On Its 40th Anniversary, Hershey's Chocolate World Attraction Hits Record Attendance and Sets Bar for Multisensory Brand Experiences
At age 40, Hershey's Chocolate World Attraction shows no sign of slowing down. In fact, the world's most visited brand experience recorded its best summer season in its history this year and the original location in Hershey, Pa., hosted more than two million visitors from all over the world. The experiential marketing leader continues its momentum as more stores are set to open around the world.
"As a pioneer in offering devoted brand fans a place to immerse themselves in a complete brand experience, Hershey's Chocolate World has been a popular destination since we opened the doors of our flagship location in 1973," said Amy Hahn, Vice President and General Manager of The Global Hershey Experience and Licensing. "We keep modernizing these amazing branded experiences to give consumers unique new ways to engage with our brands and keep coming to Hershey's Chocolate World in record numbers."
More than 150 million guests have visited a Hershey's Chocolate World Attraction since 1973, and the flagship location in Hershey, Pa., hosts more visitors than any other brand experience in the world.
Record-Breaking Summer Season
Summer is the peak season for Hershey's Chocolate World Attraction and this summer set the attendance record and ensured the popular destination will record its best full-year attendance in its 40-year history. Summer attendance was eight percent above last summer, the previous season record.
Summer 2013 also featured some record-breaking statistics for the original location in Hershey, Pa.:
- More than one million pounds of chocolate sold
- 200,000 visitors were immersed in a Hershey's Kisses digital experience that pulled consumers inside the imaginary factory of the Hershey's Kisses TV commercial
- 175,000 visitors created customized chocolate bars at Hershey's Create Your Own Candy Bar attraction, a 12 percent increase over the prior year
- 75,000 guests learned the art of tasting chocolate through the Chocolate Tasting Adventure
- More than 200,000 guests helped solve a mystery inside the Hershey's Chocolate Factory with live animated Hershey, Reese and Kiss characters at the "Hershey's Great Chocolate Factory Mystery 4D Show" launched in May in time for the 40th anniversary
Multisensory Marketing Leader
The Hershey Company has been recognized for its use of technology and innovation to develop new confectionery products to meet consumers' needs. And Hershey's Chocolate World has long been recognized as a leader for breaking ground with new, interactive and customizable multisensory consumer engagement experiences. From the moment guests walk through the doors, the scent of chocolate and freshly baked cookies greets them, along with Hershey branded characters and brand imagery on a scale unmatched anywhere else. From high-tech exhibits to unique ways to make the experience completely personalized, visitors to Hershey's Chocolate World are completely immersed in their favorite candy brands and every sense is constantly pampered and teased with chocolate.
Guests can customize their chocolate bars, taste different chocolate offerings and in Hershey, Pa., take a chocolate tour ride to learn how Hershey's Milk Chocolate is made. These memorable, engaging and multisensory experiences increase consumer loyalty and result in lifetime retention.
Award-Winning Retail and Merchandising Designs
Part of the success of Hershey's Chocolate World in creating a 360-degree brand experience is retail and merchandising designs that visually surround consumers in a complete brand experience, engage them with their favorite brands and provide access to the widest assortment of product available in one location.