When the International Association of Convention and Visitor Bureaus (IACVB) changed its name to Destination Marketing Association International (DMAI) in 2005, it was after extensive research. A prime finding from one study of more than 2,000 respondents determined that non-industry consumers were unfamiliar with the term "convention and visitor bureau."

The following six bureaus also took "CVB" out of their names. Here's why and what was accomplished as a result.

EXPERIENCE COLORADO SPRINGS AT PIKES PEAK
Formerly: Colorado Springs Convention and Visitors Bureau
Spokesperson: Amy Long, Director of Marketing and Membership The name change in 2005 was part of a re-branding initiative to position Colorado Springs and the Pikes Peak region as an exciting destination that provides visitors with unique and memorable experiences.

The re-branding has created renewed interest in our destination and allowed us to solidify in the minds of travelers that Pikes Peak is located adjacent to Colorado Springs - many people know that America's Mountain is located in Colorado, but do not know where in the state it is located. The new name has also provided a foundation for our ad campaign, in which each ad begins with "Experience…" For example, "Experience Meetings That Rock" for the conventions and meetings market, "Experience Time Travel" for the heritage group tour market, and "Experience Mother Nature's Playground" for the consumer market. We have also realized the benefit of having our organization's name, Web site (www.ExperienceColoradoSprings.com), and call to action all within the phrase "Experience Colorado Springs at Pikes Peak." This is very helpful because of the limited space in smaller print ads and Web banners.

When the name change occurred, the words "Convention & Visitors Bureau" were worked into the new logo so that people would make the connection. In directories geared toward the convention, meeting, and group tour markets, we list ourselves as "Colorado Springs Convention & Visitors Bureau" so that meeting planners can easily locate us. Meeting planners have always known what CVBs do. However, many travelers do not. The name change was not intended to be descriptive of what we do, but rather what we want our visitors to do. But because it is important to people understand the role of our organization, we have worked specific copy into our print ads that inspires the desired action, which is to call us or visit our Web site to request a free visitor guide or submit an RFP.

EXPERIENCE COLUMBUS
Formerly: Greater Columbus Convention & Visitors Bureau
Spokesperson: Cathe Moog, Director of Marketing
We made the switch in June of 2003 as a call to action for visitors of all types to truly experience all that Columbus has to offer. We also felt we needed a name that better reflected what we do, and we wanted to eliminate what appeared to be a lot of confusion about who we were and what we represented. In the past, it was not uncommon for people to mix us up with the convention center. Effective communication with all of our target audiences is much simpler and easier now. People just seem to get it; there is no confusion, as there was when the words "convention" and "visitors" were linked together in our old name. We have achieved brand recognition because our name, Web address, staff e-mail addresses, and the like all incorporate the phrase "Experience Columbus." Additionally, the new name distinguishes us because it reflects our mission to orchestrate an unparalleled visitor experience for everyone, whether he or she is a meeting and convention delegate, a business traveler, or a vacationer.

LA INC.
Formerly: Los Angeles Convention & Visitors Bureau
Spokesperson: Michael C.R. Collins, Executive Vice President
There used to be a perception that we represented the convention center and did not serve a larger constituency that included the international travel and domestic travel segments of the market, as well as hotels. We also wanted to have a brand name that spoke to our larger audience. Additionally, the timing - six years ago - was perfect. At that point, brand equity, such as that which we thought we'd get with the name LA INC., was something that was truly being explored in many industries, on a widespread basis. And it helped that we had seen bureaus in New York City and Vancouver successfully undertake similar initiatives.

The change has fulfilled its purpose handsomely. There is no more confusing us with the convention center. Our brand name does speak to our broader audience and our mission as a more comprehensive marketing and service entity.

There was a period of adjustment of about two to three years. Instead of becoming uptight about it, we were proactive. For example, until very recently we used "training wheels"- calling ourselves "LA INC., The Convention & Visitors Bureau."

NYC & COMPANY
Formerly: New York Convention & Visitors Bureau
Spokesperson: Jonathan Tisch, Chairman, Board of Directors
The name change to NYC & Company had several purposes. First, we wanted to signal that travel and tourism is the "business" of New York City - to change the mindset that ours wasn't just an "isn't it nice that tourists are in town" attitude. Second, we wanted to convey the message that businesses beyond the traditional ones associated with travel and tourism are affected by travel and tourism and are in some regard involved in it. Third, we wanted to reflect a broader mission than that of a CVB - including major events and promotions.

We have accomplished all of the above objectives. Tourism is recognized as a major industry in the city (e.g., it has mayoral and city council support and is viewed as vital to job creation and economic development). Just as important, the new name first distinguished our CVB in the CVB world, signaling that we were different, had a broader perspective, and others - for example, LA INC. - followed our lead. The recent integration of big events and marketing further supports and complements our initial work and motivation in the name change.

MEET ARUBA
Spokesperson: Brigitta Kroon-Fiorita, Marketing and Public Relations Development Manager
Meet Aruba is the official group marketing division of the Aruba Hotel & Tourism Association (AHATA) and was launched in 2005 to exemplify AHATA's proactive approach toward the meetings and incentive market. AHATA is one of the oldest (40-plus years) hotel and tourism associations in the Caribbean. Meet Aruba functions as a typical convention bureau in that our professional sales team qualifies clients' needs, secures hotel and DMC proposals, and assists in a wide range of logistical and attendance building efforts. They also work alongside the Aruba Tourism Authority (ATA) and its convention services department (the Aruba Convention Bureau). Meet Aruba's focus is on the MICE market in North America and Puerto Rico, whereas the Aruba Convention Bureau's focus is exclusively in Europe and Latin America. ATA's focus is primarily on the individual leisure market. Meet Aruba was born of AHATA's belief in the private sector's ability to execute the meetings aspect of Aruba's overall destination marketing strategies in the most effective manner.

With the launch of Meet Aruba, a structured plan and a dedicated sales team was put in place, based in North America and solely focused on the meeting and incentives market. This, along with the name, sent a very clear message that Aruba means business and that Meet Aruba's focus is solely on making meeting and incentive planners' lives easier and stress free.

Via the launch of the www.meetaruba.com Web site, advertisements, press releases to MICE media, presence at various trade shows, client group presentations, and the intense efforts of a dedicated sales and marketing team, we believe that our image and presence have been well established.

MEET MINNEAPOLIS
Formerly: Greater Minneapolis Convention & Visitors Association
Spokesperson: Karyn Gruenberg, Vice President, Marketing

Prior to our name change in August of 2006, we conducted a brand and product analysis of the city and the organization. Among other things, the research revealed that people were not that familiar with Minneapolis and that they needed to experience the welcoming environment of the city first-hand. We liked the word "meet" for many reasons. First, it positions the city as an asset - to know us, is to love us. "Meet" is also a play on words - it means "convene" and "satisfy" as well as connotes an introduction. Finally, we wanted a name with far fewer syllables. There is definitely a better understanding of what Minneapolis is and why it is a great meeting and tourist destination. The change was accepted incredibly well ... more so than we had even thought.

° Contributing Editor Julie Ritzer Ross is a freelance writer in Glen Ridge, N.J.