Oliver Martin Email and Phone Number

Twenty31 Consulting works with leaders of organizations to define their unique tourism opportunities. To first understand the potential for the future and align that potential with the unique attributes of a destination or tourism experience. We're expert at seeing around corners, defining the customer segments that reflect the highest opportunity for future potential. We'll also help define the kind of tourism that is right for your destination or experience. Whether its moving from a volume strategy to a more discerning yield customer, understanding how to integrate sustainability within your brand positioning, or developing a marketing plan based on sound customer research, Twenty 31 can help create a tourism strategy for the future.- At Twenty31 Oliver works closely with senior leadership teams to measure competitive performance and brand resonance and navigate the sustainability agenda.- Oliver's brand, economic and tourism development clients include: Dubai Economy & Tourism, Cascade Designs, Palau Visitors Authority, Muscat National Development and Investment Company, Nepal Tourism Board, Travel Alberta, South African Tourism, Nunavut Tourism, Tourism Calgary, Neom, Rwanda Development Board, Royal Commission for Al-Ula, Tourism Fiji, The Pew Charitable Trusts and Guam Visitors Bureau.

Insignia is a boutique market research firm focused on delivering best practice Research, Knowledge and Strategy. For over twenty years they have worked with leading retail, tourism and consumer products companies to help them interpret and leverage the insights garnered from best-practice research to develop better market strategies, increase market share and grow revenue.- Responsible for the design, management, analysis and strategic interpretation of primary brand positioning, marketing assessment and engagement research predominantly with travel and tourism national and regional marketing boards and hotel groups.- Directed major quantitative and qualitative research projects including brand positioning, consumer profiling, engagement strategy and marketing ROI assessments for global clients including Banff Lake Louise Tourism, Destination BC, European Travel Commission, Palau Visitors Authority, Tourism Australia, Tourism Ireland, Tourism Toronto, Tourism Victoria and other leading destinations.- Responsible for the launch of a sustainability consulting practice focused on national and regional tourism boards.- Responsible for growing Insignia's global destination brand and product development practice with national and regional tourism boards in North America, the Middle East (i.e., Dubai Department of Tourism and Commerce Marketing and Abu Dhabi Tourism and Culture Authority), Europe and Asia Pacific. - Involved in the business development and management of the firm including marketing, practice area development and budgeting.

GlobeScan Incorporated has been providing reliable public opinion and stakeholder research and strategic counsel to clients since 1987. GlobeScan's mission is to be the world's centre of excellence for objective global survey research and strategic counsel. GlobeScan provides global leadership organisations with evidence-based insight and advice to help them build strong brands, manage relations with key stakeholders, and guide their reputation and sustainability strategy. Clients include over 100 global companies, governments, multilateral institutions, and NGOs.- Responsible for leading the global business development activities of the firm, including the design of the annual marketing strategy and pipeline.- Responsible for responding to all proposal requests and co-creation of research with senior-level clients.- Led/co-led the development of working-level partnerships with Fenton Communications and Dalberg Global Development Advisors.- Designed reputation assessment projects for: Barrick, BG Group, Global Brewers Initiative, IKEA, International Council on Mining and Metals, McDonald's, Maersk, Newmont, P&G, SC Johnson, Suncor, Syngenta, Tullow Oil, Vodacom, and Vodafone.- Designed stakeholder engagement and/or sustainability/CSR assessment projects for: Amnesty International, Asian Development Bank, Fairtrade International, International Development Research Centre, IFC, International Trade Commission, Rio Tinto Diamonds, UNICEF, World Bank, and WHO.- Led/co-led the design and public reporting of thought leadership studies for (see www.globescan.com/commentary-and-analysis/news-centre.html for examples) BT, Intel, MolsonCoors, National Geographic Society, Oxfam International, Siemens, and TLG.- Key member of GlobeScan's leadership team involved in the design and launch of Collaboration Forums for Unilever (www.sustainablelivinglab.com).- Co-responsible for coordinating all media relations for the firm including reporting polls for the BBC World Service.

PATA is a global association focusing on the sustainable development of the Asia Pacific travel and tourism industry. PATA’s Strategic Intelligence Centre provides forecasting and trend analysis for 100 national/regional tourism boards, 55 airlines and hundreds of major travel industry companies.- Co-managed the Centre’s business and client operations including budgeting, account relationships, marketing, and management of two senior analysts.- Responsible for the re-design of the Centre’s activities to increase awareness and sales of key syndicated studies and develop a marketable consultancy operation; helped to secure and manage various external research projects including new-market development studies for Australian, Nepalese, Malaysian, Sri Lankan, Indian and Chinese destination marketing clients.- Actively managed joint quantitative research studies with Visa International, including a comprehensive multi-country survey tracking consumer intentions.- Initiated and co-managed a comprehensive research project with SNV and GTZ to identify best practice on CSR issues with Asian-based hotels and tour operators.- Responsible for presenting the latest industry trend data and forecasts at regional and international conferences and corporate workshops; regular media commentator on CSR and growth issues related to the Asia Pacific travel and tourism industry.- Regular guest panelist on CNBC Asia’s morning business program commenting on travel and tourism growth issues. - Directed the launch of the inaugural PATA CEO Challenge 2008; the largest meeting of senior-level airline, hotel and national tourism office executives specifically discussing climate change and sustainability issues.- Developed the program for the inaugural PATA Tourism Strategy Forum, a global conference of tourism planners and researchers discussing marketing strategy issues.- Actively participated as a full member of the association’s management team with direct reporting to the CEO.

