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The Missouri historic town is planning for the 100th anniversary of Route 66

The Joplin Convention and Visitors Bureau of Joplin, Missouri, has selected award-winning Paradise Advertising & Marketing Inc. as a strategic marketing partner to promote tourism through 2026. Services will include strategic planning, intelligence and analytics, and integrated media planning and buying.

Paradise is a renowned full-service marketing partner that specializes in tourism and destination brand strategy, omnichannel advertising, content development and distribution, and also deploys sustainability and social inclusion practices as woven threads.

Responsible for working closely with the Joplin team to amplify tourism marketing efforts, Paradise is charged with crafting a comprehensive strategy targeting consumer and business audiences among leisure, group, small market convention, and international segments.

Located in the beautiful Ozarks of Southwest Missouri, Joplin is where Historic Route 66 unites with a pair of interstates (44 and 49) and is the hub where Kansas City, Wichita, Oklahoma City, and Fayetteville join forces. The next three years are especially important to the area, as the 100th anniversary of Route 66, also known as the “Mother Road,” takes place in 2026. Joplin is featured in the lyrics of the iconic Bobby Troup song made famous by Nat King Cole, “(Get Your Kicks On) Route 66,” and has a park dedicated to Joplin’s place in the history of this major highway.

“We are so excited for the Paradise partnership,” said Patrick Tuttle, the Joplin CVB Director. “The next three years will be significant for our destination as we celebrate our place in America’s history. It will be a wonderful reminder of Joplin’s history, and we invite everyone to learn about us and visit to be part of the fun and unique events planned for this anniversary.”

Barbara Karasek, Paradise’s Chief Executive Officer, added: “This is a dream assignment for our team, especially those who grew up humming the famous song and wanting to visit all eight states Route 66 covers, especially Joplin. We are thrilled to make the city famous again for a wide range of audiences and so many reasons. Joplin is a destination unto its own, with diverse experiences, from the natural beauty of the Ozarks and 21 area parks to the bustling urban scene and alluring restaurants, diners, murals, and cultural options.”

As required by the City of Joplin’s Purchasing Policies, the CVB issued a request for proposal for a strategic marketing partner to promote tourism through 2026 which would include strategic planning, intelligence, and analytics, and integrated media planning and buying. Paradise was selected from among six submissions for this project.

About Joplin

The Mission of the Joplin Convention & Visitors Bureau is to position the collective elements of the travel and tourism infrastructure within the Joplin region as a premier destination and having a significant role in creating a regional economic impact for industry partners, while increasing visitation and delivering the best possible visitor experience.