Philadelphia's New Tourism Marketing Campaign Targets 'Culture Vultures'
By Steve Tawa
PHILADELPHIA (CBS) -- In advance of the mid-May opening of the Barnes Foundation Museum on the Benjamin Franklin Parkway, the City of Philadelphia and city tourism officials are launching a new arts marketing campaign.
Meryl Levitz, head of the Greater Philadelphia Tourism Marketing Corporation, say it's a first-of-its-kind partnership to position Philadelphia among the world's great art destinations.
The $2-million, two-year campaign that follows on the heels of the city's "With Love" campaign is called, "With Art, Philadelphia."
Levitz says they'll reach out to "low hanging fruit," including people living within driving distance, but also to people in around the world.
"The first two audiences that we will be going after are 'culture vultures' and a group called 'urb pros,' or urban professionals," she told KYW Newsradio.
The collaborative effort will also include the Philadelphia Museum of Art, the Pennsylvania Academy of Fine Arts, and the Pennsylvania Horticultural Society.
