We created FULCRUM for DMOs and their business events (MICE) industry stakeholders to get greater destination marketing performance in the midst of a disrupted, intensely competitive marketplace.
We are a professional services joint venture of two global destination marketing and meeting industry leaders with an established track record of helping established and emerging destinations get greater destination sales and marketing performance.
Bruce MacMillan has been a leader in the global tourism and business events industry for 25 years working with destinations on every continent. As President/CEO of Meeting Professionals International (MPI) he led the organization’s global expansion into China and the Gulf States. As a destination marketing leader in Toronto and Vancouver he developed high-performing sales and marketing programs and was the first Chair of the BestCities global destination alliance. Outside the tourism world, Bruce served as leader of the successful national bidding phase of the Vancouver 2010 Olympic Winter Games.
David Kliman is an internationally respected hospitality industry leader and President of The Kliman Group. The company specializes in creating and facilitating customer advisory boards and strategic planning for DMOs and tourism industry organizations. The Kliman Group helps its clients maximize profitability and maintain market leadership through a strategic understanding and interpretation of customer trends and best practices.
Here’s what we believe:
- Much of today’s destination marketing is anchored in the legacy practices and social/business tourism industry construct of the past. As a result it has become increasingly ineffective, depriving businesses and communities everywhere from realizing their full potential as business event destinations.
- Successful business events strategies today require a strong partnership focus on identification and delivery of business outcomes for the event organizer/client and the community.
- FULCRUM’s 60+ years of business events industry experience as both destination marketer and event organizer/client helps assure collaborative destination success in today’s highly competitive global marketplace.