A sweet surprise
Visit Bucks promotes local culinary scene with free ice cream sandwiches in Washington, D.C.
By Samantha Bambino
The Times
I scream, you scream, 3,000 people screamed for ice cream when Visit Bucks County stopped by Washington, D.C., to distribute a truckload of free, sweet treats. Taking place on Wednesday, May 23, in Franklin Square Park from 11 a.m. to 4 p.m., the pop-up shop of dairy desserts not only served as a midday refresher on the hot “Hump Day,” but also a foolproof way to promote Bucks County’s ever-expanding culinary scene to potential visitors.
The idea stemmed from the success of VBC’s first pop-up initiative in the fall, which gifted 4,000 commuters at New Jersey’s Secaucus Junction with miniature pumpkins and passes to various Bucks attractions. Staff members of the tourism agency were able to chat one-on-one with interested individuals about everything from Bristol Riverside Theatre’s upcoming shows to the best breweries in town, spots many had never previously heard of.
After VBC noticed a significant spike in website views from residents of Washington, D.C., it knew the area would be the perfect destination for pop-up shop №2.
“We want to bring Bucks County to areas we know there are potential visitors,” explained VBC vice president Paul Bencivengo.
With summer weather already hitting hard, it only made sense to distribute something passersby couldn’t possibly say “no” to — ice cream. Three creameries, all members of the growing Bucks County Ice Cream Trail, provided specialty desserts for the event: vanilla dipped in dark chocolate bars from Owowcow, caramel and sea salt dipped in dark chocolate bars from Uncle Dave’s Homemade Ice Cream, and ice cream sandwiches from Goodnoe’s Farm Dairy Bar.
All of the treats were neatly stashed in a custom-wrapped ice cream truck bearing the Ice Cream Trail design, which was flooded with D.C. locals the instant it opened at 11 a.m. The fact that Franklin Square is a major hub, ideally positioned near residential neighborhoods and corporate offices, certainly helped. But it was the creative digital techniques of VBC that truly garnered people’s attention.
Prior to the event, the pop-up truck was promoted on all social media platforms through posts and targeted advertising, as well as a Snapchat geofilter that reached 3,171 people. Bencivengo reflected on how a number of guests walked up while brandishing their phone to show him the Twitter, Instagram or Facebook post that led them to the Square. He was thrilled to discover that many originally hailed from Bucks County, and brought with them entire offices to share a taste of their hometown.
“I’m a #BucksCounty native and it was so ‘sweet’ to get a treat from home during my workday in D.C.!!,” tweeted Alexandra Weinroth (@aliondemand).
For others, including Brian Cleveland (@bcleve19), this experience was their first dive into the vast foodie world of Bucks County.
“If you haven’t already been, they’ve got some tasty treats. Thanks for stopping by @VisitBucksPA! Totally taking a field trip to your creameries at some point,” he tweeted.
Similar to the pop-up pumpkin patch, the ice cream truck allowed VBC staff to speak one-on-one with D.C. residents to discuss all Bucks County has to offer for a day-long visit or vacation getaway. Though the main focus was on local eateries, with guests receiving a copy of the spring/summer issue of VBC’s magazine Well Seasoned, it was understood most people won’t travel long distances solely for food.
To make their potential visit worthwhile, everyone who stopped by the truck had a chance to win tickets to a Bucks County attraction or a $25 gas gift card by spinning a prize wheel. Prizes included nearly 100 admissions to various locations including Aldie Mansion, Bucks County Children’s Museum, Ghost Tours of New Hope, James A. Michener Art Museum, Mercer Museum & Fonthill Castle, Moravian Pottery & Tile Works, and The Washington House Hotel.
Countless conversations took place about all there is to see and do in Bucks County. Though VBC markets the area through traditional methods such as television, billboards and digital, it has found human interaction to have the strongest impact … especially when free ice cream is involved.
“By targeting the mid-week lunch rush, we were able to successfully interact with thousands of potential visitors to our area,” Bencivengo said. “Best of all, the D.C. crowd was very friendly and engaging.”
Moving forward, a key initiative for VBC will be implementing the hashtag #EatInBucksCo on social media, especially Instagram. Those who use the hashtag while out at a local restaurant, creamery or bar may have their post shared on VBC’s official page. For Bencivengo, a photo taken by a mother out with her kids will connect with more people than a professional shot.
“People love to see real photography,” he said.
Also in the works is a massive, fabricated Bucks County logo, which is slated to be completed within the next month. Various popular attractions will host the logo for extended periods of time, allowing locals and tourists alike to take photos in front of it and share online.
“We’re trying to educate visitors and residents at the same time,” Bencivengo said.
Keep up with Visit Bucks County at visitbuckscounty.com. ••
Samantha Bambino can be reached at sbambino@newspapermediagroup.com
