Readers Speak: A CVB by Any Other Name ...

The trend during the last few years has been for convention and visitors bureaus to rebrand themselves. In some cases, that has merely meant a shift in strategy. In others, it has led to major name changes a la NYC & Company, LA Inc. The Los Angeles Convention and Visitors Bureau, Choose Chicago and Positively Cleveland.

But why bother? Do these efforts work? Do cute new names really attract more attention to the bureaus and their cities, or do they cause confusion among show managers and meeting planners as to who exactly they should go to for help and information? That's what Contributing Editor Gary Tufel asked of tradeshow managers.

“I see no harm in these unique and sometimes clever CVB names. It certainly sounds better than the ubiquitous and uninspiring XYZ Convention & Visitors Bureau. Am I more likely to book an event in Cleveland because the bureau has a catchy name? Not consciously, but there is no denying the influence of brand names over generics in a wide range of products.

“That said, CVB (plus the city name) is exactly what I Google when seeking a city's Web site, the starting point of any venue search these days.”

Carl S. Pugh

President

Radius Events

Chairman

Society of Independent Show Organizers

“It makes me think that it's not the CVB, and is just another Web site selling the city.”

Jo Anne Mims

Convention manager

Associated Locksmiths of America

Safe and Vault Technicians Assn.

“The desire to rebrand and rename seems to be a popular management decision with lots of companies and organizations these days. It certainly can help make a name more attractive, exciting and memorable. Everyone knows the FedEx brand, but not all remember the company named Federal Express.

“Before a new name or brand is adopted, there should be a careful evaluation of the recognition and equity of the existing name or brand. I've seen some long-time medical and health care organizations rebrand and, unfortunately, miss the mark with their customers who have known, used and trusted Brand XYZ for many years.

“I guess I'm more of a traditionalist and prefer the standard convention & visitors bureau name and brand approach. I put more stock in exciting promotions and great new services that benefit customers than in new names that sound like marketing catchphrases. But I understand the need to revitalize and re-invent.”

Randy Bauler

Corporate relations and exhibits director

American Assn. of Critical-care Nurses

Chairman

Intl. Assn. of Exhibitions and Events

“I think the CVBs branding their cities in positive ways like NYC & Company is good for the cities and does not confuse show producers. We all try ways to improve our image and use taglines to help promote our message, and that's what I believe the CVBs are trying to do.”

Philip McKay

President and CEO

PPM Media

“Regardless of how the cities choose to brand themselves, it's the city itself that we all refer to. The rest is not, to my mind, terribly relevant. To call yourself anything other than (name of city) CVB would likely cause confusion.”

Susan Corwin

Vice president

GLM, a dmg world media business

“The creative branding currently being done by CVBs is a plus, not a minus, in attracting attention or business to these cities. I don't believe the branding is in any way a hindrance to meeting or tradeshow planners.”

Mary Upton

Vice president, tradeshow operations

The ASI Show!

“It's confusing. I understand why some of the CVBs do it: Some have gone private due to funding constraints. But it can be very confusing for those of us going into the destination because we've been accustomed to knowing the standard CVB or CVA designations.”

Stephanie Selesnick

Executive vice president

Intl. Trade Information

“It's an attempt by those destinations to identify themselves as their destinations' marketing organizations and to build brand awareness where there may not be one. A name like NYC & Co. may be a little hard to deal with; LA Inc. has been around for a while.

“The jury's still out on whether this type of branding is effective. Has it produced better brand identification? If so, then it worked. But Las Vegas doesn't have the need to do this kind of branding.”

Chris Meyer

Vice president, convention sales

Las Vegas Convention & Visitors Authority