Visit Philadelphia has some advice for those planning to explore the city:
Finger food is good. Both-hands food is better. (Like when a DiNic's sandwich is involved.)
Leave no cobblestone unturned. (When exploring Philadelphia's historic neighborhoods.)
Actually, it is easy being green. (For instance, when viewing the Philly skyline from the riverbank.)
Those are some of the messages in a new advertising campaign from Visit Philadelphia, the city's chief tourism and marketing organization.
The group is moving on from its well-known "With Love, Philadelphia" campaign, calling the new initiative "My Phillyosophy."
The ads feature the same type of pithy messages as the "With Love" ads, but feature scenes from the city -- Reading Terminal, the skyline, cultural attractions, Elfreth's Alley and others -- instead of the letters' plain white backgrounds.
"Even with the most successful campaign, you have to figure out how to evolve forward, how to refresh, or you'll lose engagement," said Steve Red, president and chief executive of Red Tettemer O'Connell + Partners, which worked with Visit Philly for the ads.
The new campaign aims to show more visuals of the city than the "With Love" letters did, he said.
A 30-second video ad will appear online, and the images will be distributed using print magazines, billboards and transit, including a display on New Jersey Transit train that runs from Secaucus to the Meadowlands, targeted to Super Bowl fans.
This winter, Visit Philly will spend $1.1 million on the ads, which will be seen mostly between Philadelphia and New York, and in Central Pennsylvania, said Meryl Levitz, the organization's president and chief executive.
Broader distribution is planned for the summer.