ASTA Brand Book by ASTA

The ASTA Brand BRAND GUIDELINES

Our logo Logos are not brands. They are simply representations of brands. They are the entry point and the shortcut to the brand.

Our brand Our brand is the foundation of all our activities. But our brand is not concrete. It is the emotional and psychological relationship we have with our members and the industry. It is the ‘gut’ reaction that a travel agent, client or consumer has when they hear the word ‘ASTA’.

A brand that will endure You are part of a team that will make the ASTA brand endure. Our ability to deliver this brand requires a constant, coordinated, consistent approach to communications and behavior. Every choice and decision we makeâ&#x20AC;&#x201D;not just the advertising or marketing materialsâ&#x20AC;&#x201D;communicates something about the ASTA brand. The experience our customers have when they join, renew, buy, use or come into contact with ASTA is a direct reflection of the brand. Ultimately, the ASTA brand is a reflection of each one of us. What we do and how we do it.

Introduction The strength of the ASTA brand relies on maintaining a system of clear and consistent communication. Brand guidelines have been created to help you communicate consistent visual and verbal messaging for all ASTA services, communications, programs, products and chapters. Along with examples of correct usage of the logo, typography, color palette, messaging and other elements, specific directions are included to guide the development of ASTA materials.

Our logo The ASTA logo is the cornerstone of our visual communications. To preserve the legal protection and strength of the trademarked corporate logo, it must be used correctly and consistently.

Primary Version The primary version of the logo is blue and black. This version should be used whenever possible. Logo Font ITC Garamond Light Condensed, -10 kerning ASTA Blue C100 M15 Y0 K0

Alternate Versions The alternative versions of the logoâ&#x20AC;&#x201D;white and blue, all white, gray or black and whiteâ&#x20AC;&#x201D;should be used only when the primary version will not be effective.

Incorrect usage It is essential that you use the logo in the way it was designed.

Incorrect applications The examples to the right show the logo applied incorrectly. A small change in the size and/or position of the logotype or the shape that encompasses it can reduce the effectiveness and impact of the design.

ASTA

Use the correct file formats To preserve the integrity of the design and visual presentation, use the following formats when appropriate: .jpg or .png - Word files .png - PowerPoint .jpg or .gif - Web pages or Html emails .eps - Printed Collateral

Premium Logo The ASTA Premium logo may only be provided to ASTA Premium member representatives or the Premium member manager.

Primary Version The primary version of the logo is blue and black. This version should be used whenever possible.

Charter Member The charter premium logo may only be provided with authorization of the CEO or senior vice president of marketing

Taglines Inside the industry, ASTA uses the tagline:

Dedicated to the business of selling travel

In consumer messaging, ASTA uses the tagline:

Without a travel agent, youâ&#x20AC;&#x2122;re on your own.â&#x201E;˘

ASTA Colors ASTA blue C100 M15 Y0 K0

ASTA red C0 M100 Y100 K30

Program Logos

Event Logos

Most ASTA programs will use the official corporate logo. In special

ASTA runs two highly visual events which are

cases, a customized program logo may be created. Extra effort and

branded separate from ASTA corporate.

resources are required to make these logos recognizable with the industry, thus only the CEO can approve the development of new program logos.

International Destination Expo

YPS

Chapter Logos Chapters who host their own website are required to use the ASTA logo with the chap-

Long Island Chapter

ter name on the right hand side in a sans serif typeface.

Delaware Valley Chapter ASTA chapters are entitled to use the ASTA name and ASTA logo in conjunction with printed materials, such as chapter newsletters, business cards, posters, brochures, and other chapter printed promotional materials for

Central & North Florida Chapter

non-commercial use.

Customized Chapter Logos A customized chapter logo, as shown here, may be used by Official ASTA chapters on chapter websites, name tags, rosters, newsletters, event fliers, provided that it is not used to market or endorse goods or services of any kind, used to defame ASTA in any way, or used in connection with objectionable material, as determined by ASTA corporate. We do, however, specify that any customized chapter logo be presented in a seal format with

and chapter funds to increase the visibility of the chapter and the mission for which the chapter

N CALI

NORT

NorCal

NIA

Additionally, chapters that use a customized logo are committing the chapter volunteersâ&#x20AC;&#x2122; time

bottom of the seal.

the chapter name in All CAPS, sans serif typeface and that the ASTA logo be in the center at the

and ASTA corporate represent. 11

The ASTA Brand CO L L AT E R A L MAT E R I A L

The ASTA Gradient Used through out ASTAâ&#x20AC;&#x2122;s brand is a full color built gradient. Special care must be taken to ensure that purple is not created. C100 M100 Y0 K0 to C84 M0 Y0 K0, Location 61.24% 12

Information that is relevant to your business

Why are you giving me this? With each element produced, the underlining message should be that the information contained within is relevant to the member and their business. Key information should not be buried.

Business Cards Consistency across ASTA visual communications with regard to the look and feel of the materials, as well as paper and printing quality, is critical in maintaining a strong corporate identity.

