Marc Kaminetsky, director of sports, tourism and convention sales for the Valley Forge (Pennsylvania) CVB, knows what it takes for destinations to successfully brand and market themselves.
“Pens, paper and notepads are nice and useful, but what’s the meaning behind it,” says Kaminetsky, who has over 15 years experience at CVBs.
To stand out among its competitors, VFTCB unveiled a new marketing tool that has a little nostalgia to it: A rock, paper, scissors decision-making tool kit.
You remember playing the game with friends to decide whose turn it was to pick the next TV show and who got to seat in the front seat. Now planners can use the portable box to learn more about Valley Forge and Montgomery County.
“We wanted something universal,” said Associate Director of Sales Scott Higgins. “The rock, paper, scissors game is a universal language. Regardless of your age, you know how to play it.”
The box promotes the CVB’s Revolutionary Events brand, which targets meetings and events. The eye-catching pink and black box includes a handwritten note, a visitors guide and a clear message of how VFTCB can help. It also includes the most important parts of the game: rock candy (to get a solid start with Montgomery County’s 75 hotels and 1,600 restaurants), a grey notebook to jot down notes and scissors to be cutting edge.
The box proved to an innovative way to catch people’s attention and engage with clients at IAEE in San Antonio in 2017.
“People saw that [tool kit box] and said, ‘Wow we never saw anything like that,’” says Kaminetsky.
The CVB hopes everyone is a winner when playing its version of the game. The aim is for planners to learn more about the region and for the CVB to create new relationships with potential clients.
“In this industry, we are challenged to stand out and be somebody different, so it’s easy to get trapped in ‘this is what we do,’ mentality,” says Kaminetsky. “This is a great to way to build camaraderie and bond with planners.”