Agenda – eTourism Labs
March 14 - 15, 2017


2017 Agenda

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14 Mar 2017
15 Mar 2017


Continental networking breakfast.

Website User Experience (UX) Testing Sessions

eTourism Labs attendees may sign up for a Complimentary Website User Experience (UX) Testing Session of your company’s website which will be facilitated on-site on March 14 by Destination Analysts. You will get to observe how one of Destination Analysts’ expert usability moderators guides a live consumer thru your company’s website. The consumer will share their first impressions of the website, the website’s ability to inspire trip or purchase decisions, and the ease of website use and navigation. Come prepared with your own questions for the consumer and walk away with actionable insights about how consumers interact with your company’s website! Sign up required. There are a limited number of time slots, first come first served.

Presenter: David Reichbach, Director of Data Security and Analytics, Destination Analysts

David Reichbach


 (Tentative Agenda, Subject to Change.  Last update 3/10/17. (i) = Invited speaker, not yet confirmed.)

View All Sessions in Track 1

TRACK 1: SEM Strategies

Still the workhorse of every campaign, search marketing continues to become more complex and expensive. Presenter: Korena Keys, CEO, KeyMedia Solutions

Korena Keys

Track 1: Facebook/Instagram Strategies

The Most Productive Facebook/Instagram Campaigns by Budget Size. Sometimes the size of your budget doesn’t really matter if you have creativity and imagination. Here are three campaigns that have performed beyond their budgetary expectations.

  • Under $5,000 – Florian Herrmann, CEO, HMS Global
  • Under $25,000 – Brian Bossuyt, Director of Digital Marketing, Pocono Mountains Visitors Bureau
  • Under $50,000 – TBD


Brian Bossuyt
Florian Herrmann

Track 1: What are the Latest Digital Media Trends that Tourism Marketers Need to Know About?

A panel of three agency experts discuss the current state of the following digital media options:

  • Programmatic Display
  • Native Advertising to Circumvent Ad Blockers
  • Display Ads
  • Digital Radio
  • Visibility

Panelists: Gray Lawry, VP Strategy and Insights, Miles Partnership; Brandon Mallory, Director of Paid Media, Ad Workshop; Josh Williams, Digital Marketing Director, Visibility and Conversions

Josh Williams
Brandon Mallory
Gray Lawry

Track 1: How to Replace Website Traffic Lost to Google and Facebook Algorithm Changes

For many tourism marketers website traffic has been the most important benchmark of digital effectiveness. But how does one go about replacing SEO traffic that is now directed to Google’s own products? A panel of experts discuss suggested tactics. Panel Moderator: Will Seccombe, former CEO, Visit Florida and Founder, Revolution Strategy; Laszlo Horvath, President, ActiveMedia; James Zale, Vice President, Digital Strategy, Visit Philadelphia; Jason Hackett, CEO, Brier Katama

Jason Hackett
James Zale
Will Seccombe
Laszlo Horvath

Track 1: Bring New Life to Your Co-op Programs

Learn how to create opportunities for downstream partners that leverage larger umbrella brand programs to drive measurable results in customer acquisition, content engagement, and bookings. Presenter: Tania Leichliter, President, AdGenuity Marketing Solutions

Tania Leichliter

Track 1: Will 2017 be the Year of the Re-Targeter?

After someone visits your FB page there are an array of new tools to retarget them with the purpose of continued engagement or drive them further down the path to conversion. Presenters: Dave Serino, Founder and Strategist, TwoSix Digital

David Serino

Track 1: Differentiating Among the Various ROI Data Tools for DMOs: Adara, Arrivalist, Sojern

Sometimes the essence of various solutions gets lost and it’s hard to understand the underlying factors that fundamentally distinguish among vendors offering RIO solutions. Presenter: Gray Lawry, VP Strategy and Insights, Miles Partnership

Gray Lawry

Track 1: ROI Parade: What’s the Right ROI Cocktail for Your Funders?