Production Specifications Four color process, 5/5 with Matte Coating 14pt Cover Stock (10% PCW / FSC Certified) ASTA blue C100 M15 Y0 K0 Myriad and Myriad Bold

Zane B. Kerby, MBA

Myriad Bold 10.5/12.6

President & Chief Executive Officer

Myriad 7.8/9.36

American Society of Travel Agents 1101 King Street, Suite 200 Alexandria, VA 22314 Tel 703.739.6804 800.ASK.ASTA Fax 703.549.7987 tgonchar@asta.org

Contact Information Style Use periods instead of dashes in phone numbers No colons after Tel or Fax The word ‘email’ is not used on stationary items

Myriad 7.8/9.36

Tel 703.739.6804 800.ASK.ASTA

Dedicated to the Business of Selling Travel

Fax 703.549.7987

www.ASTA.org

tgonchar@asta.org

Myriad Bold 10.5/13.5 Myriad Bold 13/13.5, the word ‘ASTA’ only

Stationary 4% CMYK Build

To support ASTA’s visual identity, templates for printed

1.75 in

stock and electronic letterhead have been provided. 1 ½”

.64 in Thursday, May 19, 2011

Production Specifications Four color process, 4/0 70# Opaque Text (30% PCW / FSC Certified) Uncoated ASTA blue C100 M15 Y0 K0 Myriad and Myriad Bold

Margins Top: 1.5” Bottom: 1” Left: 1.25” Right: 2”

1 ¼”

American Society of Travel Agents 1101 King Street, Suite 200 Alexandria, VA 22314

[Recipient Name] [Title] [Company Name] [Street Address] [City, ST ZIP Code] Dear [Recipient Name]:

Myriad 7.8/9.36

Tel 703.739.2782 Fax 703.684.8319 800.ASK.ASTA askasta@asta.org www.ASTA.org

2”

It was a pleasure to meet you and to learn more about your business needs, and I want to thank you for giving me the opportunity to tell you about the great advantages of membership in ASTA. As we discussed, I’m convinced that my company is uniquely positioned to help increase the success of your business. Here’s what people are saying about ASTA: [Testimonial quote #1] [Name, Title, and Company] [Testimonial quote #2] [Name, Title, and Company] As you discovered in my presentation, ASTA offers you a number of benefits, including: • [Feature #1 and benefit] • [Feature #2 and benefit] • [Feature #3 and benefit] I’d very much like to discuss how you can put ASTA membership to use for your business. I’ll call your office on [date] to make an appointment. Before then, you can call me at [phone number]. Thank you for your interest. Sincerely, [Your Name] [Title]

1”

Email Signatures To maintain a consistent brand, ASTA staff is to use one of the following formats for their Outlook email signatures. One of ASTA’s value propositions is accessibility, therefore staff’s email and direct line are to be included as part of the default signature.

Formatting

ASTA Default Version:

Font Calibri

Size: 11 pt

Name Bold/Black Supporting Copy Normal/Gray

Style The acronym ‘ASTA’, in www.ASTA.org, should be capitalized, in

Used for the original/ first email correspondence. Zane B. Kerby, MBA President & Chief Executive Officer | ASTA 1101 King Street, Suite 200, Alexandria, VA 22314 Tel 703.739.2782 | zkerby@asta.org | www.ASTA.org Replies: Zane B. Kerby, MBA President & Chief Executive Officer | ASTA www.ASTA.org

all written correspondence. Email signatures should not be more than 6-8 lines, excluding legal notices and not exceed 200 characters.

Signatures with Marketing Messages:

Signatures with Images:

The marketing message should be concise, be no more than 2 lines in

It is advisable not to include images within signatures due to display

length, and be located one line return after the default signature. Only

problems and that images are received as attachments in various

one URL should be provided, the URL associated with the marketing

email systems. If images are used, they should be small and visually

message should replace www.ASTA.org.

secondary to the contact information. Images should not be used in reply signatures.

Zane B. Kerby, MBA President & Chief Executive Officer | ASTA 1101 King Street, Suite 200, Alexandria, VA 22314 Tel 703.739.2782 | zkerby@asta.org Join us in Dubai, April 4-7, 2013 www.ASTA.org/IDE

Reply - Marketing Messages: Zane B. Kerby, MBA President & Chief Executive Officer | ASTA Join us in Dubai, April 4-7, 2013 www.ASTA.org/IDE

Zane B. Kerby, MBA President & Chief Executive Officer | ASTA 1101 King Street, Suite 200, Alexandria, VA 22314 703.739.2782 | zkerby@asta.org | www.ASTA.org

Legal: For use when sending content in which the recipient should not forward the content to another person or to the media. Zane B. Kerby, MBA President & Chief Executive Officer | ASTA 1101 King Street, Suite 200, Alexandria, VA 22314 703.739.2782 | zkerby@asta.org | www.ASTA.org This communication is for use by the intended recipient and contains information that may be privileged, confidential or copyrighted under applicable law. If you are not the intended recipient, you are hereby formally notified that any use, copying or distribution of this email, in whole or in part, is strictly prohibited. Please notify the sender by return email and delete this email from your system. This email does not constitute consent to the use of senderâ&#x20AC;&#x2122;s contact information for direct marketing purposes or for transfers of data to third parties.

