Fact Sheet: VISIT PHILADELPHIA's African-American Video Series

OVERVIEW:

Part of the With Love, Philadelphia XOXO^® campaign, VISIT PHILADELPHIA’s latest African-American marketing initiative centers on a documentary-style travel video series hosted by Philly native Tarik “Black Thought” Trotter of Grammy-award-winning, hip-hop band The Roots. The five-episode series, dubbed We Got You: Philly by Tarik, taps into the power of a national celebrity, pairing Trotter with trend-setting influencers to show off Philadelphia.

The videos will be promoted across all of VISIT PHILADELPHIA’s marketing channels to gain video views, visits and, of course, hotel stays.

The full series is viewable online at visitphilly.com/wegotyou.

RESEARCH & STRATEGY:

Philadelphia has what African-American travelers look for in an urban leisure destination, according to a 2015 study VISIT PHILADELPHIA commissioned from Ipsos, a global market research firm. Philly has fun and affordable experiences, local and independently owned stores, walkability and vibrant restaurants—and the series showcases all of that.

The campaign recognizes and takes full advantage of the new trends in digital storytelling, focusing on food, culture, public art, history, the outdoors and shopping—and the new channels available to attract the market of travel-ready African-American visitors.

CREATIVE CONSULTANT:

Philadelphia-based Skai Blue Media, led by VISIT PHILADELPHIA Entrepreneur-in-Residence Rakia Reynolds: assisted with strategy and execution.

CREATIVE AGENCY:

Philadelphia-based Palette Group: developed the creative concept around the key idea​ “​We Got You,” which was used in the video,​ along with accompanying ad lines and photography​.

PRODUCTION COMPANY:

New York-based Fictionless: directed, filmed and edited the video series.

MEDIA-BUYING AGENCY:

Philadelphia-based MayoSeitz Media

SERIES LENGTH:

Each full-length video is 2-3 minutes long, with 15-second cuts that will appear on Visit Philly’s social media properties. Additionally, a six-second cut will appear in online ads.

ADVERTISING MARKETS & MEDIA:

The video series and new creative messaging will be supported through various paid efforts. Visit Philly’s social media channels will distribute it, as will partners such as Essence, Madame Noire and YouTube.

Through a programmatic digital buy, the ads will reach African-Americans as they conduct their daily web browsing habits and potentially appear on sites such as Ebony, The Root, Complex, Travel + Leisure, Hypebeast and TripAdvisor.

TIME FRAME:

September 18-November 12, 2017

HOST & INFLUENCERS:

• Tarik “Black Thought” Trotter (Host): Philly native and co-founder of The Roots
• Luvvie Ajayi: The New York Times bestselling author
• Tai Beauchamp: entrepreneur, TV personality and style influencer
• Rakia Reynolds: founder and CEO of Philly-based Skai Blue Media
• Dustin Ross: actor and media personality
• Danny Simmons: abstract artist and gallerist
• Vanessa Simmons: TV star and entrepreneur
• Cory Townes: Philly native and entertainment editor of Cassius website

Vizite Filadelfi^® Se non nou ak misyon nou. Kòm ajans ofisyèl maketing touris rejyon an, nou bati imaj Greater Philadelphia, nou ankouraje vizit epi nou ranfòse ekonomi an.

Sou sit entènèt ofisyèl ak blòg Greater Philadelphia pou vizitè yo, visitphilly.com epi ou swete nou.com, vizitè yo ka eksplore bagay pou fè, evènman k ap vini, itinerè tèm ak pake otèl. Foto ak videyo atiran, kat entèaktif ak enfòmasyon detaye pou vizitè fè sit sa yo tounen zouti efikas pou planifye vwayaj. Ansanm ak chanèl medya sosyal Visit Philly, platfòm sou entènèt yo kominike dirèkteman ak konsomatè yo. Vwayajè yo ka rele tou epi pase nan Sant Vizitè Independence la pou jwenn plis enfòmasyon ak tikè.