As this weekend marks the unofficial start of summer, Pennsylvania is rolling out new branding to attract tourists.
Gov. Josh Shapiro announced Monday that the state’s tourism slogan will change from “Pennsylvania. The Pursuit of Happiness” to “Pennsylvania. Great American Travel.” A new campaign backed by Wayne native Abbi Jacobson will reach 72 million people who live within a four-hour drive of the state, Shapiro’s office said.
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Jacobson, star of “Broad City” and “A League of Their Own,” is the voice of an accompanying ad, which will appear across the state and in nearby cities including New York, Washington, D.C., Cleveland and Toronto.
In the commercial, Jacobson points out Philadelphia’s historical importance and being home to the state’s oldest theater and operating roller coaster. She cites attractions like the Liberty Bell, Gettysburg, the Pennsylvania Grand Canyon, and, of course, cheesesteaks.
“This is where the classic American pastime was born, and it’s right there,” Jacobson says.
Pennsylvania’s 192.4 million visitors generated a total economic impact of $76.7 billion in 2022 and supported 486,871 jobs, according to that year’s Travel and Tourism Report. Shapiro’s budget proposal calls for an additional $18 million in tourism and business marketing to bring in more revenue for the state.
“This new brand and funding will help grow small businesses, support communities and create opportunity for more Pennsylvanians,” Shapiro (D) said in a statement.
The governor and his family are on a weeklong RV tour around the state to visit small businesses and promote new brands.