Internal Correspondence Brand consistency includes ASTA internal communications elements such as agendas, white papers, faxes and reports.

Specifications Word 2007 Formatting Titles—Font: (Default) +Headings, 26 pt, Font color: Text 2, Expanded by 0.25 pt, Kern at 14 pt, Line spacing: single, Space After: 15 pt, Don’t add space between paragraphs of the same style, Border: Bottom: (Single solid line, Accent 1, 1 pt Line width, From text: 4 pt Border spacing: ), Style: Linked, Quick Style, Priority: 11, Based on: Normal, Following style: Normal Body—Font: (Default) Calibri, Left, Line spacing: Multiple 1.15 li, Space After: 10 pt, Widow/Orphan control, Style: Quick Style 18

Collateral Whether the item is a pocket folder, brochure, sell sheet, membership certificate, trade show booth, advertisment or presentation, consistency across ASTA visual communications in regards to the look and feel of the materials is critical in maintaining a strong corporate identity.

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Frequently Asked Questions American Society of Travel Agents pr6712_press kit 2007.qxp

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ROLE OF TRAVEL AGENTS What is the role of the travel agent and how has it changed? Travel agents work hard on behalf of the consumer. The role of a travel agent is to make the process of going on a trip - whether for work or pleasure - be a stress-free and memorable experience. Travel agents spend time not only booking tickets and searching for affordable prices, but also personalizing their services for individual clients. The American Society of Travel Agents’of(ASTA) motto “Without an ASTA Travel Agent, You’re On American Society Travel Agents pr6712_press kit 2007.qxp Page 1 their role Your Own,” exemplifies the importance and way7/2/2007 professional1:02 travelPMagents view in today’s changing market.

Our Mission

The job of a travel agent has grown and adapted to reflect the changes within the travel industry, and to reflect the difference in the way people think about travel. ASTA travel ASTA, short for the American Society of Travel Agents, is the world's largest association of agents recognize that consumers today have done their homework and are more travel professionals. Our 20,000-plus members include travel agents and the companies knowledgeable about what they want. Clients who turn to an ASTA travel agent desire an whose products they sell such as tours, cruises, hotels, car rentals, etc. We are the leading in-depth, personal approach and want the advice and expertise of a professional. This is advocate for travel agents, the travel industry and the traveling public. why an ASTA travel agent: •

