Michael Chapaloney Executive Director, Pennsylvania Tourism Office PA Department of Community & Economic Development Carrie Fischer Lepore Deputy Secretary Marketing, Tourism, & Film PA Department of Community & Economic Development
Michael Chapaloney
Executive Director, Pennsylvania Tourism OfficePA Department of Community & Economic Development
Carrie Fischer Lepore
Deputy SecretaryMarketing, Tourism, & FilmPA Department of Community & Economic Development
Elizabeth Sechoka
Director of Research and Statistics
Janice Collier
Executive Assistant
Kelly Bonner
Digital Director, DCED
Maryann Marsico
Research & Film Specialist
Pennsylvania’s Tourism Economy 2017
• 204.4 million visitors• $43.3 billion in visitor spending• 510,000 jobs supported
PA Tourism Assets & Pursue Your Happiness brand extension
• Signs• Travel Guide• Website• Blog• Social Media• Advertising• Public Relations• International Outreach• Apparel
37 Welcome to Pennsylvania signs
• 200,000 printed editions
• 125,000 digital copies
• 2 million+ readership
visitPA.com: 4.7 million+ website visits annually
Happy Thoughts e-newsletter: 180,000 subscribers
Social media: More than 1 million monthly impressions
Where• 80% outside of Pennsylvania• New York City, Philadelphia metro, Washington, D.C., Baltimore, Cleveland, Columbus
When• Annual – Search, TripAdvisor• Spring/Summer• Fall (new in 2017)• Winter (new in 2017)
What Kind• Programmatic • Facebook• Instagram• Online Radio• Television (Winter 2017, 2018, Spring/Summer 2018)• Out-of-Home (Winter 2017, 2018)
Advertising: Modest but strategic
2018• Washington D.C., media “Happy” hour, April
• Ohio, media mission, May
• Mid-Atlantic Public Relations Alliance Marketplace in the Laurel Highlands, September
• New York City media lunch, October
Public Relations Outreach Events
• IPW 2018
• Brand USA Inspiration Guide
International Outreach
PA Mercantile Online Store
visitPA.com/storeWholesale opportunities available!
2018Industry Initiatives & Product Development
• Beer• Ice Cream Trail• Fred Rogers Trail• Zombies• Association Partnerships
Beer: Pursue Your Hoppiness
• Brand identity for the craft brewing experience in Pennsylvania
• Leverage marketing tools, products of PA Tourism Office
• Declared September “Craft Beer Month in Pennsylvania”
• Conduct industry stakeholder meetings
• Create 11 beer regions
Pursue Your Scoops Ice Cream Trail
Fred Rogers Trail
Zombies
Sweepstakes, Giveaways, PartnershipsPA Ski Areas AssociationPA Association of Bed & Breakfast Inns
2019Industry Initiatives & Product Development
Fully integrated support for:
Spring/Summer• Ice Cream Trails• Stonewall Anniversary• Women’s Suffrage
Fall• Zombie Campaign including
Guerilla/Consumer Activations• Friendsgiving
Winter• Farm Show• Groundhog Day
Year round• Fred Rogers Trail• “Philgramage” to Punxsutawney• Pride• Movie Trails• Culinary Trails
2019Public Relations, International, & visitPA.com
Public Relations
• Toronto media mission, April• Washington, D.C.• New York City, Fall• Ohio
International
• IPW 2019• Brand USA Inspiration Guide• Brand USA Road Trips• China?
visitPA.com
• Redesign & reimagined • New partnership opportunities• Pillar organization
Questions?
Thank you!!! PR Council is next!