Published on : Thursday, June 5, 2014
VISIT PHILADELPHIA just made it easier to explore 15 quaint towns and neighborhoods in the five-county region.
A new marketing effort, entitled Towns of the Philadelphia Countryside, reveals the treasures found throughout Bucks, Chester, Delaware, Montgomery and Philadelphia counties. The campaign encourages locals and visitors to explore the towns’ storied streets, boundless recreational opportunities, lush gardens, authentic historic sites, treasure-filled museums, buzzed-about restaurants, lauded wineries and breweries, independent shops and not-to-be-missed festivals. The programs’ main component is a highly visual, which serves as the call to action for advertising, public relations and social media. The campaign is a public-private partnership, with support from the Commonwealth of Pennsylvania.
“Promoting the breadth of offerings in the five-county region has always been an important part of the marketing work we do,” said Meryl Levitz, president & CEO, VISIT PHILADELPHIA. “The grant we received from the state enables us to focus more resources on promoting the towns, encouraging people to extend their stay, return for another visit and go beyond the familiar Philadelphia experiences to explore the region a little deeper.”
Which Towns Are Featured & How Were They Selected?:
All located within an hour drive or train ride from downtown Philadelphia, the towns and neighborhoods featured in the project are:
Bucks County: Bristol, Doylestown and New Hope
Chester County: Kennett Square, Phoenixville and West Chester
Delaware County: Media and Wayne
Montgomery County: Ambler, Ardmore, Jenkintown and Skippack
Philadelphia County: Chestnut Hill, Mt. Airy and Manayunk
VISIT PHILADELPHIA worked with the regional convention and visitors bureaus to select the towns based on the following attributes: an active main street, accessibility, visitor amenities (restaurants, shops and accommodations), outdoor experiences, arts offerings, annual festivals, historical significance and a defined marketing group already working to promote the town.
The Marketing:
The campaign uses VISIT PHILADELPHIA’s proven website, social media assets, advertising and public relations to amplify the towns message.
Visitphilly.com/towns: The campaign’s main call to action, visitphilly.com/towns, serves as the go-to spot for visitors looking to plan their time in one of the 15 towns featured. The dynamic site, created by VISIT PHILADELPHIA’s in-house web team and outside web development agency Uffa, features profiles of the towns, along with themed itineraries, interactive maps and compelling photos to provide a full view of what the towns offer. The site is mobile and search-engine friendly. In the coming weeks and months, VISIT PHILADELPHIA’s blog uwishunu.com—especially popular among locals—will expand its towns coverage, adapting content and featuring photos from visitphilly.com’s expansive new section. The two popular sites topped 11 million visits in 2013.
Social Media: VISIT PHILADELPHIA will promote the town happenings each day on its many social media accounts, encouraging the use of #phillytowns to monitor coverage. Special contests and apps will run on Facebook, and VISIT PHILADELPHIA will recruit influential Instagrammers to show off the towns and common themes as part of its successful Guest Instagrammer program.
Advertising: The first phase of advertising launched in May 2014 and will run throughout the summer. Using Phillyosophy™, VISIT PHILADELPHIA’s evolved With Love, Philadelphia XOXO® campaign, the advertising focuses on more of a psychographic audience than a demographic audience (travel fans, foodies, art lovers, outdoor enthusiasts, etc.) in the Philadelphia DMA, New York City, northern New Jersey and Washington, DC. The print, online and transit campaign will resume in fall 2014 and pick up again in spring 2015.
Public Relations: VISIT PHILADELPHIA’s communications team has developed a wealth of towns content—both words and pictures—to sell the story to press. It’s a marketing story first, opening the door to ongoing coverage of the towns themselves. The team host journalists on themed press trips that allow for first-hand town exploration and promote the towns at various journalist conventions scheduled in the months to come.
VISIT PHILADELPHIA™, formerly known as Greater Philadelphia Tourism Marketing Corporation, makes Philadelphia and The Countryside® a premier destination through marketing and image building that increases the number of visitors, the number of nights they stay and the number of things they do in the five-county area.
Greater Philadelphia’s official visitor website and blog, visitphilly.com and uwishunu.com make up the most-visited website network out of the 10 biggest U.S. cities. Visitors can explore things to do, upcoming events, themed itineraries and hotel packages. Compelling photography and videos, interactive maps and detailed visitor information make the sites effective trip-planning tools. Along with Visit Philly social media channels, the online platforms communicate directly with consumers. Travelers can also call and stop into the Independence Visitor Center for additional information and tickets.
Source:- VISIT PHILADELPHIA
Tags: VISIT PHILADELPHIA
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