COMMUNICATIONS

An Overview

Richard Edwards – Chair, Communications CommitteeJanice Lichtenwaldt - Communications Director

Global Sustainable Tourism Council

June 29, 2011

Communications Objectives

• Building GSTC brand equity• Position the GSTC as the subject matter expert on

sustainable tourism• Position the value proposition to support membership

growth, sponsorship and paid services• Provide relevant and timely information to the GSTC

membership to help them implement sustainable tourism practices.

• Building demand for sustainable tourism and tourism products

The Ask: Consider how you and/or your organization can support the GSTC communication objectives.

Key Messages

Industry, Business Associations, Destinations and NGOS (18-24 months)

1.GSTC brings together key travel and tourism stakeholders as the thought leaders in defining sustainable tourism.

2.The Criteria represent the first globally accepted minimum baseline language for sustainability for the travel and tourism industry.

Communications SWOT

Methods of Engagement

• GSTC Website• Newsletter• Blog• Member forum engagement• Social Media (Facebook, Twitter, LinkedIn)• Video vignettes • Webinars• Media relations including press relations, and media roundtables• Speaking engagements• GSTC Marketing materials (with focus on electronic distribution)• Partner advertising and promotional materials• Partner sponsorship opportunities

Press Strategy

Media relations will be key. The Communications team will work over the next twelve months to develop and strengthen key media relationships, get placement on editorial calendars and work to provide much needed content to media outlets.

Tools:Media StatementsMedia ReleasesDirect Media OutreachMedia RoundtablesExpert PanelCommunications Committee

Metrics

• Facebook Fans• LinkedIn Group Members• Tweets /Re-tweets• Blog comments• Member forum engagement• Earned media placements (number of articles, blogs, posts, tweets, etc that

profile or mention the GSTC Council, GSTC Criteria or our spokespeople)• Web traffic

Addition metrics will established on a project by project basis.

Marketing: New Campaign

The Ask #1 – Provide space to place co-sponsored GSTC ads.

The Ask #2 – Use the campaign to promote your business and sustainable tourism!

Branding: New Member Logo

The Ask: Use the logo on your websites and link to us.

GSTC Website: Before

GSTC Website: Stats

GSTC Website: Now

The Ask: Link to the GSTC Website from your web properties.

Social Media: Facebook

YTD vs. MAR-JUN Stats:Lifetime Likes: 556

New Likes: 324New Likes: 241

Post views: 44,413Post views: 36,938

Post feedback: 154Post feedback: 126

Languages:EnglishSpanishFrenchPortugueseGerman

The Ask: Become a fan of the GSTC Facebook page

Social Media: Twitter

YTD

Twitter handle: @gstcouncil

# of tweets: 143

# of followers: 174

# following: 143

The Ask: If you tweet, tweet GSTC! Follow us.

Social Media: LinkedIn

YTD

Group Created: May 30, 2011

# of members: 20

The Ask: Join the GSTC LinkedIn group

Social Media: Blog

YTD

Launched: May 17, 2011

# of posts: 17

# of comments: 13

The Ask: Spread the GSTC blog love

Social Media: Newsletter

The Ask: Forward the GSTC Newsletters far and wide. Encourage subscriptions.

Questions?

Thank You!