#United States #New York #Crossmedia #Herschend #Dollywood

Crossmedia Partners with Herschend Family Entertainment

On October 15, 2025, Crossmedia, a prominent independent global media agency, announced its new placement as the Media Agency of Record (AOR) for Herschend Family Entertainment Corporation. This partnership marks an exciting development for both firms, given Herschend's significant standing within the themed attractions realm. Operating over 40 parks and attractions, including Dollywood Parks & Resorts and Silver Dollar City, Herschend is one of the largest family-held themed attractions companies worldwide.

As the AOR, Crossmedia's role extends beyond simple marketing oversight; they will be responsible for an integrated, full-funnel media strategy. This encompasses everything from media planning and purchasing to performance measurement across Herschend's diverse portfolio, which attracts millions of guests each year. The partnership is set to enhance Herschend’s capabilities in driving demand and brand equity across its many destinations and local attractions.

Herschend is known for its heartfelt mission: "Bringing families closer together by creating memories worth repeating®." This purpose resonates deeply with audiences and reinforces the brand's connection with its visitors. With destinations that include the thrilling rides at Dollywood and the historical sights of Silver Dollar City, Herschend guarantees a memorable experience for each family, making their holiday more special.

Both companies emphasized their shared vision and values as pivotal in forming this collaboration. Kamran Asghar, Global CEO and Co-founder of Crossmedia, remarked on the chemistry shared between the teams. He stated, "It was evident from the start that Herschend sought a progressive approach to media strategy and creativity. Many of us have fond memories of visiting Herschend parks, and this partnership is a blend of personal and professional excitement."

Tammy Lucas, Herschend's Chief Marketing Officer, noted that the innovative tactics proposed by Crossmedia played a major role in their selection as AOR. Lucas commented, "Crossmedia stood out not only for their fresh approach and capabilities in media and customer growth, but also for their strong know-how in analytics and marketing technology. We aligned in more ways than one, and this made it an easy choice."

The partnership officially began on September 1, 2025, with media activity scheduled to kick off in January 2026. Through this collaboration, Herschend aims to enhance its efforts in customer relationship management (CRM) while capturing an even broader audience base, solidifying its reputation in the leisure industry.

Crossmedia has established itself as a leader in providing accountable, full-service media solutions over the past 25 years. Their headquarters in New York City, along with hubs across the U.S., London, Germany, and Toronto, positions them to service clients globally. Their impressive clientele includes major brands like U.S. Bank and Airbus, underlining their credibility and effectiveness in deploying vast media campaigns.

For Herschend, continuing to create meaningful memories for families is at the heart of its operations. With Crossmedia on board, the company is excited about leveraging cutting-edge strategies to elevate marketing efforts and even further enhance visitor experiences across its properties. As the world's largest family-held themed attractions company with a legacy stretching back over 75 years, Herschend remains committed to caring for its guests and fostering family connections.

In a world where amusement and entertainment are ever-evolving, strategic partnerships such as this one play a crucial role in not only advancing business objectives but also in nurturing shared experiences that create fond memories for generations to come.

For more information about Herschend Family Entertainment, visit Herschend Enterprises