Blue Water Area CVB Selects Paradise to Steward Tourism Strategic Plan

Paradise Gains a Second Michigan Client for Multi-Year Tourism Strategic Plan Development

The Blue Water Area CVB, also known as Michigan’s Thumbcoast, has selected award-winning Paradise Advertising & Marketing Inc. to develop a five-year strategic plan to steward the organization’s three pillars: Advocacy,Development, and Sales and Marketing. During the coming months, Paradise will leverage research and strategic insights and engage with Blue Water Area CVB stakeholders to develop the plan, which is scheduled to be unveiled in January 2025.

Paradise is a renowned full-service marketing agency partner that specializes in tourism and destination brand strategy and marketing. The agency will be responsible for working closely with the Bluewater team and engaging community stakeholders to produce a strategic plan that helps move the destination forward through tourism. The Blue Water Area CVB is Paradise’s second client in Michigan, along with the Great Lakes Bay Regional CVB.

With a blend of natural beauty, recreational activities, small-town charm, and cultural experiences, the Blue Water region attracts visitors seeking a mix of relaxation and adventure. The quaint region comprises nine unique cities spanning 140 miles of coastline along the easternmost shores of Michigan – Clay/Algonac,Harbor Beach, Lexington, Marine City, Marysville, Port Austin, Port Huron, Port Sanilac, and St. Clair. Together, they make up the state’s distinctive thumblike shape near Saginaw Bay and along Lake Huron. Each community has panoramic views of the blue waters of either Lake Huron or the St. Clair River,places to watch freighters up close, and plenty of space to sprawl out. The area is also home to the Bluewater Convention Center set alongside the electric blue waters of the St. Claire River. The Blue Water region represents an idyllic playground of picturesque waterfront spots where you can walk, ride, fish,boat, paddle, golf, meet and much more. 

“We are thrilled to be working with Paradise,tapping into their expertise and exclusive insights and methodologies to strategize what’s next for our tourism efforts,” said Michael Hensley, Executive Director at Bluewater Area CVB. “The amazing travel product in Michigan’s Thumbcoast is uniquely abundant, with 140 miles of shoreline and so much to see, feel, and experience. Together, we will architect a tourism roadmap to benefit our stakeholders and community for generations to come.”

“As a native Michigander, I am always singing the praises of my home state and very excited to be helping set the strategic course for another client here,” added Rudy Webb, President of Paradise. “I vacationed in the Blue Water area throughout my childhood and now experience it all over again with my children on family vacations. Now, I can’t wait to lead the Paradise team to help Michigan’s Thumbcoast set a strategic path forward through tourism.”