Herschend Appoints Crossmedia as Media Agency of Record for Iconic Themed Attractions, Including Dollywood Parks & Resorts and Silver Dollar City

NEW YORK, Oct. 15, 2025 /PRNewswire/ -- Crossmedia, a leading independent global media agency, today announced its appointment as Media Agency of Record (AOR) for Herschend Family Entertainment Corporation ("Herschend"), one of the world's largest family-held themed attractions companies. As AOR, Crossmedia will oversee an integrated, full-funnel media strategy, including planning, buying, and measurement across a number of Herschend destinations, resorts, parks and experiences.

Herschend operates more than 40 leading attractions and immersive experiences across North America, including Dollywood Parks & Resorts, Silver Dollar City Parks & Resorts, Wild Adventures Theme Park & Safari Campground, Kennywood, and Adventure Aquarium. United under the purpose of "Bringing families closer together by creating memories worth repeating®," Herschend's family of brands reaches audiences worldwide and attracts tens of millions of guests annually.

Crossmedia's remit includes developing full-funnel media strategies that drive demand generation for both destination properties and local attractions, enhance brand equity across Herschend's diverse portfolio, support loyalty and CRM efforts, and expand reach to capture new audiences.

"It was clear from the start that Herschend was looking for a bold, modern approach to media strategy and creativity," said Kamran Asghar, Global CEO and Co-founder, Crossmedia. "Many of us grew up visiting Herschend parks—and still do today—so this partnership is both professional and personal. We couldn't be more excited to get started."

"Crossmedia stood out for their innovative approach to media and customer growth, as well as their deep expertise in measurement, analytics, and marketing technology," said Tammy Lucas, CMO, Herschend. "The team's chemistry with ours was clear from the start. Just as importantly, we share strong alignment in values and purpose, which reinforced our decision."

The partnership formally began September 1, 2025, with campaign activity set to launch in January 2026.

About Crossmedia
Crossmedia is the leading independent global media agency, offering integrated, holistic and accountable full-funnel and full-service capabilities for clients worldwide. For 25 years, Crossmedia has been committed to doing media and business the right way. Guided by the principles of TRUST, REASON, and the pursuit of HAPPINESS, Crossmedia is a top-ranked media agency and has been named an Ad Age Best Places to Work for the past six

years in a row. Crossmedia has headquarters in NYC and hubs across the U.S., London, Germany, and Toronto. Clients include U.S. Bank, Etihad Airways, Invesco, Zalando, Newell Brands, Airbus and Planet Fitness.
www.crossmedia.com 

Crossmedia Press Inquiries
Ashley Makuh, Managing Director, Marketing
[email protected]

About Herschend
Our story began 75 years ago when the Herschend family discovered wonder deep in an Ozark Mountain cave—and chose to share it with the world. Today, Herschend is the world's largest family-held themed attractions company, with 22,000 hosts and a portfolio of more than four dozen properties, including destinations, resorts, theme parks, water parks, immersive experiences, and content enjoyed by audiences worldwide.

For more information, visit www.herschendenterprises.com or email [email protected].

SOURCE Crossmedia