just a few weeks ago, marketing executive Brad Miron is back
in business doing what he loves best, coming up with ideas for travel companies
to differentiate themselves in a commodity based business.
Miron met with Open Jaw in a crowded Toronto restaurant wearing an
oversized lab coat emblazoned with the TravelLab logo. The marketing consulting
venture aims to address what Miron sees as an industry need for a more
integrated approach to marketing strategy.
"You may have your digital strategy, SEM, traditional print,
and often I find that there is no one overarching concept being integrated
through all channels," Miron said. "And with the enormous budgets
being put against SEM, I think a lot of companies are missing out on putting
their brand forward. SEM is at the bottom of the funnel. There is very little
brand affinity. I see an opportunity to create brand affinity for companies to
rise above the price battle through creativity and innovation."
Miron's pedigree includes itravel2000’s successful and profitable,
'Let It Snow' campaign developed for itravel2000. Although he admits that not
every idea is a home run, he sees unexploited opportunities based on defined
objectives and research.
a broad based research platform is the other part of the business venture.
"A lot of the existing research is based on past performance indicators.
We want to bring forward intelligence based on what consumers want to do in the
next few weeks, 6 months or 6 years, and break that down geographically. That
way tourist boards, tour operators and retailers can be better equipped to plan
The TravelLab officially launches today at the Cancun Travel Mart.