TV Ad Is Key Component of Summer Campaign for Valley Forge Tourism & Convention Board

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Roll-out of New Marketing Is Timed to Build Momentum for World Meeting of Families and Papal Visit in Nearby Philadelphia

Patriot Trails, the newest tour itineraries from the Valley Forge Tourism & Convention Board, has been specially designed to be of interst to history buffs and families.

The VFTCB marketing and communications team worked collaboratively on all aspects of the campaign, striving to find the desired tone, energy and positioning to ensure that Montgomery County is strongly considered for a getaway or vacation.

The Valley Forge Tourism & Convention Board (VFTCB) is debuting new imagery on which it plans to build a marketing campaign to draw visitors to Montgomery County, Pa., for the summer.

The most high-profile asset is a commercial depicting horseback riding, hot-air ballooning, kayaking, ziplining, canoeing and an interactive approach to our rich history. The visuals were shot in a variety of styles, including the use of drones, Go-Pro, Steadicam and even selfies.

The voiceover narration was written in the style of a blockbuster movie to strengthen the tie to the oncoming summer season.

“Our campaign celebrates places throughout Montgomery County to have fun, including Valley Forge National Historical Park, Green Lane Park, Lorimer Park, the Schuylkill River Trail, Fitzwater Station, Suburban Square Shopping, Elmwood Park Zoo, and Spring Mountain Adventures. We worked diligently to showcase these destinations with a new approach, in nontraditional ways,” says Edward Harris, Vice President of Marketing and Communications for the VFTCB.

The commercial will run on 6ABC throughout the summer season, on shows such as Action News, Live with Kelly and Michael, and The View. It will also air in hotel rooms throughout the region during the World Meeting of Families and Papal Visit in September, for which the Board has launched a specific microsite. Other components of the overall marketing initiative include print, billboard and online content – as well as a 24-page tabloid-style newspaper and newly published visitor’s guide, all designed to highlight tourism.

The VFTCB marketing and communications team worked collaboratively on all aspects of the campaign, striving to find the desired tone, energy and positioning to ensure that Montgomery County is strongly considered for a getaway or vacation.

This new campaign is one of the latest projects undertaken by the VFTCB Marketing and Communications team, whose ongoing efforts have now earned official honorifics from within the profession.

The group recently received four industry awards (The Hermes Awards) from the Association of Marketing and Communications Professionals. The VFTCB took a Platinum Award for its website, as well as three Gold Awards for microsite (Patriot Trails), nonprofit website and blog writing.

“It’s an honor to be recognized for our efforts over the past year. Without true professionals like John Golden (Director of Communications), Joe Tacynec (Creative Content & Social Media Manager), Dan Weckerly (Communications Manager) and Zach Brown (Online Marketing/Research Manager), this distinction would never have happened,” adds Harris.

The VFTCB submissions were evaluated among 6,000 entries received worldwide, representing the efforts of individual communicators, media conglomerates and Fortune 500 companies. The competition’s judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose output serves as a benchmark for the industry. Winners were selected from 195 categories grouped under advertising, publications, marketing/branding, integrated marketing, public relations/communications, electronic media and pro bono.

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Dan Weckerly
Visit Valley Forge
since: 05/2009
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