We invite three leading purveyors of ROI solutions to a bake-off pitching single source attribution vs. multi-source attribution. (Sponsored by U.S. Travel Association). Moderator: Will Seccombe, former CEO, Visit Florida and Founder, Revolution Strategy

What we blend into our “cocktail” for ROI.  Panelist: Robin McClain, VP Marketing and Communications, Destination DC

New content marketing strategy using Travelzoo that drove ROI to partners. Panelists: Cree Lawson, Founder and CEO, Arrivalist; Ktimene Axetell, Director, Digital Strategy, Amelia Island CVB 

Social Media ROI. Panelists: David Reichbach, Director of Data Security and Analytics, Destination Analysts

Ktimene Axetell
David Reichbach
Robin McClain
Cree Lawson
Will Seccombe

Track 1: Draw Them a Picture- The Benefits of Visualizing Your Data with Infographics and Storytelling

Designing infographics that tell your story to management and funders in a simple and visual way. Presenter: John T. Meyer, CEO/Co-Founder, Lemonly

John T. Meyer

Track 1: Advanced Facebook/Instagram Marketing: Advanced Targeting Techniques, Features and Tools Tourism Marketers Need to Create Great Content

Newest targeting technology offered by the primary platforms: Facebook, Google, Twitter, and Snapchat. Presenter: Adam Gerston, Sr. VP – Client Partnerships, HYFN

Adam Gerston

Track 1: How is Data Driven Storytelling Like Attending a Cocktail Party?

Catlyn Origitano, Phd, Senior Content Marketing Manager, Sojern, will show how spreadsheets filled with boring numbers can be used to tell a fascinating story about how a traveler booked their trip and reveal the places where digital advertising can have the most impact.

Catlyn Origitano, Phd

Genius Bar

Attractions Town Hall Meeting


Sponsored by Visit Philadelphia

Track 2 – VISUAL STORY TELLING (a.k.a. Video Marketing)

(Tentative Agenda, Subject to Change. Last update 3/10/17. (i) = Invited speaker, not yet confirmed.)

View All Sessions in Track 2


Continental networking breakfast

Track 2: The Latest Trends and Tribulations in Visual Storytelling

With all stages of funnel turning to visual elements – video, images, animations – we provide an overview and context of what’s working for tourism marketers. Presenter: AJ Kinney, Director of DMO Partnerships, Matador Network

A.J. Kinney

Track 2: Top Videos by Budget Size

Video creation doesn’t have to be expensive to be good. Here we present videos developed all-in for three specific budget levels.

  • Under $5,000 – Adam Johnson, Director of Marketing, Visit St. Paul 
  • Under $15,000 – Rachel Riley, Editor & Content Manager, Visit Bucks County
  • Under $50,000 – Norm Dwyer, Web Manager, Montana Tourism


Rachel Riley
Norm Dwyer
Adam Johnson

Track 2: New Strategies for Video Distribution That Won’t Break Your Budget

Video distribution at three budget levels:

  • Boosting a video on Facebook for under $1,000 – Florian Herrmann, CEO, HMS Global
  • Utilizing a variety of distribution outlets for under $25,000 – Anthony Bocquentin, President, Barberstock Systems
  • How Destination DC partnered with Chefsfeed to create a culinary video series filled with great stories easy to digest. – Andrew O’Connor, Senior Manager, Content Marketing, Destination DC


Andrew O’Connor
Anthony Bocquentin
Florian Herrmann

Track 2: Instagram Stories vs. Snapchat vs. Periscope vs. Facebook Live

With all of the live video options available, which channel do you choose to tell your story digitally? Presenter: Dana Schmidt, Director of Social Media, Visit Philadelphia

Dana Schmidt

Track 2: Finding Distribution Partners Who Need Your Content More than Your Money

Let’s face it, no matter how good your video is it is highly likely that it will not go viral. So part of your distribution strategy should be finding partners in need of your content. Presenters: Fynn Glover, CEO, RootsRated

Fynn Glover

Track 2: How We Track ROI on Our Video Marketing

What constitutes conversion? Are there ways pixel pages containing videos to track whether they lead to a sale or a booking or other KPI? Presenter: Dave Serino, Founder and CEO, TwoSix Digital

David Serino

Track 2: The Buzzfeed Effect: Buzzfeed as a Video Distribution Partner

Piggybacking off the creativity and distribution of massive media brand. $100,000. Presenter: Jason Nadel, Client Services Manager, Buzzfeed

Jason Nadel

Track 2: New Strategies to Use Live Video for Maximum Impact

What’s the difference between Periscope, Lifestream, and Facebook Live? Broadcast live events, tours, backstage looks at your attraction or destination, and Facebook Live sends notifications to your followers. It’s completely free – for now. Presenter: Katya Varbanova, Live Video Strategist, Peri10K (Katya is a London-based streaming video for business strategist who will be joining us via Skype)

Katya Varbanova

Track 2: Storytelling in 360˚ Video and VR

Is innovation being driven primarily by early adopters and technologists and gamers? How does one add narrative elements that are currently absent in many VR videos? Presenter: Richard Schmitz, Virtual Reality Expert,

Richard Schmitz

Track 2: Paid Tactics on Snapchat

From geofilters to social media influencers, where to spend your marketing dollars on Snapchat. Presenter: Dana Schmidt, Director of Social Media, Visit Philadelphia

Dana Schmidt

Track 2: Grab Them in the First 3 Seconds

Examples of tourism videos that captivate the viewer’s attention in the first 3-5 seconds because intense competition means the key is to immediately capture their attention before they scroll down. Presenters include: John Gardner, President, Luckie

John Gardner

Track 2: How Atlantic City Created a Video Podcast

Presenter: Karina Anthony, Director of Marketing, Meet AC

Karina Anthony


Sponsored by Visit Philadelphia


Designed for traditional marketing staff and P.R. staff transitioning into digital.

