Philadelphia City Branding Image
PhillyCounts
Projects
Airport Welcome Signage
Replaced negative, warning signage with new, welcoming messages at Philadelphia International Airport to deliver a warm City of Philadelphia greeting which has been met with very positive response from visitors and business travelers. Participated in strategic partnerships with external agencies, stakeholders and marketing experts to create a new “mark” as a marketing tool for the City built on our iconic symbol, the Liberty Bell. Developed at no cost through collaboration and available at no cost to our marketing partners, the mark will ensure a consistent message to instill civic pride, enhance tourism and update our overall image. View the new city branding and standards on usage. Our recent headliner performances carried the tag line, “The Largest Free Concert in America” which was picked up in a multitude of media outlets. The dramatic fireworks display over the Philadelphia Art Museum and the Benjamin Franklin Parkway became a nationally viewed image of Philadelphia adding significantly to our image building campaign. Reached 20,000 participant capacity in 2009 at the earliest point in its 16-year history. Outreach initiatives to invite non-runners and community residents to be a part of the Marathon include designated fan Cheer Zones, discount shopping programs and the Health and Fitness Expo. Race operations have been refined to reduce noise levels and necessary street closures while public relations efforts have been refocused to showcase the retail, hospitality and residential amenities of the communities that the course passes through and the attractions of the City of Philadelphia at large.

Marketing tools and plans for several important initiatives including: Mortgage Foreclosure Prevention campaign displayed on SEPTA bus backs; BenePhilly, marketing the resources for financial assistance available to the elderly for food, prescription medicine and other basic needs; PhillyGoes2College.com, a web site created upon the advice of the Office of the City Representative to the Education Office to assist parents and students with a one-stop resource for navigating the college financial aid process; Mayor’s Task Force on Hunger, hunger relief efforts; Business Services Portal, assisted the Commerce Department in the creation of a central area for “doing business” with the City including the selection of a website designer, structuring and streamlining the site for clarity and efficiency and maintaining continuity of image and message with new City branding campaign.