Agent Myths & Realities ASTA and Travel Its Mission

Distills product information; American of Travel The American Society of Society Travel Agents (ASTA)Agents is the world's largest association of travel kit 10:38 Page the 1 professionals. Thepr6712_press mission of ASTA and2007.qxp its affiliated7/2/2007 organizations is toAM facilitate Investigates and supplies competitive information; business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. ASTA seeks a retail travel marketplace that is profitable, Stays abreast of the most current and timely promotions; growing and a rewarding place to work, invest and do business. • Analyzes the current promotions; Myth: Travel agents are just glorified sellers of airline tickets and their time has come Founded in 1931 as the American Steamship and Tourist Agents' Association, ASTA and its and gone. affiliates now comprise world's largest travel trade association with members in 140 • Clarifies the fine print, such as cancellation penaltiesthe and restrictions; Reality: Travel agents professionals whoevery provide value by helping consumers cut countries. As the world's largest travel trade association, ourare work encompasses through clutter save timeinand money. They of the travel experience. Here is just athe sample of and the activities which ASTA is act as travel counselors, offering • Makes recommendations onaspect travel-related options; personal service for their clients. involved: • Simplifies the research and subsequent transaction; Today’s travel field agentand recognizes that consumers do their homework and are • Industry Affairs: We fight to ensuresuccessful a level playing fair competition moreofknowledgeable what they want. Clients • Enhances the trip with value-addedthroughout benefits and amenities; our industry which, course, benefitsabout industry professionals as well who as turn to an ASTA travel agent want the advice and expertise of a professional who: consumers. • Uses their clout to obtain the best possible arrangements in seemingly • Extracts product • Education: We provide our members with the finestinformation; education and information impossible situations; and and the supplies competitive information; resources available, so that they•areInvestigates able to provide utmost in professional • Stays abreast of allows the most current and agencies, timely promotions; • Gets problems resolved. service to their clients. ASTA's homestudy program ASTA member ince its founding on April 20, 1931, as the American Steamship and Tourist Analyzes the promotions; non-members and future travel•professionals thecurrent opportunity to expandAgents their Association, ASTA has remained true to its mission: to enhance the Clarifies thethe finetools print,tosuch as cancellation business through specialization,• giving agents sell unique travel penalties and restrictions; professionalism How many travel agencies are thereexperiences. in the United States? • Makes recommendations on travel-related options; and profitability of members worldwide through education and training, effective representation in industry and government affairs and identi• monitor Simplifies the research and to subsequent transaction; This is a difficult question to answer. At• oneConsumer time, the Airlines Corp. (ARC) data Affairs:Reporting We constantly the travel industry identify "scam" fying andour meeting the needs of the traveling public. • Enhances the trip with value-added benefits and amenities; gave an accurate account of the travel agent market.and However, travelpractices agencies become operators othersaswhose cheat consumers and negatively impact • Uses their clout to code obtainofthe bestwhich possible arrangements in seemingly impossible less reliant on selling airline tickets, ARC accreditation noASTA longer reveals asubscribe true picture industry. Only members to aof13-point ethics stands * situations; and In the 1930s, market size. The market can be divided intoforARC and non-ARC sellers As of our members "Integrity in Travel." Thisof is travel. the pledge stake their reputations on. when agents were booking 80 percent to 90 percent of all • Gets problems resolved. steamship travel, the association was urging ship lines to adopt agent-friendly December 2006, there were 18,856 ARC-authorized retail agency locations. The actual And we provide traveling consumers with a complete range of informational number of non-ARC sellers, including home-based agents, is extremely difficult to resources. policies and trying to persuade hotels and railroads to pay agent commissions. Internet the needefforts, for travel agents. quantify. No industry standard is in effect, makingAwareness: it impossibleThrough toMyth: accurately portray will • thus Consumer itsThe advertising andreplace public relations ASTA the size of this portion of the travel agent market. strives to make the travelingReality: public aware many using a travel Whenofitthe comes tobenefits bookingoftravel, travel agentsWar areIIexperienced When World curtailed allprofessionals. but essential travel in the 1940s, members fought professional to arrange and Travel purchase travel. "Without an agents sell:ASTA's advertising slogan,for their association’s survival. In 1946, the International Air Transport Your SourceAssociation for Exclusive Information ASTA travel agent, you're on your own" can be seen in consumer ads in national There somecommissions things technology cannot (IATA) cutare agent from 7.5 percent to 5 percent, a mere year after its magazines, national television and in local markets. ASTA has the world’s largest database of industry information for travel agents—no replicate,ASTA’s and personal one of them. 87% of all cruises formation. parent touch groupisonce again fought for its members. Around the dedicated to the business of selling travel. Stay on top of key one has more resources The Internet is a valuable resource, but it same the association changed its name to the American Society of Travel ASTA offers many benefits to its members and the traveling public. The majority of time, ASTA's industry changes as they happen and receive in-depth analysis of current business 81% of all tours and packages cannot replace the expertise, guidance and American Society of Travel Agents, 1101 King Street, Suite 200,are Alexandria, VA 22314 However, pr@astahq.com Agents. members travel agencies. travelwww.ASTAnet.com suppliers, such as airlines, hotels, car rental service of a travel agent. At a time trends. personal 51% of all airline tickets firms, cruise lines and tour operators join ASTA. We also have membership categories when for travelers are stressed out with hectic Subscriptions to time-sensitive information: students, travel schools, retired travel professionals, retail travel sellers, and others. ASTA is travel In the 1950s, ASTA agents won a 27-year battle for rail commissions •and broke new and its features— E-library, Bulletin boards, online Trip Requests Access to ASTANet schedules, have all of the 47% all hotels the organization for anyone related to the travelofindustry! ground by introducing a home-study basicNews training • Industry Alerts and ASTA’s weekly e-newsletter, Dateline Weekly, Smartbrief information at their fingertips, savingcourse, the industry's first • ASTAnetwork Magazine, ASTA’s quarterly member exclusive travel trade publication valuable hours of surfing the Web. Agents tool. 45% of all car rentals also can offer insider tips generally based on 2003 Travel Industry Survey Travel Weekly personal experience. In the 1960s, the Society made numerous strides in education, holding its first • •

ASTA - A Living History

ASTA Premium Employee benefits A $250 Value per Employee

Free with Membership

Grow your business through ASTA’s Trip Quote Service!

Your Government Lobbyist at Sea and opening seven travel-agent schools. In 1968, when President ASTA is the only industry group that ensures you have a voice on Capitol Hill. From Myth: Travel agents do not support use ofSchool the Internet. Lyndon B. Johnson restricted residents’ travel outside thetaxation United States, ASTA we utilize the industry’s largest PAC to make sure your to regulation, Reality: Both consumers and travel professionals benefit from the Internet. waged the largest grassroots campaign of its history. interests are thoroughly represented.

The Internet has helped transform the travel industry. The Internet gives travelers the

In the 1970s, ASTA formedIt several ability doAlexandria, comparative shopping for attractive deals or packages. has alsogroups helpedthat continue to benefit members American Society of Travel Agents, 1101 King Street, Suiteto200, VA 22314 pr@astahq.com www.ASTAnet.com

Reach Consumers Worldwide!

