(TAN): Philadelphia, in the United States’ Pennsylvania state, has rolled out a new marketing campaign to promote its new moniker, ‘City of Sisterly Love’, honouring the 100th anniversary of the 19th Amendment, which gave women the right to vote, reports said.
The campaign was unveiled with the city’s official tourism marketing organisation, Visit Philadelphia, and American out-of-home advertising company, Clear Channel Outdoor showcasing the new nickname through live activation on digital out-of-home media (DOOH) in New York City’s Times Square, as per reports.
Full-motion DOOH screens revealed the moniker for the campaign that targets all female travellers to visit Greater Philadelphia accompanied by other female loved ones, reports said.
[ALSO READ: Turkish Airlines added Malabo, the capital of Equatorial Guinea, to its flight network]
The live activation, that was reportedly timed with National Plan for Vacation Day, highlighted that the tourism body was using technology to improve its efficiency.
President and Chief Executive Officer of Visit Philadelphia, Jeff Guaracino, reprotedly said their plan was to bring people closer to the city.
“People are spending more time than ever away from their own homes—yet, year after year, they’re leaving hard-earned vacation time on the table. Our challenge is to adapt our marketing strategy in ways that bring our core audiences closer to Philadelphia in meaningful and measurable ways. This partnership with Clear Channel Outdoor allows us to be more visible with our marketing while adapting our messages in real-time based on what’s happening in the world,” he was quoted by Yahoo Finance as saying.
While the campaign along with the announcement of the new moniker was kicked off at the Times Square, Visit Philadelphia will partner with Clear Channel Outdoor to leverage its national and international footprint to reach key demographic segments, reports said.
[ALSO READ: Bhutan to impose ‘sustainable development fee’ on regional tourists including India]
“As we optimize our advertising spends, this agility from our Clear Channel partnership allows us to drill down and talk to specific sets of potential visitors and accurately measure effectiveness across print and digital. By embracing new advertising avenues, we’ll be able to tailor our messaging to reach more specific and diverse audiences — in this case, women — in their homes and through out-of-home,” Guaracino was quoted by MediaPost as saying.
According to reports, the campaign will run in Baltimore, Washington DC, and New York City, and could also be introduced in markets such as Chicago and Canada.
While Philadelphia City Council issued a resolution to change the city’s nickname to the ‘City of Sisterly Love’ for this year, Philadelphia will return to its usual moniker, the ‘City of Brotherly Love’ in 2021, reports said.
Related posts:
US: New tourism campaign celebrates Richmond, Virginia’s African-American culture
United Airlines launches #GivingTuesdayNow campaigns to support charities that rely on travel
Arizona, US launches new campaign to help residents explore the state during COVID-19
Virginia Beach, US rolls out new advertising campaign to lure tourists this summer
