Topic: The Power of Destination Marketing

Speaker: Bill Siegel, Founder & CEO, Longwoods International

Tim: 10:00-12:00 November 1st, 2016 (Tuesday)

Venue: Room 702

About the Speaker: Bill founded Longwoods in 1978, and has built the firm into a leading travel research consultancy that conducts strategic studies globally for clients at the national, state, city, and regional levels. After receiving his Ph.D. from the University of Michigan, he taught psychology and research methods at Western University, and was Distinguished Visiting Lecturer at the University of Western Australia. Bill switched from academia to business when he was hired to design and implement a groundbreaking study of advertising return on investment for the CEOs of the telecom companies across Canada. He continues to specialize in marketing accountability at Longwoods, where he developed the firm’s award-winning methodology for measuring bottom-line marketing ROI. In addition, he has helped develop and refine many successful branding campaigns, such as Canada: The World Next Door; Hawaii: The Islands of Aloha; Corning NY: Finger Lakes Wine Country; Washington DC: Power Trip; and Pure Michigan. Bill’s work has been cited in broadcast and print media around the world, including The New York Times, USA Today, Newsweek, Forbes, and The Times of London. He has served on boards for Georgia Tech, Ryerson University, Waterloo University, the Travel & Tourism Research Association International, and the DMAI Destination & Travel Foundation.