The document outlines an RFP response for increasing overnight visits to Philadelphia from African American and Hispanic audiences ages 25-54. It provides background on team members, goals of increasing visits and activities, target audience details, competitive cities, research findings on the target's travel preferences and perceptions of Philadelphia, and proposed marketing strategies including print, out of home, social media, and online video ads, as well as a website and itinerary builder, with a total budget of $875,000. Key performance metrics include social media engagements, online video views and shares, and website traffic and usage.
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
PATA Adventure Travel and Responsible Tourism Conference and Mart - Bhutan 20...Ian Ord
The youth traveller of today is often referred to as the ‘Millennial’ traveller or the ‘now’ generation,
who travel frequently, demand real time information, are tech-savvy and connected continuously,
while simultaneously seeking local experiences with the hope to contribute to the community in a
socially responsible manner. Ian Ord discusses his evolution as a millennial traveller and seeks to highlight
how he has observed the trends and adapted to the changing nature of this generation, both in his business and in the industries standards and expectations.
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
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In its 2016 Travel Megatrends report, Skift described food as 'the leading hook in travel', but where did this trend come from and what does it mean for tourism authorities, and what opportunities could this provide for tech developers?
In June 2016 the European Tourism Association (ETOA) in association with London Technology Week hosted a seminar discussing the increasingly close relationship between food, tourism and technology. Here is Toposophy's opening presentation from that seminar.
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
PATA Adventure Travel and Responsible Tourism Conference and Mart - Bhutan 20...Ian Ord
The youth traveller of today is often referred to as the ‘Millennial’ traveller or the ‘now’ generation,
who travel frequently, demand real time information, are tech-savvy and connected continuously,
while simultaneously seeking local experiences with the hope to contribute to the community in a
socially responsible manner. Ian Ord discusses his evolution as a millennial traveller and seeks to highlight
how he has observed the trends and adapted to the changing nature of this generation, both in his business and in the industries standards and expectations.
Wine tourism is the lifeblood of many wineries. This presentation which I gave to the Magnum Club, touches on the global trends, and defines some best practices?
Serving Up a Storm! - Food, Tech and TourismPeter Jordan
In its 2016 Travel Megatrends report, Skift described food as 'the leading hook in travel', but where did this trend come from and what does it mean for tourism authorities, and what opportunities could this provide for tech developers?
In June 2016 the European Tourism Association (ETOA) in association with London Technology Week hosted a seminar discussing the increasingly close relationship between food, tourism and technology. Here is Toposophy's opening presentation from that seminar.
Join the Food Health Education Pub and SUBSCRIBE! My videos includes creative artwork, educational, health videos and much more.
SUBSCRIBE HERE:
https://www.youtube.com/channel/UCJGIUBHMmFmj9BqG7N0kUNg?view_as=public
JOIN US ON FACEBOOK: https://www.facebook.com/Food-Health-Edu-109744533798479/
Wine Tourism - From Products to Experiences by Stefano Soglia Faye Cardwell
Stefano Soglia's presentation used during the #WBIS conference held in Brussels on 19th Jan 2013. What are the benefits - and risks of wine tourism and how can wineries develop their activities? For further information info@stefanosoglia.it
A presentation for ICTT 2013 (International Conference on Travel Technology India) in Kovalam, Kerala. Most of the slides have notes as well.
Conference website: http://icttindia.org/
My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com
Ever wondered how many Types Of Tourism are there?Gudaak
There is a lot of scope waiting for aspirants in Travel and Tourism Industry. But before you make a decision, Know how many types of Tourism are there.
Alex Greenwood PR Presentation - New DesignAl Bonner
I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the redesigned or "after" version.
The Sims themed Entry-level Advertising Resume-Michelle MaiMichelle Mai
This entry-level advertising resume has been modeled on the popular simulation game The Sims.
I wanted to show my passion for creativity and advertising and give my employers a taste of my designing flair.
I do not own any copyrights of The Sims.
The advertising interview is not like other job interviews. It's special. It's different.
And often times the importance of it is overlooked, especially by students and juniors.
Over and over again you're told that the only thing that matters is your book so it's not completely surprising that students sometimes neglect the details that would make a good interview great.
The truth is, having a great book is paramount. However, having a good interview will make your work shine that much brighter and a bad interview will have the inverse effect.
The internet is a tad short on resources dedicated to this particular topic though. So even if an eager young creative was savvy enough to look up tips for acing an interview with their dream agency, they would probably come up short. Sure, there are loads of documents out there that'll help you get ready for an interview at a bank. Or an accounting firm. But instances are probably far and few between of Creative Directors asking applicants to list three of their strengths and three of their weaknesses. The advertising interview is a special kind of beast.
