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!