Menu

Samples

Montgomery Area Visitor Guide: Synopsis - Montgomery Area Chamber of Commerce

2014 ACE: Award of Excellence

Montgomery, Alabama’s story is America’s story. This serves as the local mantra in Montgomery. Yet, the typical visitor is not familiar with the city’s history. Or, if they are, they only recall the turbulence and unrest of the past. Visitor inquiries and visitor survey research results were presented to the Chamber/CVB – clearly indicating a need to re-shape the image of Montgomery. So, in 2011, the Chamber/CVB did just that and introduced a modernized, magazine style River Region visitor guide encompassing all the new and exciting things happening within the city, while still paying tribute to its history.  (See also the related sample record for the guide).    


Date: January 31, 2015
Organization: Montgomery Area Chamber of Commerce
Chamber Website: http://www.montgomerychamber.com
City: Montgomery, AL
Community Peer Group: Major Cities
Revenue Category: $2,000,001 and up

Montgomery Area Visitor Guide: Synopsis - Montgomery Area Chamber of Commerce

SYNOPSIS:

Montgomery, Alabama’s story is America’s story. This serves as the local mantra in Montgomery. Yet, the typical visitor is not familiar with the city’s history. Or, if they are, they only recall the turbulence and unrest of the past. Visitor inquiries and visitor survey research results were presented to the Chamber/CVB – clearly indicating a need to re-shape the image of Montgomery. So, in 2011, the Chamber/CVB did just that and introduced a modernized, magazine style River Region visitor guide encompassing all the new and exciting things happening within the city, while still paying tribute to its history.

Beginning in 2009, the Chamber/CVB decided to reach out to other Chamber/CVBs from across the southeast and pose the question, “what are you using to promote your destination?” Most Chamber/CVBs at the time were shifting from a standard destination brochure to a magazine style supported by advertising. Not only does this give the destination’s partners an opportunity to take ownership of the guide and be a part of it, but it’s also a huge cost savings to the overall Chamber/CVB budget. After researching several guides from other cities, the Chamber/CVB established a budget of $10,000 and decided to secure a publisher within the community and totally transform its marketing piece to an ad supported piece.

In 2010, the Chamber/CVB hired exploreMedia to create a new magazine style visitor guide that included the River Region. By working with the other Chambers of Commerce, the Chamber/CVB was able to implement a hub-and-spoke style tourism model and increase tourism within the region. The Chamber/CVB revealed the new style guide in January 2011. By selling advertising and providing editorial features that attract visitors, the Chamber/CVB was able to increase tourism revenue, save on production and printing costs ($40,000 a year), extend visitor nights in area hotels and establish Montgomery as a vacation destination.

Each year the Chamber/CVB evaluates the effectiveness of the guide and updates it regularly to keep the content fresh. In 2012 the Chamber/CVB decided to update the cover quarterly in order to feature and showcase all Montgomery has to offer.

Featured in local hotels, attractions, venues, restaurants, convention welcome bags and entertainment hot spots, the guide has had a significant impact within the community and the response has been overwhelming. For the 2013 Montgomery Area Visitor Guide advertisers increased by 67%, the number of ad pages grew 131% and the total number of pages for the guide increased 127%. 

Go Back | Send this page to a friend
OFFICIAL CORPORATE SPONSORS
Accrisoft is an Official Corporate Sponsor of ACCE American Express is an Official Corporate Sponsor of ACCE Aventura World by Central Holidays West is an Official Corporate Sponsor of ACCE, the Association of Chamber of Commerce Executives Benfits Trust is an Official Corporate Sponsor of ACCE Citslinc is an Official Corporate Sponsor of ACCE Grow With Google is an Official Corporate Sponsor of ACCE New Insperity Market Street Services is an Official Corporate Sponsor of ACCE, the Association of Chamber of Commerce Executives The U.S. Chamber is an Official Corporate Sponsor of ACCE Vistage is an Official Corporate Sponsor of ACCE
SILVER SPONSORS
Avalanche Consulting sponsors ACCE, the Association of Chamber of Commerce Executives CardConnect sponsors ACCE, the Association of Chamber of Commerce Executives Constant Contact POWER 10 sponsors ACCE, the Association of Chamber of Commerce Executives Resource Development Group sponsors ACCE, the Association of Chamber of Commerce Executives United Networks of America is an Official Corporate Sponsor of ACCE YouScience sponsor ACCE, the Association of Chamber of Commerce Executives
Sponsorship and advertising opportunities Association of Chamber of Commerce Executives