A new TV, outdoor and cinema campaign, created by LevLane, Philadelphia, is appearing on all broadcast and eight cable networks and on the screens and in the lobbies of all in-market AMC, Regal and UA theaters.
Outdoor executions are all small format, which allows placement on suburban roads, and also commuter train stations. Most placements will be "doubled up," i.e stacked or side-by-side. Media is handled by Mayo Seitz, Plymouth Meeting, Penn.
The work is the first for the Greater Philadelphia Tourism Marketing Corp. by the agency and targets high-income adults ages 25 to 54.
It shows Philadelphia in a more contemporary light than in the past. The emphasis is less on family outings than on cosmopolitan adult attractions, including restaurants, nightlife, street life and performing arts.
Tagged "Philly's more ...," each outdoor execution provides two endings. One is always "... fun." The others include "... electric" over a night street scene, "... original" over a jazz-themed mural, "... out there" over a rustic covered bridge and "... cosmopolitan," over what appears to be Ladies Night at a local watering hole. In the 30-second TV/cinema version, similar scenes and tags (also "vibrant," "tempting," and -- over the Liberty Bell -- "rebellious") fly by to a breathy jazz flute soundtrack.
The ads also will appear in Philly's traditional markets: itself, Harrisburg and New York City/northern New Jersey, the last of which accounts for a third of the city's visitors. Recently, the Philadelphia Convention and Visitors Bureau has been marketing the city as a venue for international meetings and promoting itself on AOL.uk.com, Ebookers.com, Expedia.com, Lastminute.com, onlinetravel.co.uk, Travelocity.com, deckchair.com, Zuji.com and cheapflights.co.uk.