Philly rolls out the welcome mat — with love

Share this content:
GPTMC’s campaign welcomes travelers with open arms
GPTMC’s campaign welcomes travelers with open arms

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) launched a campaign May 30 promoting the city as a summer travel destination. The push includes search marketing, e-mail, banner and out-of-home ads, as well as television and print spots. GPTMC is spending $1.6 million on the integrated effort.

Philadelphia-based agency Red Tettemer developed the campaign's creative elements, while local agency MayoSeitz Media managed media buying.

The campaign expresses affection for the city by playing on its nickname — "The City of Brotherly Love" — with the theme "With Love, Philadelphia XOXO." The campaign creative imitates love letters to the city, with taglines such as "Dear Phanatic, you're beautiful, whatever you are," referencing the Philadelphia Phillies' mascot.

"The idea was to have a series of love letters that would invite people to Philadelphia for different reasons," said Cara Schneider, media relations director at the GPTMC.

The creative promotes Philadelphia's history, restaurants, outdoor activities and museums.

The GPTMC is targeting festival-goers, weekend getaway seekers, affluent consumers, families with children, black consumers, gays and lesbians and repeat visitors. The online and print elements target a national audience, while TV and out-of-home ads court East Coast consumers.

The campaign's website encourages consumers to create virtual "postcards." When entering contact information, consumers can sign up to receive e-mail messages.

GPTMC is also offering travel deals that can be booked at, where consumers can buy tickets to regional events and "With Love" products.

The campaign website features social networking elements, including Facebook, Twitter, YouTube and Flickr feeds.

Last year's GPTMC campaign was credited with increasing hotel bookings for leisure travelers by 3% in Center City Philadelphia, according to PKF Consulting. l

Philadelphia businesses, including the Victory Brewing Company, Capogiro Gelato Artisans, the Philadelphia Convention & Visitors Bureau, the Philadelphia Phillies and the Independence Visitor Center, are partnering with GPTMC to promote the campaign

, including the Cleopatra: The Search for the Last Queen of Egypt exhibit at The Franklin Institute

"Dear Don't Want to Leave Yet, that's why Benjamin Franklin invented hotels," and

The out-of-home includes a takeover of the Amtrak level of Washington DC's Union Station.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here