Marketing

Explore Fairbanks is a non-profit 501(c)(6) destination marketing and management organization. The mission of Explore Fairbanks is to be an economic driver in the Fairbanks region by marketing to potential visitors and optimizing the visitor experience. Explore Fairbanks markets Fairbanks as a year-round destination by promoting local events, attractions and activities to independent travelers, group tour operators, travel agents, meeting planners and the media as well as by shaping public policy and developing infrastructure to achieve marketing objectives.

For the current Strategic Plan for Explore Fairbanks, click here.

The six departmental teams within Explore Fairbanks together deliver results-driven marketing and management programs:

Communications

• Maximize messaging to consumer markets through media, advertising placement, direct marketing, online messages and other tools
• Maintain and refresh a responsive website
• Develop and employ a social media policy, recognizing both existing and emerging social media
• Conduct media tours for journalists and film industry professionals working independently, through Explore Fairbanks’ European Contractor or with the statewide tourism office
• Review, update and incorporate new imagery and content in major publications, advertising and website, utilizing current travel trends and new design element.
• Facilitate filming in Fairbanks, the Interior and the Arctic

Meetings and Conventions

• Support and expand the Golden Heart Meeting Ambassador Program by educating the community about the financial impact of meetings in Fairbanks
• Remain focused on statewide meetings with local outreach and in-state sales missions
• Capitalize on pre- and post-convention visitation opportunities
• Establish and maintain relationships with qualified meeting and incentive planners
• Continue discussions and research regarding the feasibility of a future Fairbanks convention center and/or performing arts center
• Share industry achievements and activities with stakeholder groups, including the Estimated Direct Attendee Spending (EDAS) of meetings in the community

Tourism

• Utilize social media outlets to enhance the Explore Fairbanks brand with travel trade contacts
• Meet goals and tactics in:
• Japan by continuing to promote Fairbanks as a year-round destination
• Northern and German-speaking Europe and the UK by working with our European Contractor to prioritize our marketing activities accordingly to promote Fairbanks as a year-round destination
• Mainland China and Taiwan by continuing to promote Fairbanks as a year-round destination and looking for new opportunities for market penetration.
• Continue to pursue South Korea, Australia/New Zealand and Canada as secondary markets
• Monitor Latin America and India as emerging markets and identify opportunities for market penetration
• Continue to promote Fairbanks as a year-round destination to domestic markets
• Promote Gulf of Alaska cruise land tours
• Work closely with Fairbanks International Airport, airlines and tour operators to maintain existing flights and pursue new service, both scheduled and chartered
• Expand participation of partners in FAMs and participation in travel trade shows

Visitor Services

• Provide first-rate customer service year-round, seven days a week at the Morris Thompson Cultural and Visitors Center and seasonally in the summer at Pioneer Park
• Efficiently stock and maintain brochure racks at the Fairbanks International Airport and the Alaska Railroad Depot
• Increase the number of volunteers and continue implementation of the Golden Heart Greeter Program
• Teach customer service classes including Explore Fairbanks-created Ask Me About Winter and Cross Cultural Communication classes
• Implement educational seminars and events highlighting Explore Fairbanks partners to local businesses
• Increase awareness of the Morris Thompson Cultural and Visitors Center with tour operators and local businesses
• Work with downtown businesses by coordinating tours and events

Administration

• Stimulate or participate in long-term product development projects that advance the Fairbanks region as a travel destination
• Assure “best practices” for Explore Fairbanks as a professional association in the destination marketing arena
• Provide a working atmosphere that motivates employees to promote and deliver exceptional and quality customer service to visitors, clients and key stakeholder
• Actively participate in statewide and national tourism efforts
• Institutionalize and expand Explore Fairbanks’ positive image in the community through a consistent communications plan
• Provide financial leadership with an emphasis on programs that directly impact hotel/motel tax collections and sustainability of the organization