Today, the city’s tourism office (Visit Philadelphia) announced that the popular "With Love, Philadelphia XOXO" campaign is evolving. The new sentiment is called, “Phillyosophy.”
The organization’s newly-created ad campaign, "With Love Phillyosophy," was developed to exemplify the look and feel of the city today, showcasing a added dimension of playfulness.
The ads still encompass the existing “With Love” campaign, but Phillyosophy adds a fun, new twist. For example, they begin with “My Phillyosophy,” followed by a whimsical statement. For example one version of the advertisement states, “Finger food is good. Both hands food is better.” Of course, the ubiquitous, “With Love, Philadelphia XOXO” signature still remains.
“Phillyosophy conveys the Philadelphia voice, spirit and attitude, while reflecting Philadelphia’s new
confidence,” said Meryl Levitz, president and CEO of Visit Philadelphia.
She continued, “From the beginning, Philadelphia fans made ‘With Love’ their own, and Phillyosophy continues to invite them to play along—a very rare thing for an advertising campaign,” said Levitz. “We can’t wait to see people’s own aphorisms; that’s one of the best parts of ‘With love’ for us.”
Philadelphia-based agency Red Tettemer O’Connell + Partners developed the campaign evolution.
A selection of “With Love, Philadelphia XOXO Phillyosophy” ads are featured on: facebook.com/visitphilly.