Saturday, December 17, 2005

'We're here to stay', insists Travelocity boss

Travelocity managing director Ned Booth has insisted the brand will continue to play a pivotal role in the lastminute group despite a reduction in its marketing budget and intense speculation surrounding its future.
Booth told Travolution the online agency will receive a war chest of "several million pounds" and will relaunch in the new year with functionality and product enhancements.
But he admitted the investment had been scaled back on previous years.
Defending the move, Booth claimed the recent high-profile Alan Wicker TV advertising campaign has done its job in raising the Travelocity profile.
"Brand awareness has risen from 30% to 80% over the past 18 months which clearly is a marked improvement," said Booth. "We will of course continue to invest in the brand but it has been pulled back."
He declined to reveal how much the budget had been cut, adding the 2006 investment would be "under five million but more than one."
"We’ll be in newspapers and on transport but last year was driven by our TV presence and you won’t see that next year," said Booth. "But we will have an opportunity to go back and request additional funds if we experience good results."
Underpinning Travelocity’s development in the new year will be a drive to cross sell to customers using lastminute product, said Booth.
With the majority of Travelocity bookings for flights, Booth said it was time to broaden the product range.
"We now have the technology which allows us to access lastminute’s city breaks and package content," said Booth. "For example, we have fantastic global product but are not very strong in the Med. But lastminute own so we can access that product. We are also bringing in Eurostar.
"Our goal is to corner the package business and cross sell a range of products to our customers."
Booth denied it would cannibalise lastminute’s business.
"The cross over of customers has been much smaller than we anticipated," he claimed, emphasising lastminute’s lifestyle focus.
Booth added that since a soft launch of the site earlier this month, package sales have doubled. He declined to reveal numbers.


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adhd children
adhd children

Children with ADHD

There is a perplexing state of affairs in today's society, there lies a strong correlation between the affluence of a society and the amount of disease that is present. There is also another correlation that troubles many a people and that is with affluence comes disease at an Earlier age.

Working with children and the parents of these children I often get asked the question, 'Why are Children with ADHD on the increase?'

The answer as you shall find is one that is both interesting and challenging.

Children of today are really no more different from the children of yesterday in terms of genetic makeup. However, if you examine the issue more closely you will tend to find that many children today have been given labels. For example, 'Oh, those are children with ADHD' or 'Those are the children who can't sit still.' Or 'That is the kid that always gets into trouble.'

These labels are not only destructive but also become a self fulfilling prophecy as it is repeated adnauseum.

So as a 21st century parent or a parent with a child with ADHD or a parent with children with ADHD, what knowledge framework do you need to equip yourself with to ensure your children live out their true potential?

Here is a quick reference list for thinking about ADHD
� ADHD is a source of great frustration because it is misunderstood
� ADHD medications are a great short term time buying device and should be avoided long term
� The above point goes for any sort of drug consumption. Think about it for a minute. Unless you have a biochemical deficiency in your body like Type 1 diabetes where your body fails to produce enough insulin or any at all, why would you take an external drug? A body that is in balance is totally healthy. It is only when the body is out of balance that dis-ease symptoms start to creep up.
� ADHD is a biochemical imbalance of the mind and body.
� The Head of Psychiatry in Harvard states that drugs for ADHD simply mask the effects of ADHD. It does not cure ADHD. This is an important point because a cure implies never to have to take the medication. This means that once you start on medication you will have to be on it for the rest of your life i.e. you have medically acquired a dependency for a biochemical imbalance. That is like stuffing all your rubbish (problematic behaviors) into a closet (medication) where no one can see it. But if you continue to stuff more rubbish into that closet, one day you will not have enough space and need to do one of two things. You either empty the rubbish (the natural conclusion) or you get a bigger closet (i.e. change to stronger medication to control the symptoms). The choice is obvious but sometimes when you don't have the necessary tools to deal with ADHD you tend to think the bigger closet is the only option.
� ADHD children are super sensitive to the emotions around them. Often they pick up emotional cues from their parents without realizing. Many parents come home frustrated or annoyed from work, the child with ADHD picks this up and starts to 'cause trouble' by becoming restless. Parents frustration increase because they just want some peace and quiet. They get angry which in turn is picked up by the child who then intensifies their activity. Things get way out of hand and some sort of punishment is handed down to the child who has no idea what just happened. The cycle repeats itself every so often.
� Our brains are wired emotionally. Positive praise is interpreted as an analytical/thinking exercise. Negative criticism including scolding, name calling, physical punishment all go directly to the emotional brain of children with ADHD. This means in order to ensure you get your message across in the most optimal way, you need to learn how to communicate with your ADHD children the way they like to be communicated with.
� Every negative comment requires 16 positive comments to neutralize the emotion. Save yourself the frustration and agitation by practicing positive communication.

The list is by no means complete. In dealing with children with ADHD there are a certain set of behavioural principles to follow. I will detail these steps in the coming weeks. I'll also build on the list as you continue to learn about what appears to be a mystical disorder known as 'Children with ADHD'

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Garrick said...
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