Marketing Review - Spring 2008 - (Page 13)

design tools deployed by Google and Microsoft permit individuals to create 3D virtual models of buildings, attractions, historic sites, and more. The growing use of these 3D modeling tools suggests that the three-dimensional aspects of the Web will continue to become more significant and valuable for marketing over the next several years and beyond. Google offers an intriguing integrated suite of 3D Web tools including Google SketchUp, Google Earth, and Google 3D Warehouse. Google SketchUp is a simple 3D design tool that enables users to create 3D virtual models. After creating a model, it can be placed into Google Earth using real life coordinates (georeferencing) or it can be posted into the 3D Warehouse, an online, searchable repository for 3D models. Virtual Earth-3DVIA is Microsoft’s recent contribution to building 3D models for use within the company’s Virtual Earth environment. Users of the new software, now available in a free Technology Preview version, can construct 3D buildings and structures of all types. A future, premium version of the software will be available for commercial use. A recent entry in the 3D Web and mapping sector is Singapore-based Amazing Worlds. The company plans to work with governments, organizations, and businesses worldwide to create a comprehensive and highly accurate 3D “mirror image” of the entire globe that could be used by travel, tourism, and hospitality marketers. Virtual 3D flyovers are another manifestation of the trend toward a more 3D Web marketing environment. The Tourist Office of Spain features a spectacular 3D flyover of Spain on its tourism Web site. The 3D “Panoramic Flight” contains links to additional resources, videos, hotel booking links, and more. This technique showcases Spain in a highly engaging and interest-sustaining manner that encourages further navigation and exploration. 3D EVOLUTION The movement toward a more 3D Web has only just begun. Rather than a revolution, this movement is more likely to take the form of gradual evolution over the next decade and beyond. The deployment of new tools for creating 3D virtual worlds, maps, and objects, combined with a growing movement to create open standards in this area means that 3D Web sites are likely to become the norm in the not too distant future. The benefits of a more 3D Web to the hospitality, travel and tourism sectors will be diverse and plentiful. Marketers who create Web-based content, features, and venues that creatively leverage the growing roster of 3D capabilities are likely to gain superior opportunities to promote their organizations to travelers in more powerful and engaging ways. I Don Bender, president of Bender Associates Marketing, has created successful marketing, advertising, and visual identity programs, using both conventional and digital media, for a wide variety of of companies and organizations. A dynamic speaker and a trustee of the HSMAI Foundation, he also is the author of “Marketing on the Web: Internet Strategies for Hospitality, Travel & Tourism.” He can be reached at theonlinemarketer@yahoo.com. http://www.hitec.org http://www.hitec.org

Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008

HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery

Marketing Review - Spring 2008

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