Six surprising things you can rent by the hour.

October 13, 2022

The tourism industry changed dramatically when platforms like VRBO and Airbnb enabled travelers to forgo hotels for a vacation home rental. But not only did this change traditional tourism lodging models…it gave “regular people” a thirst for renting their stuff to tourists, thrill seekers, and folks looking to relax.  I mean…why stop at lodging?

And suddenly, the apps and online matching platforms were born.  Here are six surprising things you can rent by the hour, from regular people who have something you want and don’t/can’t own yourself.

A Garden

Love gardening or want to try growing some veggies, and don’t have your own patch of land for the pleasure?  The platform Shared Earth matches people who have plots of unused land with aspiring gardeners in their area.  Through the in-app messaging system, you can get information about the sunlight, soil quality, and other pertinent facts to help you determine if that particular land is suitable for the types of things you want to grow.  Tourism professionals…take note here.  Got some land you could share with the community this way?  Worth considering.

A Swimming Pool

Want an escape but can’t afford the time/money for a vacation?  Rent someone’s swimming pool and yard by the hour through Swimply (which might be the most perfect brand name on the planet). You plug in your desired location and time and voila…a list of pools for rent and their photos are shown.  Then you just book and go.  One gent raked in nearly $200,000 just renting out his pool over the course of two years.  The only downside to such a perfect brand name comes when you want to develop new revenue streams:  Swimply is beta testing Swimply Spaces, through which you can rent people’s tennis courts, private gyms, and more.  Cool idea but it dilutes the power of the name.

An aqua blue swimming pool with a stone waterfall feature is just one of the six surprising things you can rent by the hour.

A Boat

Why buy a ticket for a boating experience with lots of other tourists?  Rent your own for an hour or two – even with a private captain and/or crew – from someone who has a boat to rent out as a side hustle.  The Boatsetter app will match you with your perfect boating experience in your preferred location.  Yachts, fishing boats, party boats, pontoon boats, sailboats…even jet skis are available.  And the locations are pretty diverse, with both ocean and lake options across the US.

Outdoor Sporting Gear

In another example of a perfect brand name getting diluted through expansion, Spinlister began as a way for folks to rent bikes of all kinds, from touring to mountain and everything in between.  Over time, it grew to feature a wide range of outdoor gear like surfboards, stand-up paddle boards, skis, and more.  This makes total sense for folks who are casual outdoor enthusiasts that have neither the inclination nor the storage space to own their own gear.  Tourism professionals…take note here:  there’s a Spinlister Pro version available for businesses, so if you want to lure in all those folks staying in Airbnb’s around your community, this might be a gateway.

A Yard for Your Dog

The brilliantly named Sniffspot – and please for the love of branding, Sniffspot…don’t you too start renting out other things that make no sense for your name – will allow you to rent someone’s backyard for your dog to play in by the hour.  And not just a backyard…the listing options include private hiking trails, fenced in/roam free areas, yards with pools the dogs can use, yards for private use, yards for playing with other dogs, yards with doggie agility courses, and more.  At prices that range from $5 – $20 (ish) per hour, it’s an incredible value…even if you have your own yard for your dog, but occasionally want to rent one with a pool or agility course to give your pup its own mini-vacation.

A black dog and a brown dog running fast in a large yard, one of the six surprising things you can rent by the hour.

Your Driveway

If you’re fortunate enough to have a driveway, garage, or any kind of owned area that could be a parking spot in a densely populated area (where scoring a parking space is like winning the lottery), you can rent it out through SpotHero.  At first glance, the website looks like it’s only used by big companies and parking garages, but regular folks can rent out their home spot here too…by the hour, day, week, or month.  It’s a super helpful service for people who don’t have time to waste looking for a parking spot, but don’t want to pay the exorbitant fees often charged by garages, stadiums, and (sorry tourism industry) urban hotels.

And in addition to these six surprising things you can rent by the hour, here’s a bonus:  Fat Llama.  Want to rent a painting?  A photography lighting umbrella?  A scooter?  A sewing machine?  A ukulele?  A drone?  A power drill?  You can find it all (and more) at Fat Llama.

Now THERE’S a brand name that can handle expansion into any category.  Because…random.

For some memorable examples of when tourism businesses treated me with the same kind of personal relationship vibe you get from these “regular person” rentals, check out these 10 unexpected (and fabulous) tourism guest service stories.

Six cool examples of marketing.

September 19, 2022

At Redpoint, we geek out over marketing success and recently, we’ve discovered these six cool examples of marketing worthy of applause.

Utterly Unexpected Trade Show Booth

When we were kids, those claw machines at arcades and amusement parks were irresistible.  But as adults?  Imagine BEING the claw, and swooping into a giant tank to grab as many prizes as you can.  Hats off to Squishmallows for this standout trade show booth at VidCon, where fans waited in line for four hours just for their 20-second turn in the Human Claw Machine.

One of six cool examples in marketing, this image shows a trade show booth filled with Squishmallow stuffed animal toys and a person hanging above them ready to grab as many as possible.

Seriously Clever Video Ads

It’s quite reasonable to assume that not EVERYONE will be interested in watching The History Channel’s documentary series about the Roman Colosseum.  But their marketing folks have produced a series of video ads that give it wider appeal and the best possible chance of luring in non-history buffs.  Meet Gaius Falco, head groundskeeper of the Colosseum (by way of New Jersey?), in these two ads.

Brilliant Branding Concept

OK, we can’t even breathe because this concept is so absurdly PERFECT.  Follow me on this:  Heavy metal band Metallica has a famous song called All Within My Hands.  In 2017, the band created a nonprofit organization called All Within My Hands Foundation.  And one of its signature programs is the Metallica Scholars Initiative.  This initiative partners with the American Association of Community Colleges to support scholarships and fund programs for students to learn trades working with their hands, such as welding, electrical engineering, HVAC, construction, and more.  The program supports 32 community colleges across 27 states.  We’re talking millions of dollars in funding here.  BRAVO, both for the initiative and the sheer branding brilliance.

