OVERVIEW

As the official destination marketing organization for Bloomington, we utilize an assortment of marketing activations to ensure we are reaching and engaging consumers at every phase of trip planning to drive room nights to our hotels while keeping visitor spending strong. Utilizing digital marketing continues to be our preferred method of reaching our target audiences.

In 2023, one key priority will be to redesign the BloomingtonMN.org website to further increase functionality, optimize engagement, and provide highly engaging content and visuals to inspire travelers to choose Bloomington when visiting the MinneapolisSaint Paul metro area. In addition, a new and revitalized Bloomington Convention and Visitors Bureau brand and logo will be introduced across all channels and platforms, bringing to life our brand offerings while effectively engaging our audiences.

Our research shows that travel will remain a high priority in 2023; however, it will be important to keep a pulse on traveler sentiment, as rising costs and inflation may affect traveler budgets. Key messaging will focus on providing value, with more experiences and more fun. Travelers still enjoy the great outdoors, which is an opportunity for us to highlight activities in the area for nature enthusiasts.

As you review our 2023 marketing plan, you will see that our key marketing strategies will continue to follow our purpose statement: “Inspire travelers to visit Bloomington, Minnesota.”

We are optimistic and encouraged by opportunities for our industry and destination in 2023 and are excited to welcome visitors from near and far to Bloomington!

Key Strategies

• Refresh Bloomington CVB brand and logo with new, fresh creative

• Redesign website and update the platform to enhance mobile and desktop functionality, visitor engagement, and creative design

• Utilize our data, insights, and analytics to provide industry insights for our partners that also guide actionable marketing data-driven decisions

• Continue our Mall of America partnership and initiatives, which include domestic and international group and trade activities; digital and social promotions; in-mall activations; destination review FAMs for planners and influencers; co-production of the Bloomington/ Mall of America Visitor Guide; print, digital, trade and leisure advertising; and seasonal promotions

• Support and market to diverse groups, including Black, Latinx, LGBTQ+, and special needs communities

• Maximize technology platforms to optimize engagement, conversion, traveler insights, and visits

• Build traveler engagement by creating inspiring messaging for our seasonal leisure campaigns

• Create ongoing promotions that inspire travelers to visit Bloomington

• Establish content creator social strategy to enhance marketing reach and increase visual assets that meet the audience in an authentic way

• Build upon our robust video and photo asset library

• Use eCRM insights to better target subscribers through relevant content, segmented lists, and automated re-engagement campaigns

• Implement robust lead system to help group sales identify highly engaged meeting planners, prospect, and measure engagement

• Relaunch The Big Ticket, our three-day attraction pass, to drive incremental visits and attraction attendance while providing visitors added value during their stay in our destination

• Increase partners in our Bloomington Play, Stay and Save savings pass, a complimentary mobile-friendly savings pass that offers special discounts, creates visibility, and drives additional revenue for Bloomington businesses