Welcome to #WITS18! We’re the premier event for women travel influencers, creators, and brands. Visit us online and connect with other attendees on Facebook! Learn more about our founder, Wanderful.

Note that we may add or change sessions, day trips, press visits, and other activities, so keep checking back.

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Saturday, May 5 • 9:45am - 10:45am
Moving Beyond Tired Clichés: Ethical, Diverse, and Responsible Marketing for Your Business

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We’ve seen it all before – the same stock photos exoticizing places (usually developing countries), the lazy representations of “the locals” in traditional garb, the clichéd aspirational/inspirational quotes. It’s tired, it’s boring, and even worse, some of this stuff is straight up problematic. As marketers and as influencers, we can do better and it’s time that we do.

From the images we use to promote destinations to how we write about people and places so seemingly different from where we call “home”, we have an opportunity (and a responsibility!) to represent our host communities with dignity and respect, to bridge cultures, and create the potential for empathy. Seem like a lot to take on? Well, no one said our work would be easy!

Get ready to work collaboratively with other WITS attendees in this interactive workshop! We’re about to take a deep dive into how we can level up our marketing collateral and ensure that what we’re putting out there is ethical, diverse, and simply more compelling. We’ll examine specific case studies of responsible marketing and get to know some best practices. Most importantly, we’ll arm ourselves with the tools to apply these lessons back at work and in all our marketing promotions!

Key takeaways: 
  • Unpack the power dynamics in the images and language we use to market and sell destinations and experiences. Understand why this matters.
  • Cut the lip service! Walk the walk on diversity and representation.
  • Harness our power as marketers to promote ethical stories about the places we go and the people we meet along the way!
  • Level up your marketing collateral and make it ethical! Take an ethical toolkit full of actionable steps to create more compelling videos, write unique and nuanced copy, and take powerful photos.

avatar for Justine Abigail Yu

Justine Abigail Yu

Communications & Marketing Director, Operation Groundswell
Justine Abigail Yu is a communications and marketing strategist for the social impact space and has worked with organizations operating in North America, Central America, East Africa, and Southeast Asia. She is currently the Communications and Marketing Director for Operation Groundswell... Read More →

Sponsors & Partners
avatar for Everywhere Agency

Everywhere Agency

Everywhere Agency’s award-winning campaigns leverage the power of influencers and compelling content to create buzz online for brands and help communicate more effectively to customers.View Everywhere Agency's full sponsor profile.... Read More →

Saturday May 5, 2018 9:45am - 10:45am EDT
Petit Frontenac | Fairmont Le Château Frontenac 1 Rue des Carrières, Ville de Québec, QC G1R 4P5, Canada