One of six cool examples in marketing, this logo for the Metallica All Within My Hands Foundation shows a light blue hand with a keyhole and guitar neck.

Most Relatable Billboard (possibly of all time)

Score one for “good old fashioned” Timex, who managed – with just ten simple words and a photo – to instantly communicate how their product provides a solution to one of the most popular, gut-wrenching problems on the planet.

One of six cool examples in marketing, this Timex billboard shows a picture of a watch and the caption "check the time without seeing you have 1,269 unanswered emails."

 

Smart…but Creepy?…Product Launch

This product came out a few years ago, but we just stumbled across it recently.  The Shelves of Life product is a bookshelf that can be repurposed into a coffin, so you can be buried in it when you die.  Wait…what?  Indeed, this is true and it can be purchased, and it comes with visual instructions and diagrams for making the shelf-to-coffin transformation.  More about it here, and more about the designer, William Warren, here.

One of six cool marketing examples, this set of bookshelves can be transformed into a coffin when the owner dies.

Video Storytelling That Steals Your Heart

Bravissima, Barilla!  This video tells a story about Izyan Ahmad (“Zizou”), a young tennis player who had a dream of playing against Roger Federer when he was 11 years old.  Watch what happened five years later.

And in addition to these six cool examples of marketing, here’s one of our throwback faves.  When the baker hired Simone, it started a seriously cool chain reaction.

What’s a “newsworthy” animal experience in tourism?

June 20, 2022

In our role as PR counselors, we’re often asked how to make things newsworthy, and tourism animal experiences are no exception.  It’s a valid question because the answer requires more than just adding discounted zoo tickets to a hotel stay to create a package.  To be newsworthy, there must be something extraordinary, unique, unexpected, or timely about it.

Before I review some examples to illustrate the point, let’s just be clear on this:  being “newsworthy” in ANY subject is not easy, nor is it often achieved passively.  You have to pursue it deliberately, and in most cases jump through some hoops to make it happen.  Proactive investments are usually required, whether financial, creative, or both.  Risk – often high risk – is usually involved.  And a thoughtful runway of time and planning is key.

This means that, as a tourism marketer or owner/operator, you must have both vision and patience if you want to create concepts that are newsworthy.

And these folks did.

Here are four illustrative examples from around the world of newsworthy animal experiences in tourism:

Jamala Wildlife Lodge

This hotel is set within the National Zoo & Aquarium in Canberra, Australia. And by “set within,” I mean the accommodations are organically nestled into the entire experience, not a stand-alone hotel that happens to be located on the grounds.  Rooms and suites offer exclusive viewing perches, or share glass walls with animal habitats, allowing guests unrestricted viewing from the privacy of their own space, like so:

A woman taking a bubble bath while watching tigers prowling on the other side of a glass wall is a highly newsworthy tourism animal experience at Jamala Wildlife Lodge.

 

From jungle bungalows to giraffe treehouses and rooms that put guests up close and personal with sharks, meerkats, capuchin monkeys and more… it’s no wonder the website prominently features a “join the waitlist” option.

What elements make this a newsworthy tourism animal experience?

  • The financial and architectural investment to create unique accommodations that offer rare 24/7 access to animals.
  • Only a small handful of hotels like this in the world provide such an atypical experience.
  • Dramatic, unexpected photos/video to promote the experience.

 

The Biosphere at Treehotel, Sweden

The entire concept at Treehotel is extraordinary and newsworthy… a collection of dramatic, high-design treehouses distinctively different from each other.  But one – The Biosphere – takes your breath away both visually and experientially:

A photo of a hotel room suspended in the air from a tree, adorned with 340 birdhouses on the outside is a newsworthy tourism animal experience available at The Biosphere at Treehotel in Sweden.

 

Adorned with 340 birdhouses attached to its exterior, guests enjoy a front row seat to some of the most spectacular birdwatching possible.  The Biosphere’s design is meant to protect and foster the local bird population.  But lordy, it manages to be a showstopper in the process.

What elements make this a newsworthy tourism animal experience?

  • Well, 340 birdhouses to start (duh). Pretty sure it’s the only accommodation in the world with THAT distinction.
  • It’s visually arresting, and photos of it stop people in their tracks, even when mindlessly scrolling on social media.
  • The bold, complex design earns news attention for both its financial and creative investments.

 

Caiman, A Brazilian Ecotourism Retreat in the Pantanal

The Pantanal is the world’s largest tropical wetland, and its 42 million acres spans across Brazil, Bolivia, and Paraguay.  Caiman Ecological Refuge, with 18 lodge rooms and two private villas, is within the Pantanal in the Brazilian state of Mato Grosso do Sul.  The 150 miles to get there from the airport are fraught with dirt roads that have no internet or GPS access, but it’s worth the drive because this:

A photo of a jaguar with mouth wide open, showing sharp teeth, is part of the newsworthy tourism animal experience guests can have at Oncafari and the Caiman Ecological Refuge in Brazil.

 

One of Caiman’s conservation partners, Onçafari, is dedicated to the conservation of once-endangered and now near-threatened jaguars with research, protection, education, and repopulation.  Guests can go out with guides to learn more about these elusive animals through up-close interaction.  Nocturnal guided exploration is also an option for those feeling brave.

What elements make this a newsworthy tourism animal experience?

  • The confluence of the Pantanal, jaguars, and deeply meaningful conservation efforts.
  • The Caiman Ecological Refuge itself, which offers guests education and interaction with many other options for sustainability education…from livestock ranching to conservation projects for endangered and illegally trafficked birds.
  • The remote location. There’s no convenient airport shuttle and no public transportation.  You need a special kind of car that can take the dirt roads or a turbo-prop aircraft to get there.  Basically… you have to really WANT to get there.

 

Natural Habitat Alaska Bear Camp

It’s true there’s no shortage of “bear viewing” experiences in the tourism industry, especially in British Columbia and Alaska.  So it takes an unusual one to stand out.  Once again, we lean into the “hard to get to” element here.  With Natural Habitat, you fly in a private bush plan over volcanoes, glaciers, and icefields to get to this remote Bear Camp:

An aerial view of the Natural Habitat Adventures Bear Camp, which is a highly newsworthy tourism animal experience.

