Heritage Clubs International Brings Bank Loyalty Club Directors Together During Annual Peer Group Conference

Heritage Clubs International is holding their annual Peer Group conference in the Natural State of Arkansas from March 21-25, 2012. This year, the conference offers more educational sessions than ever focusing on strategies to increase membership, cross-selling banking products and peer networking opportunities. Offering club directors the opportunity to network and share best practices with their peers along with planning their travel for the upcoming year with industry partners in attendance is the primary goal of this annual conference.

For the 2012 conference, Heritage Clubs is extending an invitation to non-members to attend the conference as a guest to discover the many benefits of the organization at a very affordable price. More bankers in attendance is a win-win for the organization.

“More bankers in attendance allows for more idea sharing amongst non-competitive banking peers and also makes our conference more attractive to industry partners who cater to the group tour market,” said Ted Nelson, Heritage Clubs Director. “We are confident that by joining us at the conference, bankers will undeniably realize that our organization is priceless to the success of their club.”

There are many highlights of the upcoming conference. Notably, conference attendees will be hosted to an evening at the recently opened Crystal Bridges Museum of American Art, acclaimed for its outstanding art collection and the beautiful and natural landscape surroundings. Educational sessions will include Keynote Speaker, Stacy Sporrer of Mills Financial Marketing to address the topic of Marketing to the Younger Market along with a demonstration of Management Reporting developed by a peer Task Force. Peer panels and the always anticipated Open Mic session will round out the sessions.

Heritage Clubs International, LLC was founded in 1980 by First Citizens National Bank in Mason City, Iowa and currently has a membership of more than 200 parent banks located in 33 states across the country. Each bank has formed a bank club that offers membership to senior customers who meet deposit requirements and who have time and interest in social activities and travel. The primary goal for the banks is growth in deposits and increased profitability from sale of bank services. This is done by generating strong relationships with the members. The bank club offers many banking related benefits to these customers, with most offering travel programs, from one day trips to extended tours, plus international tours and cruises. The travel program is the “jewel” of the bank clubs as it develops the strongest relationship of all of the banking services. For more information visit: www.heritageclubs.com.

Brand USA Debuts as Renamed Group to Promote Travel to U.S.

The Corporation for Travel Promotion CTP, a group formed last year to promote the United States to world visitors, unveiled its new organizational brand name, Brand USA, as well as a new USA logo and marketing plan to create America’s first-ever global consumer brand. CTP will now do business as Brand USA Inc. and the CTP name will no longer be used. The moves were announced at the World Travel Market WTM in London.

Brand USA said the creation of America’s new global brand is a critical first step in developing the nation’s first unified international marketing effort. The public-private group will launch its first official advertising and marketing campaign in spring 2012 at ITB Berlin. By 2013, Brand USA expects to spend roughly $200 million in public and private funds on marketing campaigns to promote the U.S. worldwide. It has already hired veteran advertising firm JWT to develop a marketing and advertising campaign centered on the creation of USA brand ambassadors around the world — including millions of people who have an affinity for the United States.

During a brand launch event at London’s British Academy of Film and Television Arts BAFTA on Nov. 7 and a subsequent press conference at WTM, Brand USA Chief Executive Officer Jim Evans and Chief Marketing Officer Chris Perkins unveiled details about the brand and how it was established. “The United States offers a range of destinations and experiences that are unparalleled in the world market,” said Evans. “Now, through the creation of Brand USA, we are inviting the world’s travelers to come to visit us, and experience the limitless possibilities for themselves.”

According to Evans, the logo was created to be fresh, welcoming and inclusive. It seeks to remind the world that the “United States of Awesome Possibilities” welcomes everyone. It features a collection of pixel dots joined together to form the letters USA. The dots serve to showcase the diverse colors and images of people and destinations across America and emphasize the boundless possibilities of the United States. The new logo will not adhere to a single color scheme. In addition, the new logo also displays the URL DiscoverAmerica.com, Brand USA’s official consumer website. The URL had previously been used by the U.S. Travel Association as its consumer facing promotional website.

“What is so compelling about the United States is that no one thing can explain who we are as a nation. Each visitor and each experience helps create the fabric of American culture, and Brand USA embodies this spirit,” said Perkins. “When we launch our global marketing and advertising campaign next year, we will be able to reach audiences around the world by showcasing the best of America and spreading the message that we welcome visitors with open arms.”

