The ask was simple: create a new tagline and action-oriented tourism campaign for Philly. The challenge? For the first time ever, Visit Philadelphia and the Philadelphia Convention & Visitors Bureau were joining forces. So, we needed to deliver a universal mantra that would excite both leisure travelers and convention-goers about paying this place a visit. Inspired by the city’s deep connection to independence, we crafted an open invitation welcoming travelers from near and far to come find whatever gives them that freeing feeling in the City of Brotherly Love. Rollout: Tagline • Outdoor • Digital • Activations • Guerilla Role: Concept, Art Direction, Design — Agency: P.MG
Brand action: Travel to commuter cities and host giveaway consisting of free round trips to Philadelphia
Wheat paste Installation
Subway boards in the D.C. Metro
