I finally cleaned out my show bag after a recent conference and found the cool little pamphlet from Lake Erie Shores & Islands Visitors Bureau I snatched and saved off a table. The five-page promotion piece for meetings and conventions spells out “RETHINK” in a flipbook style, which really caught my attention. I have been preaching the importance of rethinking meetings for the past five years and longer. But, even more, I love paper art and shapes. This well-done pamphlet stands up to create a clever display piece, somewhat reminiscent of paper dolls (which are coming back, at least as a nostalgic item). I did read it, too, because the words are few, the call-outs work well, and the photos and map art are well chosen and well cropped. The team behind this piece resisted the all-too common desire to include everything you possibly could about your destination because you are so enthusiastic about it or your boss wants you to, even though no one is going to read it.
Amanda Smith Rasnick, group sales manager at Lake Erie Shores and Islands, credits the inspiration for the award-winning piece (2013 Middy Award for creative excellence from the Ohio Association of CVBs) to Michael Cerbelli of Go West Creative Group and his annual hot list. “We put it together quickly to entice planners and peak their interest,” Rasnick says. “Besides being cool, unique and outside the box, we are able to take it to shows, and it’s mailable.” The piece won a 2013 Middy Award for creative excellence.
RETHINK from Lake Erie Shores & Islands is a compelling marketing tool, sending the message that this destination knows its local strong points and what meeting planners want. Hope you picked one up, too, because I am holding onto my copy.