DMO Stories

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).


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.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank