CVB's Recognized with 2007 Destiny Awards

Marketing Programs and Special Projects

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. October 14, 2008

WASHINGTON, DC, August 20, 2007. The Indianapolis Convention & Visitors Association, the Las Vegas Convention & Visitors Authority, and the Lee County Visitor & Convention Authority (Florida) were recognized with 2007 Destiny Awards for Marketing Programs and Special Projects, respectively. The Destiny Awards are awarded by the National Council of Destination Organizations (NCDO), an industry council of the Travel Industry Association (TIA). All three destination marketing organizations received their awards during the August 18 closing ceremony concluding TIA's annual Educational Seminar for Tourism Organizations (ESTO) in Phoenix, Arizona.

MARKETING PROGRAMS - SINGLE, TARGETED PROMOTION: Recognizing that video podcasting would be a powerful addition to its marketing mix and a great strategy to reach new, younger audiences, the Indianapolis Convention & Visitors Authority created more than 40 podcasts in 2006 on subjects from the Eiteljorg Museum to baseball at Victory Field. The ICVA made the podcasts available on their website and utilized sites like MySpace, YouTube and iTunes as alternative distribution channels. Generating positive media and over 99,000 downloads, the podcast episodes increased traffic to www.indy.org by 22%. The program is low-cost, innovative, and entertaining.

MARKETING PROGRAMS - FULL CAMPAIGN: With great creative and fun and interactive print and online tools, the Las Vegas Convention & Visitors Authority "Be Anyone" marketing campaign was comprehensive and well-integrated. The campaign received coverage in the travel trades as well as excellent pick-up by major media and further brand reinforcement through content integration with the TNT All-Star game. Total impressions generated by the campaign totaled over 68 million; over 21,000 identities were created online at the micro-site and over 24,000 sweepstakes entries were received. Whether in print, television, broadcasting or online, the promotional messaging of "Be Anyone" remained consistent and engaging.

SPECIAL PROJECTS CATEGORY: The Beaches of Fort Myers and Sanibel are a destination defined by water - the Gulf, the River and the Bay. Recognizing the importance of water quality to the community as well as the leisure traveler, the Lee County Visitor & Convention Bureau joined multiple local organizations and government entities to help craft a regional solution to the area's water crisis. With a mission to raise public awareness and get the local community involved, LCVC created a Web site as a resource for information on water quality issues in the community and the efforts underway to address them. With print advertising to drive site visitation, the dedicated Web site averaged 38 sessions and nearly 60 page views per day. Thanks to leadership and education by the LCVC, the community has rallied to address the health and vitality of the area's life-blood - water.

The Travel Industry Association is the national, non-profit organization representing all components of the $700 billion travel industry. TIA's mission is to promote and facilitate increased travel to and within the United States. TIA is proud to be a partner in travel with American Express. For more information, visit www.tia.org. required by NCDO and destination organizations.