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Crushing a One-in-$500-Million Opportunity

Updated: Apr 25



Recap Video

How I helped a Destination Marketing Organization (DMO) rally the city to punch above their weight class

THE ORGANIZATION

EXPERIENCE COLUMBUS

Experience Columbus markets Ohio’s capital city to leisure and convention visitors. Based on convention capacity, Columbus’ competition set includes popular second-tier convention destinations such as Nashville and Portland.


THE SITUATION

AN UNDERDOG GETS A CHANCE

Columbus was positioned for major growth in the convention market. A sizable new hotel was

opening and Experience Columbus had secured the annual meeting of the American Society for Association Executives (ASAE). The high-profile win was a golden opportunity to make a winning impression on a high-value target market of association leaders who could direct hundreds of millions in future convention dollars Columbus’ way.


...Or it could toss a big, ol’ wet blanket on the city’s momentum if things didn’t go well.


THE CHALLENGE

BEING AN UNDERDOG IN THE FIRST PLACE

Despite being progressive, urban and, as the 14th-largest U.S. city, outsizing hubs like San Francisco, Seattle, and Boston, the city is just not close to being on the consideration list of people who haven’t experienced Columbus. (Unfortunately, most people.)


Columbus doesn’t have the same bucket-list status as ASAE’s previous hosts,  first-tier cities such as Las Vegas and LA – and if ASAE’s attendance in Columbus was low, it would be a red flag for other convention planners.


THE SOLUTION

A COMPREHENSIVE, PUNCH-ABOVE-YOUR-WEIGHT-CLASS STRATEGY

An all-out blitz leveraged paid, earned, owned, and guerilla media to excite potential attendees, drive solid attendance, and rally the city to make a winning impression. Here’s what worked:


  • Messaging alignment: The city’s B2B messaging focused on dry convention center specs. By pivoting to a B2C approach, highlighting the city’s vibrancy and attendee care-abouts, digital engagement skyrocketed. Social media traffic to landing pages increased by over 30x.

  • Experiential marketing: At the prior year's ASAE meeting, Columbus made a splash with a larger-than-life, immersive video experience. The tech-forward presentation positioned Columbus as modern, dynamic, and exciting.

  • Targeted digital: Geofencing, content marketing, retargeting, and other high-ROI digital tactics kept likely attendees engaged all year.

  • PR and community relations: A PR campaign focusing on the event’s potential to bring dollars into the city built buzz with local partners. High-energy partner coordination and a joyful brand campaign galvanized the city’s support in making a memorable impression by matching the skyline to the brand campaign for the conference.


This attendee's post in the event app illustrated the positive impression made by the citywide coordination effort
This attendee's post in the event app illustrated the positive impression made by the citywide coordination effort

The sentiment echoed on X (then called Twitter)
The sentiment echoed on X (then called Twitter)

















THE OUTCOME

THE UNDERDOG PREVAILED WITH A $500 MILLION PIPELINE

We delivered a resounding success:

  • The event was the number 1 trending topic in the ~2-million-resident Columbus metro for three days.

  • An estimated $16 million in earned revenue was generated for the city.

  • A projected $500 million (half a billion!) in future convention leads filled Columbus’ convention sales pipeline.

  • The smashing success helped seal the deal for Columbus to host a second key industry partner, the Professional Convention Management Association (PCMA).


With an innovative, all-hands-on-deck strategy, I helped Columbus – then considered a Midwest underdog – punch above its weight, prove it could hang with the big dogs of the convention circuit, and establish the city as a meetings industry powerhouse.



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