Releases: Expanded View
VISIT PHILADELPHIA Debuts New TV Commercial
Spot Showcases Philly’s Well-Known & Lesser-Known Tourist Draws
VISIT PHILADELPHIA® debuted a new television commercial today—a fun, over-the-top spot that honors the city’s beloved icons while showing off the many other enjoyments that make Philadelphia such a popular place to visit and stay overnight. Created in partnership with Red Tettemer O’Connell + Partners, the commercial is part of the destination marketing organization’s With Love, Philadelphia XOXO® campaign and the first VISIT PHILADELPHIA spot to air on television since 2011. It is viewable at visitphilly.com/philazillas.
“Cheesesteaks and history are legendary in Philadelphia, and deservedly so,” said Meryl Levitz, president and CEO, VISIT PHILADELPHIA. “But we want people to realize that there’s a lot more to this city, and it’s all deserving of attention: the waterfronts, the parks, the restaurants, the bars, the culture, the walkability. Our new commercial shows off these wonders, and every one of them is a great reason to visit Philadelphia. You’ll definitely need more than a day to get it all in though.”
The Concept & Strategy Behind It:
In the spot entitled “Philazillas,” a larger-than-life Benjamin Franklin and a just-as-big cheesesteak vie for the spotlight during an outrageous tiff that leaves a visitor asking, “What’s with them?,” and her taxi driver responding, “Oh those two. They’re always fighting for attention.” The tongue-in-cheek spot ends with the tagline: There’s more to a legendary city than its legends.
Research commissioned by VISIT PHILADELPHIA in 2015 found that while most leisure travelers acknowledged Philadelphia’s iconic sites, they seek fun and authentic experiences, restaurants, nightlife, art and walkability for urban destination getaways. That’s why “Philazillas” shows off the many city features that compel travelers to visit.
“The challenge in developing a spot that broadens people’s perspectives about what makes Philly great was having a bit of fun with the two things the city is most famous for—cheesesteaks and history,” said Steve Red, president and chief creative officer, Red Tettemer O’Connell + Partners. “But at the same time, it was important to acknowledge their legendary status and importance to the city.”
Philadelphia has hit records and milestones in recent years, with 39.7 million total visitors in 2014 and 77% occupancy at Center City hotels and an historic visit from Pope Francis in 2015. To keep this momentum going, it’s important for Philadelphia to stay top of mind for people making decisions about their next vacation or even contemplating a new location for their home or business. That means getting the Philadelphia message out to them on all possible platforms, including on TVs and digital screens.
The Media Buy:
Video consumption across many platforms is at an all-time high, and it’s imperative for VISIT PHILADELPHIA to reach consumers in these spaces. The destination-marketing organization secured a Commonwealth of Pennsylvania Department of Community and Economic Development grant to promote visitation to Philadelphia through video on screens of all sorts—TV, desktop, mobile and tablet devices—in 2016. This multi-screen grant helps extend the messaging of the With Love campaign to a wider audience.
There are three versions of the commercial: 60 seconds, 30 seconds and 15 seconds. The 60-second version tells the most robust story, and that iteration will appear online and on VISIT PHILADELPHIA’s websites and social media properties. Due to a limited budget, the shorter versions will run on television and online as part of the paid advertising buy.
The “Philazillas” spot will complement VISIT PHILADELPHIA’s core media buy, which will feature creative on digital and out-of-home advertising in the New York and Philadelphia DMAs. The commercial will run on broadcast and cable networks in three flights: February 1-21, July 11-31 and September 5-18, 2016. In addition, it will appear online through media distribution partners such as Lin Digital, TubeMogul, Facebook and YouTube.
VISIT PHILADELPHIA® makes Philadelphia and The Countryside® a premier destination through marketing and image building that increases the number of visitors, the number of nights they stay and the number of things they do in the five-county area.
On Greater Philadelphia’s official visitor website and blog, visitphilly.com and uwishunu.com, visitors can explore things to do, upcoming events, themed itineraries and hotel packages. Compelling photography and videos, interactive maps and detailed visitor information make the sites effective trip-planning tools. Along with Visit Philly social media channels, the online platforms communicate directly with consumers. Travelers can also call and stop into the Independence Visitor Center for additional information and tickets.
The Visit Philly Overnight Hotel Package Springs Into A New Season
This spring, the popular Visit Philly Overnight Hotel Package includes not only its always-offered-and-convenient free hotel parking, but extra perks that make it easier for visitors to get around once they arrive too. Bookable now at visitphilly.com/overnight for stays beginning on March 20, 2017, the spring edition of the package comes with free passes for Indego, the City of Philadelphia’s bike-sharing program; free tickets for the PHLASH downtown loop, which stops at more than 20 Philly attractions; credit toward an Uber ride and $50 in SugarHouse Casino perks.
“There’s nothing quite like spring in Philadelphia,” said Meryl Levitz, president and...
VISIT PHILADELPHIA Debuts 360-Degree Photo, Video & Virtual Reality Experience
Philadelphia fans and potential visitors can now see the city in a new way before they arrive thanks to VISIT PHILADELPHIA’s 360-degree photography and video with virtual-reality capabilities. Visitors to visitphilly.com/virtual-tour will be able to explore 25 panoramic, 360-degree photos; watch a three-minute, 360-degree video; and view that video in virtual reality (VR)—as an immersive tour on a VR headset.
