Visit Denver creates new wave in destination marketing

Published on : Tuesday, July 12, 2016

red rockThe most prominent medical associations of America is headquartered in Chicago, making it a lucrative source for US cities that are vying to attract large conventions.


As compared to other citywide business events, medical conventions are appealing because conventions with thousands of doctors have a higher per person spend.


Destination Marketing Organisation like Visit Denver, have emphasized their urban hospitality, and transit infrastructure in their marketing messaging targeting big international associations.


Event-based marketing strategies and experiential is gaining more popularity in Denver to sell a more dynamic version of the Colorado conference experience to Chicago-based event planners seeking to bigger and better attendance driver. Example- Visit Denver ha d installed a re-creation of its famous Red Rocks Amphitheatre, in the middle of Chicago’s biggest food festival, Taste of Randolph Street, to host all of the musical performances. This event offered a more enticing way for event planners to mingle with Visit Denver representatives, versus a standard ballroom cocktail reception.


Richard Scharf, president and CEO of Visit Denver said that, this type of experiential marketing will help the Denver brand to break through the clients in a unique way. This kind of events will give the customers a unique taste of Denver and Colorado that will make them come back to event again and again.


According to Scharf, Denver is still a relatively young city in terms of its evolution as an international convention destination. Most of the primary hotels have opened in just the last two decades, so the bureau has typically focused on promoting all of the physical assets in the city, like the hotels and convention center, to association planners.


Although, now that Denver is more firmly established in the global meetings and convention market, and while a quickly expanding roster of other mid-size North American cities are grabbing market share, the city is aggressively trying to change gears.


The marketing activation signals an interesting shift toward partnerships between DMOs and economic development organizations in different states.


Visit Denver gained much popularity by supplying the Live on the Rocks Stage. The organization promoted its ability to deliver a creative event experience to association professionals tasked with planning creative event experiences.


The real value for Visit Denver doing this revolves around positioning the city as an innovator in event experience design.

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