Fortunately, some of the brightest in the business agreed to share their tips for acing your next agency interview, beyond just having a great book. So good luck and remember: you've been warned.
Career Coach Guide To Job Interview and Salary Negotiation 2015Adrian Tan
My presentation at an Executive Career Management Talk at e2i Singapore.
Gain insider tips on interview skills and crucial insights on salary negotiation. Equip yourself with knowledge, skills to make the ultimate impression at the coveted job interview.
And find out why you should negotiate your salary no matter how good the offer is.
Join the Food Health Education Pub and SUBSCRIBE! My videos includes creative artwork, educational, health videos and much more.
SUBSCRIBE HERE:
https://www.youtube.com/channel/UCJGIUBHMmFmj9BqG7N0kUNg?view_as=public
JOIN US ON FACEBOOK: https://www.facebook.com/Food-Health-Edu-109744533798479/
Wine Tourism - From Products to Experiences by Stefano Soglia Faye Cardwell
Stefano Soglia's presentation used during the #WBIS conference held in Brussels on 19th Jan 2013. What are the benefits - and risks of wine tourism and how can wineries develop their activities? For further information info@stefanosoglia.it
A presentation for ICTT 2013 (International Conference on Travel Technology India) in Kovalam, Kerala. Most of the slides have notes as well.
Conference website: http://icttindia.org/
My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com
Ever wondered how many Types Of Tourism are there?Gudaak
There is a lot of scope waiting for aspirants in Travel and Tourism Industry. But before you make a decision, Know how many types of Tourism are there.
Alex Greenwood PR Presentation - New DesignAl Bonner
I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the redesigned or "after" version.
The Sims themed Entry-level Advertising Resume-Michelle MaiMichelle Mai
This entry-level advertising resume has been modeled on the popular simulation game The Sims.
I wanted to show my passion for creativity and advertising and give my employers a taste of my designing flair.
I do not own any copyrights of The Sims.
The advertising interview is not like other job interviews. It's special. It's different.
And often times the importance of it is overlooked, especially by students and juniors.
Over and over again you're told that the only thing that matters is your book so it's not completely surprising that students sometimes neglect the details that would make a good interview great.
The truth is, having a great book is paramount. However, having a good interview will make your work shine that much brighter and a bad interview will have the inverse effect.
The internet is a tad short on resources dedicated to this particular topic though. So even if an eager young creative was savvy enough to look up tips for acing an interview with their dream agency, they would probably come up short. Sure, there are loads of documents out there that'll help you get ready for an interview at a bank. Or an accounting firm. But instances are probably far and few between of Creative Directors asking applicants to list three of their strengths and three of their weaknesses. The advertising interview is a special kind of beast.
Fortunately, some of the brightest in the business agreed to share their tips for acing your next agency interview, beyond just having a great book. So good luck and remember: you've been warned.
Career Coach Guide To Job Interview and Salary Negotiation 2015Adrian Tan
My presentation at an Executive Career Management Talk at e2i Singapore.
Gain insider tips on interview skills and crucial insights on salary negotiation. Equip yourself with knowledge, skills to make the ultimate impression at the coveted job interview.
And find out why you should negotiate your salary no matter how good the offer is.
If you are like many people, even the thought of delivering a speech in front of an audience will get your palms sweating. The fear of public speaking ranks high among the most common phobias, and for good reason: most of us approach the situation with the wrong mindset, which in turn makes us live out our worst fears in a public forum.
As Michael Parker notes in IT’S NOT WHAT YOU SAY: How to Sell Your Message When It Matters Most (A TarcherPerigee paperback; on sale January 2016), our fixation on the content of our words – and not the presentation of ourselves – is what brings us down. Once the Vice-Chairman of London’s Saatchi & Saatchi, and one of the world’s most experienced advertising pitch men, having made more than 1,000 pitches in his successful career, Parker has learned first-hand that an effective presentation, a job interview, or even a speech at a wedding hinges on our ability to portray ourselves as passionate, relatable, and collected. But, if we are focused on what we say, and not how we act, we will fail to persuade our audience.
Applied in the boardroom, at the pulpit, or even in conversation, these tenets will help you present better in any situation.
DEI Deep Dive Masterclass Series Engaging Multicultural Audiences Greg DeShie...Gregory DeShields
Multicultural marketing, also known as ethnic marketing or diversity marketing, is a strategic approach to marketing that targets diverse consumer groups based on their cultural backgrounds, beliefs, values, and preferences. The aim of multicultural marketing is to engage and resonate with specific demographic segments, including racial and ethnic minorities, immigrant communities, and other diverse populations.
