A New Look and A New Name for Visitor & Convention Bureau

Building Brand Identity is Driving Influence

FOR IMMEDIATE RELEASE 5-8-08

( Green Bay, WI) Packer Country Visitor & Convention Bureau is changing its name to the Greater Green Bay Convention & Visitors Bureau. “This truly reflects who we are, what we do, and where we are located,” said President / CEO Brad Toll. The bureau represents the Greater Green Bay area, the Oneida Nation, Algoma and Mishicot areas.

“When we’re selling the area to those outside of Wisconsin, convention and meeting planners often ask us, where is Packer Country?” said Beth Peters, Director of Sales. “They don’t always make a link with football and, even when they do, they sometimes think that Packer Country refers to the entire State of Wisconsin. So there is confusion about where we’re located.”

The other challenge with the current name has been that visitors and meeting planners sometimes misinterpret the name and think the bureau is part of the Green Bay Packers organization. “We do promote the Packers and the Lambeau Field Atrium, but we aren’t employed by them,” Peters explained. “They are a part of what we represent, which is the entire hospitality and tourism industry in our area.”

That’s not to say the Packers will be taking a back seat in convention and visitor promotion efforts. “Quite the contrary,” said Toll. “We know that as soon as people hear ‘ Green Bay” most will think of the Packers. That’s a great thing and a positive image. Our job is to let people know we have the Packers and so much more, including wonderful natural resources, an active arts and music scene, museums, family friendly attractions and great outdoor activities. It’s all about building a comprehensive brand identity.”

The name change is seen in a positive light by the Bureau’s tourism partners. “The name change is a terrific initiative,” said Green Bay Packers President/CEO Mark Murphy. “It’s a great indicator of how much the Bureau’s scope has grown and evolved over the years, and the Packers look forward to continuing the great relationship we enjoy with the Bureau.”

Other members agree as well. “Anytime you can simply and clearly state who you are and what you do, it’s a plus,” said Pat Olejniczak, Director of Sales of the Kress Inn in De Pere. “As a bureau partner, I’m excited that the name clearly identifies the area we’re selling.”

Toll added that research has shown those living outside of this area don’t always understand that water is an important part of our identity. “Our communities have great ties to area waterways, including the Fox River, the Bay and the lakeshore. This name change is another step to ensure our identity remains strong,” he said.

The name change also dovetails with the current effort underway to create a cohesive brand for the Greater Green Bay area. “We are a part of that economic development effort,” explained Toll. “We’re working closely with the branding group to make sure our new name and brand will be complementary to what’s being developed for the entire area. When the details of that branding effort are announced this fall, we expect our individual brand will fit in nicely.”

# # #

The Greater Green Bay Convention & Visitors Bureau is the regional destination marketing organization committed to improving the visitor experience and increasing the economic impact of tourism to its communities. For more information, call 888-867-3342 or visit us online at www.greenbay.com

Media Contact:

Brenda Krainik
Marketing Director
Phone: 920.405.1176
NEW Fax # 920.405.1271
brenda@greenbay.com