ALLENTOWN, Pa. — The Lehigh Valley: A place you can do country in the morning and city in the evening — or so says the voice in a new commercial aimed at building tourism in the region.
The commercial, which will air on television and streaming platforms, is part of Discover Lehigh Valley's new campaign which was revealed Tuesday at Archer Music Hall.
Staff from the nonprofit tourism organization, which is partnered with the Lehigh Valley Economic Development Corporation, unveiled the ad during its annual celebration of National Tourism Week, May 4-10.
The new campaign also includes a redesign of the nonprofit tourism organization's website, slated for a summer launch.
Discover Lehigh Valley, which is funded by state grants, individual donations and corporate sponsorships, hired advertising firm Klunk and Millan of Allentown to create the commercial.
"So you can do some exploring on your own if you didn't recognize a few of the places."Discover Lehigh Valley Chief Operating Officer Bree Nidds
It was filmed in more than 50 locations, including the SteelStacks campus, Allentown Art Museum, Wind Creek Casino Resort, Dorney Park & Wildwater Kingdom, Lehigh Valley International Airport and the Lehigh Valley Zoo.
Restaurants such as Rosa Blanca in Allentown and Thyme Rooftop Grille in Easton also are featured in the ad.
"We will have a comprehensive landing page on our website that highlights all of the elements that you can see in this video," Discover Lehigh Valley Chief Operating Officer Bree Nidds said.
"So you can do some exploring on your own if you didn't recognize a few of the places."
After they arrive
The commercial will air in households across the commonwealth, and in New Jersey and New York online on streaming platforms such as Hulu, owned by the Walt Disney Company.
"This expanded reach helps us," Nidds said. "Put the spirit of Lehigh Valley directly in front of potential visitors at key moments, building awareness and excitement before they even book their trips."
According to Nidds, more than half of the people who come to the Lehigh Valley are visiting friends and relatives.
"The second-most common reason is attending a special event," she said. "Even more telling is how these visitors plan their trips and choose what to experience once they arrive.
"The majority are coming in from Pennsylvania itself, and most plan their trips within two months. Most importantly, their number one source of information is recommendations from friends and family."
Discover Lehigh Valley is seeking "insiders" for its Lehigh Valley Ambassador program, an initiative that is free to join and offers discounts and perks for its members.
The initiative began in 2023 and is designed for people who wish to become more engaged and educate others on activities and events in the region.
'Way more than just a website'
Last year, Discover Lehigh Valley's website reported 7 million sessions on its website.
"It remains one of the most powerful ways that we connect with visitors and champions of the tourism community," Nidds said."
We recognize that web technologies, user behaviors, and expectations have evolved dramatically."
Discover Lehigh Valley's new website design, created by Philadelphia-based firm, Temptest, will prioritize mobile capabilities — which Nidds said make up 80% of users on the site.
"This new site is built to help users go from inspiration to action without any friction in between."Mary Coryell of Temptest
"This new site is built to help users go from inspiration to action without any friction in between," Mary Coryell, of Temptest, said.
"Most importantly, this site was designed specifically to support the entire community with better search tools, which we will touch on shortly, stronger storytelling and a simpler structure.
"Personally, that's what makes this way more than just another website. It's a shared community asset, something that everybody can be proud of and benefit from.
'Sustain our destination'
On the website, businesses and organizations will be able to post events related to Lehigh Valley's 250 — a regional arts, culture, education and history event to celebrate America's 250th birthday on July 4, 2026.
Yearlong events planned for the semiquincentennial will be geared toward drawing tourists to the area.
"The Lehigh Valley hospitality sector has seen significant expansion in recent years, and by the end of 2026, Lehigh Valley is expected to add 334 new hotel keys to the region," Nidds said.
Nidds said that by the end of 2027, the hotel room supply is expected to rise 18%.
"This ongoing development reflects both confidence in the Lehigh Valley as a tourism destination," Nidds said.
"And it shows the necessity for strategic efforts to drive increased visitation and demand to support the new hotel supply in the area and to sustain our destination."
Legacy Award for Unesco work
During the Tourism Week celebration, Lehigh County Executive Phil Armstrong and Northampton County Executive Lamont McClure were given special recognition by Discover Lehigh Valley.
Also, Charlene Donchez Mowers received Discover Lehigh Valley's Lehigh Valley Legacy Award.
Mowers spent more than 20 years working toward designating Bethlehem as a UNESCO World Heritage Site.
Last July, the city was among four Moravian church settlements to be named on the prestigious list.
"I've never been on a stage like this before, this is kind of exciting," Mowers, who served on Discover Lehigh Valley's board, said while accepting the award.
"I have so enjoyed all my years on the Board of Discovery Lehigh Valley. It's a wonderful institution doing great things to help bring tourism to our region."
