With a goal of attracting more shoulder season visitors, the Hershey Harrisburg Regional Visitors Bureau has launched a new holiday advertising campaign in the Philadelphia, Baltimore and Washington, D.C., markets.
The “Holiday Moments Become Holiday Memories” campaign, which runs through Nov. 24, is promoting the region as a destination for both single and multigenerational families throughout the holiday season.
“The seasonal messaging also helps us stay top-of-mind in these major markets when families are together for the holidays,” said Mary Smith, the bureau’s president. “We want them talking about our region as a place for their family vacation in 2014.”
The bureau began investing in the Baltimore/D.C. market in spring 2011. It entered the Philadelphia market this past spring.
The holiday effort will cost the bureau about $170,000. Its multimedia campaign will include a mix of radio and online advertising, public relations, social and digital media and a sales mission to visit corporate and association meeting planners in D.C.
To capitalize on industry reports that say 83 percent of travelers will make holiday plans online this year, the bureau has increased its investment in the online portion of the campaign, Smith said. It also is using behavioral-based advertising technology that delivers destination messages to those who have shown previous interest in the area or related travel activities.
The public relations efforts will include the bureau promoting the top holiday happenings and hosting travel writers from those campaign markets.