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LCRCC introduces new destination marketing organization

Church Street; Burlington, Vermont

The Burlington Regional Marketing Organization, a division of the Lake Champlain Chamber of Commerce, is excited to introduce Hello Burlington, a new destination marketing organization (DMO) for the Burlington area. The organization’s mission is to stimulate the economic vitality of greater Burlington by establishing and growing the city’s brand to develop a vibrant and balanced year-round tourism business. By positioning and promoting the city as a preferred destination for tourists, meetings, conferences, and events, Hello Burlington’s efforts will support and bolster the local economy.

After a national search, Hello Burlington is excited to announce that it 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.

“Burlington is a beautiful place to live and to visit,” says LCRCC Vice President of Tourism and Marketing, Jeff Lawson, “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.