The Great American Getaway
Pennsylvania Tourism
A great way to launch a NEW Brand!
Pennsylvania Tourism partnered with Red House to craft a NEW brand that would be both evocative and immersive, inspiring the target audience to consider Pennsylvania as their next getaway destination. By leveraging key research insights and analytics, Red House developed a creative direction that encouraged the core audience to discover a Commonwealth deeply rooted in outdoor recreation, history, culinary adventures and excitement.
After creative concepting and campaign consumer testing, the launch message became clear: Whether your trip is brief or long, and no matter who joins you, Pennsylvania provides the perfect experience for The Great American Getaway.
Our efforts started with comprehensive new brand guidelines, style guide and communication direction for the states new look and feel.
We kicked off The Great American Getaway campaign with Governor Shapiro at PNC Field. He unveiled the new branding to great fanfare and then set out traveling the state in a new customized RV highlighting the campaign. During his journeys across the state he was able to hand out fun branded swag re-enforcing the new brand.
During our whirlwind launch event we created a wide array of giveaways recieved by those in attendance.
We even had the opportunity to showcase several distinct regions of this great state thru broadcast commercial placements. We enlisted the help of, fellow Pennsylvanian, Abbi Jacobson to tell us why the commonwealth is The Great American Getaway.
With the client committing to almost $6MM to promote Pennsylvania tourism, Red House developed a media plan focused on awareness and influenced by target insights, travel habits and desires.
Billboards, bus wraps, wallscapes, and station takeovers. Marketing efforts span several neighboring states with the intent of getting the word out there, "Plan your getaway today."
We also sponsored a signature racing event at Pocono Speedway.
Results
The new brand campaign launch achieved significant success and results that included over 600MM impressions, 1.45MM clicks to site, 22% increase to website traffic, 50MM video completions and $1.3MM in added value.
