Visit Philadelphia is a tourism destination that has a long tradition. In 2013, Visit Philadelphia changed its name, launched in mobile and is establishing itself further as a leader with regards to content marketing. The web presence is being used to share content which aims to go beyond an ad or image but always includes useful information that visitors and locals will read and interact with. In 2013, Visit Philadelphia’s website also reached a tremendous 10 million visitors which is a mark that was reached the first time. Visit Philly is therefore an interesting case study to look at with regards to its rebranding efforts (Skift 2013).
USE OF VISUALS
For Visit Philadelphia it was always important to make use of visuals in the form of both photography and videos. Over the years, this has certainly grown and now Visit Philly is increasingly investing into videos and photography to drive user engagement and interest. Visuals are a true desire and interest trigger for consumers, as different videos and images do give consumers different perspectives of the experiences they could have when travelling to Philadelphia. It is also important to look into latest social networks. For Visit Philly, Instagram is very important, as the city managed to become the second largest Instagram account of the 10 most populated cities.
Visit Philadelphia is looking at other industries to find out what works and what can be learned from other industries for tourism marketing. Big companies such as Coca Cola are continuously promoting their products and services through the use of commercials. Every commercial is different, as there are many ways to promote the same service or product by approaching it differently. The same applies for tourism destinations and businesses.
Once consumers have visited Visit Philadelphia once, it is necessary to revisit triggers to make them visit again. Giving consumers a reason to come back is essential and often for tourist boards, the lack of budgets result in creativity. Lack of budgets often results in low expenses on ads, but the overall marketing still needs to have the same trigger effect to encourage consumers to visit and revisit the city over and over again. This is where digital comes into place which can target consumers worldwide, requires no or low budgets and can reach international consumers through the use of right and targeted messages. Revisiting current messages to find appropriate ones to target specific demographics is essential and digital technologies and applications can support Visit Philadelphia in its efforts to rebrand itself and market itself to consumers worldwide by providing triggers showing different experiences that draws people’s attention back to Visit Philadelphia.
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