Global Summit Master Classes
April 9, 2024
Hibernian Hall
8:15am – 8:30am
We understand it’s a challenging landscape to protect and grow international marketing and sales budgets. You’re expected to predict top trends and make wise decisions with limited resources to capitalize on global opportunities, all while creating consumer awareness, supporting trade activities, and amplifying earned media with a singular goal – GROW your destinations’ international visitor volume and spend. Want to ensure you have more than a fair share of the high-value global traveler? Welcome to Travel South Global Week 2024 in Charleston, South Carolina.
Mike Mangeot, Commissioner Kentucky Tourism & Chairman, Travel South USA Board of Directors
Duane Parrish, Director, South Carolina Tourism
Doug Warner, Executive Vice President, Explore Charleston
8:30am – 9:45am
Global Travel, Regional Outlook & Local Learning with Tourism Economics and Future Partners (formally Destination Analyst) moderated by Esra Calvert. Take Away Deep Dive reports for your state.
Esra Calvert, Principle, Esra Calvert Consulting, LLC
Travis Napper, Director of Destination Partnerships, Tourism Economics
9:45am – 10:15am
Empowering DMO’s to build thriving partnerships and expand international reach is nothing new for Malcolm Smith. Join us for a high-level discussion on the critical intersection marketing, promotions and live events play in the global marketplace. Take Away Best Practices in Partnership Marketing.
12:15pm – 1:45pm
Join us for an overview of Brand USA’s strategic marketing campaigns and collaborations, which shape the international destination marketing landscape.
Staci Mellman, Chief Marketing Officer, and Skylar Clark, Director, Strategic Partnerships at Brand USA, will share recent Brand USA campaigns and marketing initiatives, as well as opportunities for Travel South to participate in a variety of exciting partnerships around the globe.
Be entertained by Richard Arnold, acclaimed entertainment presenter for Good Morning Britain and prolific freelance writer, as he talks about his hot spots around the USA, his tips to gain media coverage, and his perspective on the future of the media landscape.
Staci Mellman , Chief Marketing Officer, Brand USA
Skylar Clark, Director, Strategic Partnership, Brand USA
Mathu Premaruban, Head of Communications, Brand USA
Richard Arnold, Broadcaster & Journalist
4:00pm – 5:00pm
Data Science – One thing is certain as we look to the future of data and digital media- things are quite uncertain. Are cookies a thing of the past? Are traditional media metrics making a comeback? Will first-party data management be all the rage? Our ability to learn about, connect with and measure our global consumer is evolving. Now more than ever, there is a real need for the creation of a cohesive connection between engagement and measurement of our consumers in core global markets for the South. Come learn the answers to these vital questions to stay at the forefront of the changing data landscape in travel.
Andria Godfrey, VP of Data Science, Miles Partnership
What’s the Plan – Three little words – Eat More Chicken, Do It and Travel South USA – Not really the same, but got your attention :). Join us as we continue our five-year mission to live and work in a thriving southern USA that authentically welcomes the world – and creates a $10B international visitor economy for our stakeholders. We will share the FY24-25 Global Marketing & Co-op Plans.
