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Omaha Magazine

Omaha CVB: The Who, What, and Why of Omaha Tourism Promotion

May 23, 2023 02:51PM ● By Deborah Ward
Deborah Ward. Omaha CVB. B2B June/July 2023.

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Peak travel season is in full swing, and travelers around the country are planning where they want to spend their vacation time…and their money. Naturally, we want these out-of-towners to come to Omaha to stay in our hotels, go to events, visit our attractions, and dine in our restaurants. One way we entice and inspire travelers to choose Omaha is through strategic advertising. 

Developing these promotional campaigns starts with the “who.” Who is the audience that will be the most receptive to our message? Research shows that people in Kansas City, Des Moines, Sioux Falls, Minneapolis, and Chicago are intrigued with our city and most likely to visit Omaha when given a compelling reason—making these prime target markets for 
our advertising. 

Next is the “what.” What are we promoting and what will incentivize visitation? Studies show Omaha often surprises people, and that travelers, more than ever, value discovering new places. Visit Omaha advertising focuses on tapping into that emotion and promoting Omaha as “a lucky find” destination where lasting memories are created. Unique Omaha experiences are captured with video, audio, and photography and featured on television, radio, social media, billboards, and grocery store video monitors in our target markets. 

Lastly, the “why.” Why do we do this, and is it making a difference? Our mission is to stimulate economic growth for our community by increasing visitation. According to Datafy, an independent research firm that uses mobile data to track visitation, 3.6 million people from the cities we target with advertising visited Omaha in 2022—a 19.4% increase over 2021, and a 63% increase over 2019’s pre-pandemic numbers. Better yet, they spent approximately $356 million while spending time in our city. 

Ask your friends and family in these cities if they’ve seen Omaha advertising and be sure to extend a personal invitation. At the end of the day, we’re all our city’s best promoters.  

Deborah Ward is the executive director of Omaha Convention and Visitors Bureau. 

This article originally appeared in the June/July 2023 issue of B2B Magazine. To receive the magazine, click here to subscribe.  
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