GPTMC Also To Reach Out To Visitors With Special Interests

Summer's here, and Philadelphia is ready to show potential visitors just how fun a trip to the region can be. The Greater Philadelphia Tourism Marketing Corporation (GPTMC) will run the next phase of the six-year-old Philly's More Fun campaign to fuel the region's $27 million per day tourism industry. Set to launch on June 18, the $1.7 million "Philly's More" ad series will run heavily online and on television, radio and print in New York, Washington, DC and Hartford-New Haven, with an extensive outdoor effort to complement the visual aspect of the campaign. In total, GPTMC will spend more than $2 million on advertising this summer.

Research recently conducted by GPTMC showed that more people understand that Philadelphia is a fun and authentic destination. As a result, the new "Philly's More" campaign, created with the help of local agency LevLane, focuses specifically on what a visitor can do during a trip here. Playing off the well known Philly's More Fun When You Sleep Over(R) tagline, the new ads say Philly's "More Cosmopolitan," "More Rebellious," "More Impulsive" and "More Original."

The "Philly's More" campaign includes television and radio commercials, as well as ads in print publications, on billboards and in train stations and movie theaters. Much of the advertising will run in the Washington, DC and Hartford-New Haven markets, both of which are within reasonable driving distance to Philadelphia and have been identified as growth markets for GPTMC based upon D.K. Shifflet rankings for paid overnight visitation to the region. MayoSeitz Media and The Star Group worked with GPTMC to develop the media buy.

In addition to its general "Philly's More" campaign, GPTMC will reach out to potential visitors with special interests. Here's a look at additional marketing programs running this summer:

  -- Boundless Philadelphia(TM): This campaign promotes the quality and
     quantity of the Philadelphia region's natural assets and outdoor
     experiences. Ads appear online at http://www.bicycling.com/ ,
     http://www.backpacker.com/ , http://www.runnersworld.com/ and on search
     engines.
  -- uwishunu(TM): Showing off the city through blogs, podcasts, social
     networking sites, photo- and video-sharing Web sites and RSS feeds,
     this campaign is running in print and online in New York, Boston,
     Washington, DC, Providence and Baltimore.
  -- Historic Philadelphia: GPTMC partnered with more than 30 attractions
     and organizations in Historic Philadelphia to better promote the
     neighborhood's attractions, restaurants and shops. Ads are running in
     regional newspapers and on the Visitor Channel at local hotels.
  -- SoundAboutPhilly(TM): This series of free, dynamically mapped and
     completely customizable sound-seeing tours is being promoted through
     online search engines.
  -- Co-operative Advertising: GPTMC's co-op advertising program gives local
     attractions, hotels, shops and restaurants the chance to publicize
     their messages at a substantial discount. The program is designed to
     promote the Philly's More Fun When You Sleep Over(R) brand in national
     and regional print publications.
  -- Cruise Philly: Working in conjunction with the Delaware River Port
     Authority, GPTMC helps establish Philadelphia as an active cruise port
     by securing more home ported vessels and more port calls. Ads run in
     print publications in Harrisburg, Wilkes Barre-Scranton, Pittsburgh,
     Baltimore, Delaware and Philadelphia and on online search engines.
  -- Culture Files(TM): This insider's online guide to the region's arts and
     culture, found on http://www.gophila.com/, is being marketed online
     through search engines.

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) makes Philadelphia and The Countryside(TM) a premier destination through marketing and image building that increases business and promotes the region's vitality. For more information about travel to Philadelphia, visit http://www.gophila.com/

Source: Greater Philadelphia Tourism Marketing Corporation