Visit Philadelphia
Spring 2015 Campaigns Competition
Philadelphia, the world's newest foodie city.
In Spring of 2015, Visit Philadelphia approached us looking for ways to increase tourism within the city of Philadelphia. The twist, their target was people who are already here and in the surrounding suburbs.
At the time, there were a lot big things happening for the city and we could have chosen any one of countless assets to capitalize on, but the real challenge was how to convince people who already live nearby to see the things they've likely already seen a million times. The Liberty Bell, while cool, loses its edge when you drive by it every day on the way to work. So we decided instead to keep it simple. Everyone eats. What's more universal than food?
Blending the universality of sustenance with the distinct cultural divisions of Philadelphia neighborhoods, we highlighted each district individually, capitalizing on its own distinct "flavor". We chose to design a unique "night out" plan for each that started with good food, moved to having a good time, and then ended with good places to stay and (hopefully) explore more. The suggested plans only feature locations from within the specified area, allowing individuals to totally immerse themselves in the flavor of the neighborhood.
This was a competition. It's worth noting that we won.
Read more in the slide deck here --> Eat. Savor. Stay Philadelphia.
Out of Home | Subway
Magazine.
Out of Home | Billboards
Online | Banner Ad
Guerilla | Food Truck (it's fitting)
The last element of the campaign we developed involved a food truck that would drive through the target areas each Friday throughout the summer, featuring a different neighborhood with select foods from restaurants in that area. Patrons would receive on of the cards you see at the right to then take back into the city to use as an activity guide.