• by Joe Mandese , 2 hours ago

Family-themed attractions operator Herschend Family Entertainment has named Crossmedia its media agency of record following a review.

Billings were not disclosed, but the remit includes developing full-funnel media strategies "that drive demand generation for both destination properties and local attractions," as well as enhancing Herschend's overall brand equity and awareness across its portfolio of attractions.

Herschend operates more than 40 leading attractions across North America, including Dollywood Parks & Resorts, Silver Dollar City Parks & Resorts, Wild Adventures Theme Park & Safari Campground, Kennywood, and Adventure Aquarium.

Allied Global Marketing was the incumbent.