GLP Webinar & Workshop Series : Trade Education & Training

Overview:

GLP is dedicated to sustainability, passionate about authentic storytelling and committed to solving marketing problems using a proven content-driven strategy. We have decades of shared industry experience and we’ve learned lessons through our successes (and challenges). The most powerful knowledge is knowledge shared. How can we help you meet your training and education needs? Let’s keep learning, together.

Like everyone, we’ve pivoted to more digital, online and virtual experiences in response to the pandemic. We’ve always been a digital-first, full-service agency. But we’ve expanded our portfolio of products and services to connect with and inform more people and organizations than ever before.

Webinar Topics:

1. The Power of Storytelling

We believe in the power of authentic, character-driven storytelling to inspire and motivate action. Storytelling is more than a “trend” or a “buzzword.” There is strategy and craft involved to create content that delivers your desired results. Learn the foundations of great storytelling, the skills to identify your best stories, and how to implement storytelling in your content strategy.

Target Audience: travel industry professionals, DMOs, operators, travel advisors, travel marketers

Key Themes: storytelling, digital marketing, content strategy

Highlights: This webinar explores the foundations of storytelling and teaches how to apply them for successful content marketing.

Key pillars of storytelling
Storytelling and Content Strategy
How to identify your best stories

2. Content Marketing for Sustainability

How can marketing be used as a force for good in sustainable tourism development? And how can putting sustainability content at the heart of your destination marketing support your long-term business goals? Learn sustainable tourism marketing strategies and tactics based on recent case studies and current market research from across the travel industry.

Target Audience: trade professionals, DMOs, operators, travel advisors, travel marketers

Key Themes: sustainable tourism, content marketing, storytelling, marketing strategy

Highlights: This webinar will share global case studies and award-winning films that support current market research, and examine actionable marketing strategies such as:

Solutions to overtourism
Targeting high-value responsible travelers
Tourism recovery for a sustainable future

3. Strategic Branding and Repositioning for Tourism Recovery

The pandemic has made clear the urgent need to address critical issues that have faced the tourism industry. Sustainable practices, regenerative travel models and community-based tourism are leading best practice solutions. Consumer demand and travel intent show sustainability, slow travel and community support are influencing consumer spending as travel resumes. Learn how storytelling, strategy, and branding work together for brand positioning and tourism recovery.

Target Audience: travel industry professionals, DMOs, operators, travel advisors, travel marketers

Key Themes: branding, repositioning, strategy, content marketing, sustainability

Highlights: Learn from the latest industry research and trends to see how storytelling, strategy and branding can help your brand position for post-pandemic recovery. Highlights include:

Branding and positioning
Value proposition
Tourism recovery, rebuilding, and resilience

4. Digital Marketing: Distribution and Content Marketing Strategies

Your story is only powerful if it is seen and heard by the right people - your audience. Audience growth, media pick up, and trade distribution are critical, but success is not always driven by big marketing budgets. A content marketing strategy is fueled by a smart and strategic approach, on any budget. Learn how to improve your marketing strategy and reach your target audience to inspire action and ensure the best return on investment.

Target Audience: travel industry professionals, DMOs, operators, travel marketers

Key Themes: strategy, content marketing, distribution, media, social media, storytelling

Highlights: Learn new strategies that combine storytelling, content, and distribution for the best ROI in content marketing. Highlights include:

How to identify your target audience
Distribution strategies (Owned, Earned, and Paid Media)
Influences and social media

5. Trade Marketing: Stakeholder Development and Supply Chain Collaboration

Reaching the trade or travel industry is an important part of growing your business in a meaningful and sustainable way. From new itineraries to showcasing your best tourism experiences, learn how storytelling and content marketing can help you develop strategic and collaborative partnerships to build a resilient travel business and amplify your marketing message with your stakeholders and supply chain, including travel advisors, tour operators, regional DMO’s, travel brand partners, associations, and more.

Target Audience: travel industry professionals, DMOs, operators, travel marketers

Key Themes: strategy, content marketing, distribution, storytelling

Highlights: Learn how to leverage your new content and content marketing to develop strategic partnerships and collaborations with key stakeholders. Highlights include:

Stakeholder mapping and development
Partnership and collaboration strategies
New trip and experiences itineraries
Trade development and distribution