City to Launch New Marketing Campaign

2 years 8 months 4 weeks ago May 14, 2013 May 14, 2013 Tuesday, May 14 2013 Tuesday, May 14, 2013 6:07:00 PM CDT in News
By: Patrick Rawlings

COLUMBIA - The Columbia Convention and Visitors Bureau (CVB) is preparing to launch a new marketing campaign this summer.

"We recently launched a new brand, and with that comes a brand new marketing campaign, which means new direction, new target audience, and new creative," said Megan McConachie, web and communications manager at the Columbia Convention and Visitors Bureau.

The marketing campaign will utilize print and online resources to attract visitors from within the state.

"Our target audience this year, as based on all of our brand research, is actually Missourians," McConachie said. "Eighty-five to 90 percent of the people who visit places in Missouri already live in Missouri."

McConachie said the main goal is to get people to visit Columbia. Once here, she hopes they will spend money, generating tax revenues to benefit Columbians and the 10,000 people in Boone County who depend on tourism for employment.

"Visitors bring in hundreds of millions of dollars in economic impact to our county."

The CVB targets potential visitors using a drive radius of about 500 miles outside of Columbia.

"Columbia is such a neat city," said Gideon Opperhuizen, visiting from the Netherlands. "I like to visit because it has a lot to offer."

Opperhuizen is part of what McConachie said is a small but growing trend of international visitors to Columbia.

"Friends brought us here, but I fell in love with the city because of the friendly people and all the space," said Opperhuizen.

McConahie says the CVB currently does not have the funding to do any international marketing.

"For us, we know the people who will visit Columbia are people who primarily already live in Missouri or in the surrounding states, so that's where we concentrate our funds."

The CVB performs a conversion study each year to measure how many people exposed to its advertisements actually visit the area. This year, because the campaign it's launching is so new, the CVB will perform an advertising effectiveness study to get a base line for how effective this marketing campaign was.

"We haven't had any sort of immediate things that we can measure. It's gonna definitely take some time to permeate and raise the awareness about the new brand," McConachie said.

A lot of the marketing budget comes from cooperative marketing, a matching program with the Missouri Division of Tourism.

"I guess this year our marketing, it does go into the hundreds-of-thousands of dollars, but the reach that we get is in to the millions of viewers," McConachie said.

The CVB is completely funded by a 4 percent lodging tax. Visitors who stay in area hotels pay the tax on top of their hotel bill, meaning the marketing campaign isn't costing area residents anything as long they don't stay in local hotels.

Opperhuizen said he plans on coming back next year if he is able.

"I like it very much so I come back as much as I can."

At this point the only pieces of the marketing campaign released to the public include a commercial, with several print ads awaiting release.

"Marketing is our main mission, McConachie said. "We're called a destination marketing organization, and so for us to spend our funds on marketing is really what we're charged with."

 

More News

Grid
List
JEFFERSON CITY (AP) — Missouri's K-1 2 public schools would get about a $76 million increase in basic funding under... More >>
42 minutes ago February 12, 2016 Feb 12, 2016 Friday, February 12 2016 Friday, February 12, 2016 5:33:00 AM CST in News
SPRINGFIELD (AP) — Police say that a Springfield maintenance worker who died after an accident at the city landfill was... More >>
42 minutes ago February 12, 2016 Feb 12, 2016 Friday, February 12 2016 Friday, February 12, 2016 5:32:30 AM CST in News
JEFFERSON CITY - Living conditions in one public housing complex have a mother too worried to sleep through the night.... More >>
9 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 8:53:00 PM CST in Target 8
COLUMBIA – Veterans across the state could have a place to go to receive live-in care. The Missouri House... More >>
10 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 7:17:00 PM CST in News
JEFFERSON CITY – A Missouri House committee passed a bill Thursday to help those who are deaf or blind gain... More >>
11 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 6:55:00 PM CST in News
ST. LOUIS (AP) — St. Louis fire crews rescued two young boys from a burning apartment where officials said they... More >>
11 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 6:42:15 PM CST in News
JEFFERSON CITY (AP) — Legislation requiring a private company to review Missouri's welfare rolls is moving forward in the Legislature.... More >>
11 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 6:27:10 PM CST in News
ST. LOUIS (AP) — Missouri's top two elected officials credited Ferguson on Thursday with pressing ahead with policing and court... More >>
12 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 5:48:00 PM CST in News
COLUMBIA - Normally, the lake behind Bass Pro Shop in north Columbia is used for fishing. But on Thursday,... More >>
12 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 5:46:00 PM CST in News
KANSAS CITY (AP) — A 35-year-old Crips street gang member has been sentenced to 30 years in federal prison for... More >>
12 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 5:17:25 PM CST in News
IRONTON (AP) — Authorities say a 3-year-old Missouri boy who was found dead hours after he was reported missing likely... More >>
13 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 5:11:51 PM CST in News
COLUMBIA - A man and his dog are safe after venturing out onto a frozen lake. The man reportedly... More >>
13 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 5:08:00 PM CST in Top Stories
CAMDEN COUNTY - Camden County Sheriff's deputies arrested a Sunrise Beach man on drug charges after a traffic stop Thursday.... More >>
13 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 4:28:00 PM CST in News
JEFFERSON CITY - A New Haven man was indicted by a federal grand jury for attempting to entice a minor... More >>
14 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 4:03:00 PM CST in News
JEFFERSON CITY (AP) — Missouri lawmakers are considering several measures to combat what they call a heroin epidemic. ... More >>
15 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 2:57:16 PM CST in News
JEFFERSON CITY - Two Missouri lawmakers introduced new legislation that would give working families paid leave Thursday. Sen. Jill... More >>
15 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 2:57:00 PM CST in Top Stories
MORGAN COUNTY - A man wanted by multiple law enforcement agencies on kidnapping charge is now in custody as of... More >>
15 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 2:31:00 PM CST in News
JEFFERSON CITY (AP) — Missouri lawmakers voted to give themselves more control over the Capitol's renovations and security. The... More >>
16 hours ago February 11, 2016 Feb 11, 2016 Thursday, February 11 2016 Thursday, February 11, 2016 1:36:00 PM CST in News
Interactive Radar Columbia, MO
Broken Clouds 25°
7am 26°
8am 27°
9am 28°
10am 29°

Select a station to view its upcoming schedule:

Coming Up Next

6:00 am
KOMU 8 News Today
7:00 am
Today
11:00 am
Rachael Ray
6:00 am
Are We There Yet?
6:30 am
Are We There Yet?
7:00 am
Intelligence for Your Life

Tonight's Schedule

7:00 pm
Caught On Camera with Nick Cannon
8:00 pm
Grimm
9:00 pm
Dateline NBC
7:00 pm
The Vampire Diaries
8:00 pm
The Originals
9:00 pm
KOMU 8 News @ Nine on The CW
9:30 pm
Seinfeld