Welcome. Thank you for taking a few moments to get to know us and to understand how we can help you.
We are proven tourism development and travel marketing professionals with deep résumés, demonstrated results and a wide industry network. We are Uncornered Market, Daniel Noll and Audrey Scott.
We help destinations and tourism organizations define their identities, bring products to market, understand their unique selling propositions, find market access, and position it all for effective online promotion and media campaigns. We help clients to build a stream of viable results — organic, sustainable results. Our work, from high-level strategy to take-to-market implementation, from the developing world to the fully-developed, is all proven in the field.
We can navigate and integrate the differing worlds of donor projects, tour operators, DMOs, consumers, trade and media. Yes, all of it. From large-scale aid projects to more limited engagements, from formal structures to entrepreneurial bootstrapping, we grasp the tourism development landscape. Our knowledge and foresight spans consumer and industry trends in adventure, experiential and cultural travel. Finally, we are also recognized among the most influential voices and practitioners in the sustainable tourism industry, drawing on years of experience with social enterprises, NGOs, and sustainability organizations.
We are strategic, yet hands-on. Practical and entrepreneurial. Approachable and fun.
Give us a few days with your destination, organization, product or project and we will notice features that no other consultant has. We will uncover strengths, product possibilities and positioning options you never knew you had.
If any of this applies to you, you’re in the right place. We have helped clients with these challenges. Maybe we can help you, too. Read on. And let’s have a conversation.
Understanding consumer trends in global travel and adventure tourism, the assistance they [Daniel Noll and Audrey Scott] offered was top notch – high level strategy and thought leadership, practical and actionable implementation in complement with local counterparts, and most importantly results orientation at every turn. – Kyle Gunther, USAID BGI
During their first four day visit to Karakol, my eyes were opened to the potential of the city. They helped us as a DMO see our destination in a completely different way which had hidden opportunities to develop new trending tourism products. – Rakhat Dzhamalova, Executive Director, Destination Karakol
The following is snapshot of the types of services we offer. Click on any box below to skip down to more details.
Note: When you work with us — whether it's an individual service offering or a long-term project — you’ll also enjoy the added benefit of our trade and industry network, our deep experience with travel consumers, our market access knowledge, and the visibility and promotion that comes with working with the trusted and respected Uncornered Market brand.
Note: If you are interested in having us speak at your next event, please check out our speaking page.
Email us at firstname.lastname@example.org or fill out our project inquiry form. Tell us a bit about you, your needs and the project you have in mind. We'll do some quick research and reply back. If it's a good fit, we’ll set up a call to learn more. If that works, we'll send a proposal and be on our way. Then the magic begins.
A couple of other notes about how we work and our values:
- We only say yes to projects where we believe we can help you grow.
- We only promote and work with destinations, organizations and companies we believe in.
More on the values behind our work and approach in our “The Business of Changing the World…for Good: A Manifesto.”
- Senior Tourism Development Advisors on USAID Business Growth Initiative (BGI) in Kyrgyzstan, December 2016-May 2018. Read more on our role and accomplishments on this project.
Here are a few more details on the types of services we offer. Although we approach each client accordingly, this should give you an idea of how we can engage with your organization to achieve its goals and to live up to its tourism development potential.
Rapid evaluation of existing identity, tagline, products/experiences, and positioning vs. the market.
We work with DMOs and small business stakeholders to uncover core cultural, culinary, historical and outdoor/environmental strengths. We help you connect these core destination strengths to leading travel trends — including sustainable tourism practices where applicable — to develop a positioning strategy which differentiates you and highlights your uniqueness.
Train, brainstorm and quickly develop fresh, market-ready concepts and experiences (tourism products) with stakeholders and businesses that align and support your destination's or company's brand, positioning and core strengths.
We can help you develop innovative and immersive products with local stakeholders which capitalize on your strengths and appeal to independent and small group travelers and trade. This can also include product beta testing, rapid iteration, packaging, and marketing strategies and implementation.
Pre-campaign assessment of product and positioning for market capture, SEO, conversion and social amplification. Are you really ready to get the most out of a blogger or media campaign?
We know firsthand how blogger and influencer campaigns can effectively promote a destination, brand, or tourism product. We've also witnessed campaigns that are ill-prepared and do not tie back to organization strategy. And it shows. Promotion is a wise idea. But launching a FAM or blog trip just because “I know I should” — promotion for for promotion's sake — is not. Without a clear strategy and set of objectives, resources are wasted and opportunities are blown. Results are on paper only.
If your destination or brand is considering investing resources in a blogger or influencer campaign, ask yourself: Are our products and positioning really in place to maximize benefit?
Note: We do not manage blogger and influencer campaigns. However, we have trusted partners we work with who offer effective influencer campaign management and data collection.
Are your digital assets optimized to capitalize on demand? Are you shaping destination and customer traffic? If not, you should be.
We offer evaluation of online positioning for market capture, SEO and amplification — in conjunction with our other services or as a stand-alone service.
Website specifications and SEO-optimized online content strategy for destination websites to increase visibility online of destinations and their products, and back-end conversion tracking to support influencer campaigns. Management of content creators, SEO specialists and developers for an information-rich website that builds trust with travelers.
Conversion-targeted exposure which brings together our destination inventory, positioning and product development work. Targeted towards consumers in the dreaming and booking phases of the traveler lifecycle, but also effective for trade audiences and market access.
