• by Aaron Baar , June 1, 2010

The effects of the recession may be ebbing (a bit), but Philadelphia wants summer travelers to know it still loves them.

In the second year of its "With Love, Philadelphia XOXO" campaign, the Greater Philadelphia Tourism Marketing Corporation (GPTMC) is expanding the program, with big pushes in New York City and Washington, D.C. as well as enlisting other companies to promote the city with unique food and drink options.

"What's different is, it's not just a tourism marketing campaign," GPTMC representative Jeff Guaracino tells Marketing Daily. For instance, Philadelphia-based Victory Brewing Company and Capogiro Gelato Artisans will create Philly-themed edibles for the summer, giving travelers something not only to experience, but to touch and taste as well.

"These partners are approaching us because they want to be a part of the campaign," Guaracino says. "What it begins to do is it gives the visitor an overall experience and delivers on the promise."

Since the GPTMC launched the "With Love" campaign (which included little missives to people to visit, such as "Dear Wall Street, you look like you could use a vacation, With love Philadelphia XOXO") last year, the city has had more than 36 million visitors, more than 80% of whom were leisure travelers. More than half (53%) came from the mid-Atlantic region. According to Guaracino, Philadelphia is within a five-hour drive to one-quarter of the U.S. population.

The city is continuing to target that geography, having helped WABC-TV in New York City produce a half-hour feature on Philadelphia's vacation potential ("It's one big giant invitation. It's the first time WABC has done that with any city," Guaracino says) and "dominating" Union Station in D.C. with messaging promoting the Cleopatra exhibit that will premiere this summer at the Franklin Institute.

And although the economy continues to improve, the GPTMC believes travelers will still be cutting back this year. "People are changing. They're not talking about staycations. They're talking about travel," Guaracino says. "But it's still expensive to get on a plane and go somewhere. A place like Philly, which is easy to get to by train and car, is a great budget destination."