Lawrence: With a new name, logo and website, eXplore Lawrence’s marketing efforts have been receiving recognition and various awards both statewide and internationally this fall.
eXplore Lawrence, formerly the Lawrence Convention and Visitors Bureau, changed its name and launched a new look last summer, according to Toni Dixon, marketing and communications manager for eXplore Lawrence. “Our marketing campaign features Lawrence’s “quirky, different, unexpected” side with the theme of ‘Unmistakably Lawrence.’ We carried it through the Visitors Guide, our advertising and our branding. It has been catching the eyes of judges and our peers.”
At the Kansas Tourism Industry Association annual conference, held in Wichita in October, eXplore Lawrence received three TIAK awards: first place for its 2015-2016 Visitors Guide, first place for Integrated Marketing, and The People’s Choice Award for the overall marketing and rebranding effort.
MarCom Awards, an international creative competition, gave Gold Awards to the explorelawrence.com website and the company’s new branding campaign.
“We got a lot of attention for the lively, colorful concept,” Dixon said. “It is helping us stand out from other destinations as we attract tourism, conferences and travel magazine coverage. We’re using the ‘Unmistakably Lawrence’ theme on everything from pint glasses we placed at local restaurants to street light banners that will be up in Lawrence soon.
“I was pleased that the judges described our look as ‘top notch, engaging, original, and eye-catching,’ and it is an honor to get the People’s Choice Award from our peer visitors bureaus.”
Judges especially liked the format of the Visitors Guide, laid out by itineraries with short descriptions of things to do, places to eat, shop or stay, and events going on in Lawrence. The judging evaluations described the magazine as “fun, quirky and an excellent reflection of the community.”
Visitors Guides are available free at shops, restaurants, hotels and other locations throughout Lawrence. The Unmistakably Lawrence pint glasses are for sale at the Lawrence Visitors Center at the Union Pacific Depot, 402 N 2nd Street. Dixon added that eXplore Lawrence plans to have Unmistakably Lawrence merchandise available on its website soon.
eXplore Lawrence, a non-profit, stand-alone organization, promotes Lawrence to meeting, conference and sporting events planners and to leisure travelers. It also generates coverage of Lawrence in travel, tourism and lifestyle magazines. eXplore Lawrence hosts events such as the Tour of Lawrence and the Downtown Men’s Olympic Shotput to highlight Lawrence’s uniqueness, and assists in promoting other community events such as Busker Festival, Free State Festival, Old-Fashioned Christmas Parade, Winter Wonder Weekend and more. For more information, go toexplorelawrence.com.
[Dec. 3, 2015]