Four
convention and visitors bureaus received achievement awards in a recent
competition with their colleagues throughout the Western United States and . Sponsored by the Western Association of
Convention and Visitors Bureaus (WACVB), the annual Best Idea Program showcases innovative projects and creative marketing
strategies as submitted by WACVB members.
This
year’s Best Idea Program awards were presented during the 2008 WACVB Annual Meeting,
October 8-11, in
Tucson, Arizona.
Following
receipt of the entry forms, a Board-appointed Task Force reviewed the submissions
and selected several
ideas for presentation. Representatives from four bureaus presented their best
ideas during the conference.
WACVB
congratulates the following member bureaus for receiving outstanding
achievement awards for their organizations in the 2008 Best Idea Program.
• Albuquerque (NM)
Convention and Visitors Bureaus
Project: Summer 2008
Affordable Campaign
was named by AAA as the
second most affordable travel destination (based on food and lodging costs).
Playing off the affordable ranking and with the heightened media awareness
about high gas prices and expensive plane travel, the Albuquerque CVB ran a
targeted campaign to encourage people in nearby markets to visit this summer.
The campaign included radio and online advertising, a sweepstakes program,
on-air promotional contests and use of the bureau’s e-newsletter. The
timeliness of the message, in conjunction with the news media coverage of the
economy and gas prices, resonated with the target audience.
• (CA) Conference and Visitors
Bureaus
Project: Walking in the Footsteps of Celebrities
Walking Tour
In creating the walking
tour map, the bureau’s goal was to create an interactive guide enabling
visitors to transport themselves into star status by experiencing
establishments frequented by celebrities. The bureau wanted to continue to
position
as a walkable city, leverage the connection the city has with celebrities while
maintaining the privacy of individuals, and drive visitors into local
businesses. The walking tour highlights hot restaurants and other
establishments while sharing celebrity insights. The walking tour allows
travelers to mirror famous celebs and experience the glitz and glam of their
favorite stars. Launched spring 2008, the walking tour was the perfect summer
leisure activity, as businesses highlighted on the tour reported a noticeable
surge in clientele.
• North (CA)
Convention and Visitors Bureau
Project: Chef’s Corner
To increase awareness of
local dining opportunities and award-winning chefs, the bureau began a
promotion called the Chef’s Corner. The bureau’s consumer e-newsletter now has
a permanent column called the Chef’s Corner. The promotion highlights a
signature dish from a local award-winning chef, who uses the recipe in his
restaurant. The promotion also works at building loyalty among customers by
including helpful lifestyle tips. The bureau highlights a new chef and recipe
in each e-newsletter. The bureau believes a lifestyle approach to its
e-newsletters will increase the CVB’s relevancy as a reliable source for
visitor information and tips. It will also increase the long-term
sustainability of the bureau’s opt-in consumers.
•
Convention and Visitors Bureau
Project: Annual Meeting
Video Using Animoto Videos
The Tri-Valley CVB was
looking for a new, visually compelling way to present the bureau’s accomplishments
at its Annual Meeting. The Web site—www.animoto.com—allowed bureau staff to
upload photos, logos and text slides (in JPEG of GIF file formats), select or
upload music, and then edit the material together in a visually appealing
video. Using the program, one can remix the video to create new versions with
new effects and transitions, all while analyzing your selected music and
editing your images to match. Tri-Valley presented a high resolution version,
and embedded a low resolution version on its Web site. Posting the video to
social networking sites is also easily accomplished. A modest investment allows
the bureau to create an unlimited number of videos, of any duration.
The
Western Association of Convention & Visitors Bureaus is a regional
professional association serving more than 140 member bureaus in the Western
United States and the Western provinces of