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Special Project

Special Project
From the 8th Annual Shorty Awards

LinkedIn Proves Importance of Destination Marketing for Philadelphia

Finalist in Emerging Platform


Some people don't think of a destination marketing organization (DMO) as a significant contributor to a city's economy and its image. But that's exactly what VISIT PHILADELPHIA does.

VISIT PHILADELPHIA—it's our name and our mission. We make Greater Philadelphia a premier destination through marketing and image building that increases the number of visitors, the number of nights they stay and the number of things they do.

For years, VISIT PHILADELPHIA has evaluated how to share news and insight—about our own work and about the importance of travel and tourism industry—with our stakeholders. Enter LinkedIn.

LinkedIn is like Facebook for business. It may not be emerging as a platform overall—people have used it as a job-searching tool and as a sales generator for years—but it is emerging for brands using it for business communications.

By using LinkedIn as a business communications tool, VISIT PHILADELPHIA minimizes the expense of building and maintaining our own business-focused site, and we convene with our stakeholders where they already are.

We would:

Strategy and Execution

AUDIENCE: VISIT PHILADELPHIA stakeholders, including hoteliers, local partners and sponsors and news media.

RESEARCH: Just before launch, we conducted an audit of competitive LinkedIn company pages. We determined:

LAUNCH: To underscore the audience and mission of our LinkedIn account, we launched it during a major corporate event.

CONTENT: While the majority of VISIT PHILADELPHIA's marketing efforts focus on boosting Philadelphia as a top leisure destination (think family-friendly attractions and best brunches), LinkedIn is where we share business news almost daily.


FOLLOWERS: Our LinkedIn account now connects with 3,150 followers (as of October 2015).

AUDIENCE GROWTH: The VISIT PHILADELPHIA account earned the second-highest rate of follower growth192%—of all active DMOs tracked in our LinkedIn audit, which we conducted in January 2014 and again in February 2015.

VISITS TO WEBSITE: Since its launch, LinkedIn has sent 8,100 visits to, the region's official visitor website. This is not a primary goal of the VISIT PHILADELPHIA account, but it's a positive outcome that people are interested enough to click through to the site to learn more about our company, an accolade, etc.

POPULAR CONTENT: The most popular posts share company news, best clips and Philly developments. This directly relates to our goals of building awareness of the leisure tourism industry as an economic driver and VISIT PHILADELPHIA as a key force behind the impact of the travel and tourism industry in Greater Philadelphia. See Top Posts below.


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