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25/09/2020 By : Katherine

Break the Ice Media takes OTT message to USA market

This month, we meet another of our three specialist country and regional marketing agencies, New York-based Break the Ice Media.

The agency, headed up by CEO Nicole Mahoney, devises travel PR & Tourism Marketing Strategists which create demand, inspire visitations, foster connections and drive conversations.

OTT has also appointed Get it Across in Germany and Global Tourism Innovation (GTI) in Australia to help further engage clients and business through our network of country websites. The agencies will drive clients’ social media campaigns and produce dedicated OTT blogs and newsletters for the countries or regions they represent.

While domestic – and more importantly - safe travel have been the focus for customers in the USA during 2020, Nicole says travellers are still thinking big in spite of the restrictions put in place during the global pandemic. She adds they are now using technology even more to progress their travel plans and also using lockdown time to research big trips or compile their bucket list.

Nicole, in your own words, tell us a bit about your agency...

Nicole: “Break the Ice Media was launched in 2009, with a focus on helping organizations and businesses in the tourism industry tell their stories and attract more visitors. Since then, we have had the pleasure of working exclusively with places and tourism clients. That means our team members are experts in reaching audiences and driving sales, and our clients constantly benefit from our deep understanding of the industry. At our core, we are a marketing communications firm with a strategic approach to content marketing that includes public relations, social media marketing, digital advertising, video marketing, search engine optimization and more. By telling the stories of our client’s brands, we help them engage with their target audiences and drive visitation to their destinations every single day. In doing so, our team stays up-to-date on current marketing trends and understands a wide variety of marketing strategies and tactics. In addition, our CEO, Nicole Mahoney hosts the weekly podcast Destination on the Left, interviewing tourism professionals from around the globe on creativity and collaboration in the industry.

How long have you been working in travel?

Nicole: We have been serving the travel and tourism industry for ten years.

What trends are you seeing in your markets right now?

Nicole: Right now we are seeing a strong regional domestic market for the short-term with many travellers dreaming of future travel and doing lots of research for bucket list trips.

How important is the role of the travel agents within your country?

Nicole: We have been seeing a resurgence of travel agents in the US market especially as travellers are looking for more off the beaten path locations and they want to added assurances of a safe vacation. 

Can you describe the importance of training travel agents within your country?

Nicole: It is extremely important that the person who is advising travellers on their trips be trained and knowledgeable in the destinations they are selling. The travel experience begins with the dreaming and planning that is just as important as the actual trip itself.

How do you think technology is changing the way people learn about and book travel?

Nicole: Technology has been moving at an accelerated pace, especially since the COVID 19 pandemic started. People who were less likely to use technology to plan and book travel are now more comfortable with it and are using for every phase of the travellers buying journey. It is more important than ever that destinations have a robust online presence.

What you are most looking forward to while working with OTT?

Nicole: We love learning about new destinations and meeting new people. We are looking forward to helping OTT serve more travel agents in the US market and we are excited to work with and learn about destinations form all over the world in the process.

Can you recommended a destination within the country/markets you represent and a brief description why?

Nicole: It is very hard to pick just one destination so I will choose the destination where I live. The Finger Lakes region of New York State is home to eleven pristine lakes, boasting a mix of nature trails and natural beauty, wineries and breweries scattered across the region, and quaint villages close to large metropolitan areas.

Where would you most like to visit… anywhere in the world?

Nicole: Victoria Falls – Africa’s Eden



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