Philadelphia, PA – Philadelphia Mayor Michael A. Nutter and regional sales, marketing, business and economic development organizations came together today to launch the city's first joint attraction campaign -- 'PHL: Here for the Making.'  From groundbreaking discoveries to history changing conventions, this new campaign highlights greater Philadelphia as a place where people from all backgrounds can pursue their own goals and dreams – from the making of a memorable trip, successful convention, an innovative business venture, even ! a new career. For more information, visit www.discoverPHL.com/makeitPHL.   

The Philadelphia Convention & Visitors Bureau (PHLCVB), City of Philadelphia, Greater Philadelphia Chamber of Commerce, Select Greater Philadelphia, Philadelphia Industrial Development Corporation, Pennsylvania Convention Center and Greater Philadelphia Hotel Association are partnering on the new campaign, which aims to strengthen greater Philadelphia's position as a world-class destination for global tourism, business gatherings, expansio! n and talent attraction. The strategic partners have all committed to use this creative campaign in any existing placements over the next three years, and Comcast/NBC has committed to support the initiative with substantial annual in-kind media placements. More strategic partners are welcomed and expected to be announced in the coming weeks.

“This campaign gives us a strong platform to share the PHL message with more people around the world,” said Mayor Michael A. Nutter. “The spirit of innovation in our modern renaissance city is a major reason why people want to do business here, travel here, work here and live here. Throughout its history, Philadelphia has been a city of makers and doers; with artists, chefs, engineers, scientists, technologists and manufacturers all making and innovating right here.”

The cooperative marketing campaign highlights compelling stories about the people and businesses making great things and experiences in the city and region. Marketing components include a television commercial, online videos, advertising for all mediums, an extensive social media program, multicultural target market assets, and global press outreach.

“We know that the first impression many people have of Philadelphia is through their visits here. So every traveler who has a great experience can potentially make or influence a decision to hold a meeting here, attend one of our esteemed universities, or relocate a company here,” said Jack Ferguson, president & CEO, PHLCVB, the sales and marketing arm for the Pennsylvania Convention Center, and the global marketing arm of the City.

The campaign offers an unprecedented opportunity to shape broadly held perceptions of the city and region by bringing together the marketing expertise, reach and resources of many organizations. It provides increased capacity to reach international audiences, whether it's the Western European manufacturing or energy companies that are attracted by the regional industry developments or international travelers, for whom Philadelphia is “here for the making” of great memories and experiences as an easily accessible hub for affordable, productive and exciting visits to America's East Coast.

As one of the strategic partners, Greater Philadelphia Chamber of Commerce President & CEO Rob Wonderling added, “Making things is a part of our region's DNA; it's a defining part of its present and future. And we need more decision makers to think of greater Philadelphia as a place where they can make anything – from helicopters to apps, from fashion to energy, and anything in between. PHL is here for the making.”

Building on the successful launch of the PHLCVB's global messaging project in 2012, the PHL: Here For The Making campaign is the next advancement with economic development organizations leveraging common messaging to intensify their collective efforts around promoting the city and region for global travel, conventions, business expansion/location and talent growth. Elements of the campaign will be offered as open-source assets by PHLCVB with the goal of encouraging companies in the city and region to support the campaign through cash or in-kind contributions and asset use, which will expand Philadelphia's reac! h to more business decision makers than ever before.

The campaign creative will be featured in convention, travel and business-related media online, in print, on the Comcast/NBC network and on-site at industry tradeshows, and features a host of the city's makers, including:

·         The Honorable Michael A. Nutter, Mayor, City of Philadelphia

·         Nina “Lyrispect” Ball, Renaissance Woman & Cultural Curator

·         Olivia Brown, General Manager,The Ritz-Carlton, Philadelphia & The Residences at The Ritz-Carlton, Philadelphia

·         Jose Garces, Chef/Restaurateur

·         Michelle Angela Ortiz, Visual Artist, Skilled Muralist, and Community Arts Educator

·         Dr. Stephen S. Tang, President & CEO, University City Science Center

·         Lele Tran, Fashion Designer & Owner, LELE

·         Bob Zender, Marketing Manager, GOLDENBERG'S® PEANUT CHEWS

 Old City Philadelphia-based marketing agency Mighty Engine developed the campaign with PHLCVB, with inspiration from the local and national makers' movement.

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Philadelphia Convention & Visitors Bureau (PHLCVB), www.discoverPHL.com , a private non-profit membership corporation, is the official Tourism Promotion Agency for the City of Philadelphia globally, and the primary sales and marketing agency for the expanded Pennsylvania Convention Center. The PHLCVB competes with its counterparts worldwide for convention and tourism business. The organization has departments dedicated to the multicultural, s! ports, and life sciences markets. The PHLCVB incorporates the short code PHL, an open source graphic identifier for the City of Philadelphia into the Convention & Visitors Bureau brand identity. The graphic identifier and other assets for use by public, private and non-profit organizations can be found at www.PHLpartners.com.