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Discover Lehigh Valley Launches New Marketing Campaign, Bestows Awards

By Colin McEvoy on November 17, 2016

A billboard featuring branding from the new marketing campaign by Discover Lehigh Valley. (courtesy photo)

A billboard featuring branding from the new marketing campaign by Discover Lehigh Valley. (courtesy photo)

Discover Lehigh Valley launched a brand new marketing campaign and bestowed two awards to regional partners during its annual meeting, which was held at the Riverview Country Club in Forks Township on Nov. 16.

The Lehigh Valley’s destination marketing organization presented its 2016 Partnership Award to Hyatt Place Bethlehem, and its 2016 Tourism Award to the Greater Easton Development Partnership in recognition of the Easton Public Market, which opened in April.

Discover Lehigh Valley also unveiled its new “Lift Your Spirits” marketing campaign, which calls upon visitors to craft their own memories while enjoying the beauty and wonders of the Lehigh Valley.

“From seasonal events throughout Allentown, Bethlehem, Easton, and the surrounding areas and breathtaking fall foliage seen on the hiking trails to savory farm-to-table autumn fare, incredible ale and wine trails and pumpkin picking there’s just no better place to Lift Your Spirits this fall,” said Alicia Quinn, Discover Lehigh Valley strategic brand manager.

“Our new campaign is designed to do just that: to tell the story of all our region has to offer and to inspire people to enjoy and fall in love with Lehigh Valley this season and beyond,” Quinn said.

Discover Lehigh Valley also unveiled this video about the “Lift Your Spirits” campaign:

The 16,000 square-foot Easton Public Market, housed in a former five and dime that later became the Weller Center for Health Education, has attracted more than 15,000 visitors since its opening weekend. Its 14 vendors include 3rd & Ferry Fresh Fish, the Chocodiem, Dundore & Heister Butcher, Full of Crepe, Mister Lee’s Noodles, More Than Q Barbeque, and Tolino Vineyards.

Hyatt Place Bethlehem was recognized for its especially productive partnership with Discover Lehigh Valley. The organization sold 160 Musikfest packages and 400 Christkindlmarkt packages for Discover Lehigh Valley, as well as packages in Stay & Game; Stay & Scream; Stay & Create; and Stay & Play.

The “Lift Your Spirits” campaign is comprised of traditional and digital marketing, including billboards along Route 22 and the Interstate 78 corridor, a social media contest and ad campaign using #LiftYourSpiritsDLV, print ads, public relations initiatives, and more.

The campaign will extend beyond fall and become a larger part of Discover Lehigh Valley’s everyday marketing efforts in driving tourism to the region, Quinn said. The next phase of “Lift Your Spirits” will be launched during the holiday season, drawing attention to festivities around the Lehigh Valley for locals and visitors alike.

“Lehigh Valley is home to some truly unique and special holiday celebrations, and we want everyone to come and enjoy their time while visiting here,” said Discover Lehigh Valley President Michael Stershic.

“We are also asking our loyal locals to help us by sharing their experiences in Lehigh Valley, too,” Stershic said. “The campaign was inspired by our community’s local businesses, attractions and events, and we have a lot to be proud of living in this region.”

Visit the Discover Lehigh Valley website to learn more about the organization.

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