Soft rolled out over the summer 2020, #OurTurntoTourist is Philadelphis’s regional marketing initiative encourages people to take staycations and close-to-home drive trips.
The initiative comes after it was revealed the city had a record 46 million people visiting in 2019, spending a record $7.64 billion. All of that went up in smoke thanks to COVID-19 in 2020. Therefore, the mayor’s office announced a new initiative aimed at reopening the city post-COVID.
As consumer marketing initiative, the #OurTurnToTourist campaign is aimed at restarting the economy in the wake of COVID-19 by encouraging locals, regional residents and visitors to enjoy day and overnight visits to Greater Philadelphia and support attractions, restaurants, shops and hotels during their stays.
Planned to run through winter 2021, the #OurTurnToTourist campaign is designed to get people out and about – to embrace the wonder of being a tourist in your own backyard — to help generate economic impact for small businesses that are hurting right now.
As part of the campaign, a video series that shows off how Philadelphia influencers are spending their days, nights and weekends has been created, It’s a series of fun, easy four-stop itineraries and spreaded it under the hashtag #OurTurnToTourist.
The campaign is grounded in social media, but the integrated initiative utilizes advertising, public relations and web tactics to deliver its message. Local businesses are also encouraged to be a part of the campaign with provided toolkit that outlines five free and easy ways that they can participate in the effort.
