KANSAS CITY, MO - MMGY Global has announced it is now the marketing and advertising agency of record for Destination Greater Victoria, the official destination marketing organization for the Greater Victoria region of British Columbia, Canada. MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and entertainment industries and will use its expertise to drive awareness of the destination, ultimately growing visitation among leisure travelers, and increasing meetings and conventions bookings.
Tourism plays an integral role in the economy of Greater Victoria. Prior to the COVID-19 pandemic, tourism was the destination’s second-largest industry, contributing $2.3 billion annually and bringing $1.4 billion in revenue from visitors into the local economy each year. However, due to travel and health restrictions to address the pandemic, the region’s tourism industry has been severely impacted.
MMGY Global was chosen to lead the recovery marketing efforts in part because it possesses a deep understanding of COVID-19 impacts on travel and tourism. Guided by data and insights from research conducted by MMGY Travel Intelligence and bolstered by decades of expertise in marketing and advertising, the agency also has long-established relationships with major players in the marketing and advertising space and access to tourism technology partners that will help usher Destination Greater Victoria through the marketing challenges of the next two years.
The agency has been retained to plan, develop, execute and track results for Destination Greater Victoria’s marketing initiatives and brand advertising program. It will also work to create a cohesive brand platform for Destination Greater Victoria, which was previously known as Tourism Victoria.
“Destination Greater Victoria is pleased to be partnering with an agency with the strength and capabilities such as MMGY Global. Their superior strategic thinking, research and data platforms, buying power, global partnerships, and ability to scale across channels are second to none in the tourism and travel industry. Our industry deserves the best support in the world as we recover from the ravages of COVID-19 on our local visitor economy, and our RFP process demonstrated that MMGY Global is the best agency to fulfill our needs. Additionally, MMGY Global has demonstrated through their actions that they are committed to responsible and sustainable travel and diversity and inclusion, two important values of our organization and our community,” said Paul Nursey, CEO, Destination Greater Victoria.
“We are proud to partner with this world-class destination, particularly in this moment when many destination marketing organizations have to make difficult decisions about how and where to focus their budgets. We understand the pivotal role we will play in supporting Greater Victoria and its stakeholders through and beyond recovery. We are committed to building back an even stronger tourism economy driven by the distinct core values that define Destination Greater Victoria,” said Katie Briscoe, president of MMGY Global.