Key elements of multicultural marketing include:
Cultural Understanding: Multicultural marketers conduct in-depth research to understand the cultural nuances, traditions, languages, and consumption habits of different demographic groups. This understanding helps tailor marketing strategies and messages to effectively resonate with target audiences.
Representation and Inclusion: Multicultural marketing emphasizes representation and inclusion in advertising, branding, and product development. By featuring diverse faces, voices, and stories in marketing campaigns, brands demonstrate their commitment to diversity and connect with consumers on a deeper level.
Language and Localization: Multicultural marketing often involves translating marketing materials and messages into different languages to reach non-English-speaking or bilingual consumers. Additionally, brands may customize their products, services, and promotional efforts to align with cultural preferences and local customs.
Community Engagement: Multicultural marketing goes beyond traditional advertising and seeks to engage diverse communities through grassroots initiatives, cultural events, sponsorships, and partnerships. By actively participating in community activities and supporting relevant causes, brands build trust and loyalty among multicultural consumers.
Cross-Cultural Sensitivity: Multicultural marketing requires sensitivity and respect for diverse cultures and identities. Brands must avoid stereotypes, cultural appropriation, and insensitive messaging that could alienate or offend target audiences.
Data-Driven Insights: Multicultural marketers leverage data analytics and consumer insights to track trends, monitor market dynamics, and measure the effectiveness of marketing campaigns targeting diverse audiences. Data-driven approaches help optimize strategies and maximize return on investment.
Houston Museum of Natural Science Plans BookHannah Alkadi
Client: The Houston Mueseum of Natural Science
Objective: To create awareness and generate higher attendance for the Houston Museum of Natural Science’s monthly summer event, Mixers and Elixirs.
Bienven Bienvenidos! Engaging Latino Audiences and Building Cross-Cultural Br...West Muse
This session addresses the importance of creating new relationships and patterns of visitation and support for museums, applicable to any targeted constituency. Speakers share stories of bringing diverse visitors together for cross-cultural dialogue. Their strategies for engaging the Latino community can serve as guidelines for incorporating diversity into strategic planning, professional development, communication tools, and public programs.
Moderator: Jill Hartz, Executive Director, Jordan Schnitzer Museum of Art
Presenters:
Gail Anderson, President, Gail Anderson & Associates
Salvador Acevedo, Principal, Contemporanea
Gabriela Martínez, Curator of Education, Museum of Latin American Art, Long Beach
Claire Muñoz, Director, E.L. Cord Museum School, Nevada Museum of Art
China Outbound — a trend report from The Innovation Group at J. Walter Thompson — explores the fastest-growing group of global travelers and what it means for your brand.
Chinese international travel has tripled in the last 10 years to 130 million trips in 2017, with affluent, increasingly adventurous consumers setting the pace of travel retail, hotels and hospitality.
Traditional molds are changing. Singles, younger generations, and those from smaller cities are traveling, making this cohort a powerful, and moving, target.
Our report unearths the new motivations and aspirations behind Chinese travel and identifies 12 emerging types of Chinese travelers, from medical tourists to women travelers to foodies and adventure seekers. There are also filial travelers, treating their aged parents to an overseas holiday, and geopolitical travelers, who are inspired to visit places along the One Belt, One Road network of trade routes in the region.
1. Account Director | Megan Bankard
Account Planner | Chelsea Zlotnick
Media Planner | Kristina Johnston
Art Director | Lindsay Woodcock
Art Director | Daniel Hakim
Copywriter | Luke Harsel
2.
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:
o Northern New Jersey/NY
o Philadelphia
4.
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?
6.
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”
9.
10.
11.
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?
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
18.
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.
20.
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)
25.
26.
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.
32.
33.
34.
35.
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
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”
54.
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
o Facebook Sponsored Ads: $8,000, 4 months
o Twitter Sponsored Ads: $10,000, 4 months
o Buzzfeed Sponsored Article: $20,000, June
o 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
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
Editor's Notes
Megan
Megan
Chelsea
(see Hispanics and Travel—U.S., July 2013).
Chelsea
Chelsea
Chelsea
Chelsea
Chelsea
top 5
Chelsea
Megan
Megan
links back to secondary research, as well
Kristina
Chelsea
Chelsea
Luke
Lindsay
Lindsay
Ranked #3 on New York Times Top 52 Places to Travel in 2015
Most Muraled City in the World
Named #2 Best Shopping City in the World by Condé Nast
Travel + Leisure named Philly America’s Next Great Food City
Ranked #4 Most Walkable City in 2015 by WalkScore
Indego Bike Share program introduced in April 2015
Megan
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.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.
Favorite Things:
A social-media following
Being entertained
Being established
The ability to purchase