Ashley Kurtz, Marketing Manager with Visit Cumberland Valley

FESCH.TV INFORMIERT:

An insightful and thoughtful conversation with Ashley Kurtz, Marketing Manager with Visit Cumberland Valley.

Current Campaign

‘Weekend Easy’ is the current leisure campaign. It has been running for a few years and is focused on positioning the destination as a great getaway.

The DMO then built product around that concept, such as a Beer Trail, Ice Cream Trail, and Fall Fun Trail.

True Interest

Goals of the campaign? Overnight visitation is the ultimate goal, but along the way the DMO is measuring a different standard: true interest. To determine if the destination is part of the travel consideration set, goals for the campaign include 3+ minutes on the website, multiple partner link clicks, and trail sign-ups.

Budget

$2.5 million, provided by local hotel lodging taxes.