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Philadelphia’s Global Messaging Project
Danielle Cohn
VP, Marketing + Communications
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PHLCVB Goals
Room Nights!!
and…Image buildingEconomic Growth and OpportunityImproved InfrastructureEnhanced Quality of Life
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Why a Global Message?
Strengthen the Philadelphia brand perception.
Research indicates that Philadelphia is not widely understood or compelling.
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Why a Global Message?
To provide a series of narratives and communication tools to compel people to travel to Philadelphia.
Narratives:The stories we tell that help people visualize Philadelphia
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discovery dialogue400 people and organizations
interviewsinternationaldomesticpartners and clients
researchcompetitionanholt reportstrends
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Anholt City Brand Index
Measure by which cities are benchmarked internationally
What attracts people to a city?
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Anholt City Brand Index
Presence – International status
Place – Attractiveness & ease of getting around
Prerequisites – Accommodations & amenities
People – Warm, friendly & multicultural
Pulse – Vibrancy, interesting things to do
Potential – Economic and educational
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Crafting a Global Message
City-wide Project
Input from many, many partners.400+ interviews around the world.
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Philadelphia Preview
A tool to provide structure for our narratives.
Our narratives are our stories, our attributes and the dimensions of the Philadelphia experience.
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Philadelphia is a story of
a modern renaissance city…
where the activity, spirit and convergence of the arts, science, innovation and education create time of great revival and transformation
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Philadelphia is…
Freedom, Democracy + America
Innovation + Education
Creative Spirit
Outdoor Life + Sports
Vibrant Street Life
Accessible + Friendly
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Start Using PHL Today
PHLpartners.com
images, content, PHL mark
Philadelphia Preview
PHL Video
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How can our Partners use?
1. Business Attraction
2. Talent acquisition and retention
3. Student recruitment
4. Sales Pitches
5. Family and Friends
6. Add it to your website or business cards
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thank you