The next time you Go Greater Reading, you’ll be enjoying Pennsylvania’s Americana Region.
After two years of research and analysis, the Greater Reading Convention and Visitors Bureau is rebranding the Berks County region from the Go Greater Reading brand to Pennsylvania’s Americana region.
Crystal Seitz, president of the bureau, said expanding the scope of the region’s tourism brand came about after careful consideration.
“In 2014, we started a destination marketing analysis. We researched what type of visitor was coming here and why they were coming,” she said.
In the beginning of this year, the bureau narrowed its research and started to look at what exact locations people were going to around the county and the age and demographic of those seeking out those destinations, she said.
“We have arts, culture and heritage, and we know a lot of people were coming here for that,” Seitz said.
However, that analysis showed that older visitors, such as baby boomers, were attracted to the culture and heritage sites that Reading is known for, but generation Xers and millennials were seeking a broader spectrum of entertainment, including outdoor recreation and foodie culture that could be found in the surrounding Berks communities.
Seitz said the new brand takes the emphasis off Reading as the county’s core and spreads the marketing campaign out county wide and even to locations outside the Berks borders.
“The visitors don’t know [or care] where that line is. What’s important is to get them to the region,” she said.
Seitz said the new branding effort is similar to innovative models that other regional tourism authorities are adopting – taking advantage of the popularity of agri-tourism, fairs, festivals, microbreweries and other events and venues that are attracting younger visitors.
For more information, visit the new GRCVB website at www.visitpaamericana.com.