Tourism board launches second spherical of Make it Primary Road, selling small, native companies | Enterprise

UPPER MERION – Valley Forge’s Tourism and Convention Board (VFTCB) has started a second round Make it Main Street Consumer marketing campaign.

The new round of promotions started March 1 and continues to promote small local businesses in Montgomery County. This time the focus is on the importance of local shopping and what it means to be part of a community.

According to the agency, the current media strategy runs until the end of May.

The companies that will be the focus of this round include bakeries, breweries, retail stores, hotels, golf courses, and art and cultural sites across the county.

The tourism agency worked again with 20/20 Visual Media and recorded 12 one-minute “Meet the Business Owner” vignettes in 11 cities in the county including: Ardmore, Blue Bell, Collegeville, Conshohocken, East Greenville, Glenside, Green Lane, Hatboro / Horsham, Lansdale, Narberth and Norristown.

“Shopping locally means supporting the neighborhood and a family’s livelihood,” explains Justine Garbarino, Senior Director of Marketing and Business Development at VFTCB. “These companies are at the heart of our industry. They are the faces of our cities and communities. If you think of important memories and unique experiences, they were most likely a part of it. So it is important that we continue to work together to support them. “

VFTCB spokeswoman Rachel Riley said the second round got off to a good start and exceeded expectations.

“We couldn’t have asked for a better start to the second round,” she said. “We are already beyond the results from part one. The website already has more than 10,000 pageviews, which is more than 25% of the pageviews at the end of the first phase. Digital ads have delivered more than 1.3 million impressions, YouTube ads have delivered more than 350,000 impressions, and social video views are 375,000. “

As with the first round of the Make It Main Street initiative launched in October, the VFTCB again worked with Montgomery County and the Commerce Department on the $ 400,000 project. The second round is financed by the district with funds from the CARES law.

“There is no better way to get back to normal with our friends and families than by spending time in the heart of the communities we love. Eating out, doing local shopping, and being authentic with the people who matter most are the experiences everyone wants to come back to, ”said David Zellers Jr., Montgomery County’s commercial director, in the press release. “The variety of places in Montgomery County offers unique places to explore and opportunities to support the small business owners and workers who are our friends and neighbors.” He added that “now is the time” to plan an adventure on Make It Main Street while remaining vigilant about COVID-19.

The media strategy includes a partnership with NBC10 and Telemundo 62 in which the VFTCB’s 30-second commercial for Main Street will air during programming such as the Today Show and local news.

The partnership allows for a few “novelties” for the company, including the first time a VFTCB television commercial has been translated into Spanish, as well as appearing directly in OTT (over-the-top like Roku devices or Apple TV) advertisements targeted consumers .

The VFTCB is also partnering with two regional shows to feature seven cities and more than 15 companies: a five-week series on NBC10’s Philly Live and three segments on 6ABC’s FYI Philly.

“This partnership is going very well. We are able to present even more companies and in this way make them known on television. Plus, both shows are sharing all of the information on their websites to improve advertising, ”Riley said, adding that Philly Live has the ability to brand with Main Street on Mondays and showcase different cities and businesses over a five-week period .

The Main Street spot will also air during a variety of Flyers, Sixers and Phillies shows before, during and after the game, as well as live streams and virtual signage, as part of a partnership with NBC Sports.

The VFTCB is also working with Bandwango on an innovative technological component: a Main Street Pass for visitors and locals to discover the best of Montgomery County’s travel destination. As soon as someone signs in, the pass is sent directly to a mobile device for immediate activation by text or email. This component will debut in June.

The first Main Street program was launched in October 2020 with a 30-second advertising and 10 business vignettes and resulted in more than 400 radio spots. nearly 9,000 website page views; 760,000 video views; more than 640 TV spots for 4.3 million impressions; Reached 4 million unique social media users with #MakeItMainStreet; and 9.5 million digital impressions.