Wall Street Journal Ads Highlight Lehigh Valley Economy
By Colin McEvoy on November 14, 2018
Readers of the Wall Street Journal, one of the most widely-read daily newspapers in the United States, have been reading all about why the Lehigh Valley is an excellent place for companies to come, grow, and start.
The Lehigh Valley Economic Development Corporation (LVEDC) has been advertising the economic assets of the region in the print and digital versions of the Journal, which is the third largest newspaper in the nation by circulation.
“We’ve long been focused on marketing the Lehigh Valley to the right people for attracting economic investment, including C-suite executives and those involved in a company’s financial, human resources, and real estate decisions,” said LVEDC Director of Marketing Michael Keller.
“This campaign allows us to target based on job level and geography, reaching an audience that is likely familiar with the region and the benefits it offers,” Keller said.
Throughout the months of October and November, LVEDC’s digital advertisement will be running on sections of the Wall Street Journal website targeting readers in the New York City metropolitan area, Keller said.
This advertisement will highlight the Lehigh Valley’s affordability, accessibility, talented workforce, central location in the Northeast, and excellent quality of life, along with the phrase: “Lehigh Valley, PA – Where you can have it all.”
Additionally, a print advertisement highlighting the region has been featured in the Nov. 14 issue of the Wall Street Journal newspaper. It includes a testimonial from Nacho Abia, President & CEO of Olympus Corporation of the Americas, which is based in Upper Saucon Township.
“The Lehigh Valley offers an area where we can provide market-leading benefits for employees, affordable housing options, and an excellent quality of life all around – everything from cost of living and good schools to recreational opportunities and easy access to cultural activities,” Abia said in the testimonial.
Both the print and digital advertisements include a link to a landing page on the LVEDC website called lehighvalley.org/nextmove. Keller said LVEDC can track analytic data from the digital ads in real time, letting us know exactly how many people are engaging with the content and learning about the region.
“The numbers we’ve been monitoring have been very strong,” Keller said. “The days of putting an ad in a newspaper and then just hoping people notice it are long gone. With this, we can obtain detailed reports about click rate and digital engagement, and utilize that data generating leads.”
This marks the first time LVEDC has advertised in The Wall Street Journal, which has a print a circulation of about 1.3 million copies and over 1 million digital subscriptions. Published six days a week and in circulation since 1889, the paper has won 40 Pulitzer Prizes to date.
This is just the most recent example of the Lehigh Valley economy generating attention in some of the most widely-read platforms in the nation.
Last summer, the region was the subject of a 24-page dedicated supplement in American Way, the in-flight magazine of American Airlines, the largest airline in the world. American Airlines serves nearly 200 million passengers a year, and only a select few regions are highlighted in its magazine each year.
The regional economy was also featured in 2017 stories in such publications and digital platforms as The Guardian, Forbes, Money, the Philadelphia Business Journal, Realtor.com, and Expedia.com.
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