Philly rolls out the welcome mat — with love

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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 visitphilly.com/withlove, 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.

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