Meeting News - May 19, 2008 - (Page 12)

CVBs Making the Brand and Redefining Themselves A slew of CVBs are shaking up their images with catchy names and creative slogans New York—As the saying goes, “Image is Everything,” and several CVBs across the U.S. are embracing that idea and launching new brands to make their cities more noticeable and attractive to groups and visitors. The Washington, DC Convention & Tourism Corp. has reinvented itself with a shorter, snappier name: Destination DC. The new name also comes with a new brand strategy that invites visitors to “Create Your Own Power Trip.” “[The slogan] literally and figuratively takes the power of the city and puts it into the hands of the traveler,” said Mayor Adrian Fenty.“DC may be seen as a government town, but tourism is our industry. By working strategically to promote our city, we can introduce travelers to the energy that’s created here and generate more economic development for DC.” There’s also been a makeover at Destination DC’s website, which allows consumers and planners to discover DC and provides a forum for locals to give insider insights. Over at the Shreveport-Bossier County Convention and Tourist Bureau, a new campaign was launched to brand the area as “Louisiana’s Other Side” and show travelers that there’s more to the state than New Orleans. Yearlong research showed that the cities are thought of as growing and diverse, with plenty of hospitality, and that visitors are attracted to the unique blend of cultures and influences of Louisiana and Texas, Cajun and Southern. Along with its new tagline, the organization also plans to debut a newly designed website and a community calendar of events tool. In Texas, the Midland CVB has teamed up with neighboring cities to promote the area as the “Window to the West.” Midland International Airport is key in attracting U.S. and international groups headed for destinations such as Big Bend National Park. “West Texas has a lot of potential,” said CVB director Gaylia Olivas. The CVB also relaunched its website in March and opened a visitors center in January. Edited by Lori Morris lori.morris@nielsen.com Bienvenidos a Houston Greater Houston CVB debuts Spanish-language website and ‘My Houston’ repackaged to woo Latinos Houston—In an effort to cater to its Latino visitors, the Greater Houston Convention & Visitors Bureau (GHCVB) has launched a comprehensive interactive website entirely in Spanish. The site, www.Visita HoustonTexas.com, looks similar to its English counterpart, but just a glimpse at the opening images (flamenco dancers, soccer, etc.) conveys a definite Latino flair. “We’re excited to launch this site,” said Greg Ortale, president and CEO of the GHCVB. “It positions us favorably with Spanishspeaking travelers, and it positions us as a diverse city.” The CVB has a strong presence in Mexico and South America, with dedicated offices in Mexico City and in Caracas, Venezuela. The new site not only features surface translations of the English site, but detailed listings and insightful articles dedicated to Latino visitors. The city’s “My Houston” campaign has become “Mi Houston,” with select celebrity testimonials, such as those from Beyonce and Oscar de la Rosa, now appearing in Spanish. The site also features new navigation tools to make the city more manageable for international visitors and meeting planners, who can search by neighborhood to find restaurants, shops, nightlife, and attractions near their hotels and convention sites. Travelocity, the site’s custom booking partner, currently offers hotel searches in Spanish, and plans are under way to let Spanish speakers search for flights, cars, and cruises in their own language. H www.meetingnews.com Meet Minneapolis’ Leader Now a Permanent Tennant Minneapolis—After filling the role of interim president and CEO of Meet Minneapolis since November 2007, Melvin Tennant accepted the position on a permanent basis at the end of April. Tennant has been in the industry for more than 25 years, previously serving as executive director at the San Antonio Convention & Visitors Bureau and the Alamo City Black Tennant keeps post in Minny. Chamber of Commerce, and as CEO of the Oakland Convention & Visitors Bureau and Visit Charlotte. “Melvin has a deep history and is well-connected in the hospitality industry, yet brings a fresh perspective on new prospects for filling our convention center and our city streets with visitors and convention delegates alike,” said Minneapolis Mayor R.T. Rybak.“His broad background with key American cities will be invaluable to our competitiveness in this important industry.” amount of wasted food”), a checklist of environmentally friendly practices to ask hotels about when choosing accommodations (i.e., linen reuse programs, various conservation and recycling efforts, etc), links to green organizations, and a resource guide that lists local vendors and services with sustainable practices. On the Move in Austin—with AV Austin, TX—The Austin Convention & Visitors Bureau recently developed a novel way for visitors to explore the city: the GPS Ranger video tour. Using advanced audiovisual and GPS technology, the device recognizes one’s location and launches into video and narration by local news anchor Michelle Valles. The tour highlights about 30 historic buildings and events that contribute to the city’s personality and culture. The GPS Ranger, also available in American Sign Language, is available at the Austin Visitor Center. Boulder Website Encourages Meeting Planners to Go Green Boulder, CO—Boulder, often recognized as one of the country’s greenest cities, has a new section on its CVB website dedicated to helping meeting planners plan eco-conscious meetings and events. The Green Meetings site includes tips (“Instead of a buffet, have the meal served in the form of plated entrees, which reduces the 12 MeetingNews May 19, 2008 http://www.meetingnews.com

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Meeting News - May 19th, 2008

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