LMA Communications

The Challenge How does the General Insurance OmbudService raise awareness as a recognized ‘consumer brand’ for dispute resolution to the insurance consumer?

The Idea - Raise national awareness of GIO and its services through positive media coverage. - Educate the consumer on the important benefits of GIO’s services. - Strengthen existing and develop new relationships with GIO’s key industry, consumer and government stakeholders.

The Solution Media Relations – distributed a series of news releases to targeted media with pro-active follow-up to raise awareness of GIO, and maintained key contacts to develop feature articles. Strategic Counsel – provide guidance on all news announcements and releases where GIO spokespersons can be profiled. Communications Materials/Media Kit – A comprehensive kit was developed and distributed to consumer-focused media and GIO stakeholders groups. Annual Report – produced a bilingual Annual Report for GIO members and key stakeholders as well as media. Direct Mailers – Annual Reports and Brochures were distributed to key Government members, industry, media contacts, and consumer stakeholders in an effort to maintain top- of-mind awareness. Partnerships – supported and coordinated with partners and associations to further expand industry reach and credibility. Web Site – Developed a new and expanded bilingual consumer-focused web site to include an online complaint form and a Communications Centre. Launched and Promoted – one access number for consumers to call GIO from across Canada.

The Outcome LMA Communications Inc. has assisted GIO with achieving its public education campaign and communications initiatives. Media relations’ efforts have proven successful as GIO garnered increased coverage within numerous Canadian bilingual industry and association publications.

The GIO one access number and new consumer-focused web site has seen a significant increase in inquiries and viewers, and will continue to as program and functionality enhancements are made.

Challenge When built in 1919, Hotel Pennsylvania was the world’s largest and among the most fashionable. Years passed; the property changed hands many times, losing focus and direction. New owners, and a commitment to make The Penn a desirable business travel destination requires a communications plan to match.

Solution Pt. 1 Identify the value in provocative small-space advertising, opting for frequency over depth of sale. Enhance collateral materials and Internet site using new photography to demonstrate renovations. Actively market via SEM.

Solution Pt. 2 Launch a “hotel-within-a-hotel” catering to the business traveler. The Penn 5000 Club provides solid business value with enhanced product features at a modest price increment.

Results LMA’s on-going marketing efforts are continuing to drive occupancy and average rates to record levels. The property is now regaining its reputation as a “place to be” in The Big Apple. LMA’s efforts garnered TraveClick’s Worldwide eMarketer of the Year Award in 2007 (amongst 1,200+ entries) based upon our Internet performance.

Challenge In 2007, Ojai Valley Inn & Spa completed a $90,000,000 renovation vaulting the product to the 5-Diamond status. However the communications plan did not generate the anticipated response in terms of increased recognition in a crowded premium segment, this despite a multi-million dollar advertising campaign. LMA was called in to properly position the product and plan/ execute a reduced marketing communications budget.

Strategy Identify the product’s unique location as a strength, turning the potential negative of not being oceanfront to a positive (privacy). Sell their ultra-upscale product, Casa Elar, through its own unique marketing efforts. Create totally unique, not-to-be-duplicated promotional packages.

Solution Internet: Develop a completely new experience for the web visitor, including over 50 virtual reality tours. Create a stand alone site for Casa Elar and Shop Ojai. Integrate a web 2.0 program in Facebook, Twitter and Flickr. Stimulate web visits through cost per click advertising and linkages.

Advertising Tailor ad creative uniquely to each magazine. Focus advertising media spending regionally rather than nationally, while securing aggressive discounts off rate card. Integrate promotions into newspaper and magazine efforts.

Challenge The Craft & Hobby Association represents 3,000+ members of the industry. Following a merger and re-branding, the organization sought a new look for its web presence. Web sites were disjointed, inconsistent insofar as branding and lacked content management.

Solution LMA created a master site map outlining seven unique web sites, differentiated by target audience. Each web site was designed to focus upon the specific needs of its viewers. All sites are linked to an administrative center for in-house control and updating. Member data has been web-enabled, using the Avectra-based, .Net database.

Sites Delivered Specific to Target Audience Educators: teacherplace.org Crafters: craftplace.org Crafters (UK): craftplace.org.uk Members: craftandhobby.org Exhibitors/Buyers: chashow.org Members Blog: chamembernetworking.org

Challenge In late 2004, Hurricane Ivan ravaged the island nation of Grenada. The first hurricane to hit the island in over 50 years, the infrastructure was ill prepared. Heavily dependent on tourism, the challenge lay in restoring confidence in this destination, reversing the negative publicity following the storm.

Solution Pt. 1 The first stage of our public relations program was to galvanize the community for relief supplies. This involved securing airlift, as well as government and private donations. Moving from hand-outs to rebuilding, our involvement including programs such as rebuilding a local fire station with help from a Toronto-based fire crew. Support was tied to Air Canada Vacations, the lead Canadian carrier to Grenada.

Solution Pt. 2 With the rebuild effort in hand, the next step was to restore confidence in the product. This was accomplished through visits by travel media who reported on the redevelopment progress and monthly e-newsletters to travel agents. Once the schedule for airlift was confirmed select advertising was initiated.

Results For the past three years, LMA public relations generated over $1.0 million of media annually for Grenada. PAX volume has been restored to pre-hurricane levels.

Challenge Hockley Valley Resort is a 105-room, all-season resort located just an hour’s drive from Toronto. The property is known for its challenging golf course, European-style spa, and fun (not steep) ski runs. For several years, management had significantly reduced marketing activity. As a result, occupancies were declining for three years. A major rooms upgrade was underway, and thus, a new image plan was warranted.

Solution Start with a new Internet presence, synchronized to a yield-managed booking engine. Create new upscale collateral materials. Align media spending to markets. Design print and radio advertising to match imagery. Expand online utilization through synchronized e-newsletter and eblast campaign. Build interactive sales programs that combine personal contact, email and tele-marketing.

Results Initial research results on creative development auger well for future success. Select programs have delivered performance that met target. Long term programs are beginning to show ROI.

Challenge Windtower Lodge & Suites is a 100-room, all-suite property located just outside of Banff, in Canmore Alberta. Its location just outside of the central business district makes it somewhat difficult to find for the local marketplace. The property is not affiliated, thus it must rely upon its own marketing and sales activity for growth. Lastly, with a scarcity of staff, the property cannot afford to employ anyone in a marketing capacity on site.

Solution Outsource total marketing to LMA! We are actively involved in all aspects of the property’s communications program, developing/managing collateral material, advertising, public relations, promotion, sales materials, Internet (site and search engine marketing), enewsletters, and consumer response programs. Working with the resident manager, we interface with the CRS to align with yield – managed rates.

Results ADR and rooms occupancy have grown consistently for the past three years (in 2008 ADR increased $30; occupancy +10%). Additional sales programs aligned with Travel Alberta have shown positive return. Expansion plans into the Korean market are underway. Improved management of inventory through an Internet gateway has allowed for more aggressive occupancy targets. Lastly, our work garnered several prestigious HSMAI awards.