Discover Lehigh Valley Launches New Seasonal Marketing Campaign
By Colin McEvoy on June 24, 2022
Discover Lehigh Valley has launched its largest seasonal marketing campaign to date, which invites visitors and locals to experience the sophisticated bar, restaurant, and boutique hotel scene exploding in Lehigh Valley.
The campaign, called “A Night Out – Elevated,” highlights nightlife in the Lehigh Valley, including its thriving restaurant scenes, bars and breweries, scenic rooftop settings, and a variety of boutique hotels for overnight stays.
“People are excited and ready to get back to traveling,” said Alicia Quinn, Vice President of Marketing & Strategic Alliances at Discover Lehigh Valley.
“They want to enjoy weekends away and nights out with family and friends, and Lehigh Valley has this truly sophisticated and burgeoning nightlife offering that simply can’t be missed,” Quinn said. “There is nothing like those magical summer nights out on the town and our goal was to capture that energy and vibe with this fresh marketing campaign.”
Discover Lehigh Valley worked with John Sterling Ruth Studio to direct and produce the videos being used in its advertising and social media campaigns. One of the videos can be found on Discover Lehigh Valley’s YouTube channel, and also can be viewed below.
“This was such a fun campaign to develop with our partners,” said Alisa Lopano, Director, Creative Services at Discover Lehigh Valley. “We wanted to highlight a variety of nighttime activities that can take something simple like dining out with friends to the next level with more elevated experiences that are suited to people’s unique tastes and interests. The video direction with its beautiful camera angles and lighting really brings the vision together.”
This multi-channel campaign includes regional television and digital video advertisements, and radio commercials in partnership with iHeartRadio featuring travel host Sandy Fenton on Let’s Talk Travel with AAA, Quinn said.
The campaign will also include billboards across key travel routes throughout Philadelphia, New York City, and Washington D.C, as well as local digital and vinyl boards via Adams Outdoor Advertising, and print placements within the regional lifestyle magazine Lehigh Valley Style.
The group is also extending the campaign onto its social media channels, its website, and various elements on VisitPA.com, and includes Google Search & Display and Digital Travel Ad Network to optimize the overall campaign, Quinn said.
The campaign is supported in part by the Pennsylvanian Tourism Office.
Discover Lehigh Valley is a major partner in the Made Possible in Lehigh Valley, a multi-organizational campaign that seeks to highlight the region’s diverse and unique assets that make it a desirable community to visit, work, learn, and live.
Other partners in the Made Possible in Lehigh Valley coalition include the Lehigh Valley Economic Development Corporation (LVEDC), the Greater Lehigh Valley Chamber of Commerce, and the Greater Lehigh Valley REALTORS, the Lehigh Valley International Airport, the Jewish Federation of the Lehigh Valley, and others.
In addition to the launch of its “A Night Out – Elevated” campaign, Discover Lehigh Valley recently attended the IPW 2022, the nation’s leading international inbound travel trade show. The organization met with more than 35 trade and media appointments during the event, which was held in Orlando.
Additionally, Discover Lehigh Valley officials will be visiting Toronto next month for Destinations International‘s Annual Convention. Destination leaders will discuss solutions for a post-pandemic recovery and innovative solutions to advance the work they do on behalf of the communities they serve, Quinn said.
In the recent Smith Travel Research (STR) report for May 2022, hotel occupancy for the Lehigh Valley closed out at 74.3%, according to Discover Lehigh Valley. Hotel Average Daily Rate (ADR) across the region was up $20.5 over that of 2021 and $13 over 2019.
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