Carlsbad's official destination marketing organization, the Carlsbad Convention and Visitors Bureau, has just released its new 2005 Visitor Guide, and it already seems like the bureau has scored another big one in its list of marketing successes.
“This is the ultimate guide for anyone planning a visit to Carlsbad,” says Carlsbad Magazine publisher, Tim Wrisley. The award-winning magazine mogul knows a good one when he sees it and this new guide seems to, “Have it all.” The bureau departed from the traditional rack brochure design in favor of a more upscale magazine-style format. “One looks says it all,” in the eyes of Wrisley.
Last summer the CVB selected Striker Media Group, a Los Angeles firm specializing in destination marketing guides, to assist the bureau in all aspects of production. From concept to sales, the bureau worked closely with publishing professionals who, to their credit, created guides for Huntington Beach, Ventura, Oxnard, Santa Monica, Santa Barbara, Central Coast, San Luis Obispo, Newport Beach, to name but a few. Best of all, says CVB Board Chairman, Patrick Fearn, “The CVB saved at least $25,000 in hard costs by identifying a company that specialized in these kinds of guides where the total cost of production was carried by someone other than the bureau.”
Striker published 50,000 copies of the 2005 Visitor Guide that will be used to exclusively promote Carlsbad over the next twelve months. Last year the bureau mailed more than 13,000 guides to meet requests generated through an aggressive public relations and advertising campaign that included print publications, such as National Geographic Traveler, Arthur Frommer's Budget Travel, Sunset, Conde Naste, and the Internet. “Also, the bureau has generated just under $3 million of free media coverage for Carlsbad, and that's got to help in the overall interest on the part of prospective visitors wanting more information about our destination,” says Fearn.
What has also helped to increase visitor guide distribution is the bureau's attractively designed “lure” brochure that's now in key markets like, Phoenix, Los Angeles, Orange County, Seattle and Vancouver.
So far, the bureau is ahead of last year's demand by more than 20 percent, and a big part of that increase in demand is coming about through the bureau's integrated marketing program. “Distribution will be provided at no cost to area hotels,” says Fearn, “so when an overnight guest checks in, he or she will have important information at their fingertips on what to do while they're visiting our town.”
Guides will be also be available at a select number of official California Welcome Centers, travel shows attended by the bureau, at the front desks of many Carlsbad lodging properties and, of course, the Carlsbad Visitor Information Center. In all, the bureau estimates that, together with trade show distribution, more than 20,000 visitor guides were distributed in 2004.
The bureau is gratified by the strong showing of advertisers who came in this first year of a new format. More than one-third of the lodging properties in Carlsbad stepped up to the plate to advertise, along with advertising from The Forum, Carlsbad Premium Outlets, LEGOLAND, and others.
“Especially nice,” says Frankie Laney, CVB Public Relations Director, “is the two-page Village section, made possible through a special co-op arrangement of businesses in our downtown. We've already heard from a number of people who missed out this year and want to advertise in the next guide!” Fearn concurs. “We are especially happy to have a great mix of advertising partners who came into this first-year production in a big way,” says Fearn.
The new guide features historical content about Carlsbad, together with sections about the great outdoors, area attractions, shopping, dining, special events, and accommodations. There is also an “Official Welcome” from Mayor Bud Lewis and Council Members. “I'm thrilled to be a part of the official welcome for prospective visitors,” says Carlsbad's newest councilwoman, Norine Sigafoose. As one of the original founders of the Carlsbad CVB, Councilwoman Sigafoose enthusiastically points out that, “There's a lot to be proud of with what the bureau has done and continues doing. They're the little engine that can!”
It's interesting to note that, with a Tourism Business Improvement District on the horizon, the bureau provides a listing of every lodging property in Carlsbad. “It's the only marketing piece out there for Carlsbad that highlights each and every resort, hotel, motel, bed and breakfast. We felt that it was a good time to do so rather than wait until the BID is finalized,” says Fearn. The bureau points out that listing in prior guides were limited to only those properties that were, “partners.”
In a couple of months, the bureau will be at it again with the next guide. “In the meantime, we'll get a lot of feedback to see what people think, especially the end-user of our guide, the visitor,” says Fearn.
The CVB plans to send out periodic online surveys to those who have requested information through the bureau's Web site, and one of those questions will be, “How helpful was the visitor guide to you in planning your vacation to Carlsbad?” Last year, more than 90 percent of respondents surveyed said they felt the visitor guide was extremely useful.