 

The weatherproof tent cabins are surprisingly designed for comfort, with climate control, lighting, hard floors and a solid door.  It’s not glamping…but it certainly ain’t “roughing it.”  The three days you spend at the camp gives you extraordinary up-close access to Alaskan brown bears with experienced Expedition Leaders who both educate and safeguard you.  This is no “quick tour to a viewing platform” so you can take a selfie and prove you were there.  This is a full-on bear immersion.

What elements make this a newsworthy tourism animal experience?

  • The remote location. Any place “only accessible by plane or boat” already piques media interest.  The harder one must work to get there, the more interesting it becomes.
  • The layout and design of the Bear Camp. Just one spectacular aerial photo (as shown above) is enough to capture a traveler’s imagination and interest.
  • The collaboration with World Wildlife Fund (WWF). There’s no denying that such respected brand recognition adds credibility to the experience.

These four experiences aren’t all newsworthy for exactly the same reasons, but two things are certain with all of them:

  1. They’re not “news-washing,” which is when a business tries to put a slick bow on something to make it seem newsworthy, without making the under-the-hood investment needed to give the angle true, credible substance. When a program, package, or experience focuses more on “looking good” than “being good”… a credible journalist can sniff that out in a heartbeat, and it’s a turnoff.
  2. They all have extraordinary photo/video opportunities to help tell their story…and the business has invested in capturing the BEST photography/footage at likely a hefty cost to them.

Investing in “hero shot” photography is essential to developing a newsworthy story, as you can see with these tourism animal experiences shared here.  Journalists NEED photography, and it’s only natural that they’d want to use ones that tell the story visually, in just one glance…and that cut through the clutter to get people’s attention.

For more tips on this crucial news element, see these tips on the secret to a great tourism photo.

10 Unexpected (and fabulous) tourism guest service stories.

September 20, 2021

Here’s the way to create indelible tourism memories:  deliver completely unexpected, fabulous, and highly personal guest service.  Also, spoiler alert…there’s a story in this piece about my trip to Spain that’s going to horrify my mother.  (Mom, if you’re reading this, I’m sorry.  I’m older now and I won’t do it again.)

Tourism businesses – hotels, airlines, attractions, cruise lines, tour companies, etc. – often invest a ton of money and labor developing comprehensive guest service programs and amenities.  And those bring value to the tourism experience, no doubt.  But the simple truth is that PEOPLE create the unexpected, joyful moments that make the most lasting impressions on guests.  Moments like these ultimately transform guests into ambassadors.

I travel for a living because I do tourism marketing and consulting work around the world.  So that means I’ve stayed at hundreds of hotels in dozens of countries and have thousands of tourism experiences under my belt.  Many of these have been utterly outrageous – like the time I stayed at a five-star luxury resort in the Caribbean for a grand total of 12 hours (including sleep) as part of an island-wide site assessment.

At this resort, I had my own butler, who literally unpacked my entire suitcase and pressed all my clothes and hung them…despite the fact that he was just going to fold and pack them all up again 12 hours later.  When I came in from dinner that night, he had decorated the entire bathroom with flower petals and candles, drawn a bath, and had champagne chilling next to the tub for me.  I was tempted to stay awake all night just so I could see what he’d do next.

You’d think an experience like that would be near the top of my “best hospitality experiences” memory list, right?  But no…and not because it was too short-lived to enjoy it.  It’s because there’s nothing extraordinary about that level of service at that type of resort. Don’t get me wrong, it was absolutely lovely and I enjoyed every second of it.  But it all followed a carefully planned script that was delivered uniformly to all guests.  Plus, for the price of that suite, it was completely expected.  Indeed, I’d have been disappointed if the service had been anything less.

So no…those types of experiences don’t top my “best hospitality experiences” list.  In fact, all of the experiences that have made a lasting impression on me and turned me into a loyal, enthusiastic ambassador for each organization have just two things in common:  1) they were completely unexpected, and 2) they happened because an employee I encountered went out of their way – and off script – to bring me joy.

And here’s the best part:  most of the experiences cost the business absolutely nothing to deliver.

So here, in no particular order, are 10 of my most unforgettable, unexpected, and completely fabulous tourism guest service experiences.

  1. I was offered a home-cooked meal.

When I called the Torrent River Inn in Hawke’s Bay, Newfoundland to make a one-night reservation that split up a 10-hour drive for me, I asked what dinner options would be available for my late evening arrival.  Turns out, the inn is in the middle of nowhere, AND their restaurant would be closed, AND it was Canadian Thanksgiving that day.  Guess what?  The employee on the phone – who was not the owner, btw – offered to bring me a plate of food from her family’s Thanksgiving dinner when I arrived.  She wasn’t even going to be working that night.

  1. I was sent the souvenirs I regretted not buying.

As I was checking out of the Henry Jones Art Hotel in Hobart, Tasmania, the bellman asked me what I was going to regret most about leaving their beautiful island.  I didn’t even have to think about it:  I had seen a mug at a touristy store in town that cracked me up and was just sooooooo Tasmania.  But not being “that kind” of a souvenir buyer as a rule (I’m more likely to buy a local recipe book or items made by a local artisan), I didn’t buy it.  But as soon as he asked me what I would regret about leaving, not buying that mug was the first thing that came to mind.  When I got home to New York three weeks later, guess what was waiting for me?  A set of four of those mugs, compliments of the hotel.

Picture of souvenir mug that says Send Tassie More Tourists the Last Ones Were Delicious

 

  1. They brought me handpicked wildflowers.

My stay at the York Harbor Inn in Maine began horribly:  the night I arrived, I realized I had strep throat.  It took a bit of time to get the right meds, so for 72 hours I stayed feverishly holed up in my room. Ultimately I even had to extend my stay because I was too sick to leave.  On the day I emerged from the room for the first time, I let housekeeping know I was stepping out for a while so they could go in and fumigate (bless them).  When I got back, besides the room being sparkly clean, there was a jar filled with wildflowers and a note:  “We’re so glad you’re feeling better.  Love, the Housekeepers at the York Harbor Inn.”

