Visit Philadelphia “In Pursuit of a More Perfect Union”
Objective: Position Philadelphia as the most welcoming big city in the country for diverse audiences.
Insight: In a time when people feel more divided and unseen, belonging has become one of the most powerful forms of freedom.
Idea: Philadelphia turns cultural tension into civic pride — proving that the city born to unite a nation still stands for belonging, for people of every race, identity, and orientation.
Execution: An always-on, integrated platform across film, social, digital, web and activations. Anchored by heritage-month moments—Pride, Hispanic Heritage, AAPI Heritage, and more—that spotlight real Philadelphians and the communities shaping a more inclusive America.
Results: Year-over-year increases across all of our key tourism metrics:
Domestic visitation: +2%
Hotel occupancy: +6%
Visitor spending: +3%
Economic impact: +6%
Recognition: Skift IDEA Awards: Creative Thinking in Marketing, ANA Category Bronze Winner, Shorty Impact Awards finalist
In Plain Sight
A bold installation honoring transgender, queer, intersex and asexual members of the community.
The installation at Cherry Street Pier serves as an unabashed celebration of the TQ+ community — a group facing increased scrutiny as LGBTQ+ rights remain at the center of national debate.
It sends a loud, clear (and proud) message that all LGBTQ+ visitors are wanted and welcomed warmly in the birthplace of liberty.