“Every day we give online visitors compelling reasons to plan a trip to Philadelphia, and we believe this new view of the city will give the 20 million people who use visitphilly.com and uwishunu.com each year even more reasons to...
Visit Philadelphia Announces Three New Staff Appointments
VISIT PHILADELPHIA® welcomed two new staffers and promoted another within the organization this month, adding Kara Callahan as vice president of advertising and strategic alliances, Laura Burkhardt as vice president of visitor appeal, and elevating Jim Werner to vice president of hotel relations and tourism development.
“We’re happy to welcome Kara and Laura and to promote Jim, a long-time member of our team,” said Meryl Levitz, president and CEO of VISIT PHILADELPHIA. “We’re coming off a banner year for hospitality in 2016, and the new leadership positions will strengthen our talented team by helping us to fulfill our mission,...
Kimpton Hotel Manager Joins VISIT PHILADELPHIA Team
VISIT PHILADELPHIA® announced today that it has welcomed James Adamson, general manager of the Kimpton Hotel Monaco Philadelphia, to its board.
“We are happy that James has joined our board,” said Manuel Stamatakis, VISIT PHILADELPHIA board chairman. “He has many years of hotel management experience, and we look forward to tapping into his knowledge base as we develop marketing plans and strategies for VISIT PHILADELPHIA moving forward.”
For 14 years now, Adamson has worked for Kimpton properties, beginning in 2003 when he served as a guest service agent at the Kimpton Hotel Monaco in Salt Lake City. He quickly...
VISIT PHILADELPHIA Reports A Record For 2016 Leisure Tourism & Announces Plans For 2017
At today’s VISIT PHILADELPHIA® New Year’s Breakfast, the destination marketing organization released record 2016 hotel numbers for Center City Philadelphia and announced upcoming marketing initiatives, including a new virtual-reality and 360-degree video and photo experience on visitphilly.com; new With Love, Philadelphia XOXO® ads for winter; year two for Philadelphia’s Historic District campaign; and a perks-packed, limited-time-only Visit Philly Overnight Hotel Package.
2016: A Record Year:
In 2016, Center City Philadelphia hotels are projected to have hit:
- Record occupancy – 78%
–3.2 million hotel room nights
- Record leisure room nights – 1 million for the first time
Biggest, Best-Ever Version Of The Visit Philly Overnight Hotel Package Now Available
VISIT PHILADELPHIA® announces a new perk for the in-demand Visit Philly Overnight Hotel Package Winter Getaway. Guests who book the package and stay at any of 38 Philadelphia hotels between January 28 and February 5, 2017 receive the bonuses listed below—plus two tickets to the Philadelphia Auto Show. This package, typically valued up to $228, jumps up to a $256 value with the Auto Show tickets. The standard winter package, available until March 19, 2017, includes:
- Free hotel parking
- Two untimed tickets to Jurassic World: The Exhibition at The Franklin Institute
- Admission and ice skate rentals for two at
Visit Philly Overnight Hotel Package Winter Getaway
VISIT PHILADELPHIA®, the region’s official tourism marketing agency, announced an unprecedented version of its Visit Philly Overnight Hotel Package for winter. Redeemable from November 25, 2016 through March 19, 2017, the Visit Philly Overnight Hotel Package Winter Getaway is bookable online now at visitphilly.com/overnight and starts at $99 per night. The package, offered at 38 Center City hotels, is valued at up to $228 and includes:
- Free hotel parking
- Two untimed tickets to Jurassic World: The Exhibition, making its North American debut at The Franklin Institute
- Admission and ice skate rentals for two at Blue Cross RiverRink
SugarHouse General Manager Joins Visit Philadelphia Team
VISIT PHILADELPHIA® announced today that it has welcomed Wendy Hamilton, general manager of SugarHouse Casino, to its board.
“We’re pleased to have Wendy join our board,” said Manuel Stamatakis, VISIT PHILADELPHIA board chairman. “She has more than 20 years of experience in the hospitality industry, and her enthusiasm for and dedication to Philadelphia will serve us all well as VISIT PHILADELPHIA plans and strategizes for the future.”
Hamilton has managed SugarHouse since it opened in 2010 and, in that time, has led partnerships with major Philadelphia events, such as the New Year’s Eve Fireworks on the Delaware River Waterfront...
VISIT PHILADELPHIA Announces Director Of Social Media, Dana Schmidt
Dana Schmidt is the director of social media at VISIT PHILADELPHIA®, the region’s official tourism marketing agency.
Schmidt is responsible for continuing to grow the brand’s social media fan base beyond 1.2 million followers (and counting). As the director of social media for VISIT PHILADELPHIA, she leads the organization’s award-winning social media program by curating compelling content and using innovative tactics to keep fans and followers engaged.
Schmidt, who joined VISIT PHILADELPHIA in March 2016, chartered a new way to engage mobile-savvy travelers and locals with an account on the latest image- and video-based storytelling social media platform,...
VISIT PHILADELPHIA Celebrates 20th Anniversary
Twenty years ago, a few civic-minded leaders believed Philadelphia could become a competitive leisure destination and created the Greater Philadelphia Tourism Marketing Corporation (GPTMC) to make that vision a reality. This year, the organization that began as a three-year experiment, now known as VISIT PHILADELPHIA®, celebrates its 20th anniversary with an annual report that validates the vision of 1996 and shows that 41 million people visited the region in 2015—a 54% increase over 1997.
For two decades now, VISIT PHILADELPHIA has built the brand of the region and driven visitation with memorable advertising campaigns such as With...