RenÃ©e Newman, Discover Kalamazoo’s Vice President of Marketing and Communications, will discuss the successful Give a Craftâ„¢ Beer Trail passport program with InterCom members and guests at the association of professional communicators’ 2nd Friday Speakers Event on February 12.
The Give a Craftâ„¢ beer trail was launched in 2015 to attract craft beer lovers to the Kalamazoo region. Promoted as a fun way to experience Kalamazoo’s beer scene, the trail featured destinations at each of the 12 craft breweries located throughout the county. Kalamazooans soon found themselves raising beer glasses alongside visitors from throughout the Midwest and across the country.
Newman will discuss the Give a Craftâ„¢ beer trail as a case study in collaboration, communication and promotion. Designed primarily as an effort to promote tourism, it also served to raise the visibility of the region’s craft brewing industry and Kalamazoo County as a travel destination.
InterCom will use the case study to begin local conversations of its own. Calling it the Lift All Boats initiative, the region’s association of communication professionals will explore other creative programs to cross-promote their members’ shared professional goals and the goals of the organizations they represent. The group is reaching out to other local organizations such as Startup Grind Kalamazoo, Buy Local Greater Kalamazoo and ONEplace to start similar conversations across the community.
About RenÃ©e Newman
Renee Newman is the Vice President of Marketing and Communications for Discover Kalamazoo “ the destination marketing organization for Kalamazoo County. Renee manages all aspects of marketing, advertising and communications for Discover Kalamazoo and is the Program Manager for the Kalamazoo Tourism Ambassador Program. She’s spent her entire professional career in hospitality, beginning in the hotel business. Prior to coming to Discover Kalamazoo in 2008, Renee was the director of marketing for the Air Zoo.