(Harrisburg, PA | September 27, 2022) — Visit Hershey & Harrisburg (VHH) today detailed a new collaborative outreach program designed to encourage Latino travelers to vacation in Dauphin County.
VHH, in consultation and collaboration with Latino Connection, developed a pilot marketing program driven by in-person outreach. Representing “Visita Hershey & Harrisburg,” Latino Connection outreach teams are connecting with potential visitors by promoting the region at special events & festivals with large Latino participation in Mid-Atlantic markets where Visit Hershey & Harrisburg is already present with destination marketing messages.
Mobile activations began in early September. By the time the mobile tour wraps next month, the bilingual events team will have facilitated 15 in-person, experiential marketing activations covering more than 2,000 miles in Pennsylvania, New Jersey, New York, Maryland, and Washington, D.C. More than a traveling billboard, the mobile activations allow extended, one-on-one interactions with guests who may already be familiar with the Hershey Harrisburg Region but who can benefit from asking questions to our teams who call Dauphin County “home.”
“We could not be prouder to bring this new initiative to life during National Hispanic Heritage Month,” said VHH President & CEO Mary Smith. “VHH is committed to investing in programs that promote diversity, equity, and inclusion in our outreach and experiences that highlight the region’s diverse tourism assets. Partnerships, like the one we have forged with Latino Connection, are the cornerstone to helping us to better understand the Latino traveler and to identify the region’s assets that best suit their travel trends,” Smith continued.
The Hispanic demographic is the largest minority market in the U.S. In 2020, Latino buying power in the U.S. reached $1.9 trillion, which is larger than the GDP of Italy and only slightly smaller than the GDP of France.
“The Latino community is the fastest growing population in Pennsylvania, accounting for more than 50% of the Commonwealth’s growth in the last two decades,” said Latino Connection Founder & CEO George Fernandez. “We are honored to collaborate with VHH to not only reach a demographic with significant spending power, but to help energize and educate local businesses and residents about engaging with the Latino community whether they are guests or neighbors,” Fernandez continued.
The Hershey Harrisburg Region is a tourism destination for all getaway adventures whether you’re traveling with friends, as a couple, or with family. A wealth of family-friendly attractions and accommodations make Dauphin County a natural destination for the multi-generational travel trends of the Latino community.
The VHH/Latino Connection outreach collaboration is proud to be supported by Hershey Entertainment & Resorts Company (HE&R), a world-class entertainment and hospitality company that owns and operates or supports many sweet area attractions including Hersheypark amusement park. Guests visiting the Visita Hershey & Harrisburg tent and mobile unit at fairs and festivals can enter to win tickets to Hersheypark offering fun for the whole family. HE&R is committed to fostering a culture of diversity, equity and inclusion, and to provide a welcoming environment for all our team members and guests.
During National Hispanic Heritage Month (Sept. 15 – Oct. 15) and long after, VHH hopes to inspire an all-destination collaborative effort – with its Partners in tourism, local stakeholders, and local neighbors – to embrace our roles in defining a region known for its inclusive, welcoming attractions and experiences that support our diverse populations and continue to grow the impact of the visitor economy in Dauphin County.
Visita Hershey & Harrisburg is the latest addition to a collection of VHH Trails & Experiences and Cultural Guides designed to package certain themes within the region’s many tourism assets in a way that makes it easy for visitors and local residents alike to navigate a tailored set of experiences. Other Trails & Experiences include:
- Brew Barons Beer Trail
- Chocolate & More Sweet Treat Trail
- Adventure Trail
- The Black Travel Experience
- Murals & More – A Walk of Art
Website: www.VisitHersheyHarrisburg.org
Latino Initiative Landing Page: www.visithersheyharrisburg.org/cultural-experiences/latino/
Scan th QR code to access pre-event interview clips and photography. All multimedia files courtesy of Visit Hershey & Harrisburg.
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Visit Hershey & Harrisburg Media Contact
Allison Rohrbaugh | Director of Communications & Content
[email protected] |Cell 717-580-9396
Twitter @VisitHersheyHBG
ABOUT VISIT HERSHEY & HARRISBURG
Visit Hershey & Harrisburg (VHH) is the official non-profit 501c6 partnership-based Destination Marketing Organization serving Dauphin County. Visit Hershey & Harrisburg is responsible for developing and executing comprehensive sales, marketing, and communication programs to compete for leisure, business, group, and sporting event travel market segments among leading and national destinations. VHH seeks to generate economic growth and stability through the marketing and promotion of travel to the Hershey Harrisburg region and to coalesce, develop, and expand its hospitality industry, products, and workforce.
ABOUT LATINO CONNECTION
Latino Connection is Pennsylvania’s premier marketing and communications agency that launches brands into the country’s most powerful multicultural market. Passion and experience drive our dual mission—to educate and support the Latino community while expanding the reach of the organizations we serve. We know that an insightful, relevant approach must be strategic. Our non-traditional method offers flexibility, a firm network of resources, and high-quality translation and interpretation services—to ensure your message is ethical, accurate, and appropriate.
Author: Amaury Abreu
