National Destination Marketing Campaign
Hershey Tourism
CHALLENGE:
Hershey, Pennsylvania is home to the Hershey's Chocolate Factory as well as a nationally known theme park. The mission: brand Hershey, PA as a true vacation destination, borrowing on the equity of its most famed resident while at the same time positioning itself as more than just the place where chocolate comes from.
SOLUTION:
Re-branding, television, radio, outdoor and on-premise integrated destination-marketing strategies.
RESULT:
Tourism traffic and income increased exponentially and Hershey's official designation as "The Sweetest Place On Earth” is still going strong – more than 25 years after Brandwidth’s very own George Evans wrote the tag line. He also wrote and produced all the commercials, videos and advertising that grew from that sweet, sweet idea. And this is but one of three campaigns conceived by George in the 1980’s that are still running today.