Objective: Reignite Philadelphia’s post-pandemic theater scene and reposition the city as a world-class destination for live performance.

Truth: TKTS stands for access to world-class theater.

Idea: Borrow TKTS’s brand equity of a global theater icon to communicate Philadelphia’s cultural credibility.

Execution: Partner with the Philadelphia Visitor Center to open TKTS Philadelphia in the Independence Visitor Center — Philadelphia is only the second US city to have a TKTS location.

Results: 1.47M web visits since launch; 39 participating theater companies; revenue covered costs within first six months.