Establishing Moscow office required care

Ken Alltucker — The Arizona Republic, Global Links, page D4 — June 5, 2005 
Learning the customs of a new country is nothing new to Discover the World Marketing.

But even with a network of 77 offices in 54 nations, its move to establish a Moscow office took extraordinary measures for the Scottsdale-based air travel company.

"We've held off going into Russia for some time," said Jenny Adams, chief executive of Discover the World. "Russia does not have the normal travel agency system. It's higher risk."   

As is often the case with its international deals, Discover the World established the Moscow office at the request of a client, Air New Zealand. The airline wanted to tap Russia's expanding regional air travel market, Adams said.

Adams and her staff conducted an extensive investigation of Moscow's corporate climate before establishing the new office in Russia, which has a reputation for corruption and shadowy business deals.

Rather than hiring and training its own Russian workers, Discover the World sought to reach a deal with an existing air travel agency in Moscow. The company winnowed its list of potential partners to a handful before choosing JSC Glonass.

The nine-month investigation included help from the Phoenix Export Assistance Center and the U.S. Department of Commerce, as well as a background check conducted by a private investigative firm.

Discover the World also enlisted the help of its Panama director, Adriana Fabrega, who has relatives in Russia and speaks fluent Russian. Her father is Panama's Russian ambassador.

"We had her do all the reference checks in her native tongue, to make sure nothing was lost (in translation)," Adams said.

The Russian office, already is beginning to pay dividends. Three other clients that want to serve Moscow are seeking to strike sales and marketing deals with Discover the World.

It also expects to generate more deals out of Russia based on JSC Glonass' ties to Moscow airports and hospitality interests.

The company counts among its client base some of the world's major leisure travel companies.

Discover the World Marketing Opens Russian Office

SCOTTSDALE, Ariz., June 2 /PRNewswire/ -- Discover the World Marketing has officially opened an office in Moscow to handle sales and marketing representation in Russia for its client Air New Zealand.

"Russia is an emerging market where a number of our clients wanted to have a presence underwritten by a US company," said Jenny Adams, CEO of Discover the World Marketing. "Discover the World Marketing, known for its extensive recruitment and investigation in its selection process to obtain the best in the travel business, enhanced its efforts by using additional resources including the Phoenix Export Assistance Center, US Department of Commerce."

"Phoenix Export Assistance Center is part of a worldwide network of specialists that is familiar with Russia. They referred Discover to their colleagues at the Commercial Service in the US Embassy in Moscow. It helped us to validate our findings and selection as being honest, credible and realistic," said Adams.

According to Frank Woods, Director of Phoenix Export Assistance Center, "We are happy to have helped endorse Discover's selection for its entrepreneurial office in Russia. Ninety five percent of the world's consumers live outside the US. Phoenix-based companies like Discover the World Marketing are generating new sales and profits by bringing their services to where these buyers are located."

"Given the research, we believe the new Russian Discover office will make an excellent addition to our organization because Dmitry Tizin, the new Russian Director and Alexey Lyzin, Russian Marketing Director, have extensive knowledge of the local market, possess a global industry perspective and are proven sales producers-all characteristics our other offices possess," added Adams.
Dmitry Tizin and Alexey Lyzin have a combined 22 years experience in the Russian travel industry. Tizin has been the General Director and majority owner of JSC Glonass since 1998. The company has been responsible for representing airline partners at Moscow airports that provide close business relationships with the heads of these airlines.

Lyzin has been the director of Marketing and International Sales for JSC Glonass since 2003. In his career, he has handled sales and marketing for a number of carriers including Air Malta, Air Vegas, Avianca, Estonia, Eva, Hawaiian Airlines, Qatar Airways, South African Airways, Swissair and Thai Airways.

For more information about Discover the World Marketing, visit http://www.discovertheworld.com/ or call (480) 707-5566.

About Discover the World Marketing

Established in 1981, Discover the World Marketing has 77 offices in 54 countries. Headquartered in Scottsdale, Ariz., Discover is the world's largest travel representation company with annual client revenues approaching one-half billion dollars. The company represents more than 40 major travel corporations.

Discover the World Marketing
17785 N Pacesetter Way
Scottsdale, AZ 85255
    (480) 707-5566

CONTACT: Nancy Vaughan of Vaughan Communications, +1-602-912-9126,
 nvaughanpr@aol.com, for Discover the World Marketing
Web site: http://www.discovertheworld.com/

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