Philly strives to step outside the usual tourist perceptions

While Philadelphia is a top destination for vacationers with a penchant for history, it's probably not top of mind among outdoors buffs.

Organization:  Greater Philadelphia Tourism Marketing Corp.
Campaign:  Boundless Philadelphia
PR team:  In-house PR
Other marketing:  Print ads, Philadelphia agency Red Tettemer
Launched:  June 21, 2006 - the first day of summer
Budget:  $1.7 million

Objective: While Philadelphia is a top destination for vacationers with a penchant for history, it's probably not top of mind among outdoors buffs. The city hopes to change that with its new effort aiming to tout places like Schuylkill River (pictured), Ridley Creek State Park, and Sedgley Woods, as well as local outdoor sports and events. "We are sitting on a gold mine," said Cara Schneider, director of media relations for the Greater Philadelphia Tourism Marketing Corporation (GPTMC). "We have a ton of great places for rowing, gardening, and cycling."

Idea: Schneider said the idea came from the William Penn Foundation, which hoped the GPTMC could champion nature with the same success it touted hotels as part of its effort to promote overnight stays in the city. "They wanted to see us do for the unbuilt environment what we did for the built space," she said, adding that overnight leisure tourism has risen 55% since 1997.

Tools: The GPTMC hired Carla Anderson, a reporter at the Philadelphia Daily News, to write all the content for www. gophila.com/outdoors, offering material related to outdoor activities in Philadelphia. Street teams will appear at outdoor events all summer, and a "roving reporter" will update the Web site. Other efforts include a mobile Boundless Air! Station offering service to bikes around the Philadelphia area, tied in with the Fuji Bike Giveaway - which awards 12 bikes to winners.

Measurement: The Osiris Group conducted research to determine the importance of outdoor activities and assess what Philadelphia tourists are looking for. Further research will be conducted later on in the campaign.

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