(July 15, 2011) Minneapolis Meet Minneapolis, Official Convention + Visitors Association, announced today that Preston Kelly, a full-service marketing communications agency in Minneapolis, has been hired help to define Minneapoliss brand position, which will lead to a new brand strategy to market and sell Minneapolis as the destination of choice for convention and leisure travel.
As one of Meet Minneapoliss major initiatives this year, this effort will drive leisure travel and convention business, and increase business at the Minneapolis Convention Center, by increasing awareness and familiarity of Minneapolis. Annually, 17.9 million visitors (convention and leisure) come to the Minneapolis Saint Paul area, resulting in $6.2 billion in economic impact for the region. Research has shown that about one third of leisure travelers within a 100-500 mile radius of Minneapolis are not at all familiar with the city. If Meet Minneapolis influences that group by only 3 percent, it will result in over $125 million in incremental spending in Minneapolis (new dollars coming into the city). This brand positioning project aims to reach that key audience.
Beginning in December 2010, ideation sessions were completed with the Board of Directors, city officials and Meet Minneapolis partners to brainstorm what makes Minneapolis stand out among the competition. The work led to a request for proposal (RFP) for an agency to help Meet Minneapolis with the creative and strategy to carry the process forward.
Preston Kelly was selected through a disciplined and inclusive process that included vetting a list of local boutique agencies with senior leadership at the helm. Three agencies submitted RFPs and were evaluated by a subcommittee of Meet Minneapolis and its Board of Directors. Preston Kelly stood out as the best choice for this project.
As the Midwest Small Agency of the Year 2010 by Advertising Age magazine, Preston Kelly was also recently awarded for a TV spot they created for another local non-profit, the YMCA of Greater St. Paul and Metropolitan Minneapolis. The butter stick-eating woman ad won in the Low Budget category for this years The Art & Technique of the American Commercial show, sponsored by the Association of Independent Commercial Producers (AICP).
Preston Kellys credentials and demonstrated work with non-profits will be beneficial as Meet Minneapolis strives to be separated from the competition and bring in more visitors.
The brand strategy will debut in the 4th quarter this year.
ABOUT MEET MINNEAPOLIS: Meet Minneapolis is a private, not-for-profit, member-based association. It actively promotes the Minneapolis area as a venue for conventions and meetings and markets the city as a desirable tourist destination to bring a positive economic impact to the greater Minneapolis area. Visit us online at www.minneapolis.org.
MEDIA CONTACT: Kristen Montag, 612.767.8038, email@example.com