Burkhart is executive director for the Carlsbad Convention and Visitors Bureau.
“This is the ultimate guide for anyone planning a visit to Carlsbad,” says Carlsbad Magazine publisher, Tim Wrisley. The award-winning magazine mogul knows a good one when he sees it and this new guide seems to, “Have it all.” The bureau departed from the traditional rack brochure design in favor of a more upscale magazine-style format. “One looks says it all,” in the eyes of Wrisley.
Last summer the CVB selected Striker Media Group, a Los Angeles firm specializing in destination marketing guides, to assist the bureau in all aspects of production. From concept to sales, the bureau worked closely with publishing professionals who, to their credit, created guides for Huntington Beach, Ventura, Oxnard, Santa Monica, Santa Barbara, Central Coast, San Luis Obispo, Newport Beach, to name but a few. Best of all, says CVB Board Chairman, Patrick Fearn, “The CVB saved at least $25,000 in hard costs by identifying a company that specialized in these kinds of guides where the total cost of production was carried by someone other than the bureau.”
Striker published 50,000 copies of the 2005 Visitor Guide that will be used to exclusively promote Carlsbad over the next twelve months. Last year the bureau mailed more than 13,000 guides to meet requests generated through an aggressive public relations and advertising campaign that included print publications, such as National Geographic Traveler, Arthur Frommer's Budget Travel, Sunset, Conde Naste, and the Internet. “Also, the bureau has generated just under $3 million of free media coverage for Carlsbad, and that's got to help in the overall interest on the part of prospective visitors wanting more information about our destination,” says Fearn.
What has also helped to increase visitor guide distribution is the bureau's attractively designed “lure” brochure that's now in key markets like, Phoenix, Los Angeles, Orange County, Seattle and Vancouver.
So far, the bureau is ahead of last year's demand by more than 20 percent, and a big part of that increase in demand is coming about through the bureau's integrated marketing program. “Distribution will be provided at no cost to area hotels,” says Fearn, “so when an overnight guest checks in, he or she will have important information at their fingertips on what to do while they're visiting our town.”
Guides will be also be available at a select number of official California Welcome Centers, travel shows attended by the bureau, at the front desks of many Carlsbad lodging properties and, of course, the Carlsbad Visitor Information Center. In all, the bureau estimates that, together with trade show distribution, more than 20,000 visitor guides were distributed in 2004.
The bureau is gratified by the strong showing of advertisers who came in this first year of a new format. More than one-third of the lodging properties in Carlsbad stepped up to the plate to advertise, along with advertising from The Forum, Carlsbad Premium Outlets, LEGOLAND, and others.
“Especially nice,” says Frankie Laney, CVB Public Relations Director, “is the two-page Village section, made possible through a special co-op arrangement of businesses in our downtown. We've already heard from a number of people who missed out this year and want to advertise in the next guide!” Fearn concurs. “We are especially happy to have a great mix of advertising partners who came into this first-year production in a big way,” says Fearn.
The new guide features historical content about Carlsbad, together with sections about the great outdoors, area attractions, shopping, dining, special events, and accommodations. There is also an “Official Welcome” from Mayor Bud Lewis and Council Members. “I'm thrilled to be a part of the official welcome for prospective visitors,” says Carlsbad's newest councilwoman, Norine Sigafoose. As one of the original founders of the Carlsbad CVB, Councilwoman Sigafoose enthusiastically points out that, “There's a lot to be proud of with what the bureau has done and continues doing. They're the little engine that can!”
It's interesting to note that, with a Tourism Business Improvement District on the horizon, the bureau provides a listing of every lodging property in Carlsbad. “It's the only marketing piece out there for Carlsbad that highlights each and every resort, hotel, motel, bed and breakfast. We felt that it was a good time to do so rather than wait until the BID is finalized,” says Fearn. The bureau points out that listing in prior guides were limited to only those properties that were, “partners.”
In a couple of months, the bureau will be at it again with the next guide. “In the meantime, we'll get a lot of feedback to see what people think, especially the end-user of our guide, the visitor,” says Fearn.
The CVB plans to send out periodic online surveys to those who have requested information through the bureau's Web site, and one of those questions will be, “How helpful was the visitor guide to you in planning your vacation to Carlsbad?” Last year, more than 90 percent of respondents surveyed said they felt the visitor guide was extremely useful.
Burkhart is executive director for the Carlsbad Convention and Visitors Bureau.