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2023 NYS Tourism Conference Workshop: Building A Demand Engine for Your Destination

Apr 10, 2023

Destination marketers are tasked with boosting visitation and driving local economic impact. With a crowded marketing technology landscape along with misleading KPIs, destination marketers need to not only justify spending and prove marketing impact but also maximize digital media performance and drive real business outcomes for their destinations.

During this session, Epsilon's Jonathan Keslow and Rove's Sally Donovan will discuss how you can create a hyper-efficient, outcome-driven demand engine for your destinations that attract the right visitors. They will discuss the NYSTIA media and data program used to drive ROI – all while proving that every dollar spent on marketing efforts yields a positive economic impact.

Why you should attend this session:

  • If you want to learn how other NYSTIA members have partnered with Epsilon and Rove to utilize a demand engine to drive double-digit ROI's
  • If you want to optimize digital marketing campaigns, and gain a holistic understanding of visitation and visitor spend
  • If you want to understand the impact of every marketing dollar spent on their destination's local economy and prove the destination's role in driving economic impact.

Key Takeaways:

  • Build a marketing campaign that keeps adding value. Take your tourism marketing budget further by extracting key reports to leverage in future marketing initiatives
  • Build proactive, persistent, and ongoing conversations with travelers to drive visitation and economic growth
  • Acquire net new visitors and identify hand raisers ready to travel in your consideration set

Register now for the 2023 NYS Tourism Conference!

About the Presenters:

Jonathan Keslow is the Director of Travel and Tourism at Epsilon the leader in outcome-based marketing with a rich, 50-year heritage in helping marketers anticipate, activate and prove measurable business outcomes. Jonathan has worked in the digital marketing space for nearly a decade. He has diverse experience working with brands like Marriott, Wyndham, Grand Central Terminal and destinations like New York City, New Jersey, Vermont, Fairfax VA and Long Island. His depth and breadth of experience allow him to help travel and tourism marketers focus on measurable outcomes using data-driven solutions. Passionate for the tourism industry, Jonathan is also a member of SKAL, the international tourism group.

Sally Donovan is a Client Relations Lead at Rove. With a focus on data analytics and campaign metrics within tourism, retail, utility and financial service industries, Sally has a decade (okay maybe two;) of experience developing data strategies and conducting data analysis services for domestic and international marketing and data science teams. Sally has managed several data product and platform implementations for Destination Toronto, South Africa, Visit Wales, but spends most of her time as lead relationship manager across the State of New York. Prior to joining rove, Sally served as Director of Database Marketing and Analytics at AON and is an honors graduate of Mathematics at the University of Waterloo.

Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. With 50+ years of proven results across industries, Epsilon provides unrivaled Tourism expertise to help destinations create travel demand and to unlock more value from their visitors, increasing measurable economic impact on local communities. We connect advertisers with consumers to drive performance while respecting and protecting consumer privacy and client data. Epsilon accelerates clients’ ability to harness the power of data to enhance, activate, and measure campaigns with confidence. Epsilon believes in an open, privacy-first advertising ecosystem. We’ve built the industry’s most comprehensive identity graph to give brands, agencies, and publishers the ability to reach real consumers across all channels and the open web. For more information, visit

Rove is a leading travel & tourism data and analytics company. More than 100 leading tourism organizations & destinations globally rely on our tourism data solutions and industry expertise to navigate change and accelerate tourism economic recovery and growth. We’re a team of thinkers, makers, dreamers and doers that come from DMO’s, hotels, airlines, agencies, and startups – all attracted by our passion for tourism. We provide trusted insights and tourism data & analytics solutions to help you to tackle the tough business challenges of managing a tourism organization and building operational muscle to help you reach your full potential. For more information, visit