The self proclaimed cowboys at Red Tettemer have mucho love for Pennsylvania. They worked on two tourism campaigns recently, one for The Greater Philadelphia Tourism and Marketing Corporation and another for great state of Pennsylvania itself.
My thoughts...(Yeah, I've got an opinion about it.)
The campaign for the beautiful state of Pa has me feeling all funny like. I'm fascinated, confused, and a little bit bored. The keystone of the "PA Stories" campaign are 4 webisodes following main character Peter Arthur. We follow he misadventures of P.A., a lovable nerdy type, in his search for a red-headed waitress, a long lost crush who once served him up a peice of shoofly pie with a side of a la la love. Promoted with $1.3M in media placements, including online at Jaunted, Epicurious, Jezebel, Gawker, The Onion, AV Club, Lotame, Invite Media, and Hulu. A 30 second commercial was aired during American Idol, some cute billboards, transit stations, a sprinkle of radio and a dash of guerrilla.
Referred to as an "a very tiny film with a heart as big as Pennsylvania," the webisodes are too long, but an entertaining stab at film making for RT (soundtrack and all). These full fledged little mini dramas, are short on picturesque Pennsylvania landscape and heavy on character development. They are more arty than informative: after watching for 6 minutes and still having no idea where in Pennsylvania poor love-struck Peter Arthur is, I lost interest. There is a small amount of info on the PA stories site, and users are directed to http://www.visitpa.com for more.
Red Tettemer also recently launched it's "With Love, Philadelphia, XOXO" campaign for tourism group GPTMC. Running from May through August 2009, the campaign was developed in direct response to the current economic climate, GPTMC will spend $2.5 million wooing the type of visitors they believe will still have enough cash to travel using outdoor billboards, transit shelters, radio, print, online, and a 30-second TV commercial. Some of my favorites are,"Dear Great Big World, Dear School’s Out for Summer, Dear Dear Powdered Wig Lovers." Read more here. The media placements are love letters, short and sweet, written personally from the city of Philadelphia, ripe with Philly 'tude and signed With Love xoxo. Very Cute. I love how this campaign focuses strictly on the brand message and not the discounts that many destinations are hocking these days.
Both pretty smart campaigns from a cavalier agency. I'm curious how these two campaigns impact the GPTMC and The PA tourism brands? Will these messages be reflected throughout their marketing efforts? Also, where is the link between the two? Wouldn't it have been better to do some collaboration on these two campaigns than to have Pennsylvania competing with itself for visitors? I'm waiting to find out.
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