The Gettysburg Convention & Visitors Bureau is now Destination Gettysburg, with the name change signalling a shift in focus now that the 150th anniversary of the Battle of Gettysburg is past.
The organization also has a new logo and tagline — "… and you thought we were just history."
"The history and heritage of Gettysburg will always be the destination's legacy," said Norris Flowers, president of Destination Gettysburg, in a news release announcing the change. "We aren't ignoring that as a key attraction for visitors to travel here, but we are placing a greater emphasis on experiences that take these visitors into unchartered areas of the town and the county."
Flowers said research showed that visitors often find out about those other experiences during their trip much too late to extend the length of their vacation. The goal of shifting the marketing strategy is to allow visitors to incorporate attractions such as wineries, orchards, health and relaxation, antiquing, outdoor recreation and restaurants during the planning stages of their trip.
The strategy will target a younger demographic of 25- to 45-year-olds, with a focus on families; according to Stacey Fox, vice president of sales and marketing for Destination Gettysburg, the goal is to offset the aging of its current market.
Destination Gettysburg will use a monthly thematic roadmap to deliver itinerary-based ideas through digital, print and broadcast advertising, owned media and social media channels. The concept also will be used to market to groups, meetings and international visitors.
Destination Gettysburg said a five-year plan will serve as the roadmap, to be evaluated annually.