| Buffalo,
NY � September 2008 � In an effort to further provide park customers
with a complete, hands-on experience, Yosemite
National Park concessionaire Delaware
North Companies has partnered with MMG Worldwide to develop an integrated
campaign focused on thoroughly exploring the outdoors. Through the �Take
It All In� campaign, visitors are urged to step outside of their cars and
use GPS technology to actively engage in biking, hiking and sightseeing.
�So many visitors come to the park and drive in a loop, but never actually get out and explore,� said Brian Wright, director of marketing and public relations for Delaware North at Yosemite National Park (www.YosemitePark.com). �Our mission is to show people the hidden secrets of Yosemite, and to encourage them to truly take advantage of all the exciting spots the park has to offer.� The decision to incorporate technology into the park�s new advertising campaign is an innovative step, Wright added. In order to engage a new generation of customers, the interactive campaign attempts to combine the interests of both technology and nature enthusiasts. Yosemite brochures show a picture of a family or couple hiking a trail, visiting a waterfall or biking together on a path, and include specific coordinates of where that picture was taken. If a particular picture appeals to visitors, they can use GPS to track that photographed location, and participate in the exact activity they saw in the picture. Earlier this year, the Nature Conservancy group released a study showing park visitation declined steadily by 10 percent between 1996 and 2006. According to results, many people reported spending leisure time with computers, televisions and other electronic devices. MMG Worldwide took this into consideration while developing Yosemite�s new campaign. �In order to really connect with our audience, we wanted to create a colorful, engaging campaign that integrates the use of modern technology,� said Craig Compagnone, an account supervisor with MMG Worldwide. �It�s important that we evolve with our customers, and by combining GPS with the stunning landscape of Yosemite National Park, we are appealing to a new generation of nature enthusiasts.� For those who are hesitant to scale a rock face or trek through the backcountry, no worries are needed. As part of the new campaign, Yosemite offers just as many pictures of family-oriented activities as it will ideas for extreme adventurers. Some of the pictures feature families climbing basic trails, which will be easy enough for 6-year-old children to hike, Compagnone said. Others include views of majestic granite cliffs or glacial-carved valleys, and promote sightseeing just as much as walking the park. About Delaware North Companies
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