2019 40 Under 40: Alicia M. Quinn, Discover Lehigh Valley

Alicia M. Quinn

Alicia M. Quinn, 36, works in Lehigh Valley, Pennsylvania, as vice president of marketing and strategic alliances at Discover Lehigh ValleyAs a 2019 40 Under 40 honoree, Quinn discusses her passion for the events industry.

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What I do: I'm helping to shape the image of a revitalized steel and industrial region into a vibrant arts and entertainment community that provides quality of life for residents and visitors alike. From new marketing and campaign concepts to our inspirational annual visitors’ guide, new website, social outreach and media pitching, Discover Lehigh Valley has new meaning, locally and regionally.

Greatest career accomplishment: Being part of the brand transitioning for the Pocono Mountains will always remain near and dear to me. It was during my tenure there where hotel tax funding came into play and the image of today’s Pocono Mountains really took off. Countless hours were spent with focus groups and our stakeholders, illustrating the experiences that eventually masked the perception of a tired and dated destination. Much emphasis on the term “mountains” brought a new approach and vision. I’m proud to have been part of the team that heralded change for what was once known as a legacy destination and brand.

Impressive stats: This past fiscal year marked the first full year of the newly developed discoverlehighvalley.com, which combined a previous 29 websites into one, integrated experience. The website saw an increase in visitors of 54.1 % over the previous year.

Specific improvement I’ve made: When I came to Discover Lehigh Valley, a great deal of advertising was highlighting words and phrases rather than imagery and emotion. It was a natural shift to spotlight the assets and experiences and build them under a campaign that evoked emotion and triggered inspiration. Our newest campaign, Lift Your Spirits, integrated multiple vehicles and channels, all touting consistent branding and messaging. Content, both visually and written, became centerfold—and collaboration reached new heights.

What I am working on now: We are proud to be working in concert with our Economic Development Corporation on a new campaign that builds brand and strengthens the voice of Lehigh Valley: Made Possible in Lehigh Valley.

What I do outside of work: I’m an equestrian, having ridden horses for over 30 years, competing up and down the East Coast and throughout the Mid-Atlantic. In honor of my late mother, I am a champion for genetic testing and promote the cliché, “Knowledge is power.” A last personal mission of mine is to keep my grandfather’s legacy alive. I had the great fortune of opening a small, historical museum with him in my hometown a few years before he passed. Today, I not only help curate the museum, but have established three annual events as fundraisers to help keep the doors open and the venue, a resource for the student community to learn about the early days and the businesses that helped shape the community over 250 years ago.