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The Philadelphia Region's $2 Million Tourism Campaign Woos Summer Travelers With History, Fun And Affordable Getaways

Press Release

Note to Editors: For Historic Philadelphia campaign visuals, visit the photo gallery of www.gophila.com/pressroom.

THE PHILADELPHIA REGION’S $2 MILLION TOURISM CAMPAIGN WOOS SUMMER TRAVELERS WITH HISTORY, FUN AND AFFORDABLE GETAWAYS

PHILADELPHIA, May 15, 2008 - The Greater Philadelphia Tourism Marketing Corporation (GPTMC) announced a $2 million summer marketing campaign to promote Philadelphia and The Countryside® to travelers seeking history, fun and affordability. On June 1, the tourism organization will debut new Philly’s More Fun™ and Historic Philadelphia advertising campaigns, emphasizing a variety of summer experiences and value-driven hotel packages.

Fairmount Park

Photo by J. Smith for GPTMC

“With gas prices taking a bite out of visitors’ discretionary income, we want to send the message that Philadelphia is an exciting, accessible destination that’s also affordable,” said Meryl Levitz, president and CEO, GPTMC. “And once in town, visitors can easily get around on foot or by public transportation.”

Summer travel is big business for the Greater Philadelphia region, with about nine million people visiting—that’s 33% of the 27 million visitors annually. Summertime leisure visitors who stay two nights in a Center City hotel are also spending more. In 2007, they spent $1,009 during their visit, a 48.8% increase since 2004.

The Campaigns:
GPTMC is teaming up with Independence National Historical Park and more than 30 partners to expand visitors’ perceptions of just how much there is to see and do in Historic Philadelphia, the area that runs from Front to 7^th Streets and Race to Spruce Streets. With a tourism marketing grant from the Commonwealth of Pennsylvania, GPTMC will conduct a summer-long marketing effort for Historic Philadelphia to appeal primarily to visitors interested in authentic historic attractions—many of which are free or low-cost and perfect for both first-time and repeat visitors. The advertising creative pairs the phrase “The Liberty Bell Is Only The Beginning” with a collage of photos featuring daytime and nighttime activities offered in the area.

The Philly’s More Fun™ ads take a broader view of the region and promote it as a getaway for travelers looking for fun and variety. The advertising shows off all the region’s best attributes, highlighting restaurants, cultural attractions, galleries, events, nightlife, outdoor activities, boutique shopping and, of course, historic sites. Philly’s More Fun™ is an evolution of the well known Philly’s More Fun When You Sleep Over® campaign. The new ads tout Philly as “More Cosmopolitan,” “More Rebellious,” “More Impulsive” and “More Original” and feature contemporary photography of Philadelphia and The Countryside®.

Running through September, these two campaigns will appear in print ads in national magazines, newspapers and online marketing and on billboards, cable television, satellite radio, online marketing and search engine optimization. An estimated 80% of the advertising will reach national markets, while the remaining 20% will reach regional audiences in Washington, DC, New York, New Jersey, Pennsylvania, Delaware and other areas within reasonable driving distance of Philadelphia. 20% of the total media buy is dedicated to media that reaches African-American audiences.

Hotel Package:
Both campaigns will promote the new Philly’s More Summer Fun Hotel Package, including a one-night hotel stay with a $50 gift card from American Express. All advertising drives consumers to www.gophila.com, where they can book the package, reserve an automobile from nearly 30 rental car companies and purchase tickets for dozens of activities, museums and cultural institutions.

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) makes Philadelphia and The Countryside® a premier destination through marketing and image building that increases business and promotes the region’s vitality. For more information about travel to Philadelphia, visit www.gophila.com or call the Independence Visitor Center, located in Independence National Historical Park, at (800) 537-7676.

Note to Editors: For photos of Greater Philadelphia, visit our Photo Gallery.

CONTACT:

Jeff Guaracino, GPTMC
(215) 599-2290, jeff@gptmc.com

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