STRATEGIC POINT 1

Visit Baton Rouge is an innovative, accredited DMO marketing Baton Rouge as a destination with a highly skilled and dynamic sales and marketing team. Baton Rouge must stand out as a unique visitor experience in a highly competitive travel region. VBR is a research-based marketing organization meeting the highest standards of DMO operations promoting Baton Rouge as a great place to play, live and work.

EXTERNAL MARKETING (outreach to visitors):

A B C D

Update research and marketing strategy continually as part of an annual plan that is supported by the local travel industry.

Build brand awareness of Baton Rouge based on the everchanging visitor experience.

Drive visitor growth by focusing on the “need periods” when hotels have vacancies.

Use multiple channels in traditional, digital and social to connect with new and repeat visitors.

INTERNAL MARKETING (in-reach to visitors in-market and residents):

A B C

Provide leadership to the Baton Rouge travel industry through training programs, co-op sales/marketing programs, workshops, marketing updates and workforce development.

Provide dynamic, digital visitor information services for individual, group and event visitors to drive increased spending in-market and increased visitor satisfaction.

Deliver annual economic impact/ROI updates to leaders and elected officials.

MEASURABLE SUCCESS:

Annual plan with trackable ROI

Awards and certifications

Increased participation in partner programs/events

Longer length of stay

E F

Partner with the Louisiana Office of Tourism and other DMOs within the region to leverage the Visit Baton Rouge brand and reach a wider audience.

Track effectiveness for accountability to demonstrate the highest possible ROI. In doing so, VBR will lodge market segmentation research of key performance indicators (KPIs) and track/analyze revenue.

D E F

Place advertising and messaging in-market for citizens to see what Visit Baton Rouge does to attract visitors.

Utilize messaging to assist visitors in navigating the on-going I-10 construction.

Promote the hospitality industry as a future job/ career source to students.

Increased spending

Increased visitor satisfaction

Increased shoulder season visitation

Growth in lodging room demand and ADR