The goal for Hershey Entertainment and Resorts is to keep the public informed of what is happening at the theme park and hotel. The company does that through aggressive media relations, targeting both national and regional travel writers, as well as local media.
"A lot of what we do is still kind of old school in terms of the style of PR," Bianca said. "We did try to do both the traditional and nontraditional methods of getting the word out - however anybody wants to receive the information, we're going to have it for them." The company uses traditional printed press kits, posts information online, and drives traffic to its Web site through Twitter and Facebook. It is working on the effort with in-house staff, and does not have an AOR.
Hershey is introducing the media to the expansion at the water park at an event on May 20, and the next day will host a party celebrating the hotel's anniversary and showing off the expansion at the hotel. The weekend of June 5 to 7, regional and national media are invited to stay in the hotel as part of Hershey's "media slumber party."
While national and regional media are focused on the travel angle, the local press has a different story to tell, Bianca explained.
"It has also been a big business story for us because we've created a lot of jobs and employed a lot of people in doing this expansion at the hotel," she said. "So that has been the story the local media has been most interested in."