Travel can be a force for good and can benefit both travelers and the communities they visit at the same time. Do you believe that your organization, destination or social enterprise is doing incredible work in sustainable tourism, responsible travel or community development — but no one is listening?
We can help you position what you do — for travelers and for trade partners — in a way that resonates with mainstream travelers. We also offer tourism product evaluation to ensure that your offering actually lives up to the immersive and authentic experiences that today's travelers expect. Then, we help you package it all for consumers, and market access pitches to trade.
Storyline inventory and brainstorm. Useful for strategic needs (repositioning) as well as tactical (campaign through lines and hashtags).
Do you need a new story angle to breathe life into a destination or brand? Would you like to inspire and motivate travelers? Perhaps you’d like to change the perception of your destination? Or help them understand a new and different angle? Maybe you want to share the more human and personal side of your destination, and go a bit deeper into what makes you unique.
We can help you find that untold story, tell it effectively and use it to promote your destinations or brand in a new way. We can also train your organization on how to find and tell better stories.
Working with Audrey and Uncornered Market was a complete joy. She and Daniel are leaders in the field of communications and sustainable travel. They worked with G Adventures and Planeterra to help us hone our message of how travel can be used to make a World of Good.
Rarely in my career have I had the good fortune of working with such intelligent, hard-working professionals who not only quickly grasped what we were seeking to achieve but also wholeheartedly and passionately advocated for our work because it was directly in line with their values as well.
With Dan and Audrey’s help and guidance Osh DMO was able to identify its position in the tourism market and a clear and consistent marketing strategy. This is proven by the fact that the 2018 tourism season has started as early as late February, when DMO received the first bookings for its tours. The products (plov-cooking class with a local family, city and market tours, bread-baking experience, and a foodie tour) have been getting remarkable reviews and feedback from tourists.
I invited Daniel and Audrey to develop a workshop for our industry network, focused on storytelling for sustainability and marketing leaders. It was clear that the workshop resonated with all who attended. I surveyed each participant immediately afterward, and was happy to note that each of them was inspired by the big picture concepts while sharing specific take-homes they will surely apply to their day-to-day.
"They were both quick to provide constructive and thorough feedback, recommendations on leading organizations and non-profits, and helped with our capacity to be able to conduct on-site needs assessments and analyze non-profit behaviours in regions we could not immediately get to. Audrey and Dan have also provided a breadth of human capital building on Planeterra’s behalf, hosting marketing and storytelling workshops and implementing monitoring and evaluation surveys for a number of our non-profit partners."
They truly captured the essence of Jordan, its people, and its culture, but brought a different aspect to the coverage as well. Instead of the superficial, touristy coverage of the country, they delved into its hidden treasures to not only shed light on things not usually reported on, but also to entice others to travel and experience a country in a different way.
Daniel and Audrey surfaced and identified the cultural, culinary and multi-ethnic strengths and components of Karakol’s identity and unique position in Kyrgyzstan. In December 2016 during their first 4 day visit to Karakol my eyes were opened to the potential of the city, they helped us as a DMO see our destination in a completely different way, not only as a jumping off point to trekking routes, but as a destination with rich multicultural aspects, which had hidden opportunities to develop new trending tourism products.
Explain your tourism-related business to Dan, give him a few minutes or a few days to think about it. Then sit down while he explains what your business really is, in the form of an infinitely more interesting story.
Audrey and Daniel represent the top combination of New Media strategists and practitioners in our industry.
Dan and Audrey’s real-world industry expertise has been vital to achieving robust gains across selected destination stakeholders in a very compressed time-frame. Understanding consumer trends in global travel and adventure tourism, these two consultants successfully led beneficiary stakeholders to introduce over 20 new experiential tour offerings of relevance and interest to incoming travelers. This was no easy feat, and from early stages the assistance they offered was top notch – high level strategy and thought leadership, practical and actionable implementation in complement with local counterparts, and most importantly results orientation at every turn.
Results have been nothing short of miraculous, particularly in the time-frames allotted for this given work. Supported destinations have seen upticks of upward of 50% additional incoming travelers, many of whom were not affiliated or cognizant of those locations prior to interventions.
Maybe you know us from our early days: “Wait a minute. I thought Uncornered Market was just a travel blog.”
True, that’s how we got started in the tourism industry over ten years ago. We built our travel blog from the ground up into one of the top, authoritative travel blogs in the world and winner of the Best Responsible Tourism Blog at World Travel Market in London. Our earliest engagements included marketing, blogger, and influencer campaigns with some of the top tourism boards, DMOs, tour operators, and travel brands in the world. During this work, we found that promotion and exposure wasn’t always the core issue. We found ourselves offering advisory on upstream issues in destination and product development, marketing, messaging, positioning, and strategy.
We continue to maintain our blog because we love our community of travelers. It also makes business sense and enables us to remain connected to consumers and their evolving travel needs, behaviors, demands, and goals.
In addition, we want to continue sharing stories from around the world that inspire travelers to go somewhere different, travel in a respectful and mindful way, embark on adventures they might not otherwise have known about, and learn about themselves in the process. In addition, we want to stay directly connected to travelers with their changing travel trends, desires, and goals.
But, that’s not the full story.
We are also proven tourism and product development strategists and effective marketing consultants with over 20 years each of business, tourism and international experience. Skip to the top to read more.
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