The United States’ first-ever nationally coordinated tourism marketing program was created by the Travel Promotion Act, federal legislation that passed in March 2010. A public-private partnership between the travel industry and the U.S. government, the Corporation for Travel Promotion, now Brand USA, was charged with increasing international visitation to the U.S. through marketing and promotional efforts to drive job creation and economic growth. The organization is led by private industry with oversight from the Department of Commerce and U.S. Congress. The program is funded through a combination of private sector investment and funds collected by the Department of Homeland Security from international visitors who visit the United States under the Visa Waiver Program. No U.S. taxpayer dollars are used to fund the program. Brand USA’s headquarters are located in Washington, D.C.

“Brand USA has arrived, and it is not just a tourism brand,” said Stephen Cloobeck, chairman of Brand USA and chairman and CEO of Diamond Resorts International. “It is a 21st century global brand that will help reposition our great nation in the market for travel — and drive economic activity, including billions in new spending, tens of thousands of new outsource-proof jobs and much-needed tax revenue, to spur powerful growth throughout all corners of the United States.” For more information about Brand USA, visit www.TheBrandUSA.com or www.DiscoverAmerica.com.

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NTA Says TRIP Act Will Boost Domestic Tourism

The introduction of the TRIP Act in the U.S. Senate comes as welcome news to NTA. The Travel Regional Investment Partnership Act helps U.S. destinations promote domestic tourism, which supports 7.7 million domestic jobs and accounts for nearly 3 percent of the country’s gross domestic product.

“We are excited,” said NTA President Lisa Simon, CTP. “Supporting domestic travel is a bags-packed blueprint for creating jobs. We applaud the senators who recognized the relationship between tourism and jobs and sponsored this bill.”

Sen. Mark Begich (D-Alaska) introduced the legislation, co-sponsored by Senators Chuck Shumer (D-N.Y.), Mark Pryor (D-Ark.), Kirsten Gillibrand (D-N.Y.) and Amy Klobuchar (D-Minn.). The bill provides US$10 million a year for five years in competitive grants to state tourism offices or local destination marketing organizations and their strategic partners to promote domestic tourism growth or create new domestic tourism markets.

“The key word is ‘domestic.’ It’s good for Americans traveling through America,” said Simon. “Just as the Travel Promotion Act has made it possible for U.S. destinations to attract international visitors, the TRIP Act does that for domestic travel. And this grant money will be available to all U.S. tourism organizations, regardless of size or location.”

When awarding the grants, ranging from $100,000 to $1 million, the U.S. Department of Commerce is authorized by the bill to give priority to regions with low contributions to tourism marketing.

“So many of our destinations’ marketing budgets have suffered severe cuts or even elimination,” said Simon. “These grants will provide a way to continue stimulating local economies through domestic tourism.”

Simon said that in all 50 states, domestic tourism accounts for the largest portion of travel, adding that the TRIP Act will be helpful to all NTA members involved in U.S. domestic travel.

Lucerne to Host 2012 Adventure Travel Summit

Lucerne, the resort town at the shores of Lake Lucerne in the heart of Switzerland, has won the bid to host the Adventure Travel Trade Association’s (ATTA) ninth annual Adventure Travel World Summit. Expected to draw 600 adventure tourism professionals from more than 50 nations, the Summit will be held Oct. 8-11, 2012 at the KKL Luzern (Culture and Congress Centre).

It will be one of the most environmentally friendly Summits yet, thanks to Switzerland’s strong record as a sustainable travel destination, where most travel will take place by public transportation. Its network of trains, buses, boats and city transit systems helped Switzerland again rank as the top adventure tourism destination among developed countries in the 2011 Adventure Tourism Development Index, a study published by The George Washington University, ATTA and Vital Wave Consulting. In addition to its commitment to sustainability, Switzerland earned this rank for its support of entrepreneurs and its strong adventure image.

ATTA’s Summit conferences energize the leaders of the adventure travel community with networking, business and professional development programs, educational seminars and emerging adventure destination product review opportunities.

Summit delegates are primarily tour operators, destination marketing organizations, tourism boards, media, agents, adventure lodges, and service organizations (e.g., transportation, technology, marketing).
Registration is now open at www.adventuretravel.biz/atws2012.

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