VISIT PHILADELPHIA ‘The City of Sisterly Love’
Adrian J Cotterill, Editor-in-Chief
Last week in Times Square VISIT PHILADELPHIA, the region’s official tourism marketing organisation, teamed with Clear Channel Outdoor (NYSE: CCO) in an evolution for Greater Philadelphia’s tourism marketing industry.
Leveraging Clear Channel Outdoor’s interactive, full-motion billboards, VISIT PHILADELPHIA revealed City of Sisterly Love, a new city moniker that kicks off a campaign to strategically target female travellers and invite them to travel, with the other women in their lives, to Greater Philadelphia. The campaign creative was seen by the world through the lens of Times Square and more than 800 hotel and travel luminaries at The Met Philadelphia simultaneously.
This new partnership and live activation in Times Square was timed with National Plan For Vacation Day, underscored VISIT PHILADELPHIA’s adoption of innovation and technology to help track the efficiency of its marketing. The organization’s leadership team—spearheaded by Jeff Guaracino, president and CEO, is leaning into technologies like DOOH and Clear Channel Outdoor RADAR, the company’s industry-leading suite of data-driven solutions for effective planning, amplification and measurement.
He told us “People are spending more time than ever away from their own homes—yet, year after year, they’re leaving hard-earned vacation time on the table. Our challenge is to adapt our marketing strategy in ways that bring our core audiences closer to Philadelphia in meaningful and measurable ways. This partnership with Clear Channel Outdoor allows us to be more visible with our marketing while adapting our messages in real-time based on what’s happening in the world.”
While the Times Square activation was just the kick-off for VISIT PHILADELPHIA’s 2020 campaigns and the announcement of the city’s new moniker, the organization will look to partner with Clear Channel Outdoor leveraging its national and international footprint to reach key audience segments.
On January 30, Philadelphia City Council issued a resolution that changed the city’s moniker from ‘The City of Brotherly Love’ to ‘The City of Sisterly Love’ for 2020. The change was inspired by VISIT PHILADELPHIA’s Sisterly Love campaign that debuted in Times Square last week. Additional marketing initiatives around the campaign will roll out later this year.
A year full of events and programming around art, food, fitness, wine, music and history, including many celebrations of the 100th anniversary of the passage of women’s constitutional right to vote, invites all women—sisters, cousins, girlfriends and any other group of women—to choose Philadelphia as their getaway destination.
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