With indicators pointing to a growing tourism industry in 2014, the Flint & Genesee Convention & Visitors Bureau (CVB) is hitting the ground running in the new year with continued partnerships and new campaigns to take promotion of Flint & Genesee to the next level.
The CVB is continuing its partnership with the successful Pure Michigan campaign while also teaming with television’s “Under the Radar Michigan” to promote tourism in Genesee County.
“Flint & Genesee is full of hidden gems – just look at the Flint Cultural Center,” said CVB Director Cheryl DeFrain. “When someone sees the Cultural Center for the first time, they’re always amazed that all these fantastic venues are within walking distance of each other. You just don’t see that in many cities.
“We have the attractions that compete with bigger cities. We’re just exploring all our marketing options and trying new ways of getting the word out about all we have to offer.”
The Flint & Genesee CVB has partnered with Pure Michigan, Michigan’s travel and tourism promotional arm, since its inception in 2006. Michigan.org, home of the Pure Michigan campaign, has been the most visited state tourism website in the nation almost since its beginning.
Last year, Pure Michigan reported that the click-through rate from its website to the Flint & Genesee CVB website was up more than 700 percent.
“Pure Michigan matches dollar for dollar for its marketing partners,” DeFrain said. “This allows Flint & Genesee to advertise in markets we normally wouldn’t be able to at a significant cost savings.”
Recent targeted markets have included southern Ontario and the Fort Wayne and South Bend areas of Indiana. Pure Michigan provides assistance and partnership in social media efforts, radio spots, advertising and more to targeted audiences and demographics.
Also in Indiana, the Flint & Genesee CVB took the opportunity to piggy-back marketing efforts off last year’s popular Back to the Bricks Michiana Promo Tour, which brought several tourists to Flint & Genesee.
New this year is a partnership with the popular Michigan television show “Under the Radar Michigan.” The “Under the Radar” campaign will include the creation of four 3- to 5-minute videos, social media engagement efforts and advertising in its monthly newsletter to help promote Flint & Genesee.
“Under the Radar” also works with Pure Michigan, so there will be cross-promotion of the region between the two.
A new partnership with MLive Media Group will also help the Flint & Genesee CVB target specific markets through online advertising and advertorials, DeFrain said.
The CVB supports Flint & Genesee for all tourism needs including, but not limited to, lodging, motor coach tours, conventions, sport activities, reunions, weddings, car shows and clubs and individual tourism.