PPB March 2019

Real-World Solutions When the Los Angeles Tourism and Convention Board wanted to woo corporate meeting planners and showcase the city’s many exciting amenities, Diane Katzman pitched a creative idea to her distributor: a Build-A-Bracelet program where travel leaders could make a bracelet with Los Angeles-themed charms. “The overall goal was to provide a fun experiential program that entertained and also served as a memorable gift,” says Katzman, owner of supplier Diane Katzman Design. When guests arrived, the Build-A-Bracelet program set the tone for the VIP experience, which included attendance at the American Music Awards. Katzman designed black and white beads to replicate music notes and also created Los Angeles-themed charms. “Both men and women loved making these keepsake gifts,” Katzman says. “Participants were excited to wear and share their bracelets throughout their L.A. stay and when they returned home.” The program resulted in new convention and hotel business for Los Angeles, and Katzman was tapped to create custom programs for the Westchester Convention and Visitors Bureau, Nielsen and the Incentive Research Foundation. Getting InOnThe Ground Floor Whether travelers are choosing what to pack or picking a souvenir, brands can maximize their exposure in the following ways. Showcase a region’s local flavor. People love food. Capture their hearts with edible gifts that highlight an area’s native flavors. Just make sure it’s easy to pack and transports well, such as a bag of local coffee beans or a package of candy. To ensure your client’s brand sticks around after the gift is enjoyed, include a lasting reminder, such as a logoed mug, kitchen utensil or cookbook. Enhance the traveler’s journey. If promotional products make the trip more enjoyable or comfortable, travelers will reach for them time and again. Consider how your target audience travels. Are they taking a road trip with family? Setting sail on a cruise? Flying overseas? Look for promotional items that will come in handy on their journey. Provide a meaningful keepsake. When a vacation comes to an end, a logoed product can conjure happy emotions associated with the trip. Strive to provide gifts that remind travelers of their experience. Audrey Sellers is aDallas-area based writer and former associate editor of PPB . When pursuing some fun in the sun, tourists can bring along the waterproof and crush-resistant passport locker . With room for a passport, ID and cash, this handy case with a lanyard and quick-release clip is perfect for safekeeping while sightseeing. Witz Sport Cases / PPAI 317648 www.witzprod.com Whether imprinted or embroidered, the Jewel Collection Beach Towel makes waves in any promotion. Recipients will love this towel’s larger size and heavier weight. Made from 100-percent cotton terry velour, it’s both soft and stunning. Pro Towels / PPAI 112755 / www.protowels.com | MARCH 2019 | 63 GROW Tour i sm Case studies from the industry