- Consumer
- Branding and Design
- Marketing and Advertising
- Social Media
- Digital Marketing
- Video Production
Center City District
Overcoming the Lingering Effects of COVID on Tourism
After two years, the world was slowly emerging from the cloud of fear, confusion and uncertainty COVID had created. The pandemic hit Philadelphia hard. Businesses had left the city and gone remote. Restaurants and stores were shutting down. There was an underlying sense of hesitation about venturing into the city at all. Philadelphia’s Center City District—known for its restaurants, shopping, theater, nightlife and neighborhoods—turned to us for help. People were eager to get back to “normal.” What they desperately needed was a heavy dose of encouragement to assure them that it was time to return to the city.
The Strategy
Our relationship with the Center City District kicked off with the launch of the Re-Centered campaign. The collage-themed work presented a visual cornucopia of Philadelphia offerings. The food. The entertainment. The business opportunities. All the things everyone had been missing—and it was all still there, just as they had left it. This campaign was the initial step in restoring the allure of the city and reimagining the Center City District as a vibrant, thriving, stylish destination.
The Re-Centered campaign was followed by a series of promotions and events that continued to highlight local offerings, as well as drive both businesses and visitors back to the Center City District. These strategic initiatives included Center City SIPS, Restaurant Week, Shop Center City Saturdays and Holiday Festivals, to name a few.
The Success
With the launch of the Re-Centered campaign, Center City began to make its way toward recovery. After an 18-month downturn, Center City office vacancy rates began to improve, especially with Class A properties. Convention and tourism figures doubled, led by strong showings in hotel bookings and cultural attractions. New retail and restaurant businesses opened. The number of active storefronts in Center City quickly grew, and pedestrian volumes among residents, nonresident workers, visitors and shoppers began to rise. Subsequent campaigns (Center City SIPS, Restaurant Week, Shop Center City Saturdays and Holiday Festivals) continued to fuel Center City’s rebound beyond recovery and into progressive growth.
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