Snorkelers marveling at the wonders of nature

People spend 98% of their time
working to enjoy the other 2%.

At ISM/CP, our sole focus is that 2%.

2% is that dream, filled with inspiration and emotion.

2% are those destinations and experiences you long to explore.

2% is that special, elusive something.

2% is what you remember, rewind and relive in your mind over and over again.

2% are those moments and purchases that mark a life well lived.

When your mind drifts to the 2%, we can read it.

We are a rare agency with a rarer still skill set that specializes in life’s peaks.

We understand what people will do to get there, and what they’ll want once they do.

We know what inspires people to research and book travel.

And what motivates them to choose one experience or brand over another.

Even more importantly, since ism/cp was founded by hospitality clients,

we know how your business works.

What you need. The priorities you live. What keeps you up at night.

There are thousands of traditional agencies.

But only one that’s all about the 2%.

ism/cp. Travel. Life. Style.

Capabilities

Strategic
Planning

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Creative
& Content

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Media Planning
& Buying

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Digital

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PR & Social

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Search

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Integrated
Production

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Branded
Entertainment

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Analytics

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Strategic Planning

Our strategic planning department specializes in the science of understanding. Utilizing proprietary methodologies, neuroscience, exhaustive quantitative and qualitative analysis – we search for insights that help us understand the emotional roots of behavior and affinity. We have found that the more actionable our insights are, the more successful the resulting strategies and creative become. Our team is skillfully trained in asking the right questions to drive a conversation that results in uncovering a person’s emotional triggers.

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Creative & Content

This agency was born out of the marriage of expertise in traditional advertising and design; this means we were extending campaigns outside of broadcast channels long before “content” was a discipline. Today, we generate ideas that allow us to make stuff that will break through to consumers – regardless of channel. While the Art Director and Copywriter are the architects of the master idea, they collaborate with folks from all departments to extend the idea. These conversations result in a much more organic development process, allowing the brand idea to direct all activities.

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Media Planning & Buying

Our Media group is unique in its level of departmental and cross-departmental integration. Each member has deep experience across various media platforms, and they all cross-pollenate (some say pester) on a daily basis with our Digital, Creative, PR and Social teams. The result is a truly integrated media-neutral product that most effectively activates our advertising and marketing content. Whether the objective is awareness or transactions, everything they do is tethered to a desired metric in order to measure and optimize ultimate ROI.

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Digital

Our mission is to seamlessly combine sound digital strategy with high-impact creative and technology to create experiences that transform the way brands build connections with their customers in a digital world. Our digital teams consist of usability experts, SEO pros, digital media savants, social media experts, online marketing gurus and analytical geeks who all help guide our design and technology leads to create experiences that draw and engage the most traffic possible. Our capabilities include: digital strategy development, experience and creative design, web and mobile development, search engine optimization, social media, CRM and email marketing, and digital analytics.

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PR & Social

As the nature of public relations has evolved, we are at the forefront of operating within PR’s new rules, tools, and opportunities. From a strategic level, once we have taken inventory of your objectives and goals, we begin by identifying your story-lines. From there, we build a plan that ensures maximum awareness across all forms of media, including broadcast, print, social, and online. Our capabilities include working with top national and international publications and programs, developing and executing regional publicity campaigns, and identifying and cultivating top online influencers to advocate for your brand, company or cause.

In the vast and always-changing realm of social media, our approach revolves around developing the right content strategy for the right audience, then delivering it across the right channels at the right time. Our experience ranges from successfully integrating brand platforms into social strategies that generate awareness and create affinity among consumers, to utilizing content marketing and storytelling to inspire, influence, and inform travelers. Our social team knows where you should be, what you should be saying, and what's coming next.

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Search

Out of the gate results. Actionable marketing metrics. Real time campaign optimization. An experienced team that takes pride in delivering best in class marketing campaigns with the highest degree of accountability possible. Our Paid Search Marketing Team (sometimes called the Pay Per Click or PPC Team) brings to bare years of experience in the execution of transactional, branding and direct response campaigns of all shapes and sizes. When your customers are searching for your products and services you need to be there. We can make sure that happens.

85% of search results are organic search results. Of the available organic clicks, 87% are garnered from the first five organic results. When consumers are searching the internet for your products and services, where does your brand rank? Any time a users performs search that could result in business for your company or an opportunity for your brand and your website doesn't show up on the first half of the first page of search results, you've missed an opportunity. Our Search Engine Optimization Team can help you to understand how the search engines are impacting your business today, and how they can be leveraged for success in the future.

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Integrated Production

Our production department approaches each project with the ultimate goal to help make an idea better. By marrying creative with technology, we are able to create innovation within the industry. Whether it’s a TV spot, website or social application, our team prides ourselves on their ability to help make the idea better through production. We work hand-in-hand with the internal teams, especially creative and media to produce the best possible work. We believe there is always a solution to any client challenge.

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Brand Management

The role of a Brand Manager is to act as the agency expert on our clients business. To know the category, define opportunity, manage process (internally and externally), bring solutions by being proactive, and most importantly to be a true client partner. We've spent the past several years focused on evolving the Brand Management discipline from simply account managers to what we call "broadly specialized" Brand Managers who are cross-trained, multi-disciplinary experts who are prepared to advise on, and manage, all aspects of a clients Brand. This broad specialization allows your team to look more holistically at client marketing challenges ensuring consistent delivery of strategy and message across all platforms. We measure our success as a department and an Agency by helping our clients reach their business and marketing goals.

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Analytics

Our Analytics group measures our impact at every turn by using data, measurement and on-going analysis to maximize the performance and efficiency of all digital content engagements. Leveraging a variety of measurement and analytical techniques, our team syncs overall performance objectives with tested strategies and then continually evaluates the tactical and strategic performance of all digital content (Web, Mobile, Social, Media, Search, CRM, etc.), generates key learnings and initiates optimization for subsequent marketing cycles. We specialize in creating analytic platforms that serve as continuously improving, results-focused learning loops.

Experience

Leadership

  • Gary Leopold

    President
    gleopold@ismcp.com

    For over 30 years, Gary has been a thought leader in the travel and hospitality space. He is the recipient of the HSMAI Albert E. Koehl Lifetime Achievement Award in travel advertising, an honor he shares with the likes of Michael Eisner and Sir Richard Branson. A monthly contributor to MediaPost Marketing: Travel, you can get his take on the industry here.

  • Jonathan Plazonja

    Executive Creative Director
    jplazonja@ismcp.com

    Having lived in Manhattan, Mexico City, Geneva, Barcelona, Madrid, Miami, Caracas and San Juan, Jonathan knows what makes travelers tick. Before ISM, he worked on Cole Haan, Shaeffer Pen, Project(RED) and John Hancock. His work has been recognized by virtually every awards show in the industry.

  • Courtney Doyle

    Director
    cdoyle@ismcp.com

    Courtney brings a unique mix of business development, strategy development and client management expertise to her role at ISM. Prior to ISM, she contributed her thinking to award-winning campaigns for Volkswagen, Cadillac, RadioShack, A.T. Cross and Talbots.

Contact

For business inquiries, get in touch with Courtney. For employment inquiries, reach out to careers@ismcp.com. To subscribe to our newsletter, let us know.

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