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Philly Ad Campaign Gets A New Twist: Phillyosophy

Friday, January 10, 2014
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Visit Philadelphia™ announced today that the popular With Love, Philadelphia XOXO® is evolving. The new vision is called “Phillyosophy.”

“Phillyosophy conveys the Philadelphia voice, spirit and attitude, while reflecting Philadelphia’s new confidence,” said Meryl Levitz, president and CEO of Visit Philadelphia.

With strong copy and bold photos, the With Love Phillyosophy ads are a burst of expression. They embody how people are thinking, feeling and talking about Philadelphia today. The ads are still part of the With Love campaign; Phillyosophy is a new twist.

The ads start with “My Phillyosophy,” followed by a statement (for example, “Finger food is good. Both-hands food is better.”) and the With Love, Philadelphia XOXO signature. The messages or beliefs are from Philadelphia and reflect how Philly thinks of itself these days.

“From the beginning, Philadelphia fans made With Love their own, and Phillyosophy continues to invite them to play along—a very rare thing for an advertising campaign,” said Levitz. “We can’t wait to see people’s own aphorisms; that’s one of the best parts of With Love for us.”
Philadelphia-based agency Red Tettemer O’Connell + Partners developed the campaign evolution.

See a selection of With Love, Philadelphia XOXO Phillyosophy ads on this Facebook gallery.

Reason For The Change:
Visit Philadelphia launched With Love in 2009, right after the recession hit, and it’s been a tremendous success. Leisure visitation to Philadelphia actually increased through economically tough years. The image of Philadelphia is stronger than ever, and the new With Love treatment reflects people’s view of Philadelphia today.

The evolution is based on consumer research that proved the campaign’s strength, but indicated the need for a more visual approach. The letter format (the Dear and P.S. lines) was less important than the core message, which is now called the Phillyosophy.

Winter Media Buy Highlights:
Two words: Super Bowl. Starting on January 20, Phillyosophy will take over a New Jersey Transit double-decker train running from Secaucus, New Jersey to the Meadowlands. Hundreds of thousands of people will see the With Love train, including those traveling to the Super Bowl on February 2.


Other high-impact tactics in the winter media buy include mobile and tablet, online, print and billboard ads; a takeover of Philadelphia’s Suburban Station; and online videos that bring Phillyosophy to life. The media buy is concentrated in the Philadelphia, northern New Jersey and Harrisburg DMAs, while the online ads extend Visit Philadelphia’s reach to a national audience.

Later this year, people will see Phillyosophy in New York City’s Penn Station and in special sections in Arrive and US Airways magazines.


The Inspiration:
Benjamin Franklin, the original Philly philosopher.
Visit Philadelphia™, formerly known as Greater Philadelphia Tourism Marketing Corporation, 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.

Greater Philadelphia’s official visitor website and blog, visitphilly.com and uwishunu.com make up the most-visited website network out of the 10 biggest U.S. cities. 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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