Communications Firm Helps Boost Multicultural Tourism

February 1, 2001

The Jacksonville and the Beaches Convention and Visitors Bureau chose BroadBased Communications, Inc. as their partner in the design and planning of the new cultural celebrations guide and planner as part of their effort to attract multicultural non-business travelers to the greater Jacksonville region. Florida’s First Coast has much to offer to visitors of all backgrounds: That’s a central theme of the Jacksonville and the Beaches CVB and the impetus behind their recent publication Passages Getaways!

“It was a privilege to work on the campaign with the CVB,” said Jan Korb, president of BroadBased Communications. “They’ve been very successful in the past promoting Jacksonville within the convention market. With this special outreach to leisure travelers, we can expect to draw even more visitors to Greater Jacksonville. This area has a great deal to offer.” Korb was recently named to the multicultural marketing subcommittee for The Jacksonville and the Beaches CVB.

The partnership between BroadBased Communications and the Convention and Visitors Bureau dates from 1998. “BroadBased has been producing our advertising and collateral materials for a few years now,” said Larry Walter, Director of Leisure and Multicultural Marketing for the Convention and Visitors Bureau. “It made sense for us to continue our successful working relationship on this project. We keep coming back to BroadBased because their work is consistently excellent and on time.”

The multicultural visitors campaign targeted households from a database of contacts who had previously expressed interest in visiting Jacksonville, Walter said. His group promotes a wide range of Jacksonville-based cultural events during the calendar year – the World of Nations Celebration, Kuumba Festival, Caribbean Carnival, Jacksonville Jazz Festival, and World Beat Music Fest, among others.




Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.