As a continuation of the International Association of Convention and Visitor Bureaus Brand Leadership Campaign, the Board of Directors unanimously approved a new BrandPromiseTM…
As a continuation of the International Association of Convention and Visitor Bureaus Brand Leadership Campaign, the Board of Directors unanimously approved a new BrandPromiseTM for the CVB industry. The board also recommended a new brand identity enhancement (i.e., name change) for IACVB.
This BrandPromise will serve as our industry`s `guiding star` for everything we and our members represent going forward, explained IACVB President & CEO Michael Gehrisch. After thorough research with both stakeholders and members, we are confident that this affirmative statement for our industry will lead us forward to future success and prosperity.
Duane Knapp, of BrandStrategy, Inc., helped develop the industry promise which states:
We are the visitor’s and meeting professional`s trusted partner – the heart, soul and energy of our destination. We drive economic success and enhance the quality of life in our communities. Our communities appreciate our contribution: `The better the CVB,
the better the experience.`
Internationally renowned for his brand marketing expertise, Knapp also advised IACVB to consider a fresh, contemporary brand identity enhancement that more accurately reflects the association’s members and their business. After much consideration and discussion, board members are putting forth a new name for IACVB, which will be on the association’s Web site for member comment tomorrow through January 2005. The proposed name is:
Destination Marketing Association
Representing Destination Marketing Organizations Worldwide
Tomorrow`s issue of IACVB E-News will provide details on providing member comment. After the member comment period, final board approval is slated for 2 March 2005, with official adoption scheduled at the IACVB Annual Convention next August in San Diego, California.
In addition to these two momentous board actions, the Brand Leadership Campaign has created other significant deliverables for CVBs, including:
- A comprehensive Brand Assessment and survey of thousands of stakeholders
- The BrandScienceTM Guide for Destination Research and The BrandScience™ Guide for Destination RFPs
- A comprehensive primer, Destination BrandScience™ (to be released to all IACVB members free of charge in January 2005)
- Multiple educational forums are planned in 2005 to help CVBs learn the principles of destination branding, beginning February 16 with a BrandScience Web Conference Call and culminating at the IACVB 91st Annual Convention (3-6 August)
- IACVB launched the Brand Leadership Campaign in specific response to a recommendation by the association’s strategic advisory committee in October of 2003. The campaign also served as the IACVB Foundation’s Annual Giving Appeal
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
