September 6, 2007
Telling the Central Massachusetts story
By Christina Davis
Peter Greenberg , travel editor for NBC's Today Show, had a clear message for organizations looking to market the City of Worcester and Central Massachusetts at a monthly breakfast meeting of the Worcester Regional Chamber this morning.
"It's not the product, it's the process," he told the crowd of business leaders gathered at Mechanics Hall. "And it's not the destination, it's the experience."
Greenberg pulled no punches with his comments, which came on the heels of a presentation from the Central Massachusetts Convention & Visitors Bureau of its new "destination branding blueprint" brochure and video.
"All the brochures and branding in the world doesn't mean anything," he said. "If you can't define your brand, then you can't justify your rates, and you can't get people to come to your destination."
Rather than focusing on branding, Greenberg said marketers should talk to the "people doing the heavy-lifting" like the cleaning staff at hotels and the limo and cab drivers. It's those individuals who need to "tell Worcester's story" to travelers, and those individuals who will help make Worcester and the region a "destination."
"I hate brochures," he said. "I despise brochures. Learn how to tell your story."
Greenberg did have high praise for the Beechwood Hotel in Worcester, where he stayed last night after a flight in from Logan. He singled out the hotel's policy of free local and long distance calls for guests as one to emulate.
Greenberg was the keynote speaker at the breakfast. Prior to his remarks, the chamber saluted several individuals and businesses. They were:
Francesco Cesareo, president, Assumption College
Patrick Lynch, executive director, Destination Worcester
Mechanics Hall, Worcester
Jim Donahue, president and CEO, Old Sturbridge Village
Pakachoag Community Music School, Auburn
Worcester County Food Bank, Worcester
Jack P. Calareso, president Anna Maria College
Worcester Tennis Club, Worcester
"It's not the product, it's the process," he told the crowd of business leaders gathered at Mechanics Hall. "And it's not the destination, it's the experience."
Greenberg pulled no punches with his comments, which came on the heels of a presentation from the Central Massachusetts Convention & Visitors Bureau of its new "destination branding blueprint" brochure and video.
"All the brochures and branding in the world doesn't mean anything," he said. "If you can't define your brand, then you can't justify your rates, and you can't get people to come to your destination."
Rather than focusing on branding, Greenberg said marketers should talk to the "people doing the heavy-lifting" like the cleaning staff at hotels and the limo and cab drivers. It's those individuals who need to "tell Worcester's story" to travelers, and those individuals who will help make Worcester and the region a "destination."
"I hate brochures," he said. "I despise brochures. Learn how to tell your story."
Greenberg did have high praise for the Beechwood Hotel in Worcester, where he stayed last night after a flight in from Logan. He singled out the hotel's policy of free local and long distance calls for guests as one to emulate.
Greenberg was the keynote speaker at the breakfast. Prior to his remarks, the chamber saluted several individuals and businesses. They were:
Francesco Cesareo, president, Assumption College
Patrick Lynch, executive director, Destination Worcester
Mechanics Hall, Worcester
Jim Donahue, president and CEO, Old Sturbridge Village
Pakachoag Community Music School, Auburn
Worcester County Food Bank, Worcester
Jack P. Calareso, president Anna Maria College
Worcester Tennis Club, Worcester
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