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Marketing. It’s what VISIT PHILADELPHIA™ has been doing since 1997 to build the region’s image and increase leisure tourism. How does the organization know that its efforts are working?
Here are five indicators of VISIT PHILADELPHIA’s marketing success:
1. Advertising Effectiveness
Research of consumers in key VISIT PHILADELPHIA advertising markets (New York; Washington, DC; Harrisburg; and Philadelphia DMA) found that every $1 spent on the With Love, Philadelphia XOXO® ad campaign generates $100 in direct visitor spending and $11 in state and local taxes. (Longwoods International)
2. Hotel Occupancy: Leisure Travel
- Individual leisure travelers accounted for 924,000 Center City hotel
Released today, the VISIT PHILADELPHIA™ annual report, titled Philadelphia’s New Confidence, demonstrates the importance of the tourism and travel industry—with $10 billion in economic impact, for starters.
“Greater Philadelphia’s travel industry enhances the quality of life for residents,” said Meryl Levitz, president and CEO of VISIT PHILADELPHIA. “Visitor spending generates taxes for our local and state governments, supports jobs for locals and results in destination attractors—museums, art, festivals, restaurants and parks—that we can enjoy all the time.”
- Greater Philadelphia welcomed 39 million day and overnight visitors.
- Visitor spending in Greater Philadelphia:
- Generated $10 billion in economic
Inspired and appalled by a recent Oxford Economics study that found that 42% of Americans leave 3.2 vacation days on the table, VISIT PHILADELPHIA™ released a 3.2-day Philadelphia itinerary.
“It’s good for the economy, a person’s work life and their personal life,” said Meryl Levitz, president and CEO of VISIT PHILADELPHIA. “We believe in the power of travel, and we’re inviting people to use their extra vacation days in the greatest place we can think of—Philadelphia.”
“Philadelphia’s ‘3.2-day itinerary’ is a fun and innovative way to highlight an important cultural issue,” said Roger Dow, U.S. Travel Association president and...
This week, VISIT PHILADELPHIA™ launched a new mobile experience of its website, visitphilly.com, the official visitor website for Greater Philadelphia. Mobile traffic to visitphilly.com topped 3.1 million visits in 2013—a 325% increase over 2011, when mobile traffic accounted for 680,000 visits.
With the new, more adaptive design, users have access to 100% of visitphilly.com from their mobile device—2,500 pages of content. So, what can they do?
- Use their mobile mapping capabilities to find an attraction, restaurant, etc.
- Reference the roundup of festivals to plan their weekend trips.
- Find top dining picks from Philadelphia chefs.
- Plan a themed trip with
For the first time ever, Visit Philadelphia’s powerhouse properties visitphilly.com and uwishunu.com welcomed more than 11 million visits in 2013. The sister sites also saw a significant surge in mobile traffic and sent millions of clicks to partner websites during the record-setting year. Visit Philly’s social media soared as well, with 475,000 followers and counting, a new presence on LinkedIn (the ninth platform for Visit Philly) and the second most popular account on Instagram (out of the five most populated cities). Here’s a look at 2013 by the numbers:
One Dynamic Duo: Visitphilly.com and Uwishunu.com:
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) and its partners are extending the With Art Philadelphia™ collaborative campaign to a third year, starting this fall. This decision follows two years of successfully showcasing Philadelphia’s impressive visual arts scene and establishing Philadelphia as a destination for art. The theme for year three will be “A visit to Philadelphia is better with art.”
“People are getting it: If you want to experience art, you should be in Philadelphia, and that’s the message we’ll keep promoting in year three,” said Meryl Levitz, president and CEO of GPTMC. “They come to see treasures by...
Inspired by the new Benjamin Franklin Museum, opening on Saturday, August 24, 2013, the Greater Philadelphia Tourism Marketing Corporation (GPTMC) polled their Philly Friends opinion panel about the city’s favorite Founding Father.
