Objective:

Highlight Philadelphia as a diverse and exciting travel destination, specifically for audiences in the surrounding areas, and share a wide variety of intriguing and entertaining activity ideas to spark inspiration for travel to Philadelphia.

Approach:

By harnessing influencers, social content and trusted voices, Visit Philadelphia worked with Open Influence to authentically showcase the diverse and exciting city landscape. The approach placed a main focus on mid-tier content creators, while also utilizing macro and micro voices, too, ensuring broad reach and tapping into the local mentality. The campaign’s four key influencers were sourced from within 200 miles of the city (as well as an international focus on Canada), with niche lenses in travel, food, family and lifestyle.

Each content creator developed assets across platforms including Instagram Reels, Instagram Stories, TikTok and long-form YouTube video. During a time when Instagram was prioritizing its long-form content in the form of Reels, it was imperative that the campaign’s influencer talent also added value across both long and short form video.

Content creators were briefed to ensure their content focused on each of Visit Philadelophia’s marketing pillars including history, diversity, hotels, and culinary. Select content was then utilized across the brand’s platforms and repurposed for a paid strategy that included placements across META’s platforms including Facebook and Instagram with a website traffic objective.

The campaign target demographic included users aged 25+ in key markets including Toronto, Ontario; Washington, DC; Maryland; New Jersey/New York; Pennsylvania and Virginia. The team also targeted consumers based on their interests such as: Adventure travel, Art, American History, Food & Wine, Travel/Tourism, and others.

Visit Philadelphia and Open Influence collaborated on influencer itineraries to ensure Visit Philadelphia priorities and tent pole events were included. This also included working with partners to secure hotel rooms, meals and experiences throughout the city.