Marketing Review - Spring 2008 - (Page 46) Lure of The Lore Connecting with Customers Through Unique Brand Stories Lore can be as powerful a lure as location in an increasingly competitive world. In an age when people seek deeper experiences, “authenticity” has become an amenity. Unique brand stories win attention, hearts, and minds of guests because they turn stays into memories, and events into experiences. [ROBIN TIERNEY] B y virtue of his seven-year transition from bellhop to concierge to Duck Master, Lloyd Withrow knows how to charm guests as well as waterfowl at Little Rock’s Peabody Hotel. That becomes evident as guests garbed in tailored suits and biking shorts, toting briefcases and babies, crowd around the limestone-laden lobby fountain for Withrow’s 5:00 p.m. performance. Handel’s Water Music plays as the crimson-and-gold-liveried Duck Master appears with brass mallard-topped walking cane and duck-dotted tie. With the endearing pomposity of the Wizard of Oz, he proclaims today’s Honorary Duck Master—an attendee at the Association for Experiential Education’s convention. To the rousing beat of John Philip Sousa’s King Cotton March, the five Peabody VIPs—Very Special Poultry—are led down a red carpet to the glass elevator. The drake and four hens waddle to their penthouse-level Duck Palace for a dinner of chopped Romaine lettuce and trail mix. This is no one-time spectacle. It’s a twice-a-day ritual that adds warmth and wonder to the luxury hotel. An everyday special occasion. 46 HSMAI MARKETING REVIEW • SPRING 2008
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 Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page Cover1) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page Cover2) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 1) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 2) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 3) Marketing Review - Spring 2008 - Contents (Page 4) Marketing Review - Spring 2008 - Contents (Page 5) Marketing Review - Spring 2008 - Contents (Page 6) Marketing Review - Spring 2008 - Contents (Page 7) Marketing Review - Spring 2008 - Contents (Page 8) Marketing Review - Spring 2008 - Contents (Page 9) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 10) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 11) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 12) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 13) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 14) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 15) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 16) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 17) Marketing Review - Spring 2008 - COLUMN: Guest Column (Page 18) Marketing Review - Spring 2008 - COLUMN: Guest Column (Page 19) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 20) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 21) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 22) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 23) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 24) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 25) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 26) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 27) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 28) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 29) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 30) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 31) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 32) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 33) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 34) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 35) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 36) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 37) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 38) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 39) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 40) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 41) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 42) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 43) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 44) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 45) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 46) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 47) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 48) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 49) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 50) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 51) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 52) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 53) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 54) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 55) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 56) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 57) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 58) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 59) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 60) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 61) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 62) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 63) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 64) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page A1) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page A2) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A3) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A4) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A5) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A6) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A7) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A8) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A9) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A10) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A11) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A12) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A13) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A14) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A15) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A16) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A17) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A18) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A19) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A20) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A21) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A22) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A23) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A24) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A25) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A26) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A27) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A28) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A29) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 94) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 95) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 96) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 97) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 98) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 99) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 100) Marketing Review - Spring 2008 - Building Five Star Imagery (Page Cover3) Marketing Review - Spring 2008 - Building Five Star Imagery (Page Cover4)
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