Pennsylvania Tourism Office Unveils New Slogan and Logo Inviting Visitors to “Pursue Your Happiness”
Author: Lyndsay Kensinger
Somerset, PA – The Pennsylvania Tourism Office, along with the Pennsylvania Tourism Partnership (PTP), unveiled a new slogan and logo today at Glades Pike Winery in Somerset County.
“Pennsylvania. Pursue Your Happiness” captures the spirit of the Keystone State, echoing the famous call to “Life, Liberty and the pursuit of Happiness” that began with our nation’s Declaration of Independence in Philadelphia in 1776.
“Tourism is a $40 billion industry in Pennsylvania, providing income, jobs, and tax revenue that benefit the industry and its employees, the communities they serve, and the commonwealth as a whole,” said Carrie Fisher Lepore, Deputy Secretary, Office of Marketing, Tourism and Film for the Pennsylvania Department of Community and Economic Development (DCED) and PTP Co-Chair. “This new declaration establishes an exciting, unified identity for tourism in Pennsylvania, a powerful marketing platform that will inspire travelers to explore the commonwealth while on their personal pursuit of happiness.”
“This new slogan encourages travelers to satisfy a core virtue which we all desire and can never have too much of—happiness,” added Karen Winner Sed, Co-Chair of the PTP, the public-private body that helped lead consumer research and brand development efforts. “Happiness is a universal aspiration. Whether you are looking to explore the outdoors, a historical attraction, or an urban setting the overarching motivator is happiness.”
Pennsylvania’s new slogan and logo are just the beginning, with a new brand declaration and corresponding video available at www.visitPA.com/happiness. The Pennsylvania Tourism Office will incorporate the new brand elements in all promotional materials and on social media with hashtag #PATravelHappy. The next edition of the state’s travel guide will be called Happy Traveler and the e-newsletter renamed Happy Thoughts.
“Pursue Your Happiness” is the product of months of industry input and focus group testing of creative concepts that revealed a strong traveler preference for an active and action-oriented tone and a fun, adventurous and even humorous brand personality. The “Pursue Your Happiness” slogan received strong positive response across all demographics. The logo is a hand-lettered, original trademark designed to present a fresh look for Pennsylvania, one which includes a hint of a smile.
The Pennsylvania Tourism Office has also developed a tool kit that will assist the state’s Destination Marketing Organizations, industry associations, and tourism attractions incorporate the brand elements in their promotions. The tool kit will include logo and font files, color pallet, and style guide.
The Department of Community and Economic Development, is dedicated to inspiring travel to and throughout the commonwealth. For more information, go to visitPA.com or call (800) VISIT PA; become a fan at facebook.com/visitPA, follow us at twitter.com/visitPA, view scenic photos on instagram.com/visit_PA, share photos at pinterest.com/visitPA, friend us at foursquare.com/visitPA, or watch us on youtube.com/visitPA.
Lyndsay Kensinger, DCED, 717-783-1132
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