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Visit Philadelphia has launched a new marketing campaign in the Atlanta metro area, targeting a fly-market location for the first time in several years. This initiative, dubbed “Come For Philadelphia. Stay for Philly.”, features a series of innovative out-of-home and digital advertisements active across Atlanta. The campaign showcases the allure of Philadelphia, highlighting its vibrant events and festivals, rich arts and culture, diverse culinary experiences, and pedestrian-friendly spaces. This strategic move aims to attract more visitors from Atlanta to explore the unique offerings of Philadelphia.

“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,” said 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.”

Visit Philadelphia utilized insights from media agency USIM and gathered spending data from Tourism Economics concerning Atlanta residents visiting Philadelphia, alongside data from Ipsos on diverse visitor profiles to the city. This strategic move into the Atlanta market is part of Visit Philadelphia’s broader goal to attract a varied audience, particularly noting that 48% of Atlanta’s population is Black or African American, as per U.S. Census data. Additionally, the campaign was enriched with perspectives from the Atlanta Convention and Visitors Bureau, ensuring a comprehensive approach to their marketing strategy.

“We’re optimistic about the impact our campaign, which speaks directly to Atlanta residents with fun and relevant messages, will have on visitation and economic impact in 2024,” said Neil Frauenglass, chief marketing officer at Visit Philadelphia. “Our research from Tourism Economics shows that based on credit card spend, travelers from Atlanta spent more than $1.4 million in our region in 2023, representing a 24% year-over-year increase and illuminating potential for further development.”

Visit Philadelphia has expanded its “Come For Philadelphia. Stay for Philly.” campaign, introduced in early 2023, which encourages visitors to delve into both the city’s well-known landmarks and its hidden gems. The latest ads integrate witty phrases designed to draw attention to the unique aspects of Philadelphia, such as:

“Explore historical fashion and modern style” (highlighting Philly Fashion Week), “Discover the roots of America and the heritage of Mother Bethel” (referencing the historic church), and “Experience our rich history and interactive museums” (showcasing the Please Touch Museum).

Additionally, new ads launched in Atlanta celebrate Philadelphia’s recent accolades and the convenient connection between the two cities. Phrases include:

“Voted Most Walkable City – Experience Philly on foot,” acknowledging the city’s top rank in USAToday’s Reader’s Choice Awards, and “A quick flight to a top global city” referencing Lonely Planet’s “Best in Travel” 2024 designation.

These ads not only emphasize Philadelphia’s diverse attractions but also its accessibility from Atlanta, a strategic choice given the short flight duration. They are being displayed extensively within Atlanta, particularly along Interstate 285, employing a mix of media from digital and traditional billboards to targeted ads in local settings like doctor’s offices and social platforms such as Instagram and TikTok.

This marketing push aligns with the aim to boost travel from Atlanta during the city’s school break in October. Visit Philadelphia has collaborated closely with Philadelphia International Airport to tap into potential markets, noting that daily nonstop flights range from 13 to 17 on airlines such as American, Delta, and Southwest, with average round-trip fares around $130.

“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.”

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