Visit Denver tourism group names VP, Marketing, Biz Dev
Visit Denver, the city's convention and visitors bureau, announced the appointment of Justin Bresler as the new vice president, marketing and business development, according to Exhibitor Online
He will be responsible for overseeing marketing, public relations and communications, as well as Web Site performance and membership and business development operations.
Bresler brings more than 14 years of marketing and sales experience to the Denver-based bureau, most recently serving as senior director of innovation for Weaver Multimedia Group, where he worked with convention and visitor bureaus from destinations such as San Francisco, Las Vegas and Seattle.
There, he tended to each bureau’s visitor guide development, Web site implementation, marketing research, positioning and publications.
Visit Denver is a nonprofit trade association that works with the City of Denver to market it as a convention and leisure destination. The bureau hopes to increase economic development in the city by creating jobs and generating tax revenues.
Bresler told DailyVista that Visit Denver
’s plan for 2009 will essentially be supporting the groundwork that was laid in 2008. So while he doesn’t expect to see any radical diversions from its current strategy, he hopes to further boost Denver, which he dubbed a “historically under-marketed city.”
“We do tend to use a lot of national magazine and national co-ops, especially because we do a lot of marketing and advertising in conjunction with the state tourism office,” he said. “We tend to do some national vehicles together, and we use a lot of regional media, which is a combination of print and broadcast.”
Visit Denver determines the best regional outlets by looking at solid drive markets, or at markets served by daily non-stops. From there, the bureau will implement a broad mix of media, which includes: newspaper, radio, out-of-home and some television. Bresler added that Visit Denver’s online strategy will then overlay the entire media effort. He said that most of its rich media will continue until 2009.
“All of the attendees of the DNC (Democratic National Convention) saw a city that’s a regional hub for a lot of the things that make for a great vacation,” Bresler said. “We can say we’re a great regional hub for dining, and fantastic for arts and culture. Denver is a fantastic destination in and of itself, and that’s not something we could say 5 to 10 years ago. It’s always been a jumping off point for outdoor destinations.”
As it attempts to avoid being a city that skiers pass through as they venture off to various resorts in Colorado, Visit Denver is now doing much to promote the city’s quaint atmosphere when the mountain destinations get busy.
“On the tourism side, there’s no need to market the organization, but to the extent that our Web site has the same name as our organization, that works,” he said. “Visit Denver as an Internet brand has more value to me. If visitors leave Denver without knowing who The Convention and Visitors Bureau is, I’m okay with that. On the meeting and convention side, it’s a lot different.”
Bresler said that it is important that businessmen and women associate Visit Denver with an extremely positive professional experience when they come to the city for meetings or conferences. He said that the Denver conventions aspect has life as a brand, so much so that when professionals talk about visiting the city for certain meetings and conventions, they hae confidence that Visit Denver is able to put together large and high quality events.
Visit Denver currently works with a number of different agencies. Bresler said that on the media and marketing side, the company works with Denver-based Karsh / Hagan, and for its Web development and search engine optimization, Visit Denver works with Malenke-Barnhart.
“We have a couple of other small partners, but those are our big marketing partners,” he said. “I’m hearing from (agencies) anyway, so everyone that has a great idea is always welcome to contact me, as they do right now. We have our partners, and they do a lot of great work, but it’s always good to know what’s out there.”
According to Nielsen Monitor-Plus, Visit Denver spent about $920,000 on measured media in 2007. About $270,000 was spent on spot television, $210,000 was spent on local newspaper and $190,000 was spent on national magazine ads.
Seeing as agencies are constantly reaching out to Bresler as it is, it seems he has no qualms with listening to a few more ideas. Get on Visit Denver’s radar if interested in discussing potential opportunities. This may be an opportunity for a regional firm located in the Western or Southwestern regions.
Visit Denver - Denver Metro Convention & Visitors Bureau
1555 California Street
Denver, CO 80202
Vice President, Marketing & Business Development
President & Chief Executive Officer