When it comes to football. Philadelphia has a… reputation. Yet, we found ourselves in a situation where football fans from all over the country were coming to visit in “celebration of football.”So, we’ve decided to be the bigger city and extend a lukewarm welcome to the visitors with a few… err.. apologies – in the hopes we could smooth some of this over.
Messages ran on donated digital out-of-home units and a full-page newspaper spread (open letter style). All of which drove to a microsite and where we featured some additional messaging meant to “welcome” visiting teams and cities.