Did Philly get its money's worth? (PhillyInc)

Did Philly get its money's worth?

Philly tourism marketers are launching their 2007 summer ad campaign, starting in Washington D.C. and Hartford today (that's Monday June 18), with a set of new commercials that depart a bit from their Philly’s More Fun When You Sleep Over theme. Now, it seems, Philly just has more of everything. “More Vibrant”, “More Classic,” “More Rebellious,” or so read captions in the 30-second version. The campaign is budgeted at $1.5 million and the commercials will be used in other cities throughout the summer.

We wonder: Last summer's campaign, including Broadway-esqe commercials with elaborate dancing and production, cost $2 million. Did the GPTMC get its money's worth with this summer's commercial under a lower $1.5 million budget? Or was last year's commercial better and worth the higher price? (Vote up at the left. Poll closes at midnight June 25).

The new commercial can be seen here at the The Greater Philadelphia Tourism Marketing Corp.'s site:

Here's last summer's commercial:

- Tom Belden and Thomas Ginsberg

Posted by phillyinc on June 18, 2007 1:00 AM | Permalink

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Comments (2)

LovingPhilly:

I thought last year's commercial was cheesy. I think this year's is excellent and attests to what Philly really is - hip, fun and vibrant.

Posted by LovingPhilly | June 20, 2007 9:10 AM

Posted on June 20, 2007 09:10

Joe in Haddonfield:

Is one better than the other? It's a matter of taste.
(Until the tourism $ is added up)

If you're asking which one stands out from the other tourism spots and all commercials in general, it's the musical one. No question.

It has life, humor, almost catchy music and lyrics.

The new spot is missing the caption: More expected

The two deliver the same message. One does it with a personality that is memorable and fun. The other looks and feels like any other city. The new spot is slick, well executed. Just lifeless and bland.

The big failing of the musical version (aside from the casting of the lead) is that the spot works best if the viewer is familiar with the pajama campaign. Was the TV supported by print and outdoor? Maybe. If so, it's a nice package.

Posted by Joe in Haddonfield | June 18, 2007 9:25 AM

Posted on June 18, 2007 09:25