Members-Only Network today.travel-related ASTA Marketing Services, Inc.by (AMSI) a subsidiary ofYour ASTA,Personal helps member many travel agencies, hotels, resorts and other suppliers flourish bringing Trip Quote Service ASTAthrough local, national and in business through Web sites. ASTA connects youASTA’s with fellow agents and offers suppliers agents obtain high quality products and services at discounted prices. The ASTA members to potential international events to helpexclusive you buildaccess new business relationships. Political Action Committee (ASTAPAC) leads the fight for agents' interests in the The Internet has become such an integralpolitical part of the travelASTA’s agency business that 98 Council made its debut, frominAmerican consumers arena. Chapter Presidents' and thebusiness • Complimentary membership your local ASTA Chapterand percent of ASTA agencies currently subscribe to a also consumer online or an Internet in 25 years, from consumers worldwide 24/7. • Invitations to local events decade saw the first service rise in air commissions 5 percent tochapter 7 access provider in order to help them better serve their clients. Gathering • Invitation to YPS (Young Professional Society) events percent, before the ‘70s ended with the deregulation of airlines. information increasingly involves the use of the Internet. Almost 95 percent of • Access to International Members – worldwide contacts and networking opportunities agents have conducted online research. Nearly 83 percent of ASTA agencies report into Business! • Access to ASTA’sTurn OnlineLeads Communities In the the Society continued on education, holding they have booked directly on suppliers’ Web1980s, sites without using their GDSits or emphasis calling Consumers complete a Trip Assistance form Trainingfest, School on Rails, School at Sea and School on the Road. the supplier in question. ASTA’s consumer Web site and await a Your ConsumeronAdvocate

reply from ASTA member travel agents. American Society of Travel Agents, 1101 King Street, SuiteIn 200, Alexandria, 22314 pr@astahq.com www.ASTAnet.com the 1990s, VA ASTA published the Travel Agent Manual. In 1995, when seven majoryour value and services to consumers and the media. Plus, ASTA actively promotes

provide tools you airlines capped agency commissions on domestic tickets we at $50, ASTA filed ancan use to actively and expertly promote your business. antitrust lawsuit that was settled out of court for $86 million.• Before theper end of Quote One listing employee in ASTA’s Travel Agent Online Directory Trip Service is easy to use! the decade, commissions were cut or capped five more times. Just go to ASTA.org,

Your Educationclick Resource Consumer Leads tab undertools Business Services andemployees to run your business more ASTA’s key educational empower your efficiently and profitably. for easy access to ASTA’s

American Society of Travel Agents 1101 King Street, Suite 200 Alexandria, VA 22314 800.ASK.ASTA www.ASTAnet.com

American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314

Discounts on: on-line consumer travel requests. Travel requests • ASTA online and workbook training coursesrange • ASTA destination specialist courses and seminars from singles to groups of 20 plus. • Office products through ASTA Marketing Services, Inc. (AMSI), ASTA’s endorsement Program pr@astahq.com www.ASTAnet.com • ASTA’s annual International Destination Expo *ASTA Premium Employees receive Travel Agent member benefits, but are not members of ASTA.

American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314

premium@astahq.com

www.ASTA.org

American Society of Travel Agents, 1101 King Street, Suite 200, Alexandria, VA 22314

askasta@asta.org www.ASTA.org MEM2231 l 09/08

PowerPoints

Courses and Products

Specifications When creating new PowerPoint presentations, an ASTA template must be used. Examples of the layout for the. cover slide, key point slides and the content slides are shown here. Bullet use should be at a minimum. Font: Calibri ASTA Blue: R0 G176 B240

Signage / Booth Displays

Dedicated to the Business of Selling Travel

American Society of Travel Agents

Advertising ASTA Premium Membership

Enhanced information that is relevant to your business

News You Can Use

SmartBrief

Premium services include: • Premium Only Business Summits • Member Alerts with Global Impact • In-depth Research Reports

I promote myself with

my personal URL

Receive the #1 source for industry news, alerts and association news that are important to you. Log on today and sign up for the FREE daily SmartBrief.

• Industry White Papers • Sample Legal Agreements • Access to Industry Experts

It is all for you, on

I know that successful travel agents create their own path to success; they don’t rely on luck. And self-promotion is key to career success. Whether you are on your own or part of a large organization, you need to promote yourself. ASTA lets you do just that, thanks to a host of easy-to-use tools, the latest being a custom URL that links directly to your detailed profile on TravelSense.org’s Find a Travel Agent Directory. Take the initiative, and promote the brand of YOU.

ASTA.org

ASTA provides travel agent members with the ability to create custom URLs. Simply login to ASTA.org and click ‘My Prole’. travelsense.org/damianmccabe

travelsense.org/ExpressTravel-Nina

travelsense.org/khiritravel

travelsense.org/traveldetailing travelsense.org/tourismcambodia

travelsense.org/ladolcevitatravel

travelsense.org/traveldesignersinc

travelsense.org/KarenBrown

travelsense.org/travelharmony

UPGRADE TODAY

Avoya Travel/America’s Vacation Center | BCD Travel Expert Travel Planning | Legacy Travel | Merit Travel Group

travelsense.org/bluevistatravel

travelsense.org/juliekweder

travelsense.org/Zaatarah

We Welcome Our Newest Premium Members Adelman Travel Group | Airtrade International | Avia International Travel

travelsense.org/travelatelier

travelsense.org/crtours4u

travelsense.org/vanillasky travelsense.org/ladolcevitatravel

travelsense.org/luxuryandmoretravel travelsense.org/jasoncoleman

Contact the Premium Team premium@asta.org | 1.800.440.ASTA

The Travel Society | Travel Experts | Travel Management Corporation

travelsense.org/idealsouthamerica

travelsense.org/palacetravel

travelsense.org/symphonytravel

travelsense.org/BrightLifeTravel

ASTA.org

Travel Management Partners | Travel Time Travel Agency TTI Travel | Uniglobe Travel Partners

