The Layover Live

Evan Trevers from Google and our very own Aaron Nissen join Jason on The Layover Live this week to start the new year off right! Jason, Aaron, and Evan, discuss what lies ahead in 2021 for DMOs and what they should be preparing for. They also discuss the new Travel Insights Hub from Google and how marketers can leverage the information that it provides. Finally, Evan and Aaron share some advice DMOs can use to make the most of the new year.

Our very own Tracy LeGault joins Jason this week on The Layover Live to talk  all about Google's search algorithm updates and what destination marketers need to know as these changes roll out in 2021. Jason and Tracy discuss what exactly is being changed in these upcoming algorithm updates, how destinations should be updating their websites, and Tracy shares some SEO tips and tricks to maximize your website's ranking on search engines.

Benny Anderson, Interim Executive Director at Visit Eau Claire, joins Jason this week on The Layover Live to talk about how Visit Eau Claire has shifted their paid media strategy throughout this year. Jason and Benny discuss what data and planning went into relaunching their paid media campaigns, how they’re measuring success, and how they have improved their marketing performance through Facebook Ads.

Andrea Robyns, Marketing Technology Director at Experience Grand Rapids, joins Jason alongside out very own Michele Barnes, Senior CRO Analyst, to discuss content personalization and why it is more important than ever to be delivering personalized content Jason, Andrea, and Michele discuss how Experience Grand Rapids has pivoted their content strategy throughout this year, how they've implemented content personalization on their website, and what the results have been from doing so.

Erin Francis Cummings, President and CEO of Destination Analysts, and our very own Digital Strategist, Katie Cook, join Jason this week on The Layover Live to discuss the recent research Destination Analysts has published around fall and holiday travel trends for 2020. Erin, Katie and Jason discuss what travel sentiment for this fall and holiday season looks like, how travel demand and website traffic relate to one another, how DMOs can take advantage of the increasing interest in holiday shopping, and how DMOs can best support their local markets during the holiday season.

Melissa Gogel, Vice President of Marketing, Tourism and Communications with Visit Phoenix joins Jason this week to talk about the approach Visit Phoenix has taken to start turning their paid media campaigns back on. Jason and Melissa talk about what data and research Visit Phoenix has used throughout this year to guide their strategy, how they’re measuring success from their campaigns, and how other DMOs can approach turning their paid media back on as well.

This week on The Layover Live we’re doing something a little different... We went back to the vault and pulled together some of the best pieces of advice from your fellow marketers have shared over the last several months of the pandemic. We have had the privilege of hosting some of the top leaders of the industry on the show and one thing we have consistently asked our guests is “what advice do you have for your fellow marketers out there?” With all the great advice we received, we have put together some of the top pieces of advice, which hopefully will help you with your own marketing efforts now and in the future.

Heather Walter, Marketing Director of Visit Bucks County, joins Jason this week on The Layover Live to talk about local storytelling. Jason and Heather discuss Visit Bucks County's blog and podcast "From the Locals", how it came to be, what the strategy behind it is, and how they're measuring success from it. Heather and Jason also discuss how DMOs can get involved with podcasts and how to share the stories of their own local partners.

Laura Holmberg, Vice President, Marketing and Industry Communications with the U.S. Travel Association joins Jason this week on The Layover Live to talk about the recently launched "Let's Go There" campaign. Jason and Laura discuss the origins of this campaign, what data the U.S. Travel Association is looking at to monitor travel sentiment, plus they discuss how DMOs and other organizations can get involved with this campaign.

Over very own Katie Cook joins Jason this week on The Layover Live to talk about the power of audio and why audio and podcasts should be a part of your content marketing strategy. Katie and Jason discuss what types of audio marketing DMOs should consider, which DMOs out there are currently doing a great job with audio marketing, and how to get started with creating a podcast.