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.
Philadelphia-based Skai Blue Media, led by VISIT PHILADELPHIA Entrepreneur-in-Residence Rakia Reynolds: assisted with strategy and execution.
Philadelphia-based Palette Group: developed the creative concept around the key ideaâ€‹ “â€‹We Got You,” which was used in the video,â€‹ along with accompanying ad lines and photographyâ€‹.
New York-based Fictionless: directed, filmed and edited the video series.
Philadelphia-based MayoSeitz Media
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.
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
VISIT PHILADELPHIA® is our name and our mission. As the region’s official tourism marketing agency, we build Greater Philadelphia’s image, drive visitation and boost the economy.
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.