{"id":5063,"date":"2025-09-22T05:44:00","date_gmt":"2025-09-22T10:44:00","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=5063"},"modified":"2025-09-22T05:44:01","modified_gmt":"2025-09-22T10:44:01","slug":"creative-driven-impactful-engaging-campaigns-driving-visitation-to-philadelphia","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/creative-driven-impactful-engaging-campaigns-driving-visitation-to-philadelphia\/","title":{"rendered":"Creative-Driven, Impactful, Engaging Campaigns Driving Visitation to Philadelphia"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        <strong><strong><strong>Creative-Driven, Impactful, Engaging Campaigns Driving Visitation to Philadelphia<\/strong><\/strong><\/strong>                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/usim\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        USIM                                        <span>New York City, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/data-analytics-case-studies\"><button class=\"custom-button\">Data Analytics<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/sem-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEM<\/button><\/a><a href=\"\/work\/seo-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">SEO<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       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'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">BACKGROUND\/GOAL<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Continuing our successful partnership with Visit Philly in\u00a0building campaigns that spark awareness and attract travelers to the city, we were tasked with kicking off the summer travel season with an impactful, press-worthy media domination to drive awareness and engagement for Visit Philly tourism in one of its largest feeder markets \u2013\u00a0New York City.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">STRATEGIC MEDIA APPROACH<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">At the heart of our efforts\u00a0was increasing brand visibility, engagement, and driving tourism to Philadelphia against\u00a0key target audiences with the highest propensity to visit and meet in-city spending goals.\u00a0\u00a0<br>\u00a0<br>\u2022\u00a0<strong>Integrated Plan<\/strong>: Employ a multi-channel\u00a0approach including paid search, paid social, OTAs, and OOH.<br><br>\u2022\u00a0<strong>Media Dominations<\/strong>: Takeover of all 250 ad units in Penn Station (digital and print ads \u2013 columns, boards, stair risers) reaching 600,000 travelers daily using Amtrak, the Long Island Railroad, and the MTA\u2019s New York City subways.\u00a0<br><br>\u2022\u00a0<strong>Live Event Alignmen<\/strong>t: Domination was timed against the\u00a0NY Knicks and the NY Rangers Playoff games to maximize foot traffic.<br><br>\u2022\u00a0<strong>Earned Media Partnership<\/strong>s:\u00a0Strategic partnerships with local broadcast and other outlets to maximize awareness, reach, and engagement.<br><br>\u2022\u00a0<strong>Campaign<\/strong>: Amplified the campaign \u201cCome For Philadelphia. Stay for Philly.\u201d,\u00a0encouraging travelers to explore Philly\u2019s lesser-known sites, offerings, and attractions \u2013 in addition to its iconic mainstays.\u00a0<br><br>\u2022<strong>\u00a0Promoted Package<\/strong>s: Feature key visitation initiatives supporting hospitality and desired city spending.<br><br>\u2022<strong>\u00a0Tied to Social<\/strong>:\u00a0Optimize social media engagement and search marketing throughout the campaign to further foster community engagement and reinforce the destination\u2019s draw.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">RESULTS ACHIEVED<br><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">\u2022<strong>\u00a069 Million\u00a0Impressions<\/strong>\u00a0\u00a0Generated Week #1<br>\u2022\u00a0<strong>15%\u00a0Reduced Media Rate<\/strong>\u00a0Negotiated<br>\u2022\u00a0<strong>20%\u00a0YoY Intent to Book<\/strong>\u00a0on Site Week #1\u00a0<br>\u2022\u00a0<strong>30:1\u00a0YoY ROAS<\/strong>\u00a0on OTA<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page 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