Discover Green Bay

Discover Green Bay - Logo
Green Bay Convention and Visitors Bureau - exterior
Discover Green Bay - brochure, invite, card
Discovery Green Bay - folder
Discovery Green Bay - merchandise
Discover Green Bay - front desk and entrance

Discover Green Bay


Greater Green Bay Convention & Visitors Bureau sought to better position itself as a top destination marketing organization so to advance the economic impact of tourism and hospitality within the Brown County and Lakeshore areas.


Through a strategic planning process, facilitated by O’Connor Connective, the CVB defined three key objectives:

  • Complete Fundraising Campaign for New Visitor Center
  • Define Organization Culture & Alignment
  • Rebrand & Expand Marketing Impact


O’Connor Connective was engaged to assist CVB in:

  • Fundraising Campaign & Communications for Visitor Center
  • Leadership Alignment, Culture and Branding Process
  • Brand Launch

The fundraising process included creating messaging and materials to achieve fundraising objectives. O’Connor Connective created a case for support, provided strategic counsel for donor engagement, and created all materials, videos, and communications to raise $6 million.

Then, O’Connor Connective, and its organizational development partner The Utech Group, implemented a 4-step process to organize the team to define the culture and its brand. The organization sought to enhance its position as both a destination marketing and management organization guiding regional thinking on attracting visitors and contributing to the attraction of talent.

The process including research of the tourism industry and trends. This led to the creation of a new vision, mission, values and culture statement; a new organizational name and positioning strategy; and a new brand that shifted focus from what the organization does to what the visitor can experience while expanding upon the recognition of the Green Bay Packers to expand perceptions beyond football.

The new brand, Discover Green Bay, was launched in July 2021 at a public open house and media event. Discover Green Bay brand reveal.


  • Strategic Plan Complete
  • Vision, Mission, Values and Culture Statement Defined
  • New Name and Brand Identity Complete
  • Implementation of Brand Underway
  • Temporary Visitor Center Open
  • Fundraising Secured for Permanent Center ($4 million donated, awaiting $2 million state allocation)
  • Earned Media

Communication Deliverables:

  • Print Collateral (case statement, stationery suite, brochures)
  • Videos
  • Social Media Content
  • Environmental Graphics and Signage
  • Vehicle Wraps
  • Media Relations