See an Abbreviated Overview of the Conference

View Sessions by Specialization Track

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Putting Personality in Product Marketing

Professional Development Workshop Set 6

Your Session ROI

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) uses Philadelphia’s personality — a bit edgy, sometimes unrefined, but always endearing and passionate — to sell the destination to many different types of consumers; and it’s working.

Launched in 2009, the “With Love, Philadelphia XOXO” campaign features love letters written by the city itself to different types of people, including foodies, history buffs, families and art lovers. Just after the recession hit, the campaign provided a platform through which GPTMC could tailor messages to reach many audiences. Since then, it has become one of GPTMC’s and Philadelphia’s most recognizable and beloved campaigns. The campaign was adapted for GPTMC’s award-winning LGBT campaign and Hispanic market, and continues to provide a robust platform for branding the city to those markets.

Session Materials

Final Presentation

(Available to registered attendees only. Register now!)

Presenter

Meryl Levitz, president & CEO, Greater Philadelphia Tourism Marketing Corporation

(Photo Unavailable.) Levitz is responsible for building the region’s image and growing its tourism industry, worth $9.3 billion in economic impact. A respected civic leader and consummate convener, Levitz has spent more than 30 years working to get Philadelphia’s hospitality industry recognized as a viable and vibrant one.