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Miles Partnership Acquires Tourism Media Agency, Ad+genuity Marketing Solutions

Miles expands its capabilities in media services and adds regional offices in Boston and Los Angeles.

SARASOTA, FL (January 2019) — Miles Partnership, a leading tourism marketing consultancy, announced that it has acquired Ad+genuity Marketing Solutions, a Boston-based full-service media agency serving the tourism industry since 2006. Ad+genuity, with expertise in omni-channel media planning and comprehensive cooperative marketing development and execution, was founded by tourism marketing veteran Tania Leichliter. Ad+genuity’s clients include state and local tourism organizations, hospitality businesses, ski resorts, attractions and tour operators.

Ad+genuity provides Miles Partnership with expanded expertise in full-service media and managed cooperative program development and execution services. Ad+genuity will remain an independent business unit of Miles, serving its legacy clients while integrating to expand service expertise...

Gallery of Engaging Travel Content

The Winter 2018 State of the American Traveler – Destinations Edition shows us that traveler optimism is high and people are interested in a variety of experiences, from beaches to cities to small towns and outdoor recreation, and that travelers are using a mix of resources to become inspired and plan their trips.

And we’re really starting to see DMOs and other travel brands focus more on creating a mix of compelling content that not only balances inspiration and planning, but harnesses each destination’s individual strengths in innovative ways to connect with these travelers on a deeper level.

Content That Inspires Travel

This content was originally presented as part of The State of the American Traveler - Destinations Edition webinar presented in March 2017 by Miles and Destination Analysts with support from the Southeast Tourism Society and Destination West.

While research identifies what types of content resonates with travelers when they’re making destination decisions, it’s how we, as marketers, creatively develop and execute this content that really connects with those travelers and inspires them to choose your destination. 

That is why it’s so important to have a rich collection of inspirational content –words, photos and videos that connect with travelers on an emotional level and offer the “why” and the “wow” of the place in addition to the “how” content such as partner listings, maps and deals. This type of inspirational content is how you...

Highlights from the 2016 Ad Age Brand Summit

Last month I attended the Ad Age Brand Summit in Los Angeles, which brought together marketers from a variety of industries, all with the goal of learning new strategies to help brands of all sizes succeed in today’s complex media environment. 

Sessions ranged from future opportunities in virtual reality to the risks and rewards of live video, as well as case study success highlights from major players such as Target, Intel, Honda and Mountain Dew.

Though speakers covered a wide range of topics, what I took away as the overarching theme of the event was that meaningful brands do meaningful things—to be successful, you not only need to be authentic, but culturally relevant, consumer focused and, at times, fearless. 

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The Importance of Being Social

We talk a lot about the importance of sharing content at Miles, be that through your owned channels such as your website and social media channels, using a curated network of influencers or even through paid content distribution.

The most recent State of the American Traveler research shows that, when planning their next trip, 45.5% of travelers seek out reviews, ratings and user-generated content both for ideas and to validate their selection, and 48.1% use social media in trip planning. According to the research, the average traveler uses dozens of websites and a range of offline media when deciding where to go and what to do when they get there.

I know my own travel planning behavior certainly embodies those statistics. I usually start surfing the web and perusing travel magazines before I even have an idea of where I want to go, and I often use Facebook posts as a way to poll my friends on how to make the best use of my time off. In fact, it was my...