Philadelphia CVB Rolls Out New Marketing Campaign
Partnering with several of the city’s economic development and marketing organizations, the Philadelphia Convention & Visitors Bureau recently launched a new business attraction co-op marketing campaign for Philadelphia – PHL: Here For The Making (www.discoverPHL.com/makeitPHL).
The campaign’s tagline says it all: “Whether you’re looking to create successful convention, a game-changing venture, an important move, or just an unforgettable experience, make it right here in Philadelphia.”
The PHLCVB joined forces with the Greater Philadelphia Chamber of Commerce, Select Greater Philadelphia, Philadelphia Industrial Development Corporation, Pennsylvania Convention Center and Greater Philadelphia Hotel Association to launch the new campaign.
The strategy behind the campaign is to strengthen greater Philadelphia’s position as a world-class destination for business gatherings, expansion, talent attraction and global tourism, according to bureau officials.
“We know that the first impression many people have of Philadelphia is through their visits here for a convention or on business,” said Jack Ferguson, president and CEO, PHLCVB
He added, “So, every traveler who has a great experience can potentially make or in?uence a decision to hold a meeting here, attend one of our esteemed universities, or relocate a company here.”
The strategic partners have all committed to use this creative campaign in any existing placements during the next three years, and Comcast/NBC has committed to support the initiative with substantial annual in-kind media placements.
Highlights of the campaign will include compelling stories about the people and businesses making great things in the city and region.
Marketing components will include a television commercial, online videos, advertising for all mediums, an extensive social media program, multicultural target market assets and global press outreach.
“This campaign gives us a strong platform to share the PHL message with more people around the world,” said Philadelphia Mayor Michael A. Nutter.
He added, “The spirit of innovation in our modern renaissance city is a major reason why people want to do business here, travel here, work here and live here. Throughout its history, Philadelphia has been a city of makers and doers; with artists, chefs, convention planners, engineers, scientists, technologists and manufacturers all making and innovating right here.”
The PHLCVB will tap into local businesses and organizations to help spread the word and expand Philadelphia’s reach to even more business decision makers.
The campaign creative also will be featured in convention, travel andbusiness-related media online, in print, on the Comcast/NBC network and on-site at industry tradeshows.
Telling the Philadelphia story will be a broad swath of the city ‘makers’, such as Mayor Nutter; Tom Pellet, director, Meetings & Conventions, American Academy of Family Physicians; Pam Yaller, creative director and sales manager, Magnificent Balloon and Floral Events; and Sree Kotay, chief software architect, Comcast, to name a few.
Greater Philadelphia Chamber of Commerce President and CEO Rob Wonderling said, “Making things is a part of our region’s DNA; it’s a defining part of its present and future. And we need more decision makers to think of greater Philadelphia as a place where they can make anything – from helicopters to apps, from fashion to energy, and anything in between. PHL is here for the making.”
Philadelphia-based marketing agency Mighty Engine developed the campaign with PHLCVB, with inspiration from the local and national makers’ movement.