Distribion

Tourism is of critical importance in Arizona as is evidenced by the more than 28 million visitors last year. And today 450,000 jobs are tied to tourism. Education resources and low taxes are dependent on the success of the industry. Phoenix Convention and Visitors Bureau is the largest in the state and a voice for the state's tourism and convention business.

Situation:

The CVB promotes the city to meeting planners and tourists and is responsible for marketing the city on behalf of their members which include hotels, restaurants and more. Though the Phoenix CVB was enjoying success, management was concerned about the increasing competitive pressure in the industry.

Solution:

• The Phoenix CVB implemented the Distributed Marketing Platform to promote its destination to its database of meeting planners and tourists.


• The Distributed Marketing Platform allows users to view overall campaign effectiveness as well as segment recipients based upon their view and click activity.


• Phoenix CVB now can ensure that future messages are on target with recipients’ interests, and thus deliver higher response rates from its members.

Impact:

• Attendance at Phoenix CVB meetings and conventions has risen sharply.


• Clients have access to real-time marketing campaign statistics, so planners can adjust their messaging on the fly.


• The Phoenix CVB is poised to compete with the best-funded CVBs in the country.