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Spreading sisterly love

An out-of-home (OOH) campaign in Times Square, NY, has been launched to encourage more female travellers to Philadelphia, US.

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The Sisterly Love campaign was broadcast across Times Square

The city is known for its nickname ‘City of Brotherly Love’, but to attract more women to the city, Philadelphia City Council and Visit Philadelphia has decided to change the name to ‘City of Sisterly Love’ for one year.

The name change was broadcast across Clear Channel Outdoor’s digital screens in Times Square, as well as across the Philadelphia Metropolitan Opera House simultaneously.

To enable Visit Philadelphia to track the efficiency of its marketing, Clear Channel Outdoor’s RADAR is being utilised as it offers data-driven solutions and allows brands to measure the impact of OOH advertising.

Jeff Guaracino, president and chief executive officer of Visit Philadelphia is spearheading the campaign. He comments: “People are spending more time than ever away from their homes – yet, year after year, they’re leaving hard-earned vacation time on the table.

“Our challenge is to adapt our marketing strategy in ways that bring our core audiences closer to Philadelphia in meaningful and measurable ways. This partnership with Clear Channel Outdoor allows us to be more visible with our marketing while adapting our messages in real-time based on what’s happening in the world.”

The nickname ‘The City of Brotherly Love’ originates from the Greek meaning of the word Philadelphia being brotherly love – founded by William Penn.

In addition to the OOH campaign to generate interest and awareness, Visit Philadelphia has many other activities planned to celebrate women. These include celebrating the 100th anniversary of the passage of women’s constitutional right to vote.

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