Question 1: What is Ben Franklin's most admirable trait? (sample size: 112)
- His Inventiveness, 40.2%
- His Love of Beer, 17.9%
- His Wit, 17.0%
- His Diplomatic Skills, 14.3%
- His Clever Writing, 9.8%
- His Fashion Sense, 0.9%
Question 2: Of all of Ben Franklin's inventions, which is your favorite? (sample size: 112)
- Bifocals, 42.0%
- Lightning Rod, 19.6%
- Long Arm (used for reaching things on high shelves), 10.7%
- Franklin Stove (furnace
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) announced today that it has received a Social Media in Travel & Tourism Award (SMITTY) from Travel + Leisure for its Visit Philly Twitter account, which currently has 45,000 followers. To win in the “Best Use Of A Social Media Platform” category, Philadelphia competed against hundreds of national and international destination marketing organizations and travel companies.
The SMITTYs—now in its second year—spotlight the travel industry’s most innovative and effective uses of social media that provide value to consumers in this new landscape. To celebrate the 28 winners, Travel + Leisure is hosting an...
Inspired by Philly Beer Week, kicking off today, the Greater Philadelphia Tourism Marketing Corporation (GPTMC) polled the newly created Philly Friends opinion panel about the city’s beer scene. The findings are mouthwatering.
Question #1: What do you think makes Philly’s beer scene so impressive? (Select all that apply.)
- Beer-centric pubs & bars – 76%
- Quality breweries – 69%
- Beer gardens – 54%
- Philly Beer Week – 43%
- Bartenders who know their stuff – 37%
- Home-brewing scene – 19%
- Other – 7%
Question #2: What is your favorite place in Philadelphia to enjoy beer on a hot summer day?...
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) released its 2013 annual report, which reveals that the region welcomed a record 38.8 million domestic visitors in 2012. Those visitors generate economic impact and taxes for the region and support residents’ jobs. Titled The Evolution of a Destination and Its Marketing, the report also emphasizes the major changes in Philadelphia and in marketing since GPTMC began.
“Philadelphia is a better, more complex destination appealing to more types of travelers and more trip types,” said Meryl Levitz, president and CEO of GPTMC. “Gone are the days of one-size-fits-all marketing. Today, we use...
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) maintains a strong social media presence, and here are three new reasons the Visit Philly accounts continue to engage and activate its more than 321,000 fans and followers:
- Philly’s All a-Twitter
Philadelphia landed in the number five spot among the 10 most popular U.S. cities on Twitter, ranked by the number of followers of cities’ official tourism Twitter accounts. The report, compiled by SkiftSocial, a company that measures social data of travel companies, found that during a two-week period, Portland and Philadelphia were the most responsive to people via Twitter. Travel Portland enlists...
It was a record-setting year for the Greater Philadelphia Tourism Marketing Corporation’s (GPTMC) web properties, with visitphilly.com and uwishunu.com welcoming 8.7 million visits—a 33% increase from 2011. Both sites, along with GPTMC’s 16 ahead-of-the-curve social media properties, relied on timely content, vibrant photography, technical innovation and all of the company’s integrated marketing muscle to attract and engage potential visitors. Here’s a look at some 2012 news and numbers worth bragging about:
Visitphilly.com Is Tops:
- Out of the 10 largest cities in the United States, Philadelphia has the most-visited destination website in visitphilly.com, ranking above powerhouse destinations such as
Lonely Planet, the top travel guidebook publisher in the world, today released its annual list of the “Top 10 U.S. Destinations for 2013,” and Philadelphia landed high atop the list in the number four position based on its strong arts scene. The locations—both emerging and perennial favorites—were selected and ranked by the company’s team of U.S.-based editors and authors. Other destinations on the list include: Louisville, Kentucky; Fairbanks, Alaska; Eastern Sierra, California; and Minneapolis and St. Paul, Minnesota.
“We’re proud that Philadelphia made the list, and we’re pleased that Lonely Planet’s writers and editors recognize the city as an ‘arts...
Philadelphia’s Current Hispanic Population:
- As of the last U.S. Census (2010), there were 187,611 Latinos living in the city of Philadelphia.