DEDICATED TO THE BUSINESS

Dedicated to the Business of Selling Travel

OF SELLING TRAVEL

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Educational Opportunities You Won’t Want to Miss!

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Expand your travel knowledge by becoming certified as a specialist in a variety of topics your clients will value.

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• Family Travel

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Whether you’re an employee in a store front agency, working hard as an independent contractor or running your own operation online, ASTA is on your side.

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By using the ASTA logo, you are recognized worldwide by consumers and business leaders as being as part of the community of professional travel agents.

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Whether it is providing timely resources or engaging fellow members, ASTA resources and fellow members are available every day, anywhere in the world.

• Gain one-click access to 300+ detailed itineraries • E-mail and/or print itineraries in Word and PDF formats

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Advertising ASTAâ&#x20AC;&#x2122;s Thought Leadership advertising series elevates the

recognition and importance of ASTAâ&#x20AC;&#x2122;s brand.

www.ASTA.org

The letters ASTA in www.ASTA.org should always be capitalized.

Social Media ASTA uses social networking platforms like Facebook, Linkedin and twitter to connect to travel professionals and the traveling public. Through these mediums ASTA defines and supports our brand identity in response to commentary and contributions made by social media users.

Micro social sites exist, such as the Young Travel Professionals or Chapter Facebook and LinkedIn pages, in order to broaden ASTAâ&#x20AC;&#x2122;s exposure and to support the mission. 26

The ASTA Brand INDUSTRY MESSAGING

Dedicated to the business of selling travel

A unified voice for ASTA

What is ASTA in 30 seconds or less The American Society of Travel Agents (ASTA) is the world’s largest association of travel professionals that actively represents the travel agency industry to the U.S. government, as well as and state and local governments in support of a profitable and sustainable industry. We actively seek to elevate the awareness and value of travel agencies to help our members grow their businesses.

ASTA’s Vision ASTA’s vision is to be recognized as the industry thought leader and the only organization that has the leadership, staff, resources, connections and alliances to effectively defend the interests of travel agencies.

ASTA’s Mission ASTA’s mission is to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. 29

General Trade Messaging: •• Refer to ASTA as an acronym in all mentions. Do not spell out.

General message points about ASTA …

•• ASTA is the only travel industry association aggressively fighting to improve the travel experience for all consumers.

•• ASTA travel agency members account for 78 percent of all travel sold in the United States.

•• Each and every day, ASTA is actively engaged in tackling the very real threats that could negatively impact an agency’s bottom line.

•• ASTA is the only organization that has the capability and resources to relentlessly work on agents’ behalf.

•• ASTA is the single entity capable of and actually engaged in ongoing and active work for the employment rights of agents.

•• When it comes to protecting travel agents from anti-competitive taxes, legislation and regulations, ASTA is the sole voice speaking out on agents’ behalf, and the only one continuously lobbying for agents’

•• ASTA is the only organization speaking out in defense of travel agents at every level of government.

•• There simply is no industry organization—other than ASTA—that has the leadership, the staff, the resources, the connections and the alliances to effectively defend travel agencies’ interests.

•• ASTA actively seeks to: elevate consumers’ awareness of the travel agency industry’s value; increase the professionalism of its members; and, help its members grow their businesses through effective networking.

•• ASTA’s one-of-a-kind meetings provide quality travel agents the essential skills and know-how to market their business and increase sales.

•• ASTA’s meetings offer the best in networking, entertainment and sightseeing opportunities.

rights.

Member Messaging •• Refer to ASTA as an acronym in all mentions. Do not spell out.

When referring to why you should join /renew with ASTA:

•• Each and every day, ASTA is actively engaged in tackling the very real threats that could negatively impact your bottom line.

•• ASTA is the only organization that has the capability and resources to relentlessly work on your behalf.

•• ASTA is the single entity capable of and actually engaged in ongoing and active work for the employment rights of agents.

•• When it comes to protecting you from anti-competitive taxes, legislation and regulations, ASTA is the sole voice speaking out on your behalf, and the only one continuously lobbying for your rights.

•• ASTA is the only organization speaking out in your defense at every level of government.

•• There simply is no industry organization—other than ASTA—that has the leadership, the staff, the resources, the connections and the alliances to effectively defend your interests.

•• ASTA is the only organization that works on the federal, state and local levels to protect your financial interests.

•• ASTA is the only organization actively representing your business to the US government, as well as and state and local governments in support of a profitable and sustainable industry.

