2017: Happiness on the Horizon
Last March I stood with my tourism colleagues to unveil the new tourism slogan, “Pennsylvania: Pursue your Happiness.” As we near the brand’s one-year anniversary, I am more convinced than ever that this bold declaration — a throwback to the famous demand for “Life, Liberty and the pursuit of Happiness” in the Declaration of Independence — authentically captures the spirit of PA.
This language is in the fabric of our founding and is a brand position that we confidently feel we can authentically own. It reflects what we have always been, who we are, and who we will be for years to come.
Happiness is our keystone, and Pennsylvania affords you the opportunity to pursue what makes you happy, free, and fulfilled.
With happiness on the horizon for 2017, we’re taking a renewed approach to showcasing all that the Keystone State has to offer. And — as the Department of Community & Economic Development is responsible for promoting tourism, community, and economic development — we’ve been working hard to take the excitement and momentum from our tourism campaign and spread it throughout the entire department.
“Work Smart. Live Happy.” is our new mantra. It represents the mission of DCED and the symbiotic relationship between economic and community development with a fresh, contemporary attitude, suggesting that satisfaction comes through both quality of work and quality of life — both of which Pennsylvania delivers. Travelers are still invited to pursue away, but this new rallying cry is something our communities and businesses can especially embrace.
The new campaign represents the innovation, imagination, and can-do spirit that continue to make our state a great place to work, live, and be happy. The campaign’s look, tone, and tagline complement our successful Pennsylvania tourism brand while keeping happiness as our keystone. We invite you to take a look at some of the current Work Smart. Live Happy. videos that have been done in the Lehigh Valley: Martin Guitar and ArtsQuest.
As I said, it is our duty at DCED to support communities and businesses in Pennsylvania every day — so we know firsthand there is an inextricable link between thriving communities and successful businesses. When businesses choose to start up, expand, or relocate, they don’t just choose a building — they choose a welcoming community of hardworking people and a place where employees can live and prosper. You can’t have a successful business without a prosperous community, and vice versa.
The campaign touts Pennsylvania’s unparalleled wealth of resources: our unique mix of history, culture, and tradition, and our impressive array of innovation, entrepreneurship, technology, and talent. It highlights our top-rated universities and renowned health centers, as well as our four distinct seasons and celebrated travel destinations. Truly, there is no other state that can rival what we have here in Pennsylvania.
But we’re more than our résumé.
Ultimately, it is Pennsylvania businesses, communities, and — most importantly — hardworking individuals across the state that make this a great place to “Work Smart. Live Happy.”
“Work Smart. Live Happy.” and “Pursue Your Happiness.” These are more than mottos newly penned to paper — they represent who we are, our way of life, and our past, present, and future.
To learn more about “Work Smart. Live Happy.” visit dced.pa.gov/wslh and read our #PAProud blog, and follow DCED on Twitter, LinkedIn and YouTube for content highlighting successful businesses and communities working together all across Pennsylvania.
And as you Pursue Your Happiness in Pennsylvania, please share your stories with us! Explore our Happy Traveler content on Facebook, Twitter, Instagram, Pinterest, and YouTube, and share selfies of your favorite Pennsylvania adventures using the hashtag #PAHappySnaps. We just might feature you on our website.
Carrie’s passion for Pennsylvania inspires her work as Deputy Secretary of the Pennsylvania Department of Community and Economic Development (DCED) Office of Marketing, Tourism, and Film. She was responsible for reviving the Pennsylvania tourism brand in 2016, which introduced the state’s new tourism mantra: “Pursue Your Happiness.” She and her team promote Pennsylvania’s vast history, unique small towns, and abundant outdoor activities while encouraging travelers to explore what matters most to them. Carrie also leads economic development marketing initiatives, promoting the advantages of doing business in Pennsylvania and the symbiotic relationship between its unique communities and the job-creating businesses that choose to locate there.