Account Director | Megan BankardAccount Planner | Chelsea ZlotnickMedia Planner | Kristina Johnston

Art Director | Lindsay WoodcockArt Director | Daniel HakimCopywriter | Luke Harsel

RFPGoals: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/NYo Philadelphia

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?

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.

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”

10in-depth interviewsat 30th Street Station

72survey respondents online

and at 30th Street Station

“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!”

What are some general activities you like doing on vacation?

76.9%

69.2%

53.8%

Where our target audience recalls seeing previous Visit Philly ads:

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

84% of target said they travel with their

family when travelling for leisure

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.

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.

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

Key Benefit

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

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)

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.

The FoodieThe 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.

The ExplorerThe 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.

The History BuffThe 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.

The ArtistThe 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.

welcoming

wholesome

wittycharming

100% of the target audience said the message was communicated clearly in these ads

* results from online survey of 20 members of target audience

88% of the target audience

found these ads effective

* results from online survey of 20 members of target audience

* 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

NYC

Philadelphia

Interactive

Online Video“Philadelphia is the place to be you

Whether you’re The ExplorerThe Foodieor The History Buff

in PHAMILLYYou can be who you are with the ones you love

Stay with PHAMILLY”

● 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

● 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

● According to our secondary research, our target audience are huge social media users o Facebook Sponsored Ads: $8,000, 4 monthso Twitter Sponsored Ads: $10,000, 4 monthso Buzzfeed Sponsored Article: $20,000, June o Instagram

#PHAMILLYTotal: $50,000

Social Media

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

$50,000 for Photoshoot$20,000 for Website Execution

Additional Expenses

Total budget used: $875,000

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