Entered by Visit Philadelphia

In a sports-obsessed city like Philadelphia, few things unify residents like a championship run. The 2025 Eagles’ Super Bowl win sparked citywide pride and a sense of shared identity. But what happens after the season? The challenge was to harness that “Super Bowl-winning feeling” and turn everyday victories and smaller moments into a sustained sense of civic pride.

The team know that if residents feel good about Philadelphia every day, they’d naturally become its most powerful advocates. Research shows that the top reason people visit Philadelphia is because someone they trust — friends or family — spoke positively about it. Instead of relying solely on traditional marketing, the team asked: ‘What if we flipped the script and marketed to visitors through our residents?’