5/6/2014 - Montgomery County awards first-ever tourism branding contract
Communications firm will develop marketing plan to launch brand for the regional tourism program

Christiansburg, Va. - The Montgomery County/Blacksburg/Christiansburg Regional Tourism Office has selected BCF to develop the regional program’s first-ever tourism brand. BCF was awarded the contract for their proven creativity, capacity and resources needed to uniquely position the county and towns as a travel destination. The Virginia Beach-based agency will work to identify unifying elements of the county and towns to present the area as a single travel destination. The primary goal of the brand is to increase awareness and ease-of-recognition by visitors. BCF will also be responsible for drafting the marketing plan that outlines the deployment of the new brand.

The contract was awarded through a competitive Request for Proposal (RFP) process. Vendors were invited to submit offers for services to develop a tourism brand for the Montgomery County/Blacksburg/Christiansburg destination. An evaluation committee studied the proposals and voted unanimously to award the contract to BCF after narrowing down the list of offers and hearing presentations from the finalists.

“Our brand is critical to effectively ‘speak’ to existing and future visitors of Montgomery County,” said Lisa Bleakley, Executive Director for the tourism office. “BCF has outlined a creative approach to the development of our message. They have the capacity, resources and expertise to create a brand that elicits emotional connection and compels action from the existing or potential visitor.”

BCF is an integrated brand communications firm specializing in the travel, hospitality and lifestyle sectors. It is also the agency of record for the Virginia Tourism Corporation (VTC), the Commonwealth’s tourism office. Through this relationship, BCF has working knowledge of the state tourism plan which provides a value-added opportunity in leveraging VTC’s cooperative marketing programs and grants.

The Montgomery Regional Tourism Program was created in 2011 and launched in late 2012. It is managed by an Executive Director and overseen by a tourism operating board. The Montgomery Tourism Development Council was formed to provide program guidance from the localities, local hospitality industry and Virginia Tech. A strategic plan for tourism resulted from VTC-facilitated workshops in 2013 and was approved by all three localities. One of the five identified goals of this plan was to increase awareness for the destination through marketing. The creation of the brand is one of the fundamental steps in achieving that goal.

For more information, please contact Lisa Bleakley at (540) 394-2120 ext. 4225 or email bleakleyts@montgomerycountyva.gov.

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For immediate release

Lisa Bleakley
Phone: (540) 394-2120, x4225
Cell: (540) 200-9242