Philly going from ‘With Love’ motto to ‘With Art’ tag
The city is touting itself as a world-class destination for art lovers with a new marketing campaign ahead of the opening of the BarnesFoundation Museum on the Benjamin Franklin Parkway.
The city is touting itself as a world-class destination for art lovers with a new marketing campaign ahead of the opening of the Barnes Foundation Museum on the Benjamin Franklin Parkway.
The campaign, called “With Art Philadelphia,” will launch in March prior to the Barnes’ anticipated May opening. The $2-million, two-year initiative will highlight the city’s renowned museums and performing arts venues.
“The first two audiences that we will be going after are ‘culture vultures’ and a group called ‘urb pros,’ or urban professionals,” Meryl Levitz, head of the Greater Philadelphia Tourism Marketing Corp., told KYW Newsradio.
The campaign will feature ads, a new website, social media and a series of events. Officials called it a first-of-its-kind partnership between several organizations and cultural institutions, including the Pennsylvania Horticultural Society, the Philadelphia Convention and Visitors Bureau and Parkway Council Foundation.
It follows the “With Love” campaign by GPTMC in recent years.
Themes to ‘Philly’s story’
Here’s a look at the new campaign through what organizers call its five ‘stories’:
Visual arts story: Major institutions are only part of the city’s experience. There’s also collectives like Vox Populi and annual events like DesignPhiladelphia.
Parkway story: The Ben Franklin Parkway is ground zero for the city’s high art.
Garden story: Horticulture will go side-by-side with art: from the extraordinary Fairmount Park and Philadelphia International Flower Show to Longwood Gardens and Morris Arboretum.
Education story: The Barnes Foundation, PAFA, Moore College of Art & Design, The University of the Arts and Temple University’s Tyler School of Arts will lead combined initiatives for children and the general public.
Philadelphia story: Philadelphia’s creativity goes beyond the visual arts to include its food, its shops, its neighborhoods and its diverse people.