Miranda (Mindy) Joyce, Founder, Sugarfly Marketing
In January 2010, Mindy Joyce founded Sugarfly Marketing, a marketing consulting company that specializes in building world class brands in the travel, food and wine industries.
Mindy has created, launched and directed numerous highly successful marketing campaigns over her 14-year career, most recently for Travelzoo.com, building brand awareness and growing its subscriber-base to 18 million, earning it the title of the largest publisher of travel deals. Mindy pioneered the company’s first integrated marketing campaign, “What’s the deal with Travelzoo?” campaign, blanketing New York City and resulting in over 500 million impressions. She developed the world’s first interactive advertising campaign in an airport as well as introduced a social media strategy, growing followers on Twitter to 15,000 in 3 months. During this time she was also head of global branding and led a team of marketers in 11 countries.
In 2008, she won two MarCom awards, followed by a SAMMY award for Best Branding on Twitter and a PRSA Award for Best New Media Campaign in 2009. During this time her publicity & TV syndication strategy resulted in six appearances on NBC’s Today Show and more than 600 segments per year. Mindy created, produced and directed two “behind the scenes” webisodes that received more than 180,000 views on YouTube. She is an event mastermind, creating and producing the The Tzoo Awards in 2007, 2008 & 2009, a full-scale awards show that attracted hundreds of top tier travel, media and marketing executives.
Prior to Travelzoo, Mindy led Tourism New Zealand’s marketing activity in North America including execution of the award-winning 100% Pure New Zealand global advertising campaign. She directed the highly acclaimed Maori Art Meets America, a 2-week campaign & exhibition in San Francisco attracting 30,000 people, resulting in more than 80 million media impressions. Mindy managed several high profile partnerships for New Zealand including The Lord of the Rings Trilogy, the Food & Wine Classic & The New Yorker Festival.
Between 1995 and 2000, Mindy was a top sales and marketing associate at Los Angeles-based Newmans South Pacific Vacations.
Mindy graduated from Otago University in New Zealand in 1995 with a Bachelor’s degree majoring in Marketing Management. Mindy is a wine enthusiast and is currently enrolled in WSET’s Advanced Certificate Program at the International Wine Center in New York.
Twitter: @mindyjoyce, @sugarflywine, @sugarflytravel