President & Chief Executive Officer, VISIT PHILADELPHIA®
In her role as president and CEO of VISIT PHILADELPHIA®, Meryl Levitz is responsible for building the region’s image and growing its tourism industry, worth $10 billion in economic impact. Stated simply, her job is to get people to visit Philadelphia. A respected civic leader and consummate convener, Levitz has spent more than 30 years working to get Philadelphia’s hospitality industry recognized as a vibrant one and to get Philadelphia and The Countryside® recognized as a premier destination. In 2013 alone, the region welcomed 39 million domestic visitors—that’s 12 million more than in 1997 when the company started marketing.
Levitz works with VISIT PHILADELPHIA’s board and staff to build the region’s economy and image through destination marketing that increases the number of visitors, the number of nights they stay and the number of things they do in the five-county area. The company employs advertising, public relations, web and social media tactics, hotel marketing and research. Successful campaigns include: Phillyosophy®, an evolution of the well-loved With Love, Philadelphia XOXO®; Philly’s More Fun When You Sleep Over®, the most successful post-9/11 hospitality recovery campaign in the country; the groundbreaking Philadelphia – Get Your History Straight And Your Nightlife Gay®; Philly 360°® for younger, tech-savvy travelers; and With Art Philadelphia®, the city’s first-ever coordinated visual arts marketing effort.
After receiving Bachelor’s and Master’s degrees from the University of Illinois, Levitz began her career as an educator but soon began promoting her adopted town of Philadelphia, first as co-founder of the Center City Proprietors Association in 1978 and later at the Philadelphia Convention and Visitors Bureau, where she oversaw the opening of the Pennsylvania Convention Center, opened the Great Plaza at Penn’s Landing and developed annual celebrations (Jambalaya Jam, River Blues, Yo! Philadelphia and others) to draw crowds to the waterfront. In 2002 and 2003, Levitz co-chaired Governor Ed Rendell’s tourism-transition team. In all of her positions, the thought leader and cultural champion has focused on image building and branding, economic development and civic engagement, determined to make Philadelphians proud of and passionate about the place they call home.
Levitz serves on the U.S. Travel Association board; the Philadelphia International Airport Advisory Board; the Kimmel Center for the Performing Arts’ Sales and Marketing Advisory Committee; the Drexel University Center for Hospitality and Sport Management Advisory Board; the Mayor’s Hospitality Cabinet; and the Mayor’s Cultural Advisory Council. She is also on the boards of the Greater Philadelphia Chamber of Commerce, Independence Visitor Center, Historic Philadelphia, Inc., Pennsylvania Horticultural Society, Welcome America, Inc. and Global Philadelphia.
Recognized locally and nationally for the tourism marketing work they do, Levitz and the VISIT PHILADELPHIA team have accrued a wealth of honors over the years. Travel news site Skift named Levitz to its World’s Top Travel Marketers list in December 2013. VISIT PHILADELPHIA’s campaigns and web and social media properties have garnered plenty of praise as well from lauded organizations and publications such as U.S. Travel Association, Hospitality Sales and Marketing Association International, International Academy of Digital Arts and Sciences, International Academy of the Visual Arts, Travel + Leisure and Travel Weekly, among others.
Vice President, Strategic Initiatives, VISIT PHILADELPHIA®
- As vice president of strategic initiatives at VISIT PHILADELPHIA, Colleen Wyse leads the direction and management of key strategic corporate and institutional relationships; oversees all advertising campaigns and joint marketing programs; manages the creative services department; and serves as the company liaison for regional, state and national tourism relationships.
VISIT PHILADELPHIA implements integrated marketing strategies to build image and visitation, using research, advertising, public relations, social media and a strong online presence. Successful campaigns include: the new Phillyosophy™, an evolution of the well-loved With Love, Philadelphia XOXO®; Philly’s More Fun When You Sleep Over®, the most successful post-9/11 hospitality recovery campaign in the U.S.; the groundbreaking Philadelphia – Get Your History Straight And Your Nightlife Gay®; Philly 360°® for younger, tech savvy travelers; and With Art Philadelphia™, the city’s first-ever coordinated and sustained visual arts marketing effort.
Wyse most recently worked at HSN (Home Shopping Network) as director of strategic marketing alliances. Prior to that job, she was employed by Conde Nast Publications, where she gathered nearly two decades of experience in advertising sales and publishing, working at major publications such as Vogue, Glamour and Women’s Wear Daily, among many others. Wyse also boasts experience in the arts and culture sector thanks to opportunities at a theater and cultural center in Illinois and New York respectively.Wyse graduated from the University of St. Francis and completed master’s level work at Northern Illinois University. She lives in Philadelphia’s Society Hill neighborhood with her husband.
Vice President of Communications, VISIT PHILADELPHIA®
As vice president of communications for VISIT PHILADELPHIA, Paula Butler is responsible for developing the company’s communication strategy and leading a team of communications professionals to promote Philadelphia as a leisure destination and enhance its brand reputation. In addition to her day-to-day communications functions, Butler leads the VISIT PHILADELPHIA communications team—which has won more than 50 industry awards—in media relations, content development and social media to keep Philadelphia in the news and top-of-mind for consumers.
A native of the Philadelphia region, Butler was the organization’s first vice president of communications in its early years, from 1999-2006, setting up the communications department that is now a model within the travel industry. She resumed the role in April 2012, and once again, plays a key role in VISIT PHILADELPHIA's consumer campaigns, such as With Love, Philadelphia XOXO® and With Art Philadelphia™, and its corporate communications outreach.
