Philadelphia Kicks Off Push to Bring In More African American Tourists

Philadelphia doesn’t exactly need a hard sell in terms of attractions that will draw visitors from other states and countries. There is a living sense of rich history here, from the Liberty Bell and Independence Hall to nationally-recognized landmarks like the “Rocky steps” of the Philadelphia Museum of Art and the statue of William Penn atop City Hall. We have sports teams, convention space, a gorgeous downtown in Center City, and all the dining, drinking, and entertainment venues a person could desire. Yet, somehow, the city still believes that it is not drawing enough African American visitors. To that end, city officials have concocted an initiative designed to entice black visitors to the City of Brotherly Love.

Philadelphia’s new marketing campaign takes aim at African American tourists.

The “We Got You” campaign is designed to showcase attractions in Philadelphia that may appeal to African American audiences through “webisodes,” said Meryl Levitz of Visit Philadelphia to the Philadelphia Business Journal. The webisodes will not only air on conventional TV, but will be additionally distributed through social media, which is an efficient way of getting content out to a wide audience.

“We have Tariq Trotter, also known as Black Thought, as the lead emcee,” Levitz said of the campaign. “He’s, of course, the co-creator of the Grammy-award winning hip-hop band The Roots.” The webisodes will focus on Black Thought and his famous friends as they visit Philadelphia’s famous parks, historic sites, and other landmarks of note. You’ll see him ordering a cheesesteak, playing Skee-Ball at Spruce Street Harbor, and wandering the Magic Gardens. The goal of the webisodes to to provide an attractive travelogue for visitors who might not otherwise consider Philadelphia as a travel destination. “What we’re highlighting is Philadelphia’s culture, food, history, outdoors — which has really bloomed in these last years,” she said. “And shopping, of course.”

The “We Got You” campaign is set to run for two years, with an advertising budget of $600,000.