Visit Philadephia
Promote tourism for the city of brotherly love
Challenge
What makes this third tier destination unique?
When diving into the reasons why travelers come to Philadelphia, things can be deceptive.
60% of them come to see theirs families, and all the others reasons are evenly spread across history, shopping, dining, etc. as basically all the main U.S. cities that are not top travel destination.
Solution
Designing for user mindsets
Whether users are on mobile during lunch break in Detroit or using a laptop on Sunday morning in Boston doesn't matter as much as their mindset. Are they looking for travel ideas for their next weekend? Are they planning in details a trip to visit their families?
When you start taking into account the needs through the lens of their mindsets you can easily determine which content and features to offer and where (website, social networks, ...).
For VisitPhilly, it became clear that our ambitions were clearly different from the client's objectives and we had to adapt, but our strategic recommendations were broad from branding and design to content strategy (content formats, types, taxonomies, quality, quantity, etc.).
Extract 1
User mindsets - Where we reach them and with which content
Extract 2
Content Strategy - Explaining visually how much we would need to cull out content
