To celebrate the 10th anniversary of its award-winning Philadelphia – Get Your History Straight and Your Nightlife Gay campaign, the Greater Philadelphia Tourism Marketing Corporation (GPTMC) is set to release its second commercial geared toward the LGBT traveler. In 2004, GPTMC produced the first TV commercial by a U.S. destination for the LGBT travel market.
“Ten years ago, Philadelphia was proud to officially ‘come out’ as a gay-friendly destination when we invited LGBT travelers to visit,” said Meryl Levitz, president and CEO of GPTMC. “With our new commercial, we’re going beyond our history roots and reiterating our invitation, celebrating both the city’s evolution into a premier destination and the LGBT community’s progress over the last decade.”
In the new 30-second spot, titled “Miss Richfield’s Selfie Tour of Philadelphia,” the flamboyant Miss Richfield 1981 embarks on a Philadelphia tour, visiting landmarks all over the city while snapping photos of herself—and some new buff friends—along the way. While wearing her red-white-and-blue, she starts at Independence Hall and the Liberty Bell; runs the Rocky steps yelling “Yo, Adrian!” at the Philadelphia Museum of Art; admires the views along the Schuylkill River; dines alfresco over food and wine; dances at a crowded nightclub; and finally, collapses onto a hotel room bed.
The lighthearted commercial debuted at the National Lesbian & Gay Journalists Association’s National Convention & LGBT Media Summit in Boston on August 22. The ad is Philadelphia’s second LGBT travel commercial, and only the third of its kind produced by any city in the U.S.
This September and October, GPTMC will air the new commercial through Comcast on the Bravo and Style networks in the Philadelphia and Washington, DC markets and on Logo TV nationally. Online, the 30-second video will run on advocate.com, out.com and outtraveler.com.
