September 17, 2024 - September 17, 2024
Destination Brand Health: Why it Matters & How to Measure
🗓️ Webinar Date: Tuesday, September 17, 2024
đź•’Â Time:Â 2:00 PM ET
🎤 Presenters: Anna Blount, Vice President, Research, Longwoods International, and Brian Screptock, Director of Client Services, Longwoods International.
Webinar Overview:
Join us for an exclusive TTRA Partner webinar, “ Destination Brand Health: Why it Matters & How to Measure,” with Anna Blount, Vice President of Research, and Brian Screptock, Director of Client Services at Longwoods International.
As much as we’d love to say that your destination is the only one under consideration among your target travelers, that simply isn’t the case. Your competitors are working in your origin markets to turn your potential travelers into visitors. This is why understanding your destination’s brand health within your primary advertising markets is so essential. The synergy of effective messaging aligned with your product offerings is what’s going to encourage travelers to choose your destination over your competitors.
In this webinar, Anna and Brian will reveal ways to measure your brand health, including the impact of advertising and recent visitation on your destination’s reputation as a leisure travel destination. We’ll also share methods to use data to message against competitors, using reputational data to strengthen your communications.
Finally, the visitation campaigns you’re already conducting are also promoting your destination as a place to live, work, and learn. This webinar will conclude by demonstrating how you can measure that impact and get credit for the wider economic development impact your team is achieving.
Speakers:
- Anna Blount: Anna Blount is the Vice President of Research at Longwoods International, where she manages client relationships and develops research strategies to obtain tactical insights. With over fifteen years of experience in market research, Anna specializes in designing, conducting, and reporting quantitative and qualitative research projects, with a focus on visitation, resident sentiment, and image/brand assessment studies. Previously, she served as Director of Market Research for MMGY Global and worked in the Market Research department at Publix Super Markets, a Fortune 100 company. Anna is also a board member of TTRA International, where she founded and chaired the DEI Committee and has contributed to both the Marketing Outlook Forum and Annual Conference planning committees. She holds a Bachelor’s degree from the University of South Florida and Master’s degrees from University College London and the University of Westminster.
- Brian Screptock: Brian Screptock brings over a decade of experience in supporting clients and managing customer service teams in both the tourism and research environments. After being promoted at Brand USA, Brian was recruited into research leadership positions with two market research firms. With industry experience in the arts, travel & tourism, technology and community development, Brian brings a well-rounded approach to tailoring solutions for clients. Brian received a BA in Art History from Lourdes University, holds an Executive MBA from the University of Toledo, and is currently the president of the board for a local nonprofit in his hometown of Toledo, Ohio.