The Ethics of Tourism Marketing

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AGENCY NEWSLETTER

February 2022
Featured Story

The Ethics of Tourism Marketing During the Pandemic


by Jon Bailey
  

The hospitality and tourism sectors have taken a huge hit during the pandemic - that’s not news. We’ve all suffered from the fallout of COVID restrictions and whatever your point of view is on that, we must accept that the travel industry has been devastated. For basically two years, leisure travelers had been encouraged to stay home, business travel had been greatly curtailed, and conferences and incentive travel had dropped to nearly zero.


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News

Greg Carson Named Full Partner
 


If you thought he already was a full partner, you’ll be pleased to know you are now correct! Greg has officially joined Indra and Jon as an equal partner in 62ABOVE. Greg joined the agency in the newly created role of President in January of 2020. As President, Carson has been focused on guiding the agency creatively and strategically. He’s no stranger to the agency business though, beginning his career as a copywriter at Mering & Associates, and then serving as a Creative Director at J. Walter Thompson, Atlanta. After returning to Mering & Associates in 2000 as Partner and ECD, the agency was renamed MeringCarson (now known as The Shipyard) in 2006 in acknowledgment of Greg’s contributions. In his recent past, Greg has worked on acclaimed advertising campaigns for the NFL, Visit California, The Walt Disney Company, Tahiti Tourisme and Pebble Beach Resorts.
 

"I’ve had the opportunity to work with some amazing people over my career, but the love and support I feel working alongside Indra and Jon is truly extraordinary,” Greg says. “With amazing clients and wonderful colleagues, 62ABOVE is a very special place. To officially announce this partnership after everything we have been through is humbling and heartwarming… almost beyond description.”

Featured Work

Love Catalina Island

Have you been fortunate enough to visit Catalina Island? A truly unique destination, Catalina is beautiful, romantic and rugged all at the same time. Our latest campaign for Love Catalina debuted in Fall 2021, and will be back in the Spring of 2022 with digital, paid social, CTV and billboards throughout Southern California.

Click here to view the campaign
The Update

So many great new clients!

 
Temecula Valley Winegrowers Association

Temecula Valley Winegrowers Association has hired 62ABOVE as AOR to launch this organization’s first ever branding and marketing effort. We’ll be managing a full-scale brand evolution, followed by creative campaign development, paid media, public relations, and social media programs to raise the awareness and reputation of wines from Temecula Valley vineyards and wineries.
Visit Carmel-by-the-Sea

We’ve been chosen as Agency of Record for Visit Carmel-by-the-Sea, the tourism organization tasked with encouraging visitors to enjoy the beauty and charm of the European-style village of Carmel. The team at 62ABOVE will be handling all branding programs, creative, digital marketing strategy, and paid media for this world-famous seaside village.
Go Lake Havasu

Our new client Go Lake Havasu has tapped 62ABOVE as AOR to promote tourism and visits to the Lake Havasu area and its sights and offerings. We’ll be helping to tell the story of this beautiful Arizona destination, the lake and its watersports, the London Bridge, and many places to eat, play and stay.
Visit Carlsbad

The Spring Campaign for new client Visit Carlsbad is just breaking now in Southern California and in drive markets across the Southwest. Entitled “Bliss is Blooming”, the campaign includes digital video, display and social assets with an upbeat music track and illustration treatments mixing still images of the destination with colorful animations.

Watch the 30 second spot here


Stay tuned for more announcements soon!
Team Member Spotlight
 


Molly Coyne
Social Media Manager
Hometown: Ocean Shores, WA

Favorite Vacation Spot: Connecticut - visiting family, or the beach anywhere.

Most unusual thing you’ve ever eaten: Elk (didn’t like it).

What are you listening to right now - and why: A new artist named Emlyn (quickly becoming a favorite).

What are you most passionate about at work: Striving for a great 2022! And normally always wanting to come up with a new idea.

If you were an animal, what would you be: Probably a dolphin - for a few reasons but definitely can take the girl out of the beach but not the beach out of the girl!

Surprise party for your birthday - yes or no: Absolutely, only ever had one surprise party.

What was your first job: Normal job - working for my parents at their restaurant. After college - social media manager at a tech startup.

 












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