9/3/2023 0 Comments Philadelphia visits![]() The overnight hotel package focused on potential visitors living within easy driving distance, specifically those along the East Coast in cities such as Baltimore, Harrisburg, and the surrounding Philadelphia counties. “Philly’s More Fun When You Sleep Over,” the resulting campaign, kept things light and depicted tourists dancing around in their pajamas checking out classic spots such as the Museum of Art and Independence Mall. ![]() As a way to combat this resistance to travel and curb losses to its $1 billion hospitality industry, Visit Philadelphia (then GPTMC) launched a consumer campaign and hotel package. The attacks on Septemhad a significantly negative impact on overnight stays in cities across the United States. Travel Association, the Association of National Advertisers, Hospitality Sales and Marketing Association International, the Public Relations Society of America, and PRWeek for its creativity and performance in the marketplace. Metcalfe (R., Butler) sent letters to fellow House members complaining that tax dollars were being used to "promote immoral behaviors." However, this did not catch on with other legislative members. Reactions to the campaign were initially mixed, with 300 people responding to the TV ad, two-thirds of which were disapproving. In response, the city became the first destination to run a gay TV commercial, and by 2010, moved up to tie for 9th position of places visited by gay and lesbian travelers, according to Community Marketing, an LGBT market research firm. Prior to the campaign, Philadelphia was not on the list of top 20 LGBT destinations. The first ads were vintage-inspired flyers with Benjamin Franklin and Betsy Ross, though later ads included the landmark 2004 TV spot “Pen Pals”. In 2003, the slogan “Get your history straight and your nightlife gay” was created in order to attract more LGBT tourism. Get Your History Straight and Your Nightlife Gay In 2009, Visit Philadelphia began a new campaign with the "With Love, Philadelphia XOXO" tagline. The firm Longwoods International estimated that the “Place That Loves You Back” campaign was responsible for attracting more than 1 million new visitors on overnight and day trips to the region. Though this was not the first campaign, it marked a change from earlier campaigns that mostly focused on the city’s historical artifacts in Center City, such as Independence Hall and the Liberty Bell. This campaign introduced the slogan "The City that Loves you Back" as both "a reply and a challenge to the ' I Love New York' slogan" and a way to counter the "antisocial reputation" that Philadelphia had developed. Its first national ad campaign took place in 1997. All of these campaigns were implemented with the goal of communicating Philadelphia’s personal essence, voice and image. Since its first national ad campaign in 1997, Visit Philly has launched a variety of campaigns and initiatives considered especially innovative for a destination marketing organization. The name change made it much easier for interested travelers to find the organization. An internal study found that the word “Philadelphia” was searched much more frequently than any other word when internet users inquired about the city. ![]() A drive toward greater technological optimization also played a part in orchestrating the change. Several factors were instrumental in facilitating the name change, perhaps most prominently being an effort to utilize a more self-explanatory moniker. Visit Philadelphia’s website was the most-visited destination website of the 10 largest cities in the U.S. However, it wasn’t until three years later, in 2013, when the change became official. In 2010, GPTMC launched a new web platform,, and began plans for an official name change. Prior to 2013, Visit Philadelphia was named The Greater Philadelphia Tourism and Marketing Corporation (GPTMC). According to the Encyclopedia of Greater Philadelphia, the newly created agency "took a regional approach to 'Philadelphia and Its Countryside' and formed partnerships with similar organizations in the region: the Valley Forge Convention and Visitors Board, Visit Bucks County, and the Brandywine Conference and Visitors Bureau, among others." Name change Rendell created the GPTMC in 1996 to attract tourists the corporation operated separately from the Philadelphia Convention and Visitors Bureau. Its goal is to show potential tourists that Philadelphia is a destination to visit. The organization utilizes robust campaigns, media relations, advertising, websites and social media to market the area and promote tourism. As the region's official tourism marketing agency, Visit Philadelphia works to build the Greater Philadelphia area's image, drive visitation and boost the economy.
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