PHLCVB Campaign has World Class Roots
The Philadelphia Convention and Visitors Bureau has a new name – PHLCVB – and a new campaign derived, in part, from World Class Greater Philadelphia. During the early research stage for World Class, we learned of a widely-used measure of international presence and achievement among global cities called the Anholt City Brand Index. We shared it with PHLCVB, and in 2011, PHLCVB in partnership with us, Select Greater Philadelphia, Philadelphia International Airport, and the Pennsylvania Convention Center to fund Philadelphia’s inclusion in the Index. The Anholt results underscored Philadelphia’s great potential domestically and internationally as a place to visit, study, work, and do business. After months of focus groups, six iconic “stories” of Philadelphia emerged. Their elements, including supporting imagery, facts, and a graphic identifier for the campaign are all accessible via PHLpartners.com.
And, like World Class, the PHLCVB campaign is completely open-source. Assets can be used by corporate, government and non-profit partners in any promotional efforts to sell Philadelphia to international visitors, convention planners, business prospects, business recruits, group travel tours, or prospective college students.