LevLane Breaks Philly Tourism Push

NEW YORK LevLane’s first multimedia campaign for Greater Philadelphia Tourism Marketing eschews the tried-and-true “family getaway” themes of the category in an effort to portray the city as a cosmopolitan center with a vibrant nightlife, street scene and performing arts community.

The longtime tagline is “Philly’s more,” with various descriptors (such as “tempting” and “out there”) gracing executions along with “Philly’s more fun,” which appears on most campaign elements. A jazzy flute soundtrack sets an eclectic tone.

“We’re more than cheese steaks and Rocky. We wanted to show that Philadelphia is more than what they would expect,” said Deb Racano, agency cd.

Despite the “hip” positioning, the Liberty Bell, arguably the city’s most recognizable icon, makes an appearance, though here it is equated with a healthy sense of “rebellion.”

“We wanted to get a little more personal with our advertising. Here’s how you can feel, as opposed to what you can do,” said client regional communication coordinator Anthony Melerba.

The work will run in Pennsylvania, New York, Hartford-New Haven, Conn., and Northern New Jersey. Along with TV, radio, outdoor and print, the effort boasts a heavy cinema component, including screen and lobby ads at all in-market AMC, Regal and UA theaters.

Mayo Seitz, Plymouth Meeting, Pa., handles media.

LevLane is an independent Philadelphia-based agency. Bruce Lev served as ecd on the new tourism effort, working with Racano, art directors Doug Hill and Lori Miller and copywriter Jerry Selber.

The client spends about $2 million annually on ads.

Other LevLane clients include Beneficial Savings Bank, Community Energy and CorCell.