For six years, Butler served as senior director of global communications at Bethesda, Maryland-based Marriott International, responsible for promoting the company’s 15 lodging brands across the Americas, Europe and the Middle East/Africa regions. She also worked as senior vice president of the travel and tourism practice at Porter/Novelli in New York. Before turning to PR, Butler was a writer and editor for several business publications at the Advertising Specialty Institute in Langhorne, Pennsylvania, and at Harcourt Brace Jovanovich in New York. She attended Villanova University. Butler currently lives in the Midtown Village section of Philadelphia.
Director of Media Relations, VISIT PHILADELPHIA®
Cara Schneider is the director of media relations for VISIT PHILADELPHIA, a position she assumed in 2006 after seven years with the company. In this role, she manages the media relations team as it promotes Philadelphia’s history, art, food, neighborhoods, family attractions and more, as well as VISIT PHILADELPHIA’s own campaigns and tactics—all of which build the region’s image as a premier leisure destination.
Highly respected by journalists, Schneider regularly works with such outlets as The New York Times, The Washington Post, National Geographic Traveler, Travel + Leisure, PRWeek, Gadling and The Philadelphia Inquirer, and she is part of a team that counts 55+ industry awards from organizations like Hospitality Sales and Marketing Association International, Public Relations Society of America and PR News. Schneider has guided the media relations strategy for many of the company’s campaigns and projects, including the Benjamin Franklin 300 celebration; the inaugural Philly Beer Week; The Real-Life Wedding of Ben Franklin and Betsy Ross; Philly’s More Fun When You Sleep Over®; With Love, Philadelphia XOXO®; and With Art Philadelphia™.
Continuing her commitment to Philadelphia outside of work, Schneider sits on the board of Philadelphia’s Magic Gardens, dedicated to inspiring creativity and community engagement by educating the public about folk, mosaic and visionary art. She is also an active member of the Francisville Neighborhood Development Corporation’s PR & Branding Committee and of the Congregation Rodeph Shalom Membership Committee. Schneider is a graduate of the University of Pennsylvania.
Director of Social Media, VISIT PHILADELPHIA®
Caroline Bean is the director of social media at VISIT PHILADELPHIA®. She joined the company in 2003 as the public relations coordinator and soon became an integral member of the media relations team, placing stories in The Washington Post, PR Week, GQ and Jaunted. Today, she leads VISIT PHILADELPHIA’s award-winning social media program.
Bean helped to charter the organization’s “new media” efforts—from podcasts and the popular uwishunu.com blog in the early 2000s to today’s newer platforms and integrated social programs. With all this, Bean has helped to establish Philadelphia’s voice to consumers.
Tactics such as on-site activations, exclusive after-hours events and access for Instagrammers, social-specific press trips and, most importantly, daily interactions with Philly fans and visitors have made VISIT PHILADELPHIA’s social program one that is highly respected and often emulated. Bean also ensures that every VISIT PHILADELPHIA campaign contains a well-rounded social media strategy.
The industry has taken notice of VISIT PHILADELPHIA’s social media programs with prestigious awards and speaking engagements. Bean and her social team have won a PR News NonProfit PR award for the With Love, Philadelphia XOXO® social media campaign; two SMITTYs (Social Media in Travel + Tourism Award) from Travel + Leisure for Visit Philly’s Foodspotting and Twitter accounts; and a Hospitality Sales & Marketing Association International (HSMAI) Gold Adrian Award for an Instagram Press Trip. What’s more, industry outlet Skift consistently ranks VISIT PHILADELPHIA’s social media in the top five of its regularly updated list of the “Top 10 Travel Destinations on Social Media.”
Bean has shared her social insights with audiences at U.S. Travel Association’s Educational Seminar for Tourism Organizations (ESTO) conference, BlogWorld, Travel Blogger Exchange (TBEX), the annual convention of Destination Marketing Association International (DMAI) and the Social Media Tourism Symposium (SoMeT). Bean also spearheads VISIT PHILADELPHIA’s annual Social Media Summit, where those working on social media in Greater Philadelphia’s travel and tourism industry discover new tactics and best practices from local and national presenters.
Bean serves on the marketing advisory committee for University City District and on various committees for Women’s Way. In 2008, she traveled to Tanzania, Africa to teach English to the Maasai people.
Prior to VISIT PHILADELPHIA, Bean worked at an advertising agency in Baltimore. She is a graduate of the University of Delaware.
Partnership Director, VISIT PHILADELPHIA®
As partnership director for VISIT PHILADELPHIA, Jim Werner is charged with initiating, implementing and managing new opportunities, as well as expanding the scope and investment of VISIT PHILADELPHIA’s current relationships. He oversees joint marketing programs; corporate partnerships; visitphilly.com advertising; and regional, state and national tourism relationships for VISIT PHILADELPHIA.
Most notably, he’s helped to shape the company’s match-investment media buy program for its successful brand campaign, With Love, Philadelphia XOXO®; since 2011, 23 organizations have invested $1.6 million. The result is a strong, unified Philadelphia campaign with high-impact tactics and placements.
By building integrated partnerships that use advertising, research, public relations, social media and web tactics, Werner ensures the region’s assets and partners are well-represented and heavily promoted in all of the company’s marketing efforts. He works with state and local partners, including transportation providers, Philadelphia-based companies, attractions and media outlets.
A native of Philadelphia, Werner joined the VISIT PHILADELPHIA staff in 2005. Werner also serves on the board of the Pennsylvania Association of Travel & Tourism, on the board of the Mummers Museum and as marketing liaison for the Mummers Parade.
A graduate of LaSalle University, Werner began his career in the public sector in 2001 as a communications manager for the Philadelphia Housing Authority. He currently resides in the Port Richmond section of Philadelphia.