• HHRVB Debuts Parody Ad Campaign

     
    POSTED October 15, 2015
     
    Photo credit: Courtesy of HHRVB

The Hershey Harrisburg Regional Visitors Bureau recently jazzed up its advertising campaign for the fall season with a name of “That’s a Fact,” which showcases the area’s top autumn assets in a fun, creative way.

“The campaign takes a playful approach by poking fun at those typical ‘Claims of Grandeur’ that we are accustomed to seeing every day as consumers,” says Rick Dunlap, spokesperson for HHRVB.

The CVB took inspiration from such tourism ad campaigns for companies that claim they have the best of something. For example, many coffee shops tourists encounter boldy claim they have the “World’s Best Coffee,” which, of course, can’t be the case.

The ads do stop well-short of making any claims that aren’t clearly identifiable as parody.

“It’s clear we are having fun with our claims,” says Dunlap. “We aren’t in the arena of Volkswagen with their recent emissions claims or Vibram, the producers of FiveFingers running shoes who lost a million dollar class action suit last year for claiming their product yields health benefits.”

One such ad for the area reads “Marshmallows Roasted in Hershey Never Burn…Unless You Want Them To.” Being a clear parody the official tourism marketing organization for the Hershey Harrisburg Region isn’t expecting any legal ramifications from families who actually burn their marshmallows while making s’mores. The ads are supposed to be humorous, but still deliver a message regarding the activities tourists can partake in the region.

The campaign started Sept. 28 and will run through Nov. 1, 2015; it targets Philadelphia, Washington D.C., North and Central New Jersey, and Nassau-Suffolk Counties that reach consumer markets in Long Island, NY.The bureau’s seasonal ad buy includes digital billboards and a strong digital display presence with banner ads on search sites and Pandora.

“Some of the funniest and most outlandish claims that consumers will hear this fall include that scarecrows hold their national convention in our corn mazes, our locally handcrafted beers are brewed from only award-winning jack-o-lanterns, our leaves are the most photogenic in the northeast and that marshmallows roasted here never burn,” says Dunlap. “And that’s a fact… that people will hear those messages.”

October is the month of fall color viewing, pumpkin picking, and pizza. Yes, October is National Pizza Month, and if you’re looking to commemorate the occasion, head to New Jersey.

Others may disagree—let’s make that, others will certainly disagree—but last year Food & Wine Magazine named New Jersey the best pizza state in America, followed by Connecticut and New York in the No. 2 and No. 3 spots, respectively. Pennsylvania landed in seventh place and Massachusetts nabbed 10th place. 

 

Atlantic City

Last year was the highest grossing ever for the United States commercial gaming industry.* Meeting planners who hold gatherings at casinos may just feel like they’ve hit the jackpot, too. Casino-based events provide one-stop convenience—the amenities of convention centers and bountiful hotel rooms, plus activities, dining, and nightlife. 

 

Doreen Guerin grew up an Air Force brat, living in Texas, Louisiana, and later England and France. When she was 13, her parents moved to Queens and, Guerin says, “I’m a New Yorker through and through.” That’s apparent from her accent as well as her dedication to the Javits Center, where, as the senior vice president of sales and marketing, she oversees the booking and event-related operations for more than 170 events each year. 

M+E: What fueled your interest in working in the conventions industry?