The annual Visitors Guide is Destination Toledo’s primary print marketing piece showcases big city attractions, promoting regionalism, and increasing accessibility with added disability friendly elements this year.
Our target audience ranges from leisure and business travelers to convention and sporting event attendees, locals and is disability friendly to serve as an educational tool for all.
– We continue to position ourselves as a world-class destination by featuring dynamic, one-of-a-kind attractions on our cover page to entice people to pick up and take the guide with them.
– Regionalism is an important component of our marketing strategy and we use the guide to position Toledo as the hub for overnight stays while offering day trip ideas. Components of regionalism calls to action include our “Start Here, Go There” day trip feature on page 3. We also expanded our partnerships in 2022 to include Jet Express, Miller Ferry, Orchard Restaurant, Orchard Farm Stand, American Winery/American Brewery among other regional attractions.
– In 2022, Destination Toledo consulted with The Ability Center of Greater Toledo to create a guide that is disability friendly, utilizing the AccessiBe platform. On page 2, the guide features a QR code that directs readers to the digital guide on our website. An accessibility indicator feature is also located on page 2 showing that icons of accessible-friendly attractions are located throughout guide. This is our contribution in the bigger initiative of The Ability’s Center’s goal to make Toledo the most disability friendly city in the country.
Front Cover: In our quest to position our region as a world-class destination, we chose to feature Gabe Gault’s mural being created on ADM’s grain silos upriver from downtown Toledo. Featuring vibrant sunflowers and people indigenous to the region, the mural will be the largest of its kind in the U.S. when completed and has received national media coverage.
Results: Print Guide: Successful distribution is the main tool used to define success. We printed 120,000 guides and began distribution May 2, 2022 and have distributed 108,000 through December 15, 2022. Digital Guide: Since the launch in May 2022, there have been 5,978 impressions, 3,709 reads, 183 clicks with an average time of 5:45 minutes.
