Toby McCarrick, Executive Director, GLUSA
Toby McCarrick is a 20-year veteran of the tourism industry specializing in all facets of tourism marketing communications and public relations. Toby is currently the Executive Director of the Great Lakes USA (GLUSA), a marketing consortium that promotes travel throughout the Great Lakes region to the UK and Germany markets. GLUSA includes the states of Illinois, Michigan, Minnesota, Ohio and Wisconsin.
Prior to joining GLUSA, Toby was a Senior Vice President for Edelman (public relations) in the Tourism and Lifestyle Practice where he worked extensively on new business and led the practice’s largest account, the Illinois Department of Commerce and Economic Opportunity, Bureau of Tourism.
Toby rejoined Edelman in 2000 after forming the tourism-marketing firm of Johnson & McCarrick with longtime associate Cathleen Johnson. Prior to starting his own company, Toby was the senior marketing manager and Chicago office manager for the Illinois Bureau of Tourism (IBOT), where he oversaw a $42 million budget, the country's largest state tourism budget.
In his capacity as senior marketing manager he directed a nationally-acclaimed, award-winning integrated marketing program which consisted of a $15 million domestic and international advertising program and a $2 million domestic and international public relations program. These marketing efforts consisted of two comprehensive campaigns, a statewide campaign and a Chicago campaign. He also directed the niche market programs including Hispanic, African American, meetings/conventions, packaged leisure travel and sports marketing.
In addition, Toby managed the Bureau's award winning customer service programs including publications, telemarketing, tourist information centers and technology, a cutting-edge, state-of-the-art program with one of the nation’s largest single-source tourism databases.
In between his two State of Illinois engagements, Toby spent two years as an account supervisor at Edelman where he concentrated on tourism related clients included the National Tour Association, Illinois Bureau of Tourism, Illinois Travel and Tourism Association, Gaylord Entertainment (Opryland), United States Travel and Tourism Administration and Renaissance Hotels.
Toby began his tourism career in Decatur, Illinois where he was the Executive Director of the Decatur Area Convention and Visitors Bureau. Prior to the CVB he worked in marketing communications and meeting planning for the world headquarters of Mueller Co., a manufacturer of water and natural gas equipment.
Toby graduated from Illinois State University with a bachelor’s degree in speech communications with emphasis in public relations and graphic arts.
E-mail: tmccarrick@ cglg.org