Managing editor-digital- Columbus Business First
TourismOhio picks new branding and media planning agencies
TourismOhio Director Mary Cusick said on the agency’s online newsletter that Columbus-based Cult Marketing LLC would take over branding and creative services work, while Cleveland’s Marcus Thomas LLC would handle media planning and ad placement.
The agency put the two-year contracts out for bid in December, looking for ways to “establish a distinctive brand for Ohio tourism” through at least three seasonal campaigns. Tourism is a $38 billion industry in Ohio, the agency said.
“I am encouraged by the level of interest we received during the selection process and am ready get down to work on identifying an emotional and head-turning brand that will take Ohio tourism to a new level,” Cusick wrote. “We have a fast-paced timeline to begin rolling out a new brand and now have the partners in place to make it happen!”
A TourismOhio spokeswoman said representatives from Cult Marketing would present initial plans for marketing the state Thursday afternoon at a meeting at Experience Columbus’ offices in the Arena District.
The marketing and branding piece is part of TourismOhio’s PlantoWin long-term strategic blueprint.
Healthcare Executive of the Year: Kara Trott, Founder & CEO, Quantum Health
Healthcare Trailblazer: Quantum Health
When Quantum Health approached Cult Marketing seeking help connecting with its clients in the health-care navigation industry, Quantum’s leadership team wondered if the idea of a guardian angel might be appropriate for a sales and marketing campaign.
Researchers at Cult went to work finding out how clients and consumers perceived the company, which provides health-care coordination services to self-funded public and private employers throughout the country.
What they uncovered surprised everyone. Health-care consumers who used the company’s services saw the Quantum employees as protectors fighting on their behalf.
Those insights shaped a marketing plan that has led to double-digit growth and created a brand story that permeates the entire business.
The success of the plan correlates to the quality of the information Cult Marketing gleaned during its research phase, said Quantum Health CEO Kara Trott…