Visit Philadelphia travel destination campaign

Visit Philadelphia, the city's official tourism promotion organization, needed to reach people who had not yet considered Philadelphia as a destination, beyond what its own channels could deliver. Destination marketing depends on reaching people outside the consideration set, which owned channels by definition struggle to do, so the campaign framing was practical rather than cultural: build awareness among non-considerers. The insight was that this consideration has to come from outside owned channels, and that lifestyle and travel creators already hold the attention of exactly those potential visitors.

Open Influence put Philadelphia in front of new audiences through a managed group of creators posting about the city as a travel destination. The agency sourced and managed a roster with a combined follower base of over 5.46M, a mix of mid-to-large creator tiers, who published 35 organic posts presenting the city, with no separate audience participation mechanic described.

Creator audiences gave the tourism body direct access to people outside its owned channels, where new visitor consideration originates, and selecting creators with larger followings than planned compounded the over-delivery. The campaign ran across TikTok, Instagram and YouTube. Open Influence reports 2.1M+ organic impressions at 627% of goal, 55K+ organic engagements at 440% of goal, and 35 posts at 194% of goal. These goal-relative results depend entirely on how the original targets were set, and those targets are not disclosed. Every figure comes from the agency's own case study with no independent corroboration, no named creators or dates, and no downstream visitation or economic impact reported.