VISIT PHILADELPHIA’s fun, over-the-top commercial honors the city’s beloved icons while showing off the many other enjoyments that make Philadelphia such a popular place to visit and stay overnight. In these two scenes, a larger-than-life Benjamin Franklin makes his way through the city in preparation for a spat with a cheesesteak that’s just as eager for the spotlight as Ben. An outrageous tiff ensues, leaving a visitor asking, “What’s with them?,” and her taxi driver responding, “Oh those two. They’re always fighting for attention.” The tongue-in-cheek spot ends with the tagline: There’s more to a legendary city than its legends.
Credit: Photo courtesy of VISIT PHILADELPHIA®
PHILADELPHIA, January 26, 2016 – VISIT PHILADELPHIA® debuted a new television commercial today—a fun, over-the-top spot that honors the city’s beloved icons while showing off the many other enjoyments that make Philadelphia such a popular place to visit and stay overnight. Created in partnership with Red Tettemer O’Connell + Partners, the commercial is part of the destination marketing organization’s With Love, Philadelphia XOXO® campaign and the first VISIT PHILADELPHIA spot to air on television since 2011. It is viewable at visitphilly.com/philazillas.
“Cheesesteaks and history are legendary in Philadelphia, and deservedly so,” said Meryl Levitz, president and CEO, VISIT PHILADELPHIA. “But we want people to realize that there’s a lot more to this city, and it’s all deserving of attention: the waterfronts, the parks, the restaurants, the bars, the culture, the walkability. Our new commercial shows off these wonders, and every one of them is a great reason to visit Philadelphia. You’ll definitely need more than a day to get it all in though.”
The Concept & Strategy Behind It:
In the spot entitled “Philazillas,” a larger-than-life Benjamin Franklin and a just-as-big cheesesteak vie for the spotlight during an outrageous tiff that leaves a visitor asking, “What’s with them?,” and her taxi driver responding, “Oh those two. They’re always fighting for attention.” The tongue-in-cheek spot ends with the tagline: There’s more to a legendary city than its legends.
Research commissioned by VISIT PHILADELPHIA in 2015 found that while most leisure travelers acknowledged Philadelphia’s iconic sites, they seek fun and authentic experiences, restaurants, nightlife, art and walkability for urban destination getaways. That’s why “Philazillas” shows off the many city features that compel travelers to visit.
“The challenge in developing a spot that broadens people’s perspectives about what makes Philly great was having a bit of fun with the two things the city is most famous for—cheesesteaks and history,” said Steve Red, president and chief creative officer, Red Tettemer O’Connell + Partners. “But at the same time, it was important to acknowledge their legendary status and importance to the city.”
Philadelphia has hit records and milestones in recent years, with 39.7 million total visitors in 2014 and 77% occupancy at Center City hotels and an historic visit from Pope Francis in 2015. To keep this momentum going, it’s important for Philadelphia to stay top of mind for people making decisions about their next vacation or even contemplating a new location for their home or business. That means getting the Philadelphia message out to them on all possible platforms, including on TVs and digital screens.
The Media Buy:
Video consumption across many platforms is at an all-time high, and it’s imperative for VISIT PHILADELPHIA to reach consumers in these spaces. The destination-marketing organization secured a Commonwealth of Pennsylvania Department of Community and Economic Development grant to promote visitation to Philadelphia through video on screens of all sorts—TV, desktop, mobile and tablet devices—in 2016. This multi-screen grant helps extend the messaging of the With Love campaign to a wider audience.
There are three versions of the commercial: 60 seconds, 30 seconds and 15 seconds. The 60-second version tells the most robust story, and that iteration will appear online and on VISIT PHILADELPHIA’s websites and social media properties. Due to a limited budget, the shorter versions will run on television and online as part of the paid advertising buy.
The “Philazillas” spot will complement VISIT PHILADELPHIA’s core media buy, which will feature creative on digital and out-of-home advertising in the New York and Philadelphia DMAs. The commercial will run on broadcast and cable networks in three flights: February 1-21, July 11-31 andSeptember 5-18, 2016. In addition, it will appear online through media distribution partners such as Lin Digital, TubeMogul, Facebook and YouTube.
VISIT PHILADELPHIA® 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.
On Greater Philadelphia’s official visitor website and blog, visitphilly.com and uwishunu.com, 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.
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