Releases: Expanded View
GPTMC Announces New Tourism Marketing Approach For African-American Visitors In 2009 And Beyond
The Greater Philadelphia Tourism Marketing Corporation (GPTMC) today announced a new marketing strategy designed to promote the region’s strong African-American cultural heritage and contemporary creative scene. The integrated campaign—set to debut in summer 2009—will focus on expanding the destination’s current visitor base by attracting a new core group of travelers who are younger, technologically savvy and driven to an urban destination based on its history, mainstream attractions and underground culture.
Development for the newest phase of GPTMC’s multicultural marketing effort began in December 2008 when the tourism organization convened nearly 50 of Philadelphia’s African-American thought leaders, cultural entrepreneurs, marketers and other stakeholders. So enthusiastic about the enormous amount of creativity happening in the region, the group dubbed themselves the Philly 360˚™ Coalition—a name that reflects their commitment to giving potential African-American visitors a 360˚ view of the city’s modern and historic tourism offerings.
Philadelphia’s current marketing strategy has long proven to be successful in attracting African-American visitors to the region. Today the city draws twice the national average of African-American overnight travelers (10.5% versus 4.9%), according to Longwoods International.
“Why are we evolving our strategy now? Because Philadelphia has so many new stories to tell, and there are so many new media outlets and technologies to help tell our stories to a new generation of people,” said Meryl Levitz, president and CEO, GPTMC. “We also have a passionate group of cultural ambassadors eager to promote the vibrant scene they themselves
are creating.”
“Our new direction builds on GPTMC’s 12-year history of working with hundreds of organizations to promote the region’s rich African-American history and culture to visitors,” said Patricia Washington, GPTMC’s vice president of cultural tourism. “The new campaign aims to connect our historic and cultural legacy with Philly’s contemporary creative scene by showcasing nightlife, music and the arts.”
What’s Happening Now and What’s Next?:
Currently, GPTMC is building content in order to help tell the region’s new story in advertising, public relations and online. The tourism organization has also begun work on a new comprehensive calendar of events that includes nightlife, music, arts and historic happenings in the region. This online calendar is a partnership among GPTMC, the Greater Philadelphia Cultural Alliance, The Philadelphia Tribune, the Philadelphia Multicultural Affairs Congress, two.one.five magazine and UrbanPhilly.com. And, of course, GPTMC continues to cultivate existing partnerships with The African American Museum in Philadelphia, the President’s House Commemorative Site, Quest for Freedom partners and others in order to keep Philadelphia’s rich African-American history top of mind for travelers.
The Philly 360˚™ Coalition and GPTMC will continue to meet regularly to more fully develop the campaign. Visit gophila.com/pressroom for updates.
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 HearPhilly, 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):
- Rachel Ferguson, (215) 599-2291
- Jeff Guaracino, (215) 599-2290
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