hails the slogan “Content is King”! Very few actually implement it!
Course Structure and Topics
BIG-PICTURE ISSUES — The changes in the Global World Order.
THE TRAVEL & TOURISM REVOLUTION — The changes in the industry and the way it does business.
IMPACT ON GLOBAL MEDIA – How changes in technology have impacted the media.
IT’S ALL ABOUT CONTENT — How to enhance and upgrade content to make it more interesting, readable, relevant and, most important, respectable.
Workshops and discussion to brainstorm ideas and share experiences.
Target Audience
Communications professionals as well as senior management executives seeking to bolster the brand image and stretch the value of the marketing dollar.
Format
This course is designed to be most effective if conducted on a private, individual-company basis. It helps to better address specific issues and facilitate practical problem-solving.
Participants can analyse examples of good and bad communications, and critique their own as well as their competitors’ media releases.
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