Skift, well known for its industry intelligence and marketing platform in travel, is parlaying its understanding of the industry from the journalist and practitioner perspective to enhance the skills of marketers, strategists and technologists in travel.
“The web has changed the way in which travelers get inspired. No longer do travel magazines such as Conde Nast or Travel + Leisure have the clout they used to wield,” Rafat Ali, Skift founder and CEO, said. “Travel sections in newspapers have been decimated and bloggers and Instagram users are the go-to resources for a lot of travelers.”
Ali noted how the world has moved beyond the typical “familiarization” or “fam” trip. “Everyone wants authentic, non-picked-over itineraries. There’s a looser version out there more akin to self-discovery fam trips,” Ali said.
The 8-hour, self-paced course teaches is meant to appeal to those on the agency side as well as those at hotels, resorts, etc.
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Topics covered include:
• Building a breakout campaign
• Defining success through measurement
• Crafting a message and distributing it
• Working with influencers
• Establishing corporate social responsibility programs
• Handling crisis communications
Guidance is provided from travel PR gurus including James Boyd, VP of PR for Singapore Airlines; Laura Davidson, founder and president of Laura Davidson PR; Sandra Fine, sr. VP, global director of results management, rbb Communications; Marie Griffin, VP, global communications, Wyndham Hotel Group; Cathleen Johnson, managing director, Percepture; Nestor E. Lara Baeza, director, Xhibition; and Jennifer Maguire, founder and president, Jennifer Maguire Communications & PR.
Cost is $294 per student, but there are discounts are available multiple enrollment. Register for the course at: http://courses.skift.com/courses/travel-pr
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