With an additional $500,000 in federal CARES Act funding, Discover Lancaster is reinvigorating its COVID-19-era tourism marketing blitz, writes Laura Smythe for the Philadelphia Business Journal.

The money allocated by Lancaster County officials builds on an initial $815,000 secured in July. Those funds were used to promote the region and everything it has to offer through the end of summer.

The organization will use the newly received funds to focus on attracting visitors to Pennsylvania Dutch Country during November and December.

Discover Lancaster CEO Ed Harris is ensuring that his organization’s efforts properly balance coronavirus safety concerns with attracting visitors to the area in the hopes of reviving the heavily-affected sector and local economy.

Discover Lancaster’s coronavirus campaign focuses on an overarching “open and safe” mantra, said Harris.

The aim is to encourage visitors to book their stay in the county, highlight what the area has to offer during the coming holiday and winter seasons, and drive as much business as possible to the local lodging, tourist attraction, and restaurant segments.

The key elements of the campaign include the opportunities for family fun, comfort food for Thanksgiving, and events for New Year’s Eve.

Read more about Discover Lancaster in the Philadelphia Business Journal here.

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