- Co-directed a series of primary stakeholder and public opinion primary research studies focused on corporate reputation, and CSR issues for various multinational institutions (International Finance Corporation, World Bank, UNICEF, UNDP) and leading global corporations including, Alcan, Novartis, Philips, REI Incorporated, Rio Tinto, Vodafone Group, and others; partly responsible for project management, research design, client liaison, questionnaire development, analysis and reporting of the results.- Co-managed a large-scale brand awareness and consumer segmentation study on the Japanese outbound travel market for a major national tourism organization.- Managed a comprehensive US consumer study on CSR and environmental behaviour issues for a major US retailer.- Responsible for drafting corporate and government research proposals, including business development within the oil and gas, telecommunications, financial and multi-lateral institution fields.- Responsible for a portion of the firm’s global media relations including media liaison and communications coordination and GlobeScan’s regular global polling for the BBC World Service.- Actively responded to global media inquiries and regularly commented on geo-political and CSR issues for major Canadian news organisations, including CBC National, CanWest papers and The Toronto Star.

The Ministry of Consumer and Business Services has an annual budget of $200 million and is tasked with managing all business regulation, consumer protection legislation and frontline government services in Ontario. - Managed policy development on behalf of the Minister; oversaw the development of regulations for six consumer protection statutes, with extensive stakeholder engagement; advanced Minster’s vision of a modernized, sustainable Office of the Registrar General.- Worked closely with the Premier’s Office and other Ministers’ Offices to coordinate policies and programs to ensure consistency with the broad policy goals of the Government – helped develop and secure passage of the Liquor Licence Amendment Act, 2004 and the Film Classification Act, 2004; helped ensure the launch of ServiceOntario, a one-stop access to government services over the phone, in person, and on the web; oversaw the development of policy alternatives regarding reforms to Ontario’s Corporate Laws.

- Responsible for environmental scans on priority and quick-response issues affecting the ministry’s and government’s agenda; prepared and executed action plans addressing the issues.- Briefed the Minister on all pertinent policy issues, including issues before Cabinet and Standing Committees of the Legislature, media interviews and Question Period and advised the Minister in his capacity as Chair of the Cabinet Committee on Communications.- Provided policy briefs on Ministry issues and programs for government Members of Provincial Parliament.- Responsible for designing the Ministry’s legislative agenda including the stewarding of various bills through the technical government legislative process.

The Canadian Tourism Commission has an annual budget of $80 million and is tasked with increasing awareness of and interest in Canada as a premier tourism destination. The CTC’s primary activities include market research, product and industry development, consumer advertising and PR activities in 12 global markets.- Managed and coordinated marketing and communications projects ($30+ million budget), including partial responsibility for the Direct-to-Consumer and Customer Relationship Management (CRM) programs; closely liaised with various national and regional tourism partners, as well as external advertising firms, research firms and e-business suppliers to execute campaigns.- Responsible for strategic recommendations regarding tracking, return on investment measures (ROI) and CRM integration within the overall marketing strategic and tactical plans.

- Identified and prioritized corporate and industry issues needing the President’s and Executive Committee's attention and action.- Provided strategic and tactical advice on issue matters to the President and management team.- Liaised with industry associates, provinces/territories, Federal departments and potential partners on a variety of projects related to tourism growth, development and management in Canada.- Provided briefing memos to the management team around Canada’s policy positions and engagement with the Pacific Asia Travel Association, United Nations World Tourism Organization and the Asia Pacific Economic Council Tourism Development Working Group.- Wrote and/or coordinated all correspondence, briefs, speeches, and communication pieces for the President & CEO, including analyzing current tourism trends and research and summarizing key findings.- Worked closely with the corporate communications team for the frequent drafting of press releases and media summaries; organized PR events as part of the overall media relations strategy.

- Conducted primary quantitative research and analysis to gain market intelligence on the status, capabilities and opportunities of the Canadian tourism industry: managed a series of quantitative research projects (i.e., market opportunity assessment, consumer segmentation, brand evaluation, campaign impact and ROI assessment) based on a $1.4 million annual budget; designed a comprehensive annual research plan; consulted with various government and private sector organizations including numerous research firms to obtain research data.- Extensively used secondary research and macro economic data, including tourism satellite accounts, international travel survey data and aviation databases to forecast trends, growth projections and travel consumer preferences. - Co-authored the US, Latin America and Asia-Pacific marketing strategic plans.

- Responsible for a number of Asia Pacific-focused primary quantitative research projects: analyzed findings, forming the basis for the development of investment and marketing strategies, which were presented along with recommendations to management and tourism industry stakeholders.- Performed primary quantitative and qualitative and secondary research and subsequent analysis of findings for various tourism industry clients; primary research included the development of survey questionnaires and focus group discussion guides; methodology and sample frame design; frequency and advanced statistical analysis; and strategic interpretation of the data.