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V E R V I E W
THE BRADFORD GROUP is an agency
that provides a totally comprehensive, fully
integrated array of services designed to achieve
maximum results in the basic fields of marketing
and public relations. Its approach is creative and
imaginative; its means and strategies carefully
crafted to maximize trade and consumer impact. Our
full-service approach provides the client with an
all-important consistency in marketing
communications &endash; advertising, public
relations, sales promotion, special events and
media relations. Each of these elements are
employed to contribute to and reinforce the total
impact, in every real sense, substantially greater
than the sum of its parts. As part of the Bradford
Group's global perspective, one of its objectives
is to use the Agency's international contacts and
activities to expand the worldwide network and
reach of its clients.
THE BRADFORD GROUP has a proven
track record in implementing integrated marketing
programs with an emphasis on travel, tourism and
tourism investment. We've been involved in the
development of tourism on behalf of governments,
airlines, tourist offices and hotels, resorts and
casinos, spanning the globe ... in South America,
Scandinavia, the Mediterranean and Middle-East,
Eastern Europe, Asia and southward throughout
Africa including Morocco, The Gambia, Zambia, Kenya
and Tanzania.
We've designed special programs
promoting travel for FINNAIR, KLM, Royal Air Maroc,
Aerolineas Argentinas, American Airlines, Avensa
and Zambia Airways thus increasing their market
share of the North American traveling
consumer.
BRADFORD
HIGHLIGHTS
World Tourism Award
The Bradford Group, as the
marketing and public relations firm for Reed Travel
Exhibitions (RTE) in North America, created and
launched the "World Tourism Award" cosponsored by
American Express and the International Herald
Tribune presented annually at World Travel Market,
London.
On behalf of Reed Travel
Exhibitions, Bradford Group also launched RTE's
first International Golf Travel Market that was
held in Ft. Lauderdale, Florida, December 1998; and
introduced to the American Market, the annual
International Luxury Travel Market (ILTM) held in
Cannes, France.
International Institute for
Peace Through Tourism (IIPT)
The Bradford Group, as the
marketing and public relations consultants for the
International Institute for Peace Through Tourism
(IIPT), played an instrumental role in organizing
the first "Global Summit on Peace Through Tourism"
in Amman, Jordan, November 8-11, 2000, under the
patronage of His Majesty King Abdullah II of
Jordan, and secured American Express as title
sponsor. In May 2000, THE BRADFORD GROUP organized
a press conference for H.M. King Abdullah II, at
American Express Headquarters in New York City to
announce the First Global Summit that was to be
held in Amman, Jordan, November, 2000. The Bradford
Group, continued this role on behalf of IIPT for
the Second Global Summit, Geneva, Switzerland,
February 5-8, 2003, held in partnership with the
World Travel & Tourism Council (WTTC); the
Third Global Summit, Pattaya, Thailand, Oct. 2-5,
2005; and the IIPT regional conferences in South
Africa, March 2002 and Tanzania, December 2003,
Zambia, February 2005.
China
The Bradford Group, as a Partner
for the first Global Summit on Tourism Marketing,
in Nanjing, China, November, 2004, was instrumental
in securing speakers and press on behalf of the
Summit organizer, World Trade University (WTU -a
UN-affiliated body based in Toronto, Canada). The
Tourism Marketing Summit was organized in
partnership with the World Travel & Tourism
Council (WTTC). Bradford continues its role as a
Partner for WTU's first Global Summit on Tourism
Investment, organized in partnership with WTTC and
The World Bank, scheduled to take place in Wuyi
Shun, China, January 2006; as well as for WTU's
World Tourism Universities scheduled to open in
various locations around the globe.
Agency Partner in
BeijingBradford has a "sister-agency" relationship
with Starter Mass Communications, located in
Beijing, China.
Africa
The Bradford Group,, which has
served as the International Headquarters since 1990
of the Africa Travel Association (ATA), with Mira
Berman as Executive Director, has played a major
role in expanding the Association's Global Profile.
Under Ms. Berman's visionary leadership, ATA has
expanded its role from promoting travel and tourism
to the Continent of Africa, to a much broader, and
critical area, of encouraging and supporting
tourism investment in Africa. Bradford has
developed on behalf of ATA ,
strategic partnerships with the (MIGA )
Multilateral Investment Guarantee Agency division
of the World Bank, which hosts African tourism
delegations on their visits to the US; the
Development Bank of Southern Africa, which has been
involved as an ATA sponsor and advisor in recent
years. Bradford's efforts have supported the
expansion of ATA's Global Reach by initiating its
Award winning web site, www.africa-ata.org; and by
arranging for the President of ATA to have keynote
speaking opportunities at tourism forums in London,
China, Jordan, Geneva, Thailand, through its
partnerships with World Travel Market,
International Institute for Peace Through Tourism
and the World Trade University.
Ms. Berman has been recognized
by several African Ministers of Tourism for having
opened the door to American tourism by bringing the
annual ATA Congresses to their countries,
(Ethiopia, Guinea, Cameroon, Uganda). ATA
congresses are held at the highest level, most
often in the presence of the Head of State and
always with the involvement of the US Ambassadors
of the host countries.
Sustainable
Tourism
Bradford played a key role in
urging ATA to recognize the importance for
preserving the African Continent's cultural and
natural resources by drafting ATA's Ecotourism
Manifesto adapted at their 15th Annual Congress
held in Casablanca, Morocco, September 1990; and
organizing and launching the African continent's
First Ecotourism Symposium held in Saly, Senegal,
November 1992; followed by more Cultural and
Ecotourism symposia: Sun City, South Africa, 1994;
Marrakech, Morocco, 1996; Abuja, Nigeria, 2000;
Yaounde, Cameroon, 2001; Fes, Morocco, 2002;
Zanzibar, Tanzania, 2003, Kampala, Uganda, 2004 and
Luanda, Angola, 2005.
American Tourism Society
(Promoting the Central Europe, Russia, the
Mediterranean/Red Sea Regions)
As the Public Relations company
for the American Tourism Society (ATS), the
Bradford Group is responsible for the promotion and
media for its annual conferences: the Spring
Conference, March, 2004, in Budapest, Hungary; as
well as the Spring Conference, March 2005, in
Amman, Jordan, held under the Royal Patronage of
King Abdullah II. The travel trade press groups
selected and escorted by Bradford, produced
excellent coverage of the conferences for both ATS
and the destination.
Tourism Investment
Bradford Group provided public
relations and media support for MIGA, the
Multilateral Investment Guarantee Agency of the
World Bank, as it organized the first Tourism
Investment Conference in Arusha, Tanzania, on
behalf of the Government of Tanzania, (MIGA's first
conference of its kind in Africa), October 2002.
Bradford has close ties with the World Bank tourism
consultants and MIGA, who often host Bradford
client delegations for meetings.
University Guest
Lectures
Bradford principles and clients
have been guest lecturers at the New York
University Tisch School of Hospitality, Tourism and
Travel Administration; Harvard Business School
Conference on Africa; Cornell University School of
Hotel Administration and the George Washington
University School of Business
Administration/Tourism Administration.
Continued
A
Global Perspective on Marketing and Public
Relations
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