At a time when LGBTQ+ rights (and the rights of drag performers, in particular) were under attack across the United States, we saw an opportunity for Philadelphia to lead with bold visibility and unwavering allyship.
On June 1, 2024, we partnered with Philadelphia Gay News on an ambitious, joy-filled attempt to set a Guinness World Records title for the largest attendance at a Drag Queen Story Time.
And we did it just steps away from the hallowed halls where our Founding Fathers affirmed the rights to life, liberty and the pursuit of happiness for all.
By championing such a bold and high-profile activation, we aimed to strengthen Philadelphia’s reputation as the most inclusive and welcoming destination in the country, especially for LGBTQ+ travelers and allies seeking spaces where they can feel fully themselves.
Key objectives included driving measurable increases in core tourism metrics, including domestic visitation, hotel occupancy, visitor spending and overall economic impact.
The activation was also designed to deepen emotional connection to the city and boost our “closeness to Philadelphia” metric, as tracked quarterly by Ipsos.
Research has shown that LGBTQ+ travelers, especially younger ones, are increasingly values-driven, choosing destinations that reflect and affirm their identities. Our quarterly brand tracking with Ipsos showed a strong correlation between inclusive messaging and a rise in emotional “closeness to Philadelphia,” a key indicator of intent to visit.
Hosting a record-breaking Drag Queen Story Time in the shadow of Independence Hall — the birthplace of American democracy — offered a powerful way to showcase Philadelphia’s core values and promote the city as a welcoming destination in a way that only the birthplace of the nation truly can.
The Guinness World Record attempt gave the moment a hook with universal appeal, making it media- and social-media-friendly for families, influencers and news outlets alike.
In a noisy, polarized landscape, the campaign succeeded by being joyful and unapologetically proud. Rather than reacting to hate, it amplified love, freedom and belonging. And it showed that Philadelphia is for everyone.
To bring this bold, values-driven activation to life, we worked hand-in-hand with Philadelphia Gay News and a trusted network of community partners to ensure the event was both impactful and safe.
Our first challenge was finding the right venue, one that balanced public visibility with security. The National Constitution Center, just steps from Independence Hall, offered both. It tied the event directly to America’s founding ideals while providing a protected, family-friendly setting.
To reach our ambitious goal of 250-plus attendees — the minimum required to break the Guinness World Record — we launched a targeted, grassroots promotional campaign. Rather than relying on mass media or public ads, we tapped into the audiences of trusted community organizations and family-friendly partners. This word-of-mouth strategy helped to minimize the risk of protest or disruption.
We curated a joyful and affirming lineup of five beloved local drag performers, each reading from a children’s book centered on themes of acceptance, diversity and life in Philadelphia. The readings were selected to speak to young audiences while reflecting the city’s inclusive spirit.
We worked closely with official representatives from Guinness World Records to ensure we met all logistical and documentation requirements, from formal counting procedures to timing and verification.
The result was a celebratory event that drew hundreds of attendees and earned Philadelphia an official world record, all while centering love, pride and the freedom to be oneself.
Through thoughtful planning, strategic promotion and authentic storytelling, this activation advanced Visit Philadelphia’s goals and delivered a historic, headline-grabbing moment rooted in the city’s enduring values.
First thing’s first: We secured the title! With 263 attendees, we officially earned a place in the Guinness Book of World Records for the largest attendance for a drag story time reading.
The event also gave Philadelphia its media moment: The record-setting drag story time brought in 177 placements in national and international publications, including CNN, the Associated Press, The Washington Post, Real Time with Bill Maher and dozens of others.
Social media lit up with love for Philly’s bold and beautiful achievement. An Instagram post celebrating the record became Visit Philadelphia’s most-commented-on static post in over two years, while a YouTube video announcing the win has racked up more than 639,000 views and counting.
In the end, we did more than break a record. We made a statement that Philadelphia is for everyone.
Beyond headlines and hashtags, the event helped to deliver on our most important goals. As we leaned into bold marketing initiatives like this one through our larger “In Pursuit of a More Perfect Union” campaign in 2024, we saw year-over-year increases across all of our key tourism metrics:
And our leading brand metric — emotional “closeness to Philadelphia” — rose 11%, while “consideration to book” increased by 6% for the year.