 (Tentative Agenda, Subject to Change.  Last update 3/10/17. (i) = Invited speaker, not yet confirmed.)

The Leading Digital Marketing Channels

This session was designed in collaboration with the Destination Marketing Association International.

View All Sessions in Track 3


Continental networking breakfast

Track 3: Introduction and Program Overview

Presenter: Melissa Cherry, Chief Marketing Officer, DMAI; Jake Steinman, President, NAJ Group

Melissa Cherry

Track 3: Search Engine Optimization (SEO)

Earning rankings in the “organic” results of the major search engines. How do DMOs use search to generate incremental room nights without cannibalizing travelers that would have booked anyway?

  • Examples: Keyword and key phrase research, on-page optimization, how SEO intersects with content marketing, etc.
  • SEO to reach meeting and event planners.

Presenter: Paul McLeod, Director of Business Intelligence, Simpleview

Paul McLeod

Track 3: Display Advertising Overview

Placing ads on third-party websites with the goal of creating branding awareness and/or generating traffic.

  • Pay-per-click Advertising (PPC)
    • Examples: Banner ads, video ads, interactive ads, overlays, interstitials, etc.
  • Bidding for placement on search engines (major or niche) to earn visibility and traffic when relevant queries are performed
    • Examples: Google AdWords

Presenter: Josh Williams, Digital Marketing Director, Conversions and Visibility

Josh Williams

Track 3: The Basics of Facebook Advertising

  • Boosting posts vs. creating Facebook ads
  • Facebook ad formats
  • Targeting your audience with targeting tools, custom audiences, etc.
  • Ad set and bidding
  • Analytics
  • Generating creative content that will help spread your DMO message and earn traffic
    • Examples: viral videos, user generated content, reviews, influencers

Presenter: Talia Salem, CEO, Urban Nomad, (formerly manager Content and Social Media Brand USA)

Talia Salem

Track 3: How Influential are Influencers?

Know more about pursuing bloggers and Instagrammers. Presenter: Roger Wu, Co-Founder, Cooperatize

Roger Wu

Track 3: Hop-On Hop-Off Sightseeing Bus Hits Nerve with Celebrity Endorsements

Negotiating for celebrity endorsements requires precise timing, an awareness of who’s in town and an algorithm to determine their level of value. Presenter: David Chien, Producer/Creator, Ride of Fame, a division of CitySightseeing New York

David Chien

Track 3: The Evolution of PR

Once Ft. Worth began using a publishing model as their content marketing they found there was no need for a printed visitor’s guide and they were able to evaluate stories based on engagement and shareability.  Presenter: Sarah Covington, PR Manager, Ft. Worth CVB

Sarah Covington

Track 3: Video Releases that can be Used to Pitch Your Story

A “mock up” Video release prepared for eTourism LABs demonstrating the impact it could have for media outlets looking for news sources and content.Presenter: Ryan Callison, Director of Marketing, Visit Frisco

Examples of “How to” Videos that promote a destination’s niches or events: Jessica Dowdy Christopherson, VP Marketing and Film Commission, Visit Ft. Worth demonstrates the Cocktail and Texas Two step “How to” videos


Ryan Callison
Jessica Dowdy Christopherson

Track 3: Seeding Press Releases with Keywords that will Result in SEO

Many journalists cut and paste parts of your releases to place their own stories. Learn some tips to include keywords that pay off in elevating your ranking on search pages. Presenters: Laurie Jo Miller Farr, Freelance Journalist for USA Today, CBS News;  Korena Keys, CEO, KeyMedia Solutions

Laurie Jo Miller Farr
Korena Keys

Track 3: What Outlets are Now Considered Good Placement?