•• ASTA gives you access to industry resources you need to stay ahead of a rapidly changing environment, be it a new regulation or a natural disaster.

•• Associate your business with a solid brand protecting not only your industry, but also your customers’ travel experience.

•• ASTA’s one-of-a-kind meetings provide quality travel agents the essential skills and know-how to market their business and increase sales.

•• ASTA’s meetings offer the best in networking, entertainment and sightseeing opportunities.

•• ASTA in an ongoing effort to promote the value of working with a professional travel agent to consumers, drives awareness through a combination of initiatives, including relationships with Lifetime Channel’s The Balancing Act and key reporters within major publications.

•• ASTA is the only travel industry association aggressively fighting to defend and improve your business.

International Destination Expo 2011 San Juan, Puerto Rico

Miscellaneous Pre- and post-tours should always have a hyphen. Example: Exclusive pre- and post-tour options give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule (correct)

2010 Istanbul, Turkey

Example: Exclusive pre/post tour options give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule (incorrect) 2009 Sun City, South Africa

General

•• ASTA’s one-of-a-kind International Destination Expo sets the standard for experiential education, and presages the next great travel hot spot.

•• ASTA’s International Destination Expo is a one-of-a-kind educational opportunity, providing quality travel agents the essential skills and know-how to market their business and increase sales.

2008 Lyon, France

•• ASTA’s International Destination Expo goes beyond the expected with its unique focus on experiential learning and targeted events, offering the best in networking, entertainment and sightseeing opportunities.

International Destination Expo

2007 Jeju Island, Korea

2006 Prague, Czech Republic

•• ASTA’s IDE foreshadows the next consumer hot spot.

Education

•• ASTA’s International Destination Expo provides agents with:

•• No other conference places travel agents “in the field” with a series of

oo complimentary sightseeing tours that take them to the places their clients want to visit oo a trade show, featuring local and international suppliers that can’t be found elsewhere and that provides the inside track on new tours, marketing opportunities and client prospects oo networking events such as the International Travel Agents Summit that translate into future sales oo industry-recognized destination certification that can be used to showcase their expertise to their clients at home – now and in the future

complimentary sightseeing adventures that introduce them to the real destination.

•• Training seminars take agents beyond the classroom and give them real-life experiences to share with their clients, thanks to immersion in local culture.

•• ASTA’s industry-recognized certification helps agents secure new clients upon their return home by providing them with an edge over their competition. Programs & Events

•• Thanks to select partnerships, ASTA is able to offer special negotiated rates on conference airfare and hotels.

•• The International Destination Expo is more than “just a conference” and arms attendees with first-hand accounts and insider knowledge

•• Exclusive pre- and post-tour options with special rates, programs and priority access for IDE registrants, give attendees the flexibility to extend their journey to learn more about specific business interests, at their own pace and on their own schedule.

to help them better market their specialty.

ASTA’s Global Convention General

•• ASTA’s Global Convention is upping the education ante with a complete overhaul of sessions and speakers.

•• It goes beyond the tried-and-true meeting locations by expanding its location roster.

•• ASTA’s Global Convention is changing the face of travel agency industry meetings with: oo a fresh, new take on agent education, focusing on high-tech, interactive seminars oo the much sought-after Hosted Buyers program oo exclusive events, such as the Advocacy Dinner, offering the best in networking and entertainment opportunities oo special focus on the industry’s Young Professionals market

•• ASTA’s Global Convention provides agents the chance to: oo gain an advantage from the all-new educational program and to advance their professional career oo exchange ideas and network with the industry’s top agents to build their business oo diversify their partners with the latest products and destinations on the show floor to increase revenue

•• The event features enhanced programming and scheduling, allowing attendees greater access to education and evening events.

Education

•• ASTA successfully delivers the best education to develop experts who sell travel.

•• Each year, the seminar roster brings together a fresh line-up of experts in their respective industries, be it travel sales and marketing, technology and social media

•• Education at ASTA’s Global Convention offers … oo superior technology training by social media gurus certified software-based experts, who will teach agents the latest skills to take their sales and marketing efforts to the next level and beyond oo Strategic marketing sessions to expand agency revenue sources

•• Premium meeting oo the only meeting of its kind in the industry—allows leaders from travel’s top agencies across all sectors of the market, to meet and exchange best practices, and develop strategic solutions for dealing with some of the most critical issues facing them

•• Opening night event and YP (Young Professionals) party Programs & Events

•• Sought-after hosted buyer program

•• ASTA’s Global Convention offers exclusive networking opportunities,

oo Affords highly-qualified, professional sellers of travel a chance

where attendees can meet the industry’s best and brightest and make valuable industry relationships that will expand their horizons and their business.

to attend ASTA’s Global Convention as a sponsored guest of a third-party company

•• ASTA’s annual Advocacy Dinner oo celebrates ASTA’s influence in shaping the policies affecting the retail travel business oo is a chance for ASTA to spotlight its role in the legislative process and for attendees to socialize and network with likeminded travel professionals oo offers even tremendous opportunities for attendees to network both prior to and following the dinner

