Cincinnati unveils multicultural campaign to hold on to new convention attendees

By Cinn. Business Courier 
(May 25, 2007) Cincinnati will put a premium on attracting a diverse crowd to the area's attractions this year, in advance of two large African-American conventions that will be held here in 2008.

The Cincinnati USA Regional Tourism Network is making an initiative called "Mosaic Culture" part of its $2 million marketing plan and budget, according to a news release.

Beginning this summer, the initiative will focus marketing on a group of events that appeal to multicultural audiences, including the first-ever Salsa Congress, Cincy Latino Festival, Cincinnati Blues Festival, Midwest Black Family Reunion and the Macy's Music Festival, among others.

The marketing effort will include a radio and print campaign, and media tours in regional markets. Web content devoted to multicultural programming, events and dining will be added to the www.cincinnatiusa.com Web site, and updated regularly.

The ultimate goal is to create a partnership with the Ohio Division of Travel and Tourism to encourage multicultural visitors, said Sean Rugless (above), president of the regional tourism network.

"This is an important initiative for Cincinnati and for the state of Ohio," Rugless said in the release. "We are dedicating new resources to showcase and promote our region's multicultural offerings to provide a compelling, year-round invitation to visitors."

The NAACP and National Baptist Convention both will hold their national conventions in Cincinnati during 2008, Rugless said, supporting Cincinnati's ability to provide events and attractions for diverse groups.

According to research by the Travel Industry Association, African-American travel volume is up 4 percent, Asian-American travel is up 10 percent and Hispanic travel is up 20 percent over the past two years. Multicultural travel is a $90 billion segment of the $1.2 trillion travel industry, according to the association.


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