Folha de dados: Nossa vez de ser turista

Nome: #OurTurnToTourist, VISIT PHILADELPHIA’s consumer marketing initiative aimed at restarting the economy in the wake of COVID-19 by encouraging locals, regional residents and visitors to enjoy day and overnight visits to Greater Philadelphia and support attractions, restaurants, shops and hotels during their stays

Timeframe: Now through winter 2021

Metas:                        

• Restart leisure tourism by:
  • Attracting both day and overnight visitors
  • Generating economic impact for small businesses
  • Driving hotel room bookings

Strategies:                  

• Create urgency: Show off the abundance of things to see and do when not all activities are available due to COVID-19 restrictions
• Activate locals and visitors to take a trip: Empower people to easily plan a day or overnight trip that they’re comfortable with
• Educate and sustain traveler confidence: Amplify clean and safe messaging from the city, hotels, attractions, restaurants and other small businesses
• Encourage overnight stays: Promote the Visit Philadelphia Overnight Hotel Package and other new and compelling hotel deals

Audience:                   

• Leisure travelers ages 35-54
• Residents of the Greater Philadelphia region
• Those living in the 13 states surrounding Pennsylvania and/or within a 300-mile radius of Philadelphia
• Repeat visitors who travel regularly to Philadelphia, especially to visit family and friends
• People looking for specific trip types: weekend getaways, friends and families or celebration-focused trips

Research: Russell Research insights (as of 5/11) that guided initiative development:

• One in five travelers in three key DMAs (Philadelphia, NYC, DC) planned on vacationing closer to home and taking shorter trips due to COVID-19.
• A third of travelers felt most comfortable with a day trip for their first leisure trip, while a quarter preferred an overnight trip within a two-hour drive.
  • Over three-quarters were most comfortable driving to their next trip.

Destination Analysts research (8/25) that helped define audience:

• A third of travelers (33%) expect to take their next road trip in the fall, with an average planned length of approximately 300 miles.
• 71% of travelers said it was likely their next leisure trip would be to a destination they have visited before.

Tactics: Although grounded in social media, the integrated initiative utilizes advertising, public relations and web tactics to deliver its message. Highlights of the initiative are:

• #OurTurnToTourist Itineraries: A series of theme-based, neighborhood-based and celebration-based mini-itineraries — 30 and counting — that inspire locals to explore and support Greater Philadelphia’s attractions, restaurants, shops and other businesses. The itineraries are posted each week on visitphilly.com and on Visit Philly’s Instagram account.
• #OurTurnToTourist Influencer Videos: Mini-itineraries in video form featuring influential Philadelphians — chefs, artists, journalists and others — showing off their favorite spots to visit, debuting on Visit Philly’s social media accounts in September 2020
• TV Spot: 30-second spot touting the endless possibilities for socially distant fun and exploration in the Philadelphia region; running on NBC10 Philadelphia and Visit Philly’s Facebook page
• Mascots Video Series: Two social media video series, one starring the Phillie Phanatic (Phillies) and the other starring Swoop (Eagles) traveling around town safely exploring attractions, restaurants, shops and hotels
• Additional Highlights: Web and social media content centered on breweries (Craft Beer Trail of Greater Philadelphia), Black-owned businesses, the holidays and more, encouraging people to explore the region and support local businesses

Toolkit: Local businesses are encouraged to be a part of the campaign, and this toolkit outlines five free and easy ways that they can participate in the effort.

Call to Action: visitphilly.com, where people can plan their trip and book their hotel stay, including the Pacote de hotel com pernoite para o Visit Philly

VISITE A FILADÉLFIA^® é o nosso nome e a nossa missão. Como agência oficial de marketing turístico da região, construímos a imagem da Grande Filadélfia, impulsionamos a visitação e impulsionamos a economia.

No site oficial de visitantes e no blog da Grande Filadélfia, visitphilly.com e uwishunu.com, os visitantes podem explorar atividades, eventos futuros, itinerários temáticos e pacotes de hotéis. Fotografias e vídeos atraentes, mapas interativos e informações detalhadas para visitantes tornam os sites ferramentas eficazes para o planejamento de viagens. Juntamente com os canais de mídia social Visit Philly, as plataformas online comunicam-se diretamente com os consumidores. Os viajantes também podem ligar e visitar o Independence Visitor Center para obter informações adicionais e ingressos. 6^th & Market Streets, (800) 537-7676