The city of Brotherly Love shows off its lesser-known attractions in a $5 million tourism campaign launched by the Greater Philadelphia Tourism Marketing Corporation.
I wonder how the locals feel about their favorite finds, whether restaurants or galleries, being outed for tourists to inundate?
Locals don't seem to mind letting tourists in on the little gems found in Philly, for more than 40 Philadelphia bloggers are participating in the campaign.
Uwishunu -- pronounced "you wish you knew" -- uses online, print and outdoor components to target urban insiders wanting to experience the true flavor of Philadelphia.
3-D origami posters can be found in New York, Baltimore, Boston, Providence and Washington D.C. Creative consists of four tear-off posters showcasing original Philly art that people can collect.
Two weeks after the origami posters launched, a mini-magazine was inserted in alternative weeklies such as Philadelphia Weekly, Philly Edge and Play Philly. The eight pages featured mini-bios on "The Revelators," five of the 40 Philadelphia bloggers writing about fun, under-the-radar things to do.
Another round of inserts was launched featuring Philadelphia artists' renderings of famous city scenes.
Online ads promoting uwishunu.com ran on local blogs including Philebrity.com, urbanphilly.com, Foobooz.com, Phillyist.com, artblog.com, phillystylemag.com, Rittenhousereview.com and mainstream blogs Gawker Media, Trendhunter.com, buzzmachine.com, RealTravel.com, Metroblogging.com, Tripmates.com, DCStylemag.com and Virtual Tourist.
The blog is divided into eight categories: arts, dining, music, sports, nightlife, drinks, shopping and active. Visitors can also search the blog by author and neighborhood, depending on what sections of the city they'll be visiting. The elaborately organized blog is a must visit for anyone planning a trip to the city -- especially a non-touristy trip.
There's even a Philly Like A Local accommodations component available through eight participating hotels, bookable via uwishunu.com or gophila.com.
Red Tettemer, The Star Group and 160over90 created the multifaceted campaign.