For the first time, Visit Philadelphia is making waves in the Atlanta market with a dynamic new advertising campaign designed to entice Atlanta residents to book longer, more immersive stays in the City of Brotherly Love. This strategic move marks a significant step for the tourism marketing agency, as it broadens its reach into a fly-market destination—a venture it hasn't undertaken in years.

Photo byEthan HooveronUnsplash

The campaign, titled "Come For Philadelphia. Stay for Philly.", features a vibrant mix of out-of-home and digital advertisements strategically placed throughout the Atlanta metro area. The ads spotlight Philadelphia’s rich array of experiences, from its world-class events and festivals to its thriving arts scene, diverse culinary offerings, and pedestrian-friendly neighborhoods.

“Expanding our advertising into air-travel markets gives us the opportunity to attract travelers from greater distances, encouraging them to book longer overnight stays. These stays typically exceed the duration of visits from those traveling within a drive-market radius,” explained Angela Val, president and CEO of Visit Philadelphia. “This strategy aims to boost the number of trips and hotel bookings, while also helping us fulfill our mission of enticing more people to do more, spend more and stay longer in the Greater Philadelphia region.”

Crafting a Campaign That Resonates

To ensure the campaign hit the mark, Visit Philadelphia tapped into insights from multiple sources. Research from media agency USIM, along with data from Tourism Economics and Ipsos, helped shape the themes and messaging. These efforts were bolstered by input from the Atlanta Convention and Visitors Bureau, ensuring the campaign speaks directly to the interests and habits of Atlanta travelers.

One key focus is appealing to diverse audiences, particularly African American travelers—an important demographic in Atlanta, where 48% of the population identifies as Black or African American.

The campaign encourages travelers to explore the city’s lesser-known sites and attractions in addition to its many iconic mainstays. Messages include:

• “Come for the Powdered Wigs and Petticoats. Stay for the Suits and Streetwear.” (Philly Fashion Week)
• “Come for the Founding Fathers. Stay for Mother Bethel.” (The historic church on the oldest parcel of land in the U.S. continuously owned by African Americans)
• “Come for the Untouchable History. Stay for the Please Touch Museum.” (Philadelphia’s iconic children’s museum)

A Strategic Push for Increased Visitation

The campaign also emphasizes Philadelphia’s recent accolades and unique appeal, drawing a contrast with Atlanta’s culture.

One ad playfully states, “The most walkable city in America? Philly. How do ya like them peaches?”—a nod to Philadelphia’s title as the Most Walkable City in the U.S. in the 2024 and 2023 USAToday Reader’s Choice Awards.

Another ad highlights the proximity of the two cities with the message, “Just a two-hour flight to one of the 10 best cities to visit on the planet in 2024. Thanks, Lonely Planet!” in reference to Philadelphia receiving LP's “Best in Travel” 2024 accolade.

The ads will be prominently displayed within Atlanta’s perimeter, utilizing a variety of platforms, including digital billboards, programmatic ads in doctor’s offices, bars, and atop taxis, as well as targeted social media channels like Instagram, TikTok, and Facebook.

Timing and Reach

Launching just in time to target fall travel, particularly during Atlanta public schools’ October break, the campaign is perfectly timed to capture the attention of potential travelers. With 13 to 17 nonstop flights operating daily between Atlanta and Philadelphia, priced at an average of $130 round trip, Visit Philadelphia is making it easier than ever for Atlantans to consider Philadelphia as their next destination.

“Philadelphia International Airport is an important first stop for many travelers from Atlanta as our second top domestic destination in terms of passenger volume,” said Atif Saeed, CEO of Philadelphia International Airport. “Visit Philadelphia’s campaign to appeal to the Atlanta market creates an opportunity to encourage more travelers to consider Philadelphia, Pennsylvania and the surrounding metro region as a place to visit and stay — ultimately encouraging more air travel, which we and our airline partners appreciate.”

Whether you're planning your first trip or returning for another visit, Philadelphia offers endless opportunities for exploration, discovery, and unforgettable experiences.

Have you seen the new Visit Philadelphia ads around Atlanta?

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