Philadelphia and the Countryside - Press Room

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Releases: Expanded View

May 12 2009

Fact Sheet: With Love, Philadelphia XOXO™

With Love, Philadelphia XOXO™ Campaign

CAMPAIGN NAME: With Love, Philadelphia XOXO™

CAMPAIGN OVERVIEW: Launching May 2009, With Love, Philadelphia XOXO™ is part of GPTMC’s 2009 recessionary strategy to boost leisure visitation and overnight hotel stays in Philadelphia. It appeals to many different audiences through various letters addressed to travelers. Penned by the city itself, the letters let a bit of Philly “atty-tude” through while extending the invitation to visit.

FUNDING: In fall 2008, the mayor of Philadelphia and City Council approved a 1.2% increase in hotel tax on Philadelphia County hotel rooms to be shared among GPTMC, the Philadelphia Convention & Visitors Bureau and the Pennsylvania Convention Center Authority. In 2009, GPTMC anticipates that its share will equal $1.6 million this calendar year. The hotel tax increase was supported by Governor Rendell, the Pennsylvania legislature, the Greater Philadelphia Hotel Association and the Greater Philadelphia Chamber of Commerce.

CAMPAIGN COST: $1.4 million in summer 2009

CREATIVE AGENCY: Red Tettemer

MEDIA BUYING AGENCIES: MayoSeitz Media and The Star Group

ADVERTISING MARKETS:

  • Philadelphia
  • New York
  • HLLY (Harrisburg, Lancaster, Lebanon, York)
  • Washington, DC
  • National (online)

ADVERTISING MEDIA:

  • 30-second TV commercial
  • Outdoor billboards
  • Radio
  • Print
  • Transit shelters
  • Online

ADVERTISING EXECUTIONS: The campaign kicks off with 54 unique creative executions, including:

  • Dear Powdered Wig Lovers
  • Dear Great Big World
  • Dear World Champions
  • Dear Guys Who Like Guys and Girls Who Like Girls
  • Dear What’s a BYOB?
  • Dear School’s Out for Summer
  • Dear Guy Who Claims He Never Cried During Rocky IV

ADVERTISING TIME FRAME: The summer advertising push will run May 18 through August 31, 2009.

HOTEL PROGRAM: Visitors who book one of the 80 featured packages on gophila.com/withlove will receive a special gift at check-in. The giveaway includes a Philadelphia Privileges coupon book, a Dining Guide that gives hotel guests a pass to exclusive prix-fixe menus around the city, a five-pack of With Love postcards and a With Love pin, along with other brochures, coupons and maps. Soon, it will also include the Official Philly Brag Book, featuring 200 reasons to love the Philadelphia region.

COMMUNICATIONS: An aggressive North American public relations effort is underway to extend the advertising and to promote the many experiences awaiting visitors to Philadelphia and The Countryside®. GPTMC is planning a series of publicity stunts; developing social media programs using Facebook and Twitter; staging press conferences; and working with partners on special events.

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) makes Philadelphia and The Countryside® 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 gophila.com or uwishunu.com, where you can build itineraries; search event calendars; see photos and videos; view interactive maps; sign up for newsletters; listen to Hear Philly, an online radio station about what to see and do in the region; book hotel reservations and more. Or, call the Independence Visitor Center, located in Historic Philadelphia, at (800) 537-7676.

Contact(s):
  • Bookmark
  • E-mail

Attached Media

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™, part of GPTMC’s 2009 recessionary strategy to boost leisure visitation in Philadelphia, appeals to many different audiences through various letters addressed to travelers. Penned by the city itself, the letters let a bit of Philly “atty-tude” while extending the invitation to visit. This ad appeals to...

Credit: GPTMC With Love, Philadelphia XOXO™ campaign ad

Tags: GPTMC

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™, part of GPTMC’s 2009 recessionary strategy to boost leisure visitation in Philadelphia, appeals to many different audiences through various letters addressed to travelers. Penned by the city itself, the letters let a bit of Philly “atty-tude” while extending the invitation to visit. This ad appeals to...

Credit: GPTMC With Love, Philadelphia XOXO™ campaign ad

Tags: GPTMC

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™, part of GPTMC’s 2009 recessionary strategy to boost leisure visitation in Philadelphia, appeals to many different audiences through various letters addressed to travelers. Penned by the city itself, the letters let a bit of Philly “atty-tude” while extending the invitation to visit. This ad, which references...

Credit: GPTMC With Love, Philadelphia XOXO™ campaign ad

Tags: GPTMC

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™ Campaign Ad

With Love, Philadelphia XOXO™, part of GPTMC’s 2009 recessionary strategy to boost leisure visitation in Philadelphia, appeals to many different audiences through various letters addressed to travelers. Penned by the city itself, the letters let a bit of Philly “atty-tude” while extending the invitation to visit. This ad, which adopts...

Credit: GPTMC With Love, Philadelphia XOXO™ campaign ad

Tags: GPTMC

With Love, Philadelphia XOXO™ Window Display

With Love, Philadelphia XOXO™ Window Display

Passersby check out the eye-catching With Love, Philadelphia XOXO™ window display at the Loews Philadelphia Hotel. Launched May 12, 2009, the Greater Philadelphia Tourism Marketing Corporation’s (GPTMC) new campaign appeals to many different audiences through various letters addressed to travelers....

Credit: Photo by R. Kennedy for GPTMC

Tags: GPTMC