stra with Democracy Travel in Washington.
Dolstra opted for “Social Media: Beyond
the Basics,” led by Jason Coleman, president
of Jason Coleman Inc. in Los Angeles.
“I’m glad I went. I learned a lot,” she later
said, a sentiment echoed by others over the
course of the convention.
This year’s event was held at the Hyatt
Regency Miami, with workshops and events
taking place in the hotel’s meeting areas. In
the past, ASTA’s annual trade show has been
held in cavernous convention centers, which
dwarfed the shows themselves.
Hillary Clinton addresses ASTA
This year’s guest speaker was Hillary Clinton, former First Lady and Secretary of State,
who brought the packed auditorium to its
feet with an insightful, candid and at times
moving speech that wove highlights of her
diplomatic career and personal life into a
By Gay Nagle Myers and Kate Rice
MIAMI — ASTA’s efforts last week
to resurrect its struggling annual
trade show with the new ASTA
Global Convention met with mixed
reviews but concluded with positive vibes.
Many attendees said the show’s smaller
venue this year made it seem busier and
more energized than past shows. Others
praised the packed agenda of breakout sessions and panel presentations as having given them food for thought and valuable tips.
Some complained that it was difficult to
choose which session to attend since many
took place simultaneously.
“I wanted to go to the one on You Tube,
but the social media panel was on at the same
time, so I had to choose,” said Heather Dol-
[ GLOBAL CONVENTION SHIFTS EVENT’S FOCUS, OBJECTIVES ]
By Tom Stieghorst
ASTA’s new trade show garners
bigger results in smaller venue
Carnival Cruise Lines hits the airwaves this
week with a $25 million advertising campaign designed to accelerate the recovery of
its brand from the Carnival Triumph fire in
The campaign, titled “Moments that Matter,” seeks to remind viewers that cruising on
Carnival produces good memories.
To implement the idea, Carnival solicited
30,000 still photos and videos via social media from its past passengers, asking them to
provide moments of celebration, fun and excitement.
Hundreds of the images appear in the TV
ads surrounded by picture frames that seem
to hang in mid-air as would-be passengers
walk down a city street or a country road.
Starting Sept. 23, the ads will appear on
network shows such as “The Voice” and “Big
Carnival line turns to past passengers,
social media for a $25M ad campaign
Bang Theory” and on a variety of cable channels such as Bravo, TNT and Food Network.
“With this campaign, what we’re trying to
do is to remind [viewers] what made Carnival so successful for 40-plus years, and hopefully do that in a way that is very emotional,
and credible and believable,” Carnival’s chief
marketing officer, Jim Berra, said last week.
Pete Johnson, executive creative director
at Arnold Worldwide, the Boston-based ad
agency that conceived and developed the
commercials, said that the use of amateur
photos and videos from past passengers is a
key aspect of the messaging.
“We found [that] those looking to book
a cruise are much more likely to listen to
recommendations from previous cruisers,”
Johnson said. “There’s a level of trust there
that can’t be fabricated.”
The timing of the ads is unusual because
See ASTA on Page 43
THE NATIONAL NEWSPAPER OF THE TRAVEL INDUSTRY SEPTEMBER 23, 2013
BY ARNIE WEISSMANN
Bruce Poon Tip is invited by Google and
Apple to share his philosophy on customer
engagement and branding. He’s on a
first-name basis with the founders of Zappos
and Netflix. He gives TED talks. And he claims
he’s changing the world and reinventing
business from the helm of a tour operation.
See CARNIVAL on Page 42
Remembering the force
who built Signature.