Intending to strengthen greater Philadelphia’s position as a world-class destination for business gatherings, expansion, talent attraction and global tourism, several agencies are partnering on a new campaign.
The PHL: Here For the Making campaign builds on the successful launch of the PHLCVB’s global messaging project in 2012.
Committed to using this campaign over the next three years are Philadelphia Convention & Visitors Bureau (PHLCVB), City of Philadelphia, Greater Philadelphia Chamber of Commerce, Select Greater Philadelphia, Philadelphia Industrial Development Corporation, Pennsylvania Convention Center and Greater Philadelphia Hotel Association.
Comcast/NBC pledged to support the action with substantial yearly in-kind media placements. Additional strategic partners are welcomed and expected to be announced in the coming weeks.
The campaign is a chance to share the wonders of Philadelphia on a much larger scale.
“This campaign gives us a strong platform to share the PHL message with more people around the world. 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,” said Philadelphia Mayor Michael A. Nutter.
Compelling stories of the local people and businesses are showcased through the cooperative marketing campaign. Its components include a television commercial, online videos, advertising for all mediums, an extensive social media program, multicultural target market assets and global press outreach.
“We know that the first impression many people have of Philadelphia is through their visits here for a convention or on business. So every traveler who has a great experience can potentially make or inﬂuence a decision to hold a meeting here, attend one of our esteemed universities, or relocate a company here,” said Jack Ferguson, president and CEO, PHLCVB, which serves as the sales and marketing arm for the Pennsylvania Convention Center as well as global marketing for the City.
The campaign creative will be featured in travel, convention and business-related media online, in print, on the Comcast/NBC network and on-site at industry tradeshows featuring a host of city makers.
Mighty Engine, Old City Philadelphia-based marketing agency, and PHLCVB developed the campaign with encouragement from local and national makers’ movement.