•• Leadership Luncheon oo an invitation-only event bringing together industry leaders and executives from top-tier travel companies to foster new relationships and expand on existing ones

•• THETRAVELBLOGGERSHOW is the only thing like it in the industry oo meets a growing need among agents to learn more about this method of promoting themselves and their agencies while reaching new markets oo provides current travel bloggers with face-to -face networking opportunities, and the chance to develop new resources within the travel industry allowing them to enhance content and gain more followers Future Locations

•• ASTA’s Global Convention goes beyond the tried-and-true meeting locations

oo ASTA’s Board of Directors, Chapter Presidents and Proud Partners are in attendance 35

ASTA Segmented Meetings General

•• ASTA’s premier member segment meetings oo attract the top executives from the industry’s leading organizations, from highly-specialized boutique agencies to multi-level international firms oo allow for today’s top industry executives to become more than just spectators in the events shaping the industry; they are active participants oo bring together top executives representing the most powerful travel agencies and TMCs, consortia, franchise groups and online travel agencies oo represent a unique opportunity to meet face-to-face and participate in discussions that get to the heart of the issues that will dramatically impact the travel industry in the coming years

•• •• NO OTHER INDUSTRY MEETING GATHERS THIS

KIND OF FIRE-POWER UNDER ONE ROOF.

•• •• ASTA segmented meetings, such as its Premium Member Summit and Corporate Advisory Council, gather the industry’s brightest minds together for high-caliber discussions and problem solving.

The ASTA Brand CONSUMER MESSAGING

Without a travel agent, youâ&#x20AC;&#x2122;re on your own

Consumer Advertising Advertising shells are available online to our members, in various sizes and formats.

Consumer Websites and Social Media ASTAâ&#x20AC;&#x2122;s online message is to promote the use of a travel agent above and beyond all other goals. Without traveling one does not need an agent, so these vehicles are designed to compel consumers to travel and to use an ASTA member travel agent when they do so.

Microsites exist such as chapter consumer sites, to support the mission.

Consumer Messaging Use ASTA (American Society of Travel Agents) on first mention; use ASTA on subsequent mentions. General message points about the value travel agents provide …

•• Travel agents provide value, expertise, convenience and personal service to their customers.

•• Travel agents understand that travel planning isn’t just about places, it’s about people.

•• Travel agents work as personal advisors to provide their clients with the best travel experience before, during and after their trip and when the unexpected happens.

•• Thanks to their in-depth knowledge, experience and industry connections, travel agents are able not only to save their clients money, but their most valuable possession—their time. General message points about ASTA …

•• ASTA is the only travel industry association aggressively fighting to improve the travel experience, and air transportation in particular, for all consumers, not just those with access to the Internet.

When providing reasons to use an ASTA professional …

•• Customer advocacy: If you have a problem with a particular part of your travel experience, the agent is there to act on your behalf to see that restitution is made

•• Expert guidance: Travel agents are experts in understanding and deciphering the myriad travel information and codes out there. It’s what they’ve been trained to do and they do it every day.

•• Personalized service: Instead of an impersonal voice thousands of miles away, travel agents are your neighbors. They know what you want and what you value in your travel experience.

•• Professional advice: Travel agents are there to make sure you get where you want to go, when you want to go and at the best value.

•• Time: A travel agent has all the information at their fingertips, saving you a few hours in front of a computer screen or on hold.

•• Unbiased information: Agents work for their clients, not for a travel supplier. It makes sense that a happy customer will be a repeat customer.

•• ASTA travel agency members accounted for 78 percent of all travel sold in the United States.

When providing information on selecting a travel agent …

•• Go with the Pros: Look for the ASTA label. Through its continuing education and training programs, ASTA prepares its members to operate high-caliber, competitive businesses. Look for ASTA member travel agents on its consumer website, TravelSense.org’s “Find a Travel Agent” directory.

When referring to the difference between an ASTA member travel agent and a non-member agent …

•• Accuracy. Responsiveness. Professionalism. Faced with myriad alternatives when it comes to transportation, accommodations and services, ASTA member travel agents make a pledge to guide you honestly and competently. ASTA members are bound by a strict code of ethics.

•• Ask Around: Tap friends, neighbors and relatives who use an agent they trust. You may want to visit or call several agencies to find

•• The ASTA name stands for integrity. The ASTA logo is recognized throughout the industry and by the traveling public as a mark of distinction.

the one that best suits your needs. Consider everything from the appearance of the office to the agent’s willingness to listen and answer questions. The best agents want to establish a long-term relationship with a client, not just make one sale.

•• Look for the ASTA logo. Travelers around the world recognize superior travel professionals by the ASTA logo. They know that ASTA members are among the most knowledgeable and trustworthy professionals in the industry.

•• Ask about Fees: Good agents will notify their clients of any additional fees, including service fees, up front. Doing otherwise is pointless, as the fee will appear as a separate charge on the client’s credit card bill.

•• Check Credentials: Many agents have been trained in business management, travel and tourism or geography. Others have supplemented their agency experience with extensive education and training courses.