The selection concludes a three-month process led by ROJEK Consulting in which representatives from Experience Columbus, the economic development organization One Columbus, Columbus Downtown Development Corporation, the mayor’s office and other local entities considered multiple potential agency partners.
“The most integral charge in our search for an agency partner was to find an organization whose creative appetite mirrored our ambitious goals and who could deliver on those goals by telling the stories of Greater Columbus in ways that holistically capture the heart and soul of our city,” said Sarah Townes, Chief Marketing and Innovation Officer for Experience Columbus. “From the moment our conversations with Luquire began, it was clear the team had a palpable passion about all our city has to offer — a passion they have quickly been able to transform into a clear and tangible business plan that we believe will continue to put Columbus on the map in a big way.”
Luquire will work closely with the Experience Columbus team on a host of brand marketing and creative initiatives to elevate the Greater Columbus region among key audiences, including convention, trade show and sporting event attendees, and leisure visitors. The agency will focus on promoting the multitude of homegrown cultural experiences across the city as well as the diverse neighborhoods and the local businesses and entrepreneurs that comprise the conscience of Columbus to increase awareness and affinity and drive visitors to the region. Luquire will also support the Columbus community, conducting a brand exploration and accompanying creative concepts to help the city and its residents more fully lean into its multifaceted identity.
The firm, which is based in Charlotte but has a fully flexible workforce with team members spread throughout the country, including Columbus, will draw upon its vast experience in tourism marketing, including its work with Visit North Carolina, the state’s tourism marketing organization. Luquire has served as its agency of record since 2010.
“Luquire is grateful to the Experience Columbus team for its trust and confidence in our agency as we work together to shepherd in this ambitious new era and find untapped – and even unconventional – creative ways to tell Columbus’ dynamic story,” said Luquire CEO Brooks Luquire.
“As we moved through the proposal process, our team built upon our already strong affinity for the city and assembled not only a boots-on-the-ground understanding of why nearly 43 million people visit each year, but why the opportunity is so ripe for visitors to stay longer and experience more of this city on the rise. We look forward to creating a meaningful partnership based on our mutual desire to push the limits on strategic campaigns that speak to the diversity and vitality of the city’s residents, experiences, industries and changemakers.”
Experience Columbus is governed by a Board of Directors and supported by more than 900 partners who invest in the efforts of Experience Columbus and help make Greater Columbus an appealing destination by offering their services, attractions and facilities to visitors, meeting planners, convention delegates and residents.
“We are inspired by all the possibilities of this new chapter with Luquire as our strategic partner and believe the agency’s seasoned perspective will be a valuable resource in challenging us to explore untraditional data-driven pathways and new ways of thinking about tourism, hospitality and more,” said Experience Columbus Board Member and Marketing Committee Chair Sue Jablonski, Senior Vice President and Chief Marketing and Communications Officer at Ohio Health.
Tags:Sarah Townes, Sue Jablonski, Experience Columbus, Luquire, Brooks Luquire