Is it print newspapers, broadcast, online media, or outlets such as Buzzfeed, Thrillist and The Onion? Get some insights on viral expertise. Panel: Jessica Dowdy Christopherson, VP Marketing and Film Commission, Visit Ft. Worth; Ryan Callison, Director of Marketing, Visit Frisco

Ryan Callison
Jessica Dowdy Christopherson


Sponsored by Visit Philadelphia


Continental networking breakfast


The Theory of Evolution – eTourism Style

Exploring how the following have evolved over the past 5 years: SEO/SEM, email marketing, social media marketing, website design, influencer marketing, Google Analytics, video marketing, data/analytics, and the travel vertical departments of Facebook, Google and Twitter.

 (Tentative Agenda, Subject to Change.  Last update 3/10/17. (i) = Invited speaker, not yet confirmed.)

Unforeseen Perils of Success

Visit Florida’s strategy drove visitation international and out-of-state visitors 82 million in 2010 to over 106 million over a six year period of record visitation. While delivering results by operating as a private business, distrust of government in an election year can place even the most successful private/public partnerships under the microscope of bureaucratic scrutiny that can use programs such as Florida’s Pit Bull influencer campaign as scapegoats that resulted in the resignations of three top senior executives, including Seccombe. Presenter: Will Seccombe, former CEO of Visit Florida, now founder, Revolution Strategy, will share what his insights about what DMO’s of all sizes need to focus on for success in the future.

Will Seccombe

The Future of Digital TV

An overview of “addressable” tv, which offers new targeting capabilities beyond conventional demographics and day parts. Presenter: Randy Cooke, VP Programmatic, SpotX

Randy Cooke

Introducing the Latest Influencer Marketing Trend

Small is Big – Scaling a Collection of Low-Cost Micro-Influencers to Reach Your Targets Efficiently. Forget the Kardashians and Lady Gaga, we’re going to show you how to work with low-cost travel micro-influencers with granular audiences you can count on. Presenter: Roger Wu, Co-Founder, Cooperatize

Roger Wu

Innovative Methods for Measuring the Effectiveness of DMO Websites and Takeaways From Year-long Co-Op Website User and Conversion Studies

Presenter: David Reichbach, Director of Data Security and Analytics, Destination Analysts

David Reichbach

Overview of Most Important “New Media” Companies

An overview of: Buzzfeed, Huffington Post, Vice, Thrillist and others and how they can be of use to tourism marketers. Presenters: Jen Winston, Associate Creative Director, Edelman; Jason Nadel, Client Services Manager, Buzzfeed

Jason Nadel
Jen Winston

New Media Companies Covering Travel

How tourism marketers are using new media outlets such as The Onion and Thrillist as content marketing partners that offer creative and distribution. Presenter: Joe Fullman, VP Marketing, The Onion

Joe Fullman

Advance Facebook/Instagram Advertising

Level-up your social media and advertising with the latest tools and techniques as a former member of Facebook and Twitter’s Travel Vertical takes you through what’s new with each platform. Presenter: Jason Hackett, CEO and Founder, Brier Katama

Jason Hackett

Luncheon Sponsored by Expedia Media Solutions

The Traveler’s Path to Purchase: Insights into the Booking Decisions of American, British and Canadian Travelers.
Presenter: Derek Price, Director, Media Sales – North America / East, Expedia Media Solutions

Sponsored by Expedia Media Solutions


Derek Price

Five DMO Websites that Deliver Superior Visual Experiences

What are the key elements that create visual experiences on DMO websites? How destinations can become “visual influencers” by adding specific UGC content to their sites. Presenter: Dan Holowack, Founder and CEO, Crowdriff

Dan Holowack

Personalization Trends

A panel of experts discuss three different approaches to personalization for your website, your content and your email. Presenter: Tom Coburn, CEO, Jebbit

Tom Coburn

Using the E-mail Subject Line to Brand Your Company

The do’s and don’ts of subject line creative that add to your awareness branding whether they open or not. Using a case study, we’ll test three e-mails shots. Presenter: Korena Keys, CEO, KeyMedia Solutions

Korena Keys

Social Media Posts with the Most Shares Analyzed by a Panel of Experts

How would agencies, attractions and  DMO dissect a range of posts and determine why certain posts were shared more than others? Presenters: Jason Hackett, CEO, Brier Katana; AJ Kinney, Director of DMO Partnerships, Matador Network (i); Elizabeth Piper, Social Media Strategist, Sparkloft Media (i)

Jason Hackett

Bright Shiny New Objects

We scour the landscape to identify and recruit the most promising new products, tools and apps for destination and attraction marketers and place them in a “Shark Tank” format.

Presenters: Matt Peters, Co-Founder, Pandemic Labs; Richard Schmitz, Virtual Reality Expert, YouVisit

Matt Peters
Richard Schmitz