Philadelphia’s Global Messaging Project

Danielle Cohn

VP, Marketing + Communications

PHLCVB Goals

Room Nights!!

and…Image buildingEconomic Growth and OpportunityImproved InfrastructureEnhanced Quality of Life

Why a Global Message?

Strengthen the Philadelphia brand perception.

Research indicates that Philadelphia is not widely understood or compelling.

Why a Global Message?

To provide a series of narratives and communication tools to compel people to travel to Philadelphia.

Narratives:The stories we tell that help people visualize Philadelphia

discovery dialogue400 people and organizations

interviewsinternationaldomesticpartners and clients

researchcompetitionanholt reportstrends

Anholt City Brand Index

Measure by which cities are benchmarked internationally

What attracts people to a city?

Anholt City Brand Index

Presence – International status

Place – Attractiveness & ease of getting around

Prerequisites – Accommodations & amenities

People – Warm, friendly & multicultural

Pulse – Vibrancy, interesting things to do

Potential – Economic and educational

Crafting a Global Message

City-wide Project

Input from many, many partners.400+ interviews around the world.

Philadelphia Preview

A tool to provide structure for our narratives.

Our narratives are our stories, our attributes and the dimensions of the Philadelphia experience.

Philadelphia is a story of

a modern renaissance city…

where the activity, spirit and convergence of the arts, science, innovation and education create time of great revival and transformation

Philadelphia is…

Freedom, Democracy + America

Innovation + Education

Creative Spirit

Outdoor Life + Sports

Vibrant Street Life

Accessible + Friendly

Start Using PHL Today

PHLpartners.com

images, content, PHL mark

Philadelphia Preview

PHL Video

How can our Partners use?

1. Business Attraction

2. Talent acquisition and retention

3. Student recruitment

4. Sales Pitches

5. Family and Friends

6. Add it to your website or business cards

thank you