Temple University Advertising Campaigns Final Pitch for Visit Philadelphia Goals: 1. Increasing the number of Hispanic and African American overnight visitors to Philadelphia 2. Increasing the duration of their visits to Philadelphia 3. Increasing the number of activities in which they partake during their visits to Philadelphia Target Audience: Hispanic Males and Females African American Males and Females Age Range: 25-54 Years HHI $75K+ Geography: Northern New Jersey/NY Philadelphia

1. Account Director | Megan Bankard
Account Planner | Chelsea Zlotnick
Media Planner | Kristina Johnston
Art Director | Lindsay Woodcock
Art Director | Daniel Hakim
Copywriter | Luke Harsel

3. RFP
Goals:
1. Increasing the number of Hispanic and African American overnight visitors to Philadelphia
2. Increasing the duration of their visits to Philadelphia
3. Increasing the number of activities in which they partake during their visits to Philadelphia
Target Audience:
● Hispanic Males and Females
● African American Males and Females
● Age Range: 25-54 Years
● HHI $75K+
● Geography:
○ Northern New Jersey/NY
○ Philadelphia

5. 1. What attractions/events of Philly are the most appealing towards our
target?
2. What is the target’s current perception of Philly and how can we improve
it?
3. What keeps the target from staying overnight and what would be a reason
to stay?

7. Our Target Audience...
● is more likely to travel with family than alone.
● tends to travel to see family and friends.
● is far more likely to travel domestically if married.

8. Competitive Analysis
● New York City - “I Love NY”
● Atlantic City - “DO AC”
● Jersey Shore
● DC - “The American Experience”
● Hershey - “The Sweetest Place on Earth”
● Pocono Mountains
● Boston
● Baltimore - “Birthplace of The Star-Spangled Banner”

11. 10
in-depth interviews
at 30th Street Station
72
survey respondents online
and at 30th Street Station

12. “Please describe any current perceptions
that you may have about the city of
Philadelphia.”
“Very cute city. Looks like a miniature NYC.”
“It’s up-and-coming!”

13. What are some general activities you
like doing on vacation?

14. 76.9%
69.2%
53.8%
Where our target audience recalls
seeing previous Visit Philly ads:

16. Our Target Audience...
● ranked Philadelphia’s historical value as the most influential reason to
visit
● listed its top two reasons to visit as visiting friends and attending
concerts
● ranked sightseeing and shopping as positive factors
● listed safety as a concern

17. 84%of target said they travel with their
family when travelling for leisure

19. For African American and Hispanic adults ages 25-54 looking for
an urban overnight getaway, Philadelphia provides the perfect
mix of family-friendly relaxation and adventure. From the
historical sights to the dynamic culture, Philly’s diversity allows
those with different tastes to find something that they love from
the city that loves them back.

21. Communication Objective
To persuade African Americans and Hispanics that Philadelphia
is the prime city for an urban overnight getaway, giving them the
opportunity to enjoy the wide range of family-friendly activities
the city has to offer and keep the whole family happy.

22. Key Business Issues
1. Our target audience is likely to stay with family or friends
when travelling, rather than staying at a hotel
2. Our target audience is concerned about the safety of
Philadelphia

23. Key Benefit
Philadelphia offers a range of fun and safe
family-friendly activities, allowing each family
member find something unique to enjoy while
visiting.

24. Features
● Historical sights
● Diverse food and bar culture
● Music and theater
● Art (museums, street art, murals)
● Shopping
● Museums
● Ease of use with public transportation
● Aesthetics (Center City, Old City,
riverfronts, parks)
● Diversity (Chinatown, Reading Terminal
Market, South Philly, Gayborhood)

27. Our target audience are
"Experiencers”
Experiencers are motivated by self-expression. Young,
enthusiastic and impulsive consumers, Experiencers
quickly become enthusiastic about new possibilities but
are equally quick to cool. They seek variety and
excitement, savoring the new, the offbeat, and the risky.
Their energy finds an outlet in exercise, sports, outdoor
recreation, and social activities.

28. The Foodie
The Foodie is mostly interested in
what and where he/she is going to eat.
He/she has high expectations for the
meal and are likely to share their
experience on social media.The
Foodie is always looking for the best
meal. He/she is known to take food
recommendations seriously.

29. The Explorer
The Explorer is one with nature.
Whether in the city or the country,
he/she wants to find beauty in his/her
surroundings. The Explorer is always
seeking out new beautiful places to
share with friends and family. You
should look for him/her in parks and
on riverwalks.

30. The History Buff
The History Buff has a thirst for
knowledge and a love of sharing it.
He/she doesn’t only want to study
the past, but wants to relive it. The
History Buff’s excitement in the
present is focused on the past.
He/she can be found in museums,
on historical tours or at national
monuments.

31. The Artist
The Artist is more culturally
inclined than his/her peers. Even if
he/she doesn’t have artistic
abilities of their own, he/she can
be found supporting music, art,
and the performing arts. While
his/her interests may vary, the
Artists are usually found in an art
museum, at the theatre or seeing a
concert.

33. welcoming
wholesome
witty
charming

36. 100%of the target audience said the message
was communicated clearly in these ads
* results from online survey of 20 members of target audience

37. 88%of the target audience
found these ads effective
* results from online survey of 20 members of target audience

38. * all creative executions are mockups meant to be representative of the results following
a professional photoshoot, for which we have allowed $50,000 of our budget

42. NYC

43. Philadelphia

48. Interactive

53. Online Video
“Philadelphia is the place to be you
Whether you’re
The Explorer
The Foodie
or The History Buff
in PHAMILLY
You can be who you are with the ones you love
Stay with PHAMILLY”

55. ● New York Magazine:
July 27-August 9
(Urbanist Travel issue)
○ $83,970 full page, 4 color
● Jet Magazine
○ $30,300 full page, 4 color
Total: $114,270
Print
Jet Magazine

56. ● Philadelphia Billboard (I-95 40 ft S/O
Richmond St ES)
● Billboard (Northern NJ going into New
York City)
● NJ Transit (lines that go to Northern
NJ/NY)
● New York Metro
● Bus Shelters (Philadelphia and New York)
● Bus Wraps (New York)
Total: $430,000
Out of Home

57. ● According to our secondary research, our target audience are huge social
media users
○ Facebook Sponsored Ads: $8,000, 4 months
○ Twitter Sponsored Ads: $10,000, 4 months
○ Buzzfeed Sponsored Article: $20,000, June
○ Instagram
#PHAMILLY
Total: $50,000
Social Media

58. Penn Station DominationPenn Station Domination
● Steps, ceilings, floors, pillars, and more
● Strategy: directly comparing Philly to New York
PHAMILLY DOES IT BETTER
Total: $100,000

59. $50,000 for Photoshoot
$20,000 for Website Execution
Additional Expenses

60. Total budget used: $875,000

61. Metrics
● Track engagements and hashtag on social media
● Track views/shares for online video
● Track visits for website, how many take the quiz, and
how many create/share an itinerary
● Track traffic brought to visitphilly.com via the Itinerary
Builder