  1. They made me a pillow.

In what might just be the greatest guest service experience of all time, this housekeeper made history for me.  At the hotel that has since been rebranded as Hotel Halifax  in Nova Scotia (but don’t worry, the staff is the same and the service is just as exceptional), Sandra the housekeeper recognized that I was using a towel in a pillowcase every night during my stay…and then she started making towel pillows for me on her own. Let me be clear:  I do this in hundreds of hotels and no housekeeper has EVER done anything other than remake the bed with fluffy pillows intact and towels hanging back in the bathroom where they belong. So to discover Sandra’s towel pillow with a special note to me was like the greatest surprise of my tourism life.  In fact, when I blogged about the story, it was shared over 100,000 times and even earned Sandra and the hotel an award from their corporate brand.  Read here How One Housekeeper Won My Brand Allegiance…and My Heart.

 

A note to Chris Miranda from the housekeeper at the Hotel Halifax as an example of unexpected, fabulous tourism guest service.

 

  1. I was given free coffee and treated like a celebrity.

To this day, I still don’t know how she did it.  When I walked into the sundries store at Smugglers’ Notch Resort in Vermont to get a cup of coffee, the cashier told me she knew who I was and the coffee was on the house.  Yes, I was there to deliver the inspirational keynote speech at the resort’s season-opening employee rally.  And yes, it’s not like they had a ton of guests roaming around just before ski season started.  Maybe they had sent around my picture to all staff or posted it in the employee breakroom, or maybe she just figured the one stranger in the shop HAD to be the day’s guest speaker.  Or maybe – could it be? – she remembered me from when I spoke there a year prior, even though we hadn’t met.  But you know what?  I don’t want to know.  It’s way more magical not knowing.  I was just recovering from a grueling, white-knuckle nine-hour drive in a snowstorm to get there, and to be unexpectedly recognized by a random staffer and given free coffee was just the BEST THING EVER.

  1. There was a dog waiting in my room.

While presenting a tourism community workshop on developing hotel packages and experiences at the Rodd Miramichi River Hotel in Miramichi, New Brunswick, I jokingly suggested that it would be awesome if hotels could offer a dog as part of a stay.  As there were many dog lovers in the audience, we bounced that fun topic around a bit and everyone learned how passionate I am about dogs.  Turns out, the general manager of the hotel happened to be in the audience for that workshop.  He secretly texted a hotel staff member to quickly go buy a toy dog (It barks!  It moves!).  By the time I finished that workshop two hours later and went up to my room, that dog was waiting there for me…complete with dog bed, treats, and a special note from the hotel.  Tourism guest service doesn’t get more unexpected and fabulous than that.

 

Christina Miranda showing a fabulous and unexpected tourism guest service example while she sits in a dog bed holding the toy dog delivered to her room at the Rodd Miramichi River Hotel.

 

  1. I got extra dumplings just because I asked for them.

While at legendary restaurant Buddakan in NYC, my indecision between two appetizers prompted me to order one and then mischievously ask if I could just taste ONE dumpling from the other… just so I’d know for next time.  Imagine my surprise when – in addition to the appetizer I ordered – the server brought out an ENTIRE dish of Szechuan pork dumplings instead of just one…and then told me there was no charge for them. That simple act of kindness (and investment) earned them my loyalty, return visits, and about a zillion referrals.  In fact, I did the math at the time and their ROI for that one gesture was so strong that I wrote about the experience here:  You Can’t Find Love on a Spreadsheet.

  1. I got into a sold-out bullfight in Spain against all odds.

There was not a ticket to be had for the high-profile bullfight happening when I was staying in Madrid.  Watching a bullfight is not for the faint of heart, but I had no intention of leaving Spain without experiencing such a rich cultural tradition.  When I asked the concierge at my hotel, which has since been rebranded as the ME Madrid Reina Victoria, I learned that there was no way I could snag a ticket without giving up my retirement savings.  I went away sad.  Until the next day, when he took me aside at breakfast and told me a family he knows agreed to let me join them, no charge.  TBH, it was like being in witness protection:  I was taken to an appointed street corner on the back of a motorbike by one of the hotel’s dishwashers, met there by a niece in the family, handed off to a cousin in a café near Las Ventas Bullring, and then – no lie – smuggled into the arena by the family.  This incredible group of nearly 30 people shared their food & drinks with me, educated me on the whole spectacle of bullfighting as it unfolded, and introduced me to nearly every person in our section of the arena.  And they wouldn’t accept a dime.  It was truly one of the best days of my life, being embraced by these strangers and immersed into their culture.  It was only the next day that I realized I was lucky that all those witness-protection-style-logistics didn’t end up with me being sold on the black market to a world of unpleasant things.  Ah, to be young and blindly trusting again.

  1. They protected my cupcakes to the death.

When I arrived at the WestJet check-in desk at LaGuardia Airport enroute to Newfoundland by way of Toronto, I had 875 cupcakes in tow.  My goal:  get those cupcakes all the way to St. John’s, NL, in one piece – frosting intact – to deliver as a surprise at a tourism industry speech.  I was a nervous wreck because we all know baggage handlers aren’t always the most gentle caretakers, but there was simply no other way to get these cupcakes there fresh and on time.  Enter Jesse and Alex at WestJet.  They dove right into being co-conspirators on “Operation Cupcake Surprise,” and took personal responsibility for marking the boxes and shepherding them to the plane.  Then, at the gate, they introduced me to the baggage supervisor who personally stacked my boxes on board in a cool dry area, making sure they were all upright.  And they alerted the flight crew of the precious cargo to ensure my cupcakes and I got the same extraordinary treatment when we changed planes in Toronto.  The cupcakes were in perfect condition upon arrival.  PS – they even gave me an upgrade.  #fan4life

Chris Miranda stands between two WestJet employees at the gate in an example of unexpected and fabulous tourism guest service experiences.

