THE ATAWAY EXCHANGE BRAND PROMISE

The Ataway Exchange was born in 2011 by a cross section of travel industry marketing executives and thought leaders in the technology sector who have come together to create a new brand to provide industry networking and education.

The Ataway Exchange will provide multiple platforms to promote an exchange of ideas where industry leaders and practitioners can learn from functional peers across international borders within the profession of “digital marketing”. The goal is to create thought leadership in the practice of transitioning offline marketing to online marketing.

To help foster the growth of this growing community, The Ataway Exchange has created a “Navigation Team” that  is made up of two distinct groups:

• Ataway Exchange Advisory Board – Industry Leaders in both the travel and technology arenas whose primary job focus is in digital marketing and have volunteered to guide the Ataway Exchange brand.

• Emerging Leaders Group – A group of emerging practitioner leaders in both the travel and technology sectors who have high potential to grow in their field of expertise and are the true practitioners of their industries.

These two groups will total approximately 50 contributors and considered the Ataway Exchange Navigation Team.

The goal of the Ataway Navigation Team is to guide the Ataway Exchange brand managers on how this community can grow over time to become an invaluable asset for education and networking on a global basis between the travel and technology industries.

The five pillars that will always guide the Ataway Exchange brand promise are as follows:

• Always encourage active participation by the industries for the industries.
• Pursue a variety of platforms that, in addition to an annual conference, also adopt a year-round communication strategy that  fosters ongoing, peer-to-peer conversations.
• Always stress the importance of digital marketing within the broader marketing profession and encourage career path options for digital marketers.
• Seek to differentiate the brand by aggressively pursuing intimate, guided relationship activities between the travel and technology sectors that encourage conversations with the right people, about the right things at the right time.
• We will always be guided by research developed within the Ataway Exchange and/or the travel/technology industries at large.