1. C OMMUNICATIONS An Overview Richard Edwards – Chair, Communications Committee Janice Lichtenwaldt - Communications Director Global Sustainable Tourism Council June 29, 2011

2. Communications Objectives Building GSTC brand equity Position the GSTC as the subject matter expert on sustainable tourism Position the value proposition to support membership growth, sponsorship and paid services Provide relevant and timely information to the GSTC membership to help them implement sustainable tourism practices. Building demand for sustainable tourism and tourism products The Ask: Consider how you and/or your organization can support the GSTC communication objectives.

3. Key Messages Industry, Business Associations, Destinations and NGOS (18-24 months) 1.GSTC brings together key travel and tourism stakeholders as the thought leaders in defining sustainable tourism. 2.The Criteria represent the first globally accepted minimum baseline language for sustainability for the travel and tourism industry.

4. Communications SWOT

5. Methods of Engagement GSTC Website Newsletter Blog Member forum engagement Social Media (Facebook, Twitter, LinkedIn) Video vignettes Webinars Media relations including press relations, and media roundtables Speaking engagements GSTC Marketing materials (with focus on electronic distribution) Partner advertising and promotional materials Partner sponsorship opportunities

6. Press Strategy Media relations will be key. The Communications team will work over the next twelve months to develop and strengthen key media relationships, get placement on editorial calendars and work to provide much needed content to media outlets. Tools: Media Statements Media Releases Direct Media Outreach Media Roundtables Expert Panel Communications Committee

7. Metrics Facebook Fans LinkedIn Group Members Tweets /Re-tweets Blog comments Member forum engagement Earned media placements (number of articles, blogs, posts, tweets, etc that profile or mention the GSTC Council, GSTC Criteria or our spokespeople) Web traffic Addition metrics will established on a project by project basis.

8. Marketing: New Campaign The Ask #1 – Provide space to place co- sponsored GSTC ads. The Ask #2 – Use the campaign to promote your business and sustainable tourism!

9. Branding: New Member Logo The Ask: Use the logo on your websites and link to us.

10. GSTC Website: Before

11. GSTC Website: Stats

12. GSTC Website: Now The Ask: Link to the GSTC Website from your web properties.

13. Social Media: Facebook YTD vs. MAR-JUN Stats: Lifetime Likes: 556 New Likes: 324 New Likes: 241 Post views: 44,413 Post views: 36,938 Post feedback: 154 Post feedback: 126 Languages: English Spanish French Portuguese German The Ask: Become a fan of the GSTC Facebook page

14. Social Media: Twitter YTD Twitter handle: @gstcouncil # of tweets: 143 # of followers: 174 # following: 143 The Ask: If you tweet, tweet GSTC! Follow us.

15. Social Media: LinkedIn YTD Group Created: May 30, 2011 # of members: 20 The Ask: Join the GSTC LinkedIn group

16. Social Media: Blog YTD Launched: May 17, 2011 # of posts: 17 # of comments: 13 The Ask: Spread the GSTC blog love

17. Social Media: Newsletter The Ask: Forward the GSTC Newsletters far and wide. Encourage subscriptions.

18. Questions? Thank You!