 

  1. Someone bought me a hairdryer.

While staying at The Peninsula Chicago, I needed a hairdryer with a special attachment as mine broke during the arrival flight. They didn’t have it at the hotel, so on my way out to my dinner meeting, I asked the concierge for help locating a place to purchase one.  Requirements:  it had to be on my route to/from dinner, open in the evening, and definitely have it in stock.  I told him I was absurdly pressed for time that night, but needed it for 5am the next morning to groom for a big presentation.  The concierge instantly responded to my stress level and just said “go to your dinner, I’ll take care of it for you.”  When I got back to my room that night, the hairdryer was sitting on my bed with the money I gave him to buy it and a note on the box: “This one’s on me.  Knock ‘em dead tomorrow.”

 

You see?  It’s PEOPLE that make the most lasting impressions.  PEOPLE create the unexpected and fabulous guest service moments in tourism.  And those moments become marketable.  They create ambassadors for your brand.

So if you’re a tourism business, the moral of the story here is this:  1) hire kind people who like to make others happy, and 2) give them the freedom – within reason – to put that skill into practice with your guests.

Oh and here’s a tip:  do NOT let ridiculous and out-of-touch corporate policy override guest happiness.  The chocolate chip cookie policy at this resort is another experience I’ll never forget…but not in a good way.

Four Brilliant and Unexpected Marketing Partnerships

September 14, 2021

All good marketing partnerships need to be a win-win for the brands involved.  But brilliant marketing partnerships are also clever, unexpected, and make people say, “ok, now THAT’S cool.”  It’s not just that the benefit to consumers is valuable…it’s that the creation of the partnership itself makes an impression.

The partnership gods must be working overtime lately because I’ve seen four spectacular ones pop up in the past month.  These are worth a salute, plus they offer inspiration and learning opportunities for smaller, less well-funded businesses.

Before we explore them, it’s worth noting that in this context, a partnership is defined simply as two distinctly known brands coming together for a shared purpose.  It doesn’t matter who paid whom, or how the financial outcome gets distributed.  It’s about the brilliance of two brands unexpectedly aligning.  Ready?  Let’s go.

 

Cover of new book by Dolly Parton and James Patterson called Run, Rose, Run.

The Players:  Legendary country music artist/entrepreneur Dolly Parton and prolific author of thriller and mystery novels James Patterson.

The Partnership:  A thriller novel to be released in 2022 entitled “Run, Rose, Run” about an aspiring country music singer with a dark secret. The two are collaborating on plot and story elements for the novel, and Parton will simultaneously release an album of the same name, with 12 original songs inspired by the novel.

Why We Love It:  It’s a completely new idea.  An original book that promotes an original album…that in turn promotes the original book?  Each one draws the power of its distinct audience (Patterson book fans and Parton music fans) to inspire interest in the other. The cross-marketing opportunities are absolutely bonkers on this concept (“bonkers” being a highly technical marketing term for “limitless and insanely exciting”).  The book and the album are organically linked, so as you get vested in the characters and story through one, you are bound to be curious about the other.  And we’re just calling it right now:  there’s a Run, Rose, Run movie or streaming series in all our futures.

What You Can Learn:  Just because something’s never been done before, doesn’t mean it’s not possible.  Don’t just look for your partnership options among the usual suspects.  Can a hotel or destination partner with a band to write an original album based on its history and offerings?  Can a local coffee house partner with a local gardening supply store?  Can an amusement park partner with a haircare products company?  You bet.

 

A picture of the Oscar Mayer Weinermobile, which is a vehicle shaped like a hot dog. This includes the signage of the Lyft brand.

The Players:  Food brand Oscar Mayer – well known for its wiener hot dogs – and popular ridesharing service Lyft.

The Partnership:  From August 25-27 in Atlanta, New York, Chicago, and Los Angeles, riders who hailed a Lyft XL could have been surprised by a pickup from the legendary Oscar Mayer Wienermobile.  Not only did that come with bragging rights and shareworthy content for the lucky riders, but the ride was free and they got swag.

Why We Love It:  First of all…it’s hilarious.  And after the wet blanket purgatory we’ve all experienced from the pandemic, frivolous fun is a welcome change.  But also, it’s a brilliant partnership because it has so many layers.  There are PR opportunities before, during, and after each rideshare blitz. The Wienermobile gets to cruise the streets for three days in four major cities.  Odds are at least some of the riders have decent social media followings and will share with glee.  And highly arresting video/photo visual opportunities exist across a ton of marketing channels.

What You Can Learn:  This partnership is all about providing the element of surprise to guests.  Lyft ride hailers expect a typical SUV to arrive for their pick up… they will lose their minds with joy when the Wienermobile shows up instead.  Where can YOU provide a pop of unexpected joy in what would otherwise be a typical, ordinary experience for your guests?

 

Rap artist Ludacris takes a spoonful of Jif peanut butter from the jar while standing in front of a microphone in a recording studio.

The Players:  Popular peanut butter brand Jif and successful rap artist Ludacris.

The Partnership:  The two teamed up for a commercial that shows Ludacris trying to record a new rap song and failing miserably with each take.  Then, after eating a huge spoonful of Jif in between takes, he nails it…because the way the peanut butter sticks to his mouth and makes him mumble is the PERFECT style for his new song.

Why We Love It:  Whether you love rap or not, it’s a common observation that it’s often really hard to understand what’s being said in a rap song.  And whether you love peanut butter or not, everyone knows peanut butter has the pesky tendency to stick to the roof of your mouth.  So the fact that BOTH brands involved were willing to poke fun at themselves with this collaboration?  Genius.  Whoever thought of this partnership deserves a medal.

What You Can Learn:  Let your hair down sometimes.  People love humor and they love when a brand is both humble and confident enough to admit their “flaws.”  Note that the flaw you cop to can’t be a serious thing or else poking fun at yourself will backfire.  Like, if you’re known for paying poor wages or implementing poor environmental practices, you definitely don’t want to draw scrutiny there.  But if – for example – you’ve got notoriously long wait times at your restaurant, you can certainly turn that into a positive and have fun with it instead of ignoring it.  See how this eatery in Colorado made it work.

