Challenge: As the competition for meetings and conventions continues to heat up, the destination marketing organizations in Anaheim, Baltimore, and San Antonio wanted to create a unique partnership that would stand out in the citywide convention landscape. Other DMOs had united in similar fashion before, but in many cases, the partnerships had failed to carve out a concrete strategy for customer engagement.
Solution: MYB conducted comprehensive research to uncover insights about what mattered to meeting professionals during the search for host cities. With surveys, focus groups, and one-on-one discussions, MYB discovered how to position effectively this three-city partnership to resonate with association and corporate meeting professionals. In addition to understanding client needs, MYB dove into each destination to discuss needs, concerns, and opportunities with the hotel partners and convention centers in each city.
MYB provided Anaheim, Baltimore and San Antonio with a bold new brand: Synchronicities. However, this was about more than the creative legwork. MYB armed the three cities with a unique value proposition and go-to market launch strategy. From a cross-channel promotional blueprint to identifying key sponsorship opportunities to outlining sales training, MYB ensured the roll-out was a success.
Results: Within the first nine months following the launch of Synchronicities, the sales teams contracted seven new multi-destination citywides, exceeding their hopes and forecasts for this partnership.
“One year into the partnership each city landed seven conventions, accounting for more than 70,000 room nights and exceeding expectations.” - Baltimore Business Journal 8/20/15