- 121,643 are Puerto Rican or of Puerto Rican descent.
- 15,531 are Mexican or of Mexican descent.
- 3,930 are Cuban or of Cuban descent.
- 46,507 are of other Hispanic descent.
The Growth In Philadelphia’s Hispanic Population Over The Last Decade:
- Hispanics represent 12.3% of the city of Philadelphia’s population and 5.7% of Pennsylvania’s population.
- From 2000-2010, the Hispanic population grew 46% in the city of Philadelphia and 83% in Pennsylvania.
- According to the 2010 census, the Mexican population
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) released its Greater Philadelphia Tourism 2012: Report to the Region during its fifth annual Hospitality Leaders Luncheon today, and the report reveals that the region welcomed a record 38 million domestic visitors in 2011. Themed “The Art of Collaboration,” the annual report also emphasizes the importance of partnerships for the success of the tourism industry in Philadelphia.
“Collaboration drives our competitiveness as a destination,” said Meryl Levitz, president and CEO of GPTMC. “And collaboration is the spirit behind our newest marketing effort, With Art Philadelphia™, an unprecedented partnership that positions Philadelphia as a...
Today, the Greater Philadelphia Tourism Marketing Corporation (GPTMC) announced that Joanne Griffonetti of Philadelphia won the 29 Nights of Dates contest grand prize—a red Vespa with two With Love, Philadelphia XOXO® helmets. The month-long sweepstakes generated 53,672 entrants from all over the country, plus 12,052 new Visit Philly Facebook fans and 4,786 new monthly email subscribers. On average, 1,850 people per day entered to win the daily changing 29 dates, which included packages of attraction tickets, restaurant gift cards, tours, hotel stays and even a hot air balloon ride.
A component of GPTMC’s popular With Love campaign, which has been...
One of the country’s most successful tourism blogs, the Greater Philadelphia Tourism Marketing Corporation’s (GPTMC) uwishunu.com celebrates its fifth anniversary by launching Philly 101, a daily video series starring 101 Philadelphians who will share their Philly tips and insights (ones that you wish you knew). This engaging project comes after the site welcomed a record-breaking two million visits in 2011—that’s one million more visits than in 2010.
The Philly 101 video series will launch in March 2012 and run for 101 days. People will find the videos on the GPTMC’s social media sites, such as facebook.com/visitphilly,
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) recently received a nationally coveted Destiny Award from the U.S. Travel Association for its $3.25 million With Love, Philadelphia XOXO® campaign. Philadelphia competed against notable destination marketing organizations across the country for the honor of best full marketing campaign.
“This year’s Destiny Awards competition produced a number of standout entries,” said Roger Dow, president and CEO, U.S. Travel Association. “The Greater Philadelphia Tourism Marketing Corporation’s winning With Love campaign truly reflected the depth of innovative and effective marketing programs now being carried out by our industry.”
Created in 1983, the Destiny Awards are...
This is a U.S. Travel Association Press Release
Reducing state and local tourism marketing programs in the name of saving taxpayer dollars impedes economic growth, according to new research conducted by Longwoods International and commissioned by the U.S. Travel Association. A comprehensive analysis of recent campaigns by the State of Michigan and the Greater Philadelphia Tourism Marketing Corporation (GPTMC) reveals that marketing programs drive greater visitation, generate new tax dollars and create jobs for states and local communities.
"There's a reason that America’s most prominent brands continue to increase their marketing budgets: it works," said Roger Dow, president and CEO...
Greater Philadelphia is a hot topic among the national press in 2011, with an additional 14 buzz-worthy accolades awarded to the area in the past few months for its top-notch historical attractions, dining options and sports scene. Noted as “best” and “trendsetting,” Philadelphia created applause amongst the likes of Budget Travel, forbes.com, Grub Street and many other reputable media outlets. Travelers should get out their bucket lists and add these must-dos to their Philly itineraries:
- In March, Budget Travel said that Independence Hall is one of “15 Places Your Kids Should See Before 15.”
- The following