 

A picture of a subway foot-long sandwich and the mascot from Bob's Discount Furniture sitting on a blue sectional sofa.

The Players:  American fast food restaurant franchise Subway and multiple businesses in local markets, including Bob’s Discount Furniture.

The Partnership:  As a way to break through the clutter and gain attention for its new menu items, Subway is doing a “takeover” of TV commercials from other advertisers.  Here’s what happens:  a Subway ad listing all its new menu items gets cut off before finishing…and then when the next commercial starts for a different advertiser, Subway interrupts the commercial and takes over the ad.  All the partner advertisers still get to hawk their own products.  The “takeover” commercial is a jointly produced, shared spotlight.  See the Bob’s Discount Furniture takeover ad here and see other Subway takeover ad partnerships here.

Why We Love It:  Lordy, it’s hard to get folks to pay attention to commercials.  But this quirky, untraditional approach is bound to cut through the clutter.  Regular TV viewers who are only half listening and already desensitized to hearing endless Subway commercials and endless Bob’s Discount Furniture commercials are likely to stop in their tracks to see/hear something they never expected:  Furniture mascot “Little Bob” selling Subway sandwiches.  This is true of all the takeover ad partners, like the local personal injury lawyer whose long-standing ad you could recite by heart, or the car dealership whose jingle gets stuck in your head all the time.

What You Can Learn:  Never say never, y’all.  Not only are these partnerships completely unexpected from brands that are completely unrelated, but also…really?  Sure companies have bought ad space from each other before, but it’s usually done so one can OWN the space…not so they can share it with a joint “takeover ad.”  Maybe you can’t afford your own local TV ad spots to allow enough frequency to penetrate consumer awareness, but what if you found a partner or two and created collaborative ads?  And this is not “you take the first 15 seconds and I’ll take the last 15 seconds.”  Rather, it’s more like “let’s marry our messages and have some fun.”  Again, going back to the local coffee house and the local gardening supply company…no one would EVER expect to see them marketing together, so a collaborative TV ad might just snap folks to attention.

These brilliant partnerships all capture the spirit of surprise because no one ever expected these brands to pair up.  And the element of surprise is a gift to marketers everywhere.  People love to be caught off guard with something atypical that’s also positive, clever, and joyful… see how we partnered MSC Cruises with automaker FIAT in a way no one ever expected. Tap that vein of “surprise” marketing goodness whenever you can.

And pssst… this doesn’t just work for partnerships.  Look at how Book Culture surprises its shoppers.

Five cool tourism marketing campaigns that may need post-Covid tweaks.

July 15, 2021

Will marketing ever be the same after we’ve spent so long viewing the world through a Covid lens?  Lingering hesitancy toward close social interaction with strangers adds a new risk element to advertising, imagery selection and especially cool, interactive tourism marketing campaigns.  Yet, isn’t getting to know strangers – and being enriched by the experience – a fundamental selling point in tourism?

This makes all our jobs as tourism marketers just a bit harder.  So, for fun, let’s reminisce about a simpler time…when worrying about portraying germ exchange wasn’t so high up on our marketing radar.   Here are five cool tourism marketing campaigns that may need some post-Covid tweaks if implemented today.

THE SWISS VILLAGE PHONE PROMOTION

Cool Tourism Marketing Campaign Concept:  Swiss villages in the region of Graubünden are so quiet that everyone who lives there can hear the pay phone ring in the town square.  And if you called that phone in the village of Tschlin (population 166) and someone doesn’t pick up…you could win a free trip and other prizes.  30,000 people called in just six days.

Post-Covid Tweaks:  All 166 people answering the same phone without showing it being wiped down and sanitized even once?

 

THE KLM BONDING BUFFET

Cool Tourism Marketing Campaign Concept:  Get 20 strangers to share a Christmas dinner buffet together in an airport.  The catch?  The buffet descends from the ceiling (in its futuristic Star Trek way) in stages, each time a new person fills a seat.  And once all 20 seats are filled, the table laden with food locks in place.  KLM Airlines really knocked it out of the park on this one.

Post-Covid Tweaks: “Tweaks” just ain’t gonna fly here.  Sharing food?  Hugging?  Cozying up for selfies?  This utterly brilliant marketing concept can only reign supreme pre-Covid.

 

EUROPE – IT’S JUST NEXT DOOR

Cool Tourism Marketing Campaign Concept:  French national railway company SNCF wanted to encourage people to take a train journey to other European countries.  So, they placed THE coolest freestanding, interactive doors in unexpected places all around Paris.  People who opened the door experienced real-time interaction with engaging locals in other cities.

Post-Covid Tweaks:  Dude, that door handle needs serious sanitizing, and mesmerized groups of spectators can’t stand six feet apart and still watch the interaction!

 

CLOSED FOR MAINTENANCE – THE FAROE ISLANDS

Cool Tourism Marketing Campaign Concept:  This is an incredibly genius idea to both combat and draw attention to the overtourism problem…while at the same time promoting tourism for an off-season weekend.  Visit Faroe Islands “closed” to visitors the last weekend in April.  Instead, that weekend it welcomed volunteers from abroad to help with maintenance and clean-up of the islands’ many natural sites and attractions.  In return, visitors get a free room and meals during their stay.

Post-Covid Tweaks:  Wide open spaces and lots of fresh air working outdoors?  They almost skated through with that.  But the vague “free room and meals” leaves one in doubt:  will I have my own room and is it clean?  Communal meals?  How intimate is the contact I’ll have with strangers?  Ah, Faroe Islands… you were so close with this one!

 

THE GREAT ESCAPE TO GRAUBÜNDEN

Cool Tourism Marketing Campaign Concept:  Wow, the folks at Graubünden Tourism must really eat their marketing Wheaties, because here’s another winner from them.  In this promotion, people at the Zurich train station could interact in real time with a friendly, welcoming, grandfatherly-type gent in the village of Vrin.  He even prints free tickets for spontaneous-minded folks to hop a train and go visit him that day.

Post-Covid Tweaks:  Has that guy been vaccinated?  Have my fellow adventurous travelers been vaccinated?  Because if we’re all going to shake hands, hug, and share a meal in Vrin, I need to know.

