Noble Studios at ESTO 2024: Connecting, Innovating and Inspiring
In the heart of Columbus, Ohio, a transformation in travel and tourism marketing was unfolding.
The U.S. Travel Association’s 2024 Educational Seminar for Tourism Organizations (ESTO) brought together the industry's brightest minds, including Noble Studios' CEO Jarrod Lopiccolo and CCO B.C. LeDoux. This gathering wasn't just about discussing the future of destination marketing – it was about shaping it.
The conference highlighted many of the advancements in travel marketing you’d expect: sustainable tourism, AI applications, data-driven strategies and influencer marketing. But the heart of ESTO beat strongest in the hallways and meeting rooms, where meaningful connections were being made.
Representing Travel Nevada: Building Meaningful Connections
Noble Studios attended ESTO as guests of Travel Nevada, showcasing the strength of our partnership. Wearing Travel Nevada badges, the team engaged in meaningful conversations with industry leaders, representing the state's tourism interests throughout the conference.
Much of the time at ESTO was focused on collaborative strategy sessions with the Travel Nevada team, aligning on key initiatives and brainstorming innovative approaches to showcase Nevada's unique attractions.
This opportunity underscored the trust Travel Nevada places in Noble Studios and reflected their shared vision for the future of tourism in Nevada. The emphasis on active engagement and relationship-building at ESTO allowed for impactful discussions about future collaborations and industry-wide innovations, all aimed at elevating Travel Nevada's position in the competitive tourism landscape.
Innovativeness: Shaping the Future of Tourism
ESTO provided an excellent platform to explore cutting-edge technologies and forge partnerships that will shape the future of destination marketing.
Satisfi Labs: Revolutionizing Travel Search with AI
One of the bigger developments from ESTO was a discussion with Satisfi Labs about their AI conversational tool. This technology transforms websites away from traditional dropdown menus into a new conversational search experience for visitors.
Implementing conversational search across a large organization with multiple websites and databases creates a unique approach for users. This AI-driven interface provides a more intuitive, efficient and easier way to quickly find relevant information.
Zartico: Unlocking Data-Driven Insights
Another key partnership highlighted at ESTO was our ongoing partnership with Zartico. Noble Studios is part of an exclusive pilot project in which only a select few agencies are involved. This project allows for precise tracking of who sees the ads targeted at potential visitors and what they do when they arrive in the market.
This pilot provides actual data on the same individuals from ad exposure to in-market activities to determine if these targeted visitors stay longer, spend more and become repeat visitors. This data science-led approach helps agencies and DMOs optimize their marketing efforts toward attracting a higher quality of visit and to communicate the campaign outcomes more effectively to their key stakeholders.
Moreover, there's potential to expand this technology beyond travel and tourism into other sectors, such as retail and quick service. Discussions are underway about applying these insights to other Noble clients, exploring consumer behaviors before and after purchase to inform more targeted marketing strategies.
InflightFlix: Captivating the In-Flight Audience
Complementing the data-driven insights from Zartico, ESTO was also a platform for introducing innovative in-flight marketing technologies by InflightFlix. This emerging platform enables in-app purchases and targeted advertising during flights, allowing engagement with travelers at a crucial moment in their journey—on their way to the destination.
By offering in-flight bookings for tours and experiences, travel decisions can now be influenced in real time. Combined with detailed visitor behavior data, this technology creates powerful opportunities for highly targeted, timely campaigns that bridge the gap between inspiration and action.
Inspirational Insights: The Power of Storytelling
The opening keynote by Grammy-nominated speaker Sekou Andrews delivered a masterclass in emotional marketing. By blending spoken word poetry with inspirational speaking, Andrews shared a story about rosé wine that transcended the product itself and left the audience on the edge of their seats.
Andrews began his narrative by recounting how he pitched to Napa Valley as a client. He surprised everyone by stating, "I'm gonna get this out of the air. I don't like wine at all." As the audience was processing this unexpected admission, Andrews pivoted, saying, "But I love Rosé." This statement confused the listeners, who wondered if Andrews realized that Rosé was indeed a type of wine.
He then explained what Rosé meant to him, weaving a tapestry of memories and emotions. Andrews described his childhood as a time when he would venture into the family's cocktail room with his brother, sister and friends. There, the children would sit with their Shirley Temples, playing a game called "Man" while his father and friends gathered at the table, sipping wine or Rosé.
The story then jumped forward in time. Andrews mentioned having his first glass of Rosé when he turned 21, marking a significant milestone in his life. However, the narrative took a poignant turn as he revealed that just three weeks before his college graduation, he received the devastating news of his father's passing.
In that moment of loss, Andrews expressed a deep, unfulfilled wish - to share another glass of Rosé with his father. This desire transformed into a touching tradition. Now, on the anniversary of his father's death every year, Andrews pours two glasses of Rosé. He sits alone, raises his glass and talks to his father, sharing his life and telling him how proud he would be of Andrews' success as a public speaker.
The keynote reinforced the crucial role of emotional marketing in the travel and tourism industry. It reminded attendees that destinations, like products, are more than just a collection of features – they're the backdrop for creating lasting memories and personal transformations.
Andrews' presentation challenged marketers to go beyond traditional approaches. It emphasized helping potential visitors envision the emotional journey they might experience at a destination, not just informing them about its offerings.
Looking Ahead: Applying ESTO Insights
ESTO 2024 offered a wealth of insights beyond what we've highlighted.
Sessions on the impact of short-form content, the evolution of meetings and group travel marketing, personalization and sports tourism provided valuable perspectives. These topics and innovative ideas in AI and data analytics have inspired us to explore new approaches in our work. We're excited to apply what we have learned as we continue to serve our clients in the ever-evolving landscape of travel and tourism marketing.