In 2011, the Allen Convention and Visitors Bureau (CVB) Brand was developed and the City of Allen partnered with a professional marketing firm, Latitude, to develop and implement a marketing plan for the new brand campaign. Latitude proved to be a critical partner to support the CVB's mission of marketing Allen as a destination. The first two years of contracted service focused on creative projects ranging from development of CVB destination assets such as a destination video, a visitor's guide, photo assets and the creative development of advertising and online marketing materials. The emphasis in the third year shifted primarily toward launching and managing CVB online marketing initiatives with minor updates needed on creative elements.
In 2015, it was determined that there was a need to refresh the creative material for the CVB's brand and the timing would correspond with the planning for a new convention center. Plans to complete a creative refresh were strategically delayed pending a definite opening date for the convention center project. CVB staff have been managing the brand and related marketing in-house.
In 2017, council approved CVB Advisory Board and staff recommendations to contract a new agency of record, Belmont Icehouse. Belmont Icehouse assisted with the development of the creative materials and the actual marketing campaign related to the CVB brand. This also included a specific campaign related to the convention center project with the goal to create awareness and excitement around the new facility. The timing of this campaign is strategically planned to correspond with the timing of the convention center while continuing to market the existing assets in Allen.
On June 27, 2019, the Purchasing Division advertised and issued a Request for Proposal for the Convention and Visitors Bureau Agency of Record. On July 18th, four responses were received. Each response was evaluated by a team of City of Allen professionals. Destination Innovate is recommended as the most advantageous to the Allen Convention and Visitors Bureau scope of services, has the highest scores in the evaluation process and with competitive pricing.
At the August 14, 2019, CVB Advisory Board meeting, staff presented a recommendation to contract Destination Innovate as the CVB agency of record. The CVB Advisory Board agreed with staff recommendation to move forward with Destination Innovate to oversee and support the department's strategic marketing plans including, but not limited to, Brand oversight and campaign development, Social media strategy and content development, Website redesign and updates (experience with Civic Plus platform preferred), Development of an influencer strategy plan, Strategy for destination partner engagement, and Coordination and oversight of marketing-related photo and video shoots.