5 Sep, 2015
Secondary destinations worldwide invited to apply for US$1 million PATA-TripAdvisor marketing competition
Bengaluru — Secondary and emerging cities and destinations worldwide are being invited to apply for a unique competition designed to demonstrate a link between their marketing campaigns and the economic and ecological advancement of their communities. The competition carries awards valued at US$1 million in additional marketing exposure.
Initiated by the Pacific Asia Travel Association (PATA) in partnership with TripAdvisor, the competition is an actioning of PATA CEO Mario Hardy’s policy to promote a greater dispersal of visitors away from the increasingly congested urban centres and create jobs in places where it is most needed. It will help “showcase new destinations and offer new travel experiences to visitors.”
Known as the CEO Challenge 2015, the competition is open only to second-tier/third tier cities, regions, states and provinces anywhere in the world. Membership in PATA is NOT necessary. Mainstream cities and national tourism organisations will NOT be eligible for consideration.
Mr Hardy briefed representatives of the national tourism organisations attending PATA’s government category meeting just prior to the PATA Travel Mart on Sept 5. He encouraged them to spread the word amongst their constituents in the provinces, states and secondary cities.
The official PATA announcement said, “There are hundreds and thousands of destinations that are known, visited and experienced by world travelers. However, there are even more destinations that are ready to be discovered and deserve to be recognised for their authenticity and beauty. PATA is honoured to highlight those new and emerging destinations.”
To enter, applicants have to send in a short synopsis of their creative marketing campaign and show show how it is “contributing to the sustainable growth of tourism to the destination and economic empowerment to the communities.” The entry has to be accompanied by some fundamental details about the tourism infrastructure and status of the destination.
To prevent a deluge of entries and ensure that only quality applications are received, the competition requires a payment of US$1,000 per entry for PATA members, US$1,200 per entry for PATA Chapter members and US$1,500 per entry for non-members. Deadline for entries is October 1st, 2015
The five-member judging committee will comprise of three representatives from TripAdvisor and two from PATA. All winners and non-winners will be notified on October 8 and public announcement will be issued on October 12.
Winners from each of the two categories will be presented their awards at the PATA CEO Challenge Top Destination Award at the PATA Aligned Advocacy Dinner on November 2, 2015 in London prior to World Travel Market 2015.
In addition, the two winners will get further assistance to put their destinations on the global map via digital marketing campaigns by PATA and TripAdvisor, worth US$500,000 each.
Winners will receive exposure PATA’s monthly e-magazine, weekly e-newsletter, press releases, PATA website and Social Media Channels. They will receive a complimentary pass to the PATA Annual Summit 2016 in Guam on May 18 – 21 and free stand space (standard shell scheme booth) at the PATA Travel Mart in￼2016 in Jakarta, Indonesia, from September 7 – 9, 2016, with a complimentary PTM pass for one seller. However, winners will have to handle their own travel and accommodation expenses to the two events.
They will be able to use the PATA CEO Challenge Top destination logo in collateral and promotional materials, websites and other communications channels.
In turn, TripAdvisor will work with the destinations in guiding them how global travelers are inspired, research, plan and ultimately book online and for destinations to ensure they are utilising the digital environment to encourage travelers to visit. TripAdvisor will support the winners with helping small and local businesses to get listed on TripAdvisor.
All entries must be submitted in English. Supporting materials may be submitted in other languages but must be accompanied by a full English translation.