Background

Karyl Leigh joined DCI in 1998, having worked with the Rockland County (N.Y.) Department of Tourism on initiatives designed to boost regional visitor arrivals and expenditures. But her foundation in marketing was laid as an undergrad, where she was honored as Anderson University’s Falls School of Business “Outstanding Marketing Graduate.”

Karyl Leigh also holds a master’s degree in global marketing communications and advertising from Emerson College, Brussels, Belgium, and is professionally accredited in marketing communications by the International Advertising Association.

Karyl Leigh's Passion for Places

From her first trip to South America at age five, Karyl Leigh was enthralled by the cultures and customs unearthed in every new place she ventured. And after diligently pursuing study abroad programs in Australia, Belgium, Costa Rica, and the United Kingdom, she landed quite naturally in destination marketing at "The Leader in Marketing Places.”
 
While at DCI, Karyl Leigh has worked with celebrities, such as actors and Olympic athletes, but she remains most enthusiastic about the unique personalities and authentic experiences that permeate destinations themselves.

Notable Results

• To raise awareness of the Tasmanian Devil - Tasmania’s tourism icon that is ravaged by a deadly cancer - Karyl Leigh secured a speaking engagement at the International Wildlife Film Festival and coverage in the Associated Press, BusinessWeek, NPR, Scientific American and Wildlife Conservation.

• To position Massachusetts as a leading northeast spa destination, she designed the “Relax… It’s Tax Day” promotion. Massachusetts massage therapists offered free massages aboard Amtrak trains on stressful April 15. The in-station and on-board stunt directly reached more than 10,000 consumers with spa getaway information and generated 2.3 million media impressions.

• To increase sales of Scotland vacations among Chicagoans, where numerous residents claim Scottish heritage, Karyl Leigh crafted the National Tartan Day Chicago Bulls promotion. A televised Scottish Highland Festival took center stage during halftime, with travel offers featured in the stadium and online. A celebrity photo shoot featuring Bulls and Highland dancers resulted in colorful placements in the United States and in the United Kingdom.