Crossmedia Becomes Media Agency of Record for Herschend
In a significant turn for the themed entertainment industry, Crossmedia has secured the role of Media Agency of Record for Herschend Family Entertainment Corporation, a prominent player in creating family-friendly experiences. This appointment marks a new chapter in the collaboration aimed at amplifying the reach and impact of Herschend's iconic attractions.
Expanding the Reach of Iconic Attractions
Operating over 40 attractions across North America, Herschend is synonymous with family fun. From Dollywood Parks & Resorts to Silver Dollar City and beyond, they offer immersive experiences that invite guests to create cherished memories. As they partner with Crossmedia, the focus will be on a comprehensive media strategy that spans planning, buying, and measurement to enhance visibility across all platforms.
Innovative Strategies to Foster Audience Growth
Crossmedia is tasked with formulating full-funnel media strategies that not only attract visitors but also build brand loyalty. This strategy will support existing guests while targeting new demographics, thereby enhancing Herschend’s market presence. The emphasis on data-driven insights will enable precise targeting to create campaigns that resonate with diverse audiences.
A Partnership Built on Shared Values
Kamran Asghar, Global CEO and Co-founder of Crossmedia, expressed excitement regarding the partnership, emphasizing a shared history with Herschend parks that adds a personal touch to the professional collaboration. This mutual appreciation sets a robust foundation for innovative and creative media strategies.
The Connection Between Media and Memory-making
Tammy Lucas, CMO of Herschend, highlighted the decision was influenced by Crossmedia’s innovative approach and expertise in customer growth metrics. The chemistry between the teams was palpable from the outset, allowing for a seamless transition into this partnership. Such alignment emphasizes the shared mission of creating unforgettable family experiences.
What Lies Ahead for the Partnership
The partnership launched as of September 1, 2025, with campaigns expected to kick off early in 2026. This timeline suggests that audiences will soon witness fresh and engaging campaigns that celebrate Herschend’s unique attractions and experiences.
About Crossmedia
Crossmedia stands as a trailblazer in the media landscape. With 25 years of commitment to ethical and effective media solutions, they are recognized for holistic and accountable strategies aimed at client success. Their focus on principles like Trust, Reason, and Happiness underpins their reputation as a top-tier agency, reflected in their consistent ranking as one of Ad Age's Best Places to Work.
About Herschend Family Entertainment
Herschend’s legacy began over 75 years ago in the Ozark Mountains, and it has grown into the largest family-held themed attraction company globally. With a diverse portfolio of properties, they are dedicated to providing quality entertainment experiences that bring joy and memories to countless families internationally.
Frequently Asked Questions
What services will Crossmedia provide for Herschend?
Crossmedia will create and oversee a comprehensive media strategy, including planning and buying, aimed at enhancing visibility across Herschend's destinations.
When did the partnership between Crossmedia and Herschend begin?
The partnership officially started on September 1, 2025, with the first campaigns set to launch in January 2026.
How does Crossmedia's approach differ from traditional media agencies?
Crossmedia emphasizes an innovative, data-driven approach to media strategy focusing on customer growth and measurement, distinguishing it from traditional agencies.
What attractions are owned by Herschend?
Herschend owns a variety of attractions, including Dollywood Parks & Resorts, Silver Dollar City, Wild Adventures Theme Park, among others.
What is Herschend’s mission statement?
Herschend operates under the mission of 'Bringing families closer together by creating memories worth repeating,' showcasing their dedication to family experiences.
