Combining travel and events creates high-value experiences and audience engagement.
NEW YORK – When the #2 radio station in New York City sought to connect with its listeners at a more intimate level, Worldwide Group Travel and Events LLC, the leader in destination proprietary events, created a high-value experience – an exclusive trip to Jamaica – to engage and build rapport with the target audience. The 4-day trip for 400 WBLS-FM listeners features dozens of “VIP” events and activities for R&B music-lovers, including performances by well-known national recording artists.
“Music and sports-themed proprietary events are popular and growing,” said Lisa Jones, founder of Worldwide Group Travel and Events. “Now, brand marketers are seeing the value of ‘taking the show on the road’ with more robust destination events and 360-degree brand activation – advertising, digital and other promotions – supporting them.”
The demand for proprietary events is increasing as brands, as well as media and entertainment industry partners, seek to differentiate themselves and engage with their audiences in unique meaningful ways. In the past year, international destinations have become an attractive option for these events.
“Because we have expertise in global travel planning, event management and marketing, we have relationships throughout the world to produce and promote these events effectively,” said Jones. “We’re trusted to organize everything without a hitch – location, logistics, travel and promotion.”
Last year, Worldwide Group Travel and Events produced the “Power Party Plane Trip”, a weekend getaway for 350 listeners of New York radio station Power 105. Starting on May 1, the four-day WBLS destination event in Montego Bay, Jamaica, features intimate performances by national recording artists SWV, “Joe”, and Doug E. Fresh, as well as by comedian Earthquake. In addition to WBLS, sponsors include Royalton White Sands Resort, Jamaica Tourist Board, Margaritaville Caribbean and Diageo/Red Stripe.
“These are memorable experiences that bring real value to sponsors,” Jones said.
Worldwide Group Travel and Events (www.worldwidegrouptravel.com), founded by Lisa Jones in 2006, provides a unique blend of travel and destination event planning services for large and small travel groups. Focused on strengthening their clients’ sense of community, belonging and enrichment through the experiences of travel, the company has a markedly different, modern approach to group travel, including destination weddings, family vacations, custom cultural and adventure experiences, and VIP travel events for the music and entertainment industry.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
