CONNTACT.COM

Mystic-The Eastern Regional Tourism District has formed a new Greater Mystic Visitors Bureau (GMVB) and launched its regional marketing plan for the summer tourism season and beyond in mid-April The new Greater Mystic Visitors Bureau provides a competitive model for destination promotion," said Steve Coan. "It streamlines the long-standing collaborative efforts of the region's public and private tourism marketing organizations into one marketing plan, one Web site and one vision to keep our message unified and focused, re-centering and leveraging the well-known Mystic brand to drive visitation to Mystic and the area surrounding the Mystic hub."

The group is comprised of eastern Connecticut tourism industry executives including Stephen Coan, president and CEO of Sea Research Foundation, Inc., parent company to Mystic Aquarium; Joyce Resnikoff, co-owner of Olde Mistick Village; and Steve White, president of Mystic Seaport. Ed Dombroskas, executive director of the Eastern Regional Tourism District; George Galinsky, vice president of advertising, public relations and Internet marketing at Mohegan Sun; Karen Bachofner, vice president of sales - select service at Waterford Hotel Group; and Peter Glankoff, senior vice president of marketing and public affairs at Sea Research Foundation, comprise the GMVB's marketing committee.

Funding is from the Eastern Connecticut Regional Tourism District, Mohegan Sun, Foxwoods Resort Casino, Mystic Aquarium, Mystic Seaport, Olde Mistick Village, the Waterford Hotel Group and the Inn at Mystic. Remaining funds transferred from the discontinued Mystic Coast & Country Travel Industry Association bring the total marketing budget for 2010 to approximately $600,000.

"This revitalized approach to regional marketing takes best advantage of extremely limited state tourism funds," says Dombroskas. "By combining our resources, we can reach a larger segment of our target audience and drive more leisure and business travelers to the Eastern Connecticut region and coastal Southwestern Rhode Island, which will ultimately benefit our local economy."

The 2010 regional marketing plan includes a single, unified Web site (Mystic.org), launching on June 1, that combines the existing Mysticcountry.com and Mystic.org sites.

The marketing plan also includes free-standing inserts, billboards, search engine optimization and marketing, radio and print advertising, public relations and social media outreach. This program was finalized by May 1, and directs target audiences to Mystic.org.

In addition, participation in the popular Mystic Pass Card this year will be extended to certain businesses throughout the greater Mystic area. Last year, the card, which offered one-time admission to Mystic Aquarium and Mystic Seaport, a complimentary fountain drink at each attraction, a limited-edition Mystic tee shirt and discounts at local lodging properties, restaurants and shops, generated more than $750,000 in gross sales in Mystic alone.

< Prev		Next >