 

OK… I’m not REALLY suggesting that we need to see the people of Tschlin wipe down the phone.  Nor am I saying there should have been a bottle of hand sanitizer hanging from the doors in the French railway ads.

The point is, as marketers, we just got a new dimension added to our lens.  How will people perceive our messaging, images, and attempts at interaction in this uncertain world?  There’s no easy answer, and no permanent one either.  This will evolve over time as the pandemic ebbs and flows…and eventually recedes completely.  But for now, we’ve all got to add this to our growing list of “considerations we must factor into our marketing material.”

Still, it’s pretty cool to reminisce, right?  Those were the days.  One time, a group of strangers at a tourism conference even baked me a bunch of homemade cakes!  Yeah… those WERE the days.

The Hiring Chain video: great idea, brilliant storytelling.

April 23, 2021

If you’ve not seen The Hiring Chain video, get ready for a great idea and some absolutely brilliant storytelling.  And it’s not just because legendary music artist Sting is performing the tune.

Click image to watch:

 

GREAT IDEA

First, let’s talk about the idea as it relates to tourism and hospitality.  As the industry roars back from the pandemic, there’s a definite labor shortage on the horizon. Housekeepers, groundskeepers, gardeners, kitchen staff, maintenance and custodial staff, and so much more will be needed.  It’s entirely possible many of these roles can be effectively filled by people with Down Syndrome (which, FYI, is often written as “Down’s Syndrome” too).

CoorDown, the awesome organization that produced the video, has a helpful website on the subject.  Here’s a link to their hiring page to learn more about hiring in your country.

BRILLIANT STORYTELLING

Second, let’s talk about the brilliant storytelling this video achieves, and why.  Marketers, take note:

  • By using the generic career titles – baker, farmer, dentist, barber, etc. – the viewer gets a feel by osmosis for the variety of jobs possible for Down Syndrome workers.
  • By the time the lawyer hires John, it’s clear how the story is unfolding and the viewer starts to anticipate what comes next.
  • The music tempo and vibe emotionally carry the viewer through this journey.  When the baker walks into the barber and the music slows down, it fosters an “a-ha” moment.  The brain has a chance to stop and realize how that whole hiring chain was connected.
  • The ending sequence is pure magic.  Just the simple act of speeding up the tempo implies quantity and depth.  Without saying it in words, it’s like saying, “You see how many jobs were filled and opportunities given just because of that one first move by the barber?  We had to speed things up just to fit it all in.”

It goes without saying that the video production is spot on…and yeah, it doesn’t hurt that Sting is performing the song.  AdAge said it best… “it’s like a jazzy nursery rhyme.”

When you plan your next video, take a page from great and brilliant Hiring Chain video.  They didn’t spell out much in black-and-white words, yet the combo of visuals, scenes, and music told the story better than any descriptive narrative would have.

BTW, you can use a similar storytelling concept with signs.  See some of our faves here.

Pop-ups are a smart, fun business and marketing idea.

February 18, 2021

woman holds a blue colored drink at the pantone cafe

If you own or market a hospitality or tourism-related business, you should explore and embrace the concept of pop-ups… especially in the pandemic era.  Here’s why.

First, they couldn’t be more aptly named.  In the world of business and commerce, a pop-up is a temporary business venue that appears in a specific location and remains for a limited period of time.  This could be a single day, a week, months, or even a year.  The point is that it’s clear from the start that this place isn’t meant to be permanent.  And with pandemic uncertainty casting a shadow over business plans and financial stability, we are all wary of investing in anything permanent.

Pop-ups are a business strategy and marketing tool that’s been used for years in a wide variety of industries, not just hospitality and tourism.  Some examples:

The appeal of pop-ups to the brands that create them are easy to see:  they’re flexible, temporary, come with low/short-term (if any) overhead, and they foster a sense of urgency for consumers.  And if you’re popping up within the location of another brand (like Bandier and NuFace above), you also get the halo effect of aligning with that brand, as well as an introduction to its own customers…who, if you’ve chosen your brand partner wisely, are likely to be interested in your own brand as well.

Hospitality businesses – restaurants, attractions, hotels, and more – can use the concept of pop-ups in a variety of ways, such as:

  • Hotels offering pop-up shops for retailers/attractions in their lobbies and public spaces: this could be great for community relations partnerships (with, say, a local craftsperson, bookstore, or museum) or a more high-profile brand partnership (a major clothing line, beauty products company, liquor company, famous chef from the city where you draw most of your guests, etc.).  It’s a meaningful guest experience enhancement, and also allows for some effective cross promotion.
  • Hotels producing their own pop-up shop, whether it’s a pop-in boutique with exclusive deals and experiences (like Away and Nordstrom), or an actual, physical pop-up shop located in a city you wish to target for potential guests.  This pop-up could be a stand-alone storefront, or nestled within a retailer that makes sense for your brand.
  • Restaurants trying out new concepts before making a full-fledged leap into a permanent location, or popping-up in a new city before settling there.  Lots of restaurants/chefs are teaming up together, to produce pop-up concepts within established restaurants for a win-win:  restaurants get paid for use of their space when they’d otherwise be closed (i.e. a dinner-only restaurant allowing pop-ups at lunch) and chefs/owners who want to do a pop-up get a fully-equipped location for it.  See how the Boston restaurant scene is absolutely thriving on pop-ups during the pandemic.
  • Attractions hosting pop-ups in the form of mini-experiences of their offerings… wherever they can reach groups of potential guests who might be lured to their main location:  grocery stores, highway rest areas, large retailers or parks in cities where their potential guest base lives, etc.

The point is…this temporary nature is precisely the reason why the concept of pop-ups is well-suited for pandemic-era business strategy.  You can try things, be playful, and test the waters without heavy, permanent investment.  It could open up the freedom for you to experiment with things you might not have considered during “normal” times…by now, consumers are well accustomed to the concept of pop-ups and eagerly embrace them.

