A Diamond in the Rough: The Dalmatian Coast

Picture yourself strolling along through an elegant village frozen in time during the Middle Ages. The Dalmatian Coast borders a 200-mile crystal-blue coastline encompassing lush scenes and varying towns representing different periods of time. A place such as this exists in one of the most surprising locations, the Middle East. Although traveling to Croatia has proved dangerous in the past, the current risks are worth taking as long as the traveler is aware and careful.

The Dalmatian Coast offers an astounding array of aesthetic beauty. Established in 10 AD, this area of Croatia acts as a display of history to those who visit. Dalmatia began as a Roman region with a romance culture where the Dalmatian Language, now extinct, was developed. Landmarks dating back from the Roman Empire to the Middle Ages, and Modern Period exist along the Dalmatian Coast. Split is the largest Dalmatia city, also the place where a treasured town dating back to the Roman times is located. The still-standing palace was built in 300 AD and serves as a major tourist attraction. Adjacent to the palace resides a 12^th century Cathedral. The town of Split has an astonishing display of historic sites in and of itself. South of Split is a 13^th century town known as Hvar. Hvar is a quaint village with cobbled stone streets and a centrally located four-story bell tower. The town square is rimmed with cafes and people enjoying their town. Hvar gives off the impression of being in the Middle Ages with the view of sculptured porticos, ancient wooden doors, and bridges. MIjet Island offers a beautiful National Park where travelers can take a bike tour around a salt-water lake while enjoying the aesthetically pleasing historic sites. Another place that warrants visiting is Korcula, a pedestrian village dating back to the 15^th century located within a lush and hilly peninsula enabling an amazing Adriatic view. From Split on the North end to Dubrovnik on the Southern tip, the varying attractions include historic villages, beautiful coves, lush forests, olive groves and vineyards.

Dubrovnik is known as the Adriatic’s “Crown Jewel.” Visitors enter through a gate and find themselves strolling along a wide, marbled pedestrian “boulevard.” At the eastern end of the town a place called Luza square is bordered by “entrancing Gothic, Renaissance, and Baroque structures such as the clock tower, Sponza Palace, St. Blaise’s Church, the Rector’s Palace, and Cathedral of the Assumption of the Virgin.” Exploring the entire town of Dubrovnik cannot be missed, for the sites available offer an unparalleled array of anywhere else. Culturally, Dubrovnik consists of artistic interests, referring to itself as “the city of poets, writers, and scientists.” Today the town’s summer Festival has become popular, including music, theater, and dance.

Located along the Adriatic Sea, these coastal villages have an amazing view of the unparalleled cerulean water. Sailing along the coast offers the opportunity to experience otherwise inaccessible island coves and villages. The Adriatic Sea, according to the Encyclopedia Britannica, “is deficient in life; nutrient content, as indicated by the amount of phosphates and nitrates, is extremely low.” The water is supposed to be extremely clean and clear, a site that Americans would surely enjoy seeing. However, until recently, Croatia was not a place tourists were encouraged to visit.

The violent Croatian War of Independence spanned from 1991 to 1995. Croatians sought to establish a sovereign Republic of Croatia apart from the Socialist Federal Republic of Yugoslavia. Serbia opposed this motion and wanted to remain part of Yugoslavia. The tension arose after the fall of the Berlin Wall in 1989, which resulted in the weakening of the Communist states in Eastern Europe where the communist party in Yugoslavia lost its ideological potency. After the first six months of war 10,000 people had died and hundreds of thousands had fled. The final number of casualties is estimated to be around 200- 400,000. Because of this, Croatia is still thought of as a war-ridden country, but in reality, it is just as safe as any other Eastern European country. According to Great Britain’s Foreign and Commonwealth office, “there is an underlying threat of terrorism and organized crime in Croatia… Unexploded land mines are still a danger. Highly populated areas and major routes are not clear of mines and are safe to visit.” Travelers should, therefore, be cautious when visiting and be mindful not to stray into isolated areas in the mountains and countryside.

It might come down to whether the risk is worth the reward; the reward being the unmatched experience that the Dalmatian Coast has to offer. I propose that as long as the traveler is well informed and aware of the customs and recent tensions, then the Dalmatian Coast of Croatia is an experience that should not be missed. The best time to visit is from May to September when the sun shines and the sea is pleasantly warm.

Sin City on the Decline: Vegas' Response to Tough Economic Times

Over the weekend I scoured the blogospher for up-to-date information regarding my topic. I came across two fascinating posts that delve into current themes regarding Las Vegas. In a time of economic downturn, I was curious as to the measures Vegas is taking to stay afloat. The post that directly relates Vegas and marketing tactics came from my new favorite blog, where I have found many informative posts, written by Chelsea Orth of the KWE Group, Inc. This is a strategic public relations and marketing firm aiming to connect readers with luxury travel and lifestyle trends. Chelsea’s most current post, “Now it is ok to tout affordability,” explores the changes Las Vegas has made to its marketing campaign in response to the current economic crisis. For as long as I can recall, Vegas' slogan has been "What Happens Here Stays Here," which portrays Vegas as the ideal place to indulge extravagance. This has lost its resonance and has become less relevant in regards to the recession which seemingly "brought thrift back into fashion."

