Visit Philadelphia has launched its most ambitious marketing campaign since the onset of COVID-19: a $2M spring campaign to run in drive markets including:

• The greater Philadelphia region of Bucks, Chester, Delaware, Montgomery and Philadelphia Counties
• The Wilkes-Barre and Scranton metro areas
• New York City
• Baltimore
• DC

This campaign will continue the agency's "Pack light. Plan big. For Philly." messaging for as long as consumers' interest in short trips remains strong, probably at least until sometime in summer 2022.

Media used will include out-of-home at transportation terminals - on DC and Baltimore metro buses, and also on Amtrak trains - and on cable TV, in print, and on social media platforms.

Understandably, in drive markets - especially those outside Greater Philadelphia - the rising price of gasoline is a concern.