For more inspiration – and I mean fabulous, creative inspiration – this article gives some sound advice on what to consider when creating a pop-up, as well as 15 of the most imaginative and successful pop-ups produced in recent years, like the Pantone Café in Monaco which offers menu items aligned with the signature Pantone color chart (like the Pantone blue drink above).  The Organic Valley pop-up is a particular fave of mine…fun, sassy, and brilliantly done…and I don’t even use half-and-half!

Tiny design details can make big memories in hospitality.

February 19, 2020

The bedside table at the Kimpton Hotel Monaco Pittsburgh made me swoon with joy.

Hotel Monaco Pittsburgh bedside table outlet

It was such a pleasure to be spared the usual contortions of locating the closest power outlet to the bed: it was directly under the outlet icon.  The fact that it was done in such a clever way was just a bonus…and ensured that I’d remember it.

Design details like that might seem insignificant, but actually they wield tremendous power.  Guests on mental autopilot or simply focused on other things are instantly snapped into focus on YOU.  It cuts through their mental clutter and seduces them into being present in the moment, aware of their surroundings, and with a small zing of pleasant feeling toward you.  Without that design detail, they are perhaps allowed to be indifferent toward you…and in the competitive world of hospitality, that will never do.

I thought the groovy-looking fish on this cabinet in a guest cottage at Basin Harbor in Vermont was simply a decoration…

Closed fish design drawer at Basin Harbor

 

…until I noticed the tiny knob:

Open fish design drawer at Basin Harbor

 

And when I walked into a gas station restroom in upstate NY, this was the last thing I expected to see:

flowers in rest area bathroom

 

Did it make me smile after two hours of grueling traffic?  You bet it did.  Seems silly, but it really did.

You can unleash this design-detail power in literally any aspect of guest touch points.  You don’t have to do it EVERYWHERE at EVERY touch point… in fact, that would create sensory overload and then dilute the power of the surprise.  And indeed, it doesn’t have to be revolutionary or cost a ton of money…it just has to provide an unexpected “ah-ha” moment.

Look at these Do Not Disturb (DND) signs at The Quarterdeck Resort in Nova Scotia:

Do Not Disturb signs at Quarterdeck Resort

Magnetic DND signs solve soooooo many problems, especially for hotel rooms that open directly to the outdoors.  And anyone who has ever been annoyed by their DND sign falling off the doorknob or blowing away in the wind will instinctively – and involuntarily – think “wow that’s cool” the moment they see these.

But bear in mind that while clever design details are guaranteed to leave a positive impression on your guests, #DesignFails are guaranteed to do precisely the opposite.  Behold, this Montauk NY cottage resort, where our ONLY door to the outside was clearly at odds with the DND sign:

Design fail for Do Not Disturb sign

Luckily, I had a bandaid in my travel bag, so we were able to (literally) doctor the DND sign to the glass door.

And here’s a parting tip.  Design not your thing, or maybe you’re afraid of the cost?  You can achieve the same zing-of-joy with clever signs.

An Instagram lesson from “The Dress.”

August 14, 2019

Recently, I learned about a dress available at fashion retailer Zara that has its own Instagram account.  At the time of this writing, The Dress had 21,000 followers.

Zara The Dress

The Dress (credit: Zara)

Not being a fashionista myself – whatever the opposite of a shopaholic is (shopaslothic?), I’m it – I figured that following The Dress on Instagram wouldn’t interest me… except as a marketer.  Because the thought of a dress having more followers than some of our clients is mind blowing, and just a teeny bit depressing.  I needed to know its secret.

Before I looked at the account, I tried to imagine what kind of content The Dress could offer to keep an audience engaged and growing (because when I first learned about it a month ago, there were only 13,000 followers).  Pics of The Dress in different locations?  Suggestions for jewelry, shoes, or other accessories that best complement The Dress?  Fan photos sent in wearing The Dress?  It’s true I’m no fashionista… but why on earth would anyone care enough about THE SAME DRESS to see pictures of it repeatedly and voluntarily?

So I looked.  And then I knew:  it’s not The Dress.  It’s The Voice.

OH, THAT VOICE.  The woman who created and manages the account, stylist Faye Oakenfull, sees the world through a clever lens…and that bit of brilliant, humorous cheek comes through with each post.  If she’s even half as good a stylist as she is a content creator, her fashion services should be in demand for eternity.  I scrolled through so many posts, and was smiling the entire time… and even though I’m not into fashion, and I was only looking at this account as a marketer doing research…in the end, I found myself clicking “follow.”

Because if this account brings me a shot of joy every time I see a post, then I’ll make room for it in my Instagram feed.

The Dress – and The Voice of The Dress – offers a valuable lesson for anyone managing an Instagram account in a lifestyle industry like travel, tourism, and hospitality:  you need to EARN your place in a person’s feed.  How?  Here are two useful suggestions:

Be entertaining:  That doesn’t necessarily mean funny… it means ENTERTAIN them.  Bring joy to their day.  Inspire them.  Make them think.  Surprise them.  And yes, make them laugh sometimes. Stop thinking about what you want (or need) to sell, and stop doing obligatory posts (with no thought, and at the last minute) just to check a box and keep to a posting schedule.

Be relevant:  Never ever forget that your audience is made up of individual people… and they are all doing different things and leading different lives at the time they see your post.  Why should they care that you’re having a happy hour special today when they live 1,000 miles away?  Talk to them as humans having a conversation (“This cocktail at today’s happy hour is so delicious, we won’t judge when you lick the glass after it’s gone”… pic of the cocktail, then swipe for pic of person hilariously actually licking the glass), not as a brand doing marketing (“Two for one happy hour specials on the patio today!”).  The former gives them a relevant sensory connection…the latter just pushes a transactional sale.

The Voice of The Dress does both – entertainment and relevance – beautifully.  And when my mother hears that I’m following a dress on Instagram – me!…who grew up as the tommiest-of-tomboys and tried to wrestle myself out of every dress she put me in – she’s going to laugh her head off.  And I wouldn’t be surprised if she buys me the damn thing for Christmas. (New idea for an Instagram account:  Mom Gets the Last Laugh).

Learn more about the story of The Dress here.