VISIT PHILADELPHIA launched its latest African-American marketing initiative “We Got You” – the key component of which is a documentary-style travel video series hosted by Philly native Tarik “Black Thought” Trotter of The Roots.
We Got You: African-American Initiative
The five-episode series, dubbed We Got You: Philly by Tarik, taps into the power of a national celebrity, pairing Trotter with trendsetting influencers to show off Philadelphia. The videos will be promoted across all of VISIT PHILADELPHIA’s marketing channels to gain video views, visits and, of course, hotel stays.
Five-Episode Series & New Ads Spotlight Philly To Reach African-American Travelers
Part of VISIT PHILADELPHIA’s With Love, Philadelphia XOXO® campaign, the series is viewable online at visitphilly.com/wegotyou. Digital advertisements that drive viewers to watch the videos will also appear across websites such as Essence, Madame Noire and YouTube.
The Research & Strategy Behind It:
In 2015, VISIT PHILADELPHIA commissioned Ipsos, a global market research firm, to conduct national African-American traveler research. The study showed that African-American travelers seek fun and affordable experiences, local and independently owned stores, walkability and vibrant restaurants.
The black travel movement also informed the campaign’s direction. In recent years, dozens of social media accounts, media outlets and community groups were created to promote the black travel experience through authentic storytelling and stunning photography.
We Got You: Black travel movement
VISIT PHILADELPHIA created the series in partnership with two Philadelphia-based creative agencies: Skai Blue Media, led by VISIT PHILADELPHIA’s Entrepreneur-in-Residence Rakia Reynolds, and the Palette Group. The Palette Group developed the creative concept for the We Got You video series and created digital With Love advertisements to drive views to the series.
New York-based Fictionless, a production company with strong relationships with top-tier brands and digital content distributors such as Refinery 29, Viceland and MTV, directed, filmed and edited the video series. The company was selected based on its style, aesthetic and experience.
Seven trendsetters join series host Trotter throughout the episodes. These people were chosen for their influence outside of Philadelphia and with VISIT PHILADELPHIA’s target audience:
Tarik “Black Thought” Trotter (Host): Philly native and co-founder of The Roots
Luvvie Ajayi: The New York Times bestselling author
Tai Beauchamp: entrepreneur, TV personality and style influencer
Rakia Reynolds: founder and CEO of Philly-based Skai Blue Media
Dustin Ross: actor and media personality
Danny Simmons: abstract artist and gallerist
Vanessa Simmons: TV star and entrepreneur
Cory Townes: Philly native and entertainment editor of Cassius
The Media Buy & Additional Marketing:
According to Nielsen, African-Americans spend more time on video and consume more social media than the general population, and it’s important for VISIT PHILADELPHIA to reach visitors in these spaces.
The video series and new creative messaging will be supported through various paid efforts appearing on high-profile partner sites such as Essence, Madame Noire and YouTube.
Visit Philly’s social media channels will distribute the videos through paid and organic posts, and the series can be viewed online at visitphilly.com/wegotyou.
On Greater Philadelphia’s official visitor website and blog, visitphilly.com and uwishunu.com, visitors can explore things to do, upcoming events, themed itineraries and hotel packages. Compelling photography and videos, interactive maps and detailed visitor information make the sites effective trip-planning tools. Along with Visit Philly social media channels, the online platforms communicate directly with consumers. Travelers can also call and stop into the Independence Visitor Center for additional information and tickets.
SOURCE: VISIT PHILADELPHIA