“Grand Life” Marketing Campaign Aims to Give Grand Island a Unique Identity | Grand Island Local News
A new marketing campaign aims to inspire even more trips to Grand Island.
The city’s convention and visitor board, Grand Island Tourism, announced its “Grand Life” campaign on Tuesday during a GITV broadcast from City Hall.
“In marketing, it’s good to wrap a message around something and Grand Island has long needed a unified tourism marketing campaign,” said executive director Brad Mellema.
The simple marketing concept will identify Grand Island as a tourist destination.
“If you take ‘Grand Island’ and Nebraska is widely known as ‘The Good Life’, certainly by those of us who live here, and you combine the two, you end up with ‘Grand Life’,” Mellema said.
Marketing will be directed statewide and into surrounding states including Colorado, Kansas, Iowa, Missouri and the Dakotas.
“We welcome a lot of people here for the sandhill crane migration from places like Wisconsin and Minnesota,” he said. “We want to have an identity for these people beyond just a place where there is a hotel, so that they can think of us again for these trips and use us as a place to come and enjoy what we have to offer.”
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“Grand Life” is an extension of Grand Island Tourism’s current efforts: its annual Grand Island Vibe publication and app, its Visit Grand Island website, and its “highly visible” downtown visitor center.
The brand will be visible through all of these efforts and locations, Mellema said.
This year’s “Vibe” will feature the Grand Theatre, which has completed renovations and upgrades to reopen in February.
This year’s magazine will have 45,000 to 50,000 copies that will be distributed throughout the city and surrounding areas, Mellema said.
“I like to say, ‘Whether you’re having your oil changed or your spleen removed, this waiting room is going to have a Grand Island vibe,'” he said. “We put a lot of it around so people not only locally, but also our guests can find this information about our community.”
Grand Island Tourism’s mission is to “define Grand Island as a destination and grow the tourism economy,” Mellema explained.
The non-profit agency, founded in 1982, brings together businesses, organizations and area attractions that depend on tourism.
The CVB is overseen by the Hall County Board of Supervisors and supported by lodging tax money.
“On Grand Island, the current lodging tax is 6%, 2% of which funds our office operations and operating budget,” Mellema said. “No local property tax or sales tax is used in these efforts.”
Grand Island Tourism organizes livestock shows, sporting events, conferences and trade shows in the city and provides local support for them.
“We make sure our name is considered by organizations that want to bring things to various places in the state,” Mellema said.
Grand Island has 24 hotel properties, with 1,890 hotel rooms in the area.
The agency is also anticipating the arrival of the Grand Island Casino Resort on the Fonner Park campus of Elite Casino Resorts.
“It’s moving forward at this point,” he said. “We’re looking at, OK, how is this going to affect different aspects of what we do here in tourism? We think the coach part is an opportunity we haven’t had before.
Occupancy was up 45% from last year, Mellema noted, although last year was “a slow year”.
For two years, the city has also been on the rise.
Revenue was up 84% from last year and 12% from 2020 figures.
“It’s exciting,” he said, “to see that not only have we come back from the devastating effects of this pandemic, but we’ve bounced back to achieve record occupancy and room revenue. hotel”.
It’s money from other communities that comes to Grand Island, Mellema said.
“When they’re here, they’re going to do entertainment, buy food from restaurants, buy fuel, shop in our mall and shops,” he said. “It’s money that’s important to our community.”
For more information on Grand Island Tourism, visit https://visitgrandisland.com.