NOVEMBER 2017 • FOGHORN 19 FOGHORNFOCUS: CUSTOMER SERVICE body with a bunch of different parts. It was clear that we now had an opportu- nity to put this anatomical perspective to work on behalf of the two worlds we serve. Today, two chambers of commerce and significant chunks of their respec- tive marketing budgets have been pooled in a cooperative campaign. This unifying effort has earned the support of MIFL. We have begun to plan and spend in concert with Bayfield and Madeline Island. Uniting smaller ad- vertising budgets and media buys have produced greater impact and impres- sions with economies not available to a single player. But most important, we are serving up our respective products the way our traveling public actually buys them--as exciting and attractive parts of a single decision to visit. MIFL can’t change the weather’s variability or the ups and downs of local economies. But, we have learned that we can change the way travelers perceive and, ultimately, buy what we have to sell. n About the Author Michael Collins is a retired destination marketing executive. His 42-year working career began with advertising agencies in New York City. He later took his growing family to Miami where he became VP of Marketing with the Greater Miami Convention and Visitors Bureau. In 1990, Collins joined the Los Angeles Convention and Visitors Bureau where he moved through a number of management seats before his appointment as its Executive Vice President. Today, he lives on Madeline Island with his wife Annette and their two dogs. His cottage on the shore of Lake Superior provides a magnificent view of the ferries that serve the island and its visitors. PVA WELCOMES NEW MEMBERS Fincantieri Bay Shipbuilding Co. Ms. Shelley Larson Sturgeon Bay, WI Associate www.bayshipbuilding company.com Lighthouse Uniform Company Mr. Brian Cohen Seattle, WA Associate www.lighthouseuniform.com Menagerie Inc. Mr. Jeff Wilson Seattle, WA Vessel