The second post that caught my attention dealing with Las Vegas’ current strategies is entitled “Vegas hotel deals starting at $6.25/night.” This post is part of the LA Times Daily Travel & Deal Blog. The author is Jen Leo who is a writer for the LA Times blog. Her post from March 5th uncovers the too good to be true deals that hotels in Vegas are currently offering. By doing so, she is illustrating the marketing extremes struggling hotels are taking in order to make their rooms more attractive. Together these posts offer insights into the effects our country’s economic status is having on travel trends to Las Vegas. The comments I left on the two posts can be found by following the links below, but for convenience purposes, I have posted my comments directly below.

Now It's OK to Tout Affordability

Comment

Let me begin by saying that I love reading your posts. You provide incredible insight on your blog and bring an interesting aspect to the company you represent. I am so glad you were able to comment on Las Vegas' slogan losing resonance with consumers. I have been wondering what the marketers for Vegas were going to do in response to the decline of consumer indulgences due to the recession. I completely agree that the previous campaign positioned Las Vegas' attractions as lavish promoting extreme behavior. This positioning is newly out-dated as the majority of Americans are pinching pennies and choosing against gambling and other extracurricular activities. Do you believe that the decline in disposable income has led people to become less inclined to partake in exciting pastimes? I greatly appreciate your analysis on the new slogan "Vegas Bound" as being geared towards hard-working Americans who feel they deserve a re-energizing break. It is interesting to see how places like Las Vegas are adjusting consumers' reluctance to make big financial commitments. In your opinion, is the decline of interest in going to Vegas only due to spending hesitancies or do people want to spend more time with their families and to focus on different types of gratifying activities?

I have to admit that I am surprised at the information you supplied about how luxury cruise lines are promoting discounted travel. This seems to go against the purpose they once stood for. Do you think they are taking a risk with the affluent consumers who chose the lines because they were exclusive? I think that these cruise lines will lose their attractiveness to this type of customer. Las Vegas is more of a place where there is something for every socioeconomic class of person than is a luxury cruise line or Travel + Leisure magazine. The ladder is designed to cater the sophisticated, well-traveled person who wouldn't seem to be looking for affordable all-inclusive vacations. What are these luxury lines and magazines doing to their image? After awhile they risk becoming included with the discounted lines.

Vegas Hotels Starting at $6.25/night

Comment

Your post is very helpful when looking for an incredible deal on hotel rooms in Las Vegas. I would have, however, enjoyed reading an introduction about the current economic times and how these low prices are due to decreased interest in traveling to Vegas and the off-season time of year. Your posting of prices just feels a little too abrupt without a preceding informative paragraph. The rest of your post is insightful and delves into both the attractive and unattractive attributes of each hotel. I am astonished that The Signature at MGM Grand is offering such low rates, as I have only heard amazing things about the hotel. Do you think this is because they are seeing a decline in bookings or because of a different reason? I am also surprised that Buffalo Bill is able to offer rooms for as low as $6.25 a night, it seems like they are taking a loss on that deal. Thank you for your honestly with the attributes of Buffalo Bill, I think it is important for readers to know how far off the strip this hotel is. Do you know if these promotions have proved effective yet? It would be interesting for you to write a post about the economic status of the newer, more extravagant hotels on the strip. For example, I wonder how the Wynn could possibly be doing especially after their addition of the Encore, seems like they might be supplying significantly more than their demand. Also, what is your opinion on the new marketing campaign for Las Vegas with the slogan reading "Vegas Bound" instead of the previous "What Happens Here Stays Here"? Do you feel that the nicer hotels like Mandalay Bay and The Signature are harming their image of exclusivity by offering discounted rates? Thank you for your insightful post and I look forward to reading your blog in the future.

