Hoping the tourism numbers continue to rebound...
Visit Philadelphia's $2M spring marketing campaign targeting drive markets is largest spend since pre-pandemic
https://www.bizjournals.com/philadelphia...cx_testVariant=cx_8&cx_artPos=8#cxrecs_s
"Visit Philadelphia has launched a $2 million spring marketing campaign that emphasizes targeting travelers within the drive market in the largest advertising campaign from the destination marketing organization since the Covid-19 pandemic hit."
"The nonprofit is continuing its “Pack Light. Plan Big. For Philly.” messaging, tapping into industry trend research that indicates people are looking to take a big trip after more than two years of restricted travel, Chief Marketing Officer Neil Frauenglass told the Business Journal."
"The campaign will run locally in the five-country Greater Philadelphia region, plus Wilkes-Barre and Scranton, aiming to attract people who work in the the city during the week to come for a weekend getaway. It also will extend regionally to New York, Baltimore and Washington, D.C."
"The destination marketing organization has a $14.4 million operating budget until its fiscal year concludes in October. Its standard pre-pandemic operating budget was $16 million. The nonprofit is largely funded by Philadelphia’s hotel tax, and with reduced traffic at local properties due to the pandemic Visit Philadelphia has tapped into other funding sources, including a $1.5 million grant from the city."
"The organization is also doubling down on marketing efforts in Canada, the city’s “largest international feeder destination,” Frauenglass said. It has ramped up public relations outreach in Canada in recent months and is noticing an increase in Canadian visitors as a result."
"Ultimately, Visit Philadelphia projects year-end Center City hotel room demand to be “in striking distance” of 2019 numbers, down 4% from the pre-pandemic heyday."
"From October 2021 through February, more than 521,000 leisure hotel room nights were booked at Center City properties, per Visit Philadelphia. Another 240,000 are anticipated from April to June."