Entered by Chamber of Commerce for Greater Philadelphia and Visit Philadelphia

People know Philadelphia for cheesesteaks and Rocky—but do they know Philly? Philly is the murals and street art that decorate each neighbourhood. Philly is a food scene that's not just award-winning—it's game-changing. Philly is where "Go Birds" is a greeting, and love is a way of life. This concept inspired Visit Philadelphia to launch the "Come for Philadelphia, Stay for Philly" campaign, which has proven effective by leveraging Philadelphia's credentials while tapping into the intrigue of Philly.

Still, Greater Philadelphia faced a critical workforce challenge, compounded by broader market forces—72% of CEOs identify talent shortages as their top business concern, with $8.5 trillion in unrealised global revenues at stake by 2030. Greater Philadelphia possessed strong fundamentals and affordability compared to peer cities but lacked unified messaging to communicate these advantages to talent. Recognising that today's visitor is tomorrow's talent, the Chamber of Commerce for Greater Philadelphia worked with strategic partner DCI, with key input from Visit Philadelphia, to adapt a proven visitor campaign into messaging for talent audiences—emphasising the region's affordability and cutting-edge career opportunities in tech, life sciences, and beyond.