Visitors Bureau Lets Consumers Know "It's Time" for the Pocono Mountains

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New Destination Brand Marketing Campaign Ushers in a New Era for the Pocono Mountains

With the opening of new resorts, new spas and the development of new and improved attractions, the time was right to invest in a new campaign that would ensure our success.

Pocono Mountains, Pa., March 26, 2007 - The Pocono Mountains Visitors Bureau (PMVB) has unveiled a new brand identity campaign for the destination designed to resonate with both visitors and industry stakeholders while distinguishing the region as a leading vacation locale in the increasingly competitive travel arena.

A comprehensive branding campaign will communicate to prospective visitors that "It's Time for the Pocono Mountains."

In addition to the new tagline and corresponding logo, the organization name will now be officially changed from the Pocono Mountains Vacation Bureau, Inc. to two new designations: the Pocono Mountains Visitors Bureau among leisure travelers; and the Pocono Mountains Convention & Visitors Bureau for group travelers.

According to PMVB Executive Director Robert Uguccioni, the entire new campaign, including the organization's revised name, is designed to better reflect the needs and desires of today's traveler.

"Our goal in creating a new brand for the Pocono Mountains is to communicate, not only to our visitors, but to every member of our community, what it means to be a part of our dynamic destination," says Uguccioni. "Tourism is vitally important to this region and to the state and the time has arrived for a new era in the Pocono Mountains."

Uguccioni points out that the region's tourism sector produces $1.073 billon in total travel expenditures, employs more than 24,510 people and generates $273.64 million tax dollars.

"This region has a long-history as one of the country's most popular vacation destinations," he says. "With the opening of new resorts, new spas and the development of new and improved attractions, the time was right to invest in a new campaign that would ensure our success."

The PMVB began a four-stage branding process in fiscal year 2005-06. This process included a brand assessment, the development of the brand promise, the creation of a brand blueprint and the design of a brand enculturation program. Research indicated the need for a message that spanned the diversity of products, services, activities and geographic areas.

MMG Worldwide was selected as the advertising agency of record to develop the new brand identity and logo for the Pocono Mountains. The marketing campaign capitalizes on the fact that time is the most precious commodity and the location of the Pocono Mountains is ideally suited to allow visitors to make the most of their treasured vacation time. The PMVB has commenced an aggressive national media campaign including print and online messages created by MMG Worldwide highlighting the ease, authenticity and refreshment of the destination.    

The brand enculturation segment of this process addresses how the Pocono Mountains will deliver the new brand promise. This encompasses everything from service delivery at individual properties to region-wide events and programs. The PMVB has contracted with i.d.e.a.s. for the first phase of the enculturation process. This phase includes the development of an e-learning module and the Pocono Mountains Treasure Hunt, an online game which will begin to create a knowledge base for tourism industry employees.

The PMVB has also selected Lou Hammond & Associates to handle media and public relations in North America for the destination. Their job will be to communicate to both national and regional media, as well as the public that, as one of the most diverse regions in the northeast, the Pocono Mountains offers four seasons of natural beauty, limitless entertainment options and a strong sense of cultural history with small-town feel.

Says Uguccioni, "We've found that, in today's world of hustle and bustle, people feel they have less and less time to relax, unwind and reconnect. We wanted to appeal to that desire for time to escape and also let people know that it's also time to take a fresh look at a destination that is experiencing a true revitalization."

About the Pocono Mountains:

With 2,400 square miles encompassing Pennsylvania's Carbon, Monroe, Pike and Wayne counties, the Pocono Mountains region is home to rolling mountain terrain, breathtakingly beautiful waterfalls, thriving woodlands and 170 miles of winding rivers. Winters offer guests the opportunity to ski, snowboard, snow tube and even snowshoe their way through snowy wonderlands encompassing over 163 ski trails, while summers also cater to the active traveler allowing exploration of 261 miles of hiking and biking trails, over 35 golf courses, whitewater rafting, boating, fishing and open access to eight state and two national parks.

Any time of year is a good time to visit the Pocono Mountains, located within driving distance of most major East Coast cities. This region teeming with history offers year-round cultural tours and art exhibitions, abundant antiquing and brand-name shopping and a full calendar of festivals showcasing the heritage, music and food of the Pocono Mountains.

Even the most discerning traveler will find comfortable accommodations in the Pocono Mountains, which offers an eclectic mix of resorts, distinctive properties and quaint, country inns and bed and breakfasts.

Comprehensive Pocono Mountains visitor information is available online at http://www.800poconos.com or by phone at 800-POCONOS (800-762-6667). The Pocono Mountains Visitors Bureau is the official destination marketing organization for the four counties of Carbon, Monroe, Pike and Wayne in northeastern Pennsylvania.

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