Great Lakes Bay Regional Convention & Visitors Bureau (MGLBRCVB), the regional destination marketing and management organization for the Michigan counties of Bay, Midland, and Saginaw and their individual Convention & Visitors Bureau organizations, has selected award-winning Paradise Advertising & Marketing Inc. to develop a comprehensive three-year integrated marketing plan.
Paradise is a renowned full-service agency partner that specializes in tourism and destination brand strategy, omnichannel advertising and content, and sustainability and social inclusion marketing. The agency will be responsible for working closely with the MGLBRCVB’s team and engaging community stakeholders to produce a strategic marketing plan that includes all aspects of brand and marketing stewardship. The plan will serve as a framework pillar for the evolution of the organization’s management and marketing of regional visitor economies through tourism.
This region comprises six unique cities – Bay City, Birch Run, Chesaning, Frankenmuth, Midland, and Saginaw – that add up to the state’s unforgettable Michigan experience, also known as “Pure Michigan.” The Great Lakes Bay region represents an idyllic, nature-rich patchwork of riverfront towns, historic neighborhoods brimming with art galleries, local pours, delicious food, and year-round events, festivals, and markets.
“We couldn’t be more delighted to work with our new Paradise partner,” said Annette M. Rummel, Ph.D., CEO-Travel Trailblazer at Great Lakes Bay Regional CVB. “In the wake of the pandemic and 100-year flood disaster, we have been preparing diligently for the next phase of growth for our destination. At the same time, we’ve been on the lookout for the right partner to help us get there. We wanted one that is not only an expert on consumer data, strategy, and trends, but is also brand savvy and creatively inspired. Ultimately, we found that partner in Paradise, and look forward to our important work together.”
Rudy Webb, President of Paradise added: “As destination marketers, we know tourism marketing efforts must align with any community’s greater good and long-term goals. We understand that the local quality of life is connected to the visitor experience and visitor economy yield. As we take a deeper dive into the work that Great Lakes Bay has already done to better set a strategic path forward, our goal will be to deliver insights, strategic direction and marketing executions that inspire responsible action through tourism. And, personally, the opportunity to help my home state of Michigan with my and our team’s expertise means the world to me.”
About the Great Lakes Bay Regional Convention & Visitors Bureau
Michigan’s Great Lakes Bay Regional Convention & Visitors Bureau serves as the regional destination marketing and management organization for the Michigan counties of Bay, Midland, and Saginaw and their individual Convention & Visitors Bureau organizations. The current mission of the Bureau is to increase overnight lodging stays, contributing to economic growth within our Region.
