Go on the Journey
energetic and unique way to get the word out about the inspirational food-centric itineraries.
After curating four robust culinary trails that tourists could follow throughout Pennsylvania, VisitPA wanted to find an
Client: Pennsylvania Tourism Office + Red House Communications
Filming Some fine swine
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VisitPA tapped Junk Drawer to produce eight broadcast-ready episodes of "Stuffed-A Road Trip with Bite," starring Steve Ford. Our crew crisscrossed the Keystone State, following along as Steve enjoyed some of PA's most delicious offerings along each trail (Apples, Bread, Pickled Foods & Charcuterie.)
The campaign was a success for VisitPA, with 7.9M culinary trail video completions through paid and owned media and was the Special Projects winner of the 2023 ESTO Tourism Awards.
- 7.9M culinary trail video completions through paid and owned media, including thousands of completed video views on full 11-minute webisodes
- From a travel intent and visitation standpoint, the period during which the culinary trails product was launched, represented the first full post-pandemic upswing of visitation to the Commonwealth:
- Hotel demand increased 6.6% period-over-period between trail launch and the previous 12-months
- In 2022, one year after the launch of the culinary trails, 93% of core Pennsylvania travelers list food and beverage experiences as a top interest when traveling to PA when polled, second only to Outdoor Recreation opportunities at 94%
