PHILADELPHIA, September 15, 2023 - Visit Philadelphia is proud to announce the launch of Hispanic Voices. This cultural awareness campaign spotlights the rich diversity within Hispanic and Latino communities while honoring community members’ distinct American identities. This campaign, launching to coincide with the start of Hispanic Heritage Month, centers around a 30-second TV spot and social media campaign highlighting 35 diverse Hispanic Philadelphians representing all ages, walks of life, and industries, including arts, culinary, media, tourism, and entrepreneurship.
The campaign also features a four-part social media video series highlighting representatives from the four largest Hispanic communities in Philadelphia, as recent census data indicates: Puerto Rican, Dominican, Mexican, and Colombian. Through candid interviews, they share their experiences and discuss the intersection of race and ethnicity while offering insights into their preference for being called either Hispanic or Latino and reflecting on the significance of embracing their American identity. Two of these videos are available for viewing today, with the remaining to be released soon.
“I’m excited to announce our newest initiative, Hispanic Voices, which underscores the diversity of Philadelphia’s Latino and Hispanic communities and celebrates their unique heritage language and individual identities while simultaneously acknowledging they are also American," says Angela Val, President & CEO at Visit Philadelphia. "We debuted our inaugural campaign celebrating Hispanic heritage in 2005, and we are just as committed to telling the stories of these Philadelphians almost 20 years later."
Starting September 15th, a 30-second spot airs on streaming services like Hulu, Netflix, and Peacock. With a $150 000 ad buy, this campaign will generate over 4 million impressions, reaching both Hispanic Latