At Destinations International’s MarCom Summit, we had the privilege of chatting with Andrea Robyns, marketing technology director at Experience Grand Rapids, about a recent project that blended something destination marketing organizations (DMOs) don’t always see working hand‑in‑hand: creative storytelling and hard data. The result? A meetings marketing strategy that feels fresh, confident, and unmistakably Grand Rapids.

Now, we’re excited to share the highlights with you.
 

Start with a deep understanding of place

One theme emerged quickly in our conversation: Creative strategy lands best when it’s rooted in an authentic understanding of a destination.

When marketing teams clearly understand a place’s tone, values, strengths, and quirks, it becomes easier to develop meetings positioning that feels natural, not generic or overly polished. Many DMOs feel pressure to “stand out” in the meetings space, which can unintentionally push messaging toward sameness. The irony is that standing out is often just leaning into what’s already true about the destination.

Once that foundation is solid, teams also tend to feel more confident exploring creative risks or borrowing inspiration from the leisure side. Injecting personality into meetings is highly effective. For Experience Grand Rapids, that meant experimenting with tactics like planner giveaways and Spotify placements — approaches that aren’t typically part of the meetings marketing playbook.
 

Organized data creates strategic conversations

Another major takeaway: Bringing organized, accessible data to the table early strengthens strategy for everyone involved.

The keyword here is organized. Raw or chaotic data can overwhelm teams and stall decision‑making, but when that same data is translated into clear, directional insights — it keeps sales, marketing, and leadership aligned.

When DMOs have easy access to the following insights, the entire planning conversation shifts:

Instead of relying on assumptions (“we think planners want this”), teams can build from evidence (“the data shows planners are behaving like this”). Early alignment saves time, helps teams speak the same language, and keeps everyone focused on the audiences and messages most likely to drive impact.
 

Future demand shapes today’s storytelling

Most DMOs track short‑term results closely — but the real magic happens when destinations can see into the future. When you understand two-, three-, even five‑year demand trends, everything about your meetings marketing evolves.

Your storytelling becomes more intentional when you know:

  • Sizes of meetings that are emerging.
  • Segments gaining momentum.
  • Geographic territories showing long‑term interest.

Future‑focused insights help you shape your meetings brand proactively rather than reacting to shifts after they occur. When you’re clear about the audiences of tomorrow, your messaging today becomes sharper, more relevant, and more strategic.

Last but not least ... the final takeaway is that the strongest meetings campaigns become unstoppable when paired with a creative strategy built to act on it. That’s the advantage of having both data intelligence and creative strategy under one roof.

Turn insight into impact.

Let’s turn your data into a big, bold strategy that actually drives results.

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