BACKGROUND/GOAL
Continuing our successful partnership with Visit Philly in building 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 – New York City.
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STRATEGIC MEDIA APPROACH
At the heart of our efforts was increasing brand visibility, engagement, and driving tourism to Philadelphia against key target audiences with the highest propensity to visit and meet in-city spending goals.
• Integrated Plan: Employ a multi-channel approach including paid search, paid social, OTAs, and OOH.
• Media Dominations: Takeover of all 250 ad units in Penn Station (digital and print ads – columns, boards, stair risers) reaching 600,000 travelers daily using Amtrak, the Long Island Railroad, and the MTA’s New York City subways.
• Live Event Alignment: Domination was timed against the NY Knicks and the NY Rangers Playoff games to maximize foot traffic.
• Earned Media Partnerships: Strategic partnerships with local broadcast and other outlets to maximize awareness, reach, and engagement.
• Campaign: Amplified the campaign “Come For Philadelphia. Stay for Philly.”, encouraging travelers to explore Philly’s lesser-known sites, offerings, and attractions – in addition to its iconic mainstays.
• Promoted Packages: Feature key visitation initiatives supporting hospitality and desired city spending.
• Tied to Social: Optimize social media engagement and search marketing throughout the campaign to further foster community engagement and reinforce the destination’s draw.
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.
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.
RESULTS ACHIEVED
• 69 Million Impressions Generated Week #1
• 15% Reduced Media Rate Negotiated
• 20% YoY Intent to Book on Site Week #1
• 30:1 YoY ROAS on OTA
