HARRISBURG PATRIOT NEWS
March 8, 2016
We’re going to bet Thomas Jefferson and the other founding fathers never really thought about how to make Pennsylvania stick in the common man’s mind as a travel destination.
But at the rate Pennsylvania’s going in the 21st Century, those guys from Independence Hall may soon start demanding royalties.
The state Tourism Office unveiled its new marketing slogan for state tourism promotion Tuesday, and it is – drum roll please: “Pennsylvania. Pursue Your Happiness.”
The accompanying logo is designed, officials said, to present a fresh look for Pennsylvania, with the hint of a smile.
The new tagline is central to a re-branding effort tagged to traditional travel guides and paid advertising, as well as very 21st-Century social media campaigns that developers hope will spawn an inter-active conversation.
“We’re asking our social media followers to join the conversation and share photos of what makes them happy about travel in Pennsylvania using the hashtag #PATravelHappy,” Department of Community and Economic Development spokeswoman Lyndsay Kensinger said.
The slogan replaces “State of Independence,” the winner of a contest sponsored by former Gov. Ed Rendell’s administration that also happened to play off the Philadelphia-born Declaration of Independence.
“This new slogan encourages travelers to satisfy a core virtue which we all desire and can never have too much of — happiness,” Karen Winner Sed, co-chair of the Pennsylvania Tourism Partnership, said during the official unveiling at a Somerset County winery Tuesday.
“Whether you are looking to explore the outdoors, a historical attraction, or an urban setting the overarching motivator is happiness,” Winner Sed said.
The tourism partnership is a public-private entity that helped lead consumer research and brand development efforts to develop the new brand over the last 18 months, at a cost of roughly $500,000 split between state funds and private matches.
Because the initiative was kicked off and funded in the 2013-14 fiscal year, it was not stopped by this year’s budget impasse, Kensinger said.
DCED still has about $500,000 on hand to kick off the new campaign’s roll-out, which will be supplemented by additional private sector matches, according to Kensinger.