In 2017, after spending time researching various tourism marketing opportunities, Visit Philadelphia tapped Skai Blue Mediato identify and activate local agency to lead the campaign’s creative and lite digital strategy. Palette Group and Skai Blue Media teamed up to regionally target and activate the growing African American travel market.
Using Visit Philadelphia’s “With Love, Philadelphia XOXO” campaign as our foundation we ideated a new campaign positioning for our target audience. We developed “, We Got You” as the campaign Northstar, and p//g produced a series of photo shoots and wrote lines of copy, alongside the Skai Blue Media team. New York-based production team, Ficitonless executed the 5-series episode series featuring: Black Thought, Luvvie Ajayi, Tai Beauchamp, Rakia Reynolds, Dustin Ross, Vanessa Simmons, and Cory Townes.
Copywriting: Print and Digital lines
Creative strategy, Ad Trafficking Strategy
To date, the campaign saw more than 6 million public views of the videos across YouTube, Facebook and Instagram. (The campaign met more than half of our view goal in just three weeks.)
Travel outlets Skift and Travel + Leisure wrote about the series, along with many other local and national outlets. Publicity value from the media coverage about the series totals nearly $65,000.
Within one month of the launch, the campaign recorded a 94% increase in use of @blackthought and Philadelphia on Twitter: 38 mentions before the campaign’s start and 112 one month later.