Brands the Resonate: The Newest Member to the Virgin Empire

Virgin is one of the world's most recognizable and respected brands. Created in 1970, Virgin is a leading branded venture capital organization. They have brands extending in a wide range of industries, from cellular devices, to travel, to financial services, to music, and so on. Employing an astonishing amount of 50,000 people, Virgin is dispersed throughout 29 countries. In 2006, revenues exceeded $20 billion. Having learned about branding techniques in a course I am currently taking at USC entitled New Product Development and Branding, I have concluded which tactics Virgin uses in order to create resonance with their cus

tomers. Virgin strives to have their customers desire a relationship with their brand through the company's values. The company also assesses and influences customer loyalty levels by explaining how they "facilitate and monitor customer feedback to continually improve the customer's experience through innovation." Virgin prides itself on being able to implement a new venture at the opportune time, basically being at the right place at the right time. They explain that all new expansions are done with considerable research and involvement. There are several factors that contribute to companies', developed under Virgin, success: the brand equity (an intangible benefit) of the Virgin name, the brand reputation, and the structure of their organization. Virgin targets markets of people who have been under-served which enables the brand to create a competitive advantage. Most recently, Virgin has released a new addition to the travel industry. Although the economy is on a decline, Virgin's brand equity should be enough to ensure success of the launch of their newest airline, V Australia.  

In an article summing up 2008's financial data in regards to airlines, the Bureau of Transportation Statistics stated, "the six largest network airlines, as a group, reported an operating loss margin of 5.8 percent."  Virgin is not a publicly traded company and because of this fact, I was unable to find any information on the financial performance of Virgin's airlines.  I am only able to infer that their airlines are prospering since they have decided to extend their fleet.  On February 27, 2009, V Australia launched its inaugural flight from Sydney to Los Angeles. Virgin sought to open up a trans-Pacific getaway that offers an innovative, affordable, and high quality flying option. V Australia is starting with three departures a week between Sydney and LA, but by March 20th, they plan to provide daily flight services between the two locations. The airline will also eventually offer flights from Los Angeles to Brisbane and Melbourne, and one from Australia to South Africa. On Friday, the Chief Executive Brett Godfrey described the event by saying, "We are launching a new contemporary international airline for Australia. 

Today's flight to Los Angeles marks the start of a new era for Australian's who travel long distances overseas... V Australia will raise the standards of trans-Pacific travel, by offering a level of style, comfort and of course affordability, not seen before." An attractive measure to the airline is the three classes they have available. Business Class has 33 seats that lie-flat into beds, there are 40 Premium Economy Club seats and 288 economy seats. All seats in this Boeing 777-300ER aircraft are equipped with state-of-the-art touch screen seat-back entertainment which provides games, movies, and television. Onboard there are two bars for in-flight passengers to enjoy. V Australia has a competitive advantage over the only other airlines who fly this trans-Pacific route, Qantas and United, by being the only airline to fly a Boeing 777 aircraft on this route. Previously, on this route Qantas had the advantage in the entertainment category, whereas United had the advantage by offering the cheapest flights. V Australia hopes to cash in on both better amenities and cheaper fares.

So how did a company who was best known for Virgin Records in the 1980s end up being huge in the airline industry? Owner of Virgin, Richard Branson, decided that he wanted to create an airline that was economical and of high quality. In 1984 his dream came true with the launch of Virgin Atlantic. By 1990, the airline had flown over 1 million passengers and rose the amenities bar by being the first to offer individual TVs to those seated in Business Class. By the end of the century, Branson received knighthood for his services to entrepreneurship. Based in Brisbane and Queensland, Virgin Blue was launched in August 2000 as a domestic flight for Australia. At an aim to create the best airline in Africa, Virgin Nigeria was born in September 2004. Launched in August of 2007, California based Virgin America vowed to make "flying good again". I have flown this airline and thoroughly enjoyed my flight. Virgin America offers domestic flights with mood-lit cabins, friendly service, leather seats, power-outlets and a superior entertainment system. These individual TV screens offer 25 movies, live television, video games, seat-to-seat chatting, and on-demand food ordering. Even with all of those great amenities, the friendly in-flight crew is what will lead my loyalty to Virgin branded airlines. The staff greets everyone with a genuine smile and is eager to assist passengers at all times. This aspect is so refreshing to me since flight attendants on other airlines are becoming increasingly more bitter towards passengers. Upon landing at a destination I am usually eager to get off the plane; however, I was sad when my plane from Los Angeles to San Francisco landed and wanted to stay aboard relaxing and enjoying the live TV. From that one trip on Virgin America, I have developed brand loyalty which is what Virgin seeks to achieve from consumers (as illustrated above).

Despite these admirable features, the difficult economic times the world is going through cannot be ignored.  Nevertheless, I encourage all of my readers to experience a Virgin branded flight. Virgin had created an airline brand that resonates with consumers by offering an extended list of amenities and unforgettable customer service. Virgin is justified with priding itself on implementing a new venture at the opportune time as exemplified above with the strategic launching of their specialized airlines. V Australia looks promising as an extension to the Virgin empire as it possesses complete competitive advantage in the trans-Pacific flight region. Also Virgin has already established its brand identity within both American and Australian consumers through Virgin America and Virgin Blue (both domestic flights of the U.S. and Australia). There is a bright future ahead for the Virgin brand, especially in regards to travel.