visit pa

Visit PA needed to modernize its social presence, grow its audience, and reposition Pennsylvania as a must-visit destination. With platforms evolving rapidly, the brand required a refreshed strategy and consistent day-to-day management that could adapt to shifting algorithms and audience behaviors. Kate & Co. began with a comprehensive audit of Visit PA’s owned and competitor channels, then developed and implemented a new cross-platform strategy. We launched a TikTok channel from the ground up, while refreshing content across Instagram, Facebook, Pinterest, YouTube, and Threads. Our team captured fresh, brand-aligned visuals, mined user-generated content, and engaged directly with audiences to create a feed that felt authentic and approachable. Beyond social, we produced SEO-optimized newsletters, aligned organic content with paid efforts, and collaborated with influencers and Destination Marketing Organizations to extend the brand’s reach.

The impact these strategies had in just one year were exceptional. Visit PA gained nearly 60,000 new followers and generated 29.3 million total views with 680,906 interactions across primary channels. TikTok quickly emerged as a breakout success, driving 2.4 million views overall, with top-performing videos such as “Unique Restaurants” reaching 890,000 views. We even helped modernize Phil! On Instagram, profile visits increased by 42% and link clicks surged by 203%, with the “Six More Weeks of Winter” reel achieving 197,099 views. On Facebook, the same post became the top performer with 272,972 views, contributing to a 33% increase in profile visits.

Through data-driven strategy, consistent content creation, and community engagement, Kate & Co. transformed Visit PA’s digital presence from stagnant to dynamic, amplifying Pennsylvania’s story and positioning the state as a top destination for millions of travelers.