Vermont Business Magazine The Burlington Regional Marketing Organization, a division of the Lake Champlain Chamber of Commerce, launched Hello Burlington, a new destination marketing organization (DMO) for the Burlington area. The organization’s mission is to stimulate tourism year-round in the greater Burlington area by establishing and growing the city’s brand. The branding will focus on positioning and promoting the city as a preferred destination for tourists, meetings, conferences, and events, which Hello Burlington hopes will bolster the local economy.
To that end, Hello Burlington has retained MMGY as the agency partner to help develop the city’s brand strategy and positioning. A leader in the destination branding field, MMGY Global is comprised of seven creative, strategic, research and public relations agencies working exclusively in the travel and tourism industry. They have worked successfully with prominent vacation destinations like Bermuda, large cities like Vancouver, and smaller cities such as Ann Arbor, MI. Their work will consist of research in Burlington’s primary target markets, workshops with a diverse array of stakeholders across the city, and online surveys of Burlington residents.
As the largest city in Vermont, and posessing the largest and only major airport in the state, Burlington is not only a hub for travel into the state, but also the first experience of Vermont for many who travel into the state. It also feels the impact of seasonal shifts on tourism dollars.
“Burlington is a beautiful place to live and to visit,” said Jeff Lawson, LCRCC Vice President of Tourism and Marketing, “but we’re quite a few years behind some of our competitors who have well developed DMOs, branding and strategy in place and are reaping the rewards of laying that groundwork. MMGY has a great track record of helping cities understand and articulate their brand story and they do it by creating a dialogue that includes a lot of different voices and perspectives. They help us create a foundation on which we can build vibrant and balanced tourism business across the calendar. We’re really excited to have them on board as a partner in this process.”
The agency is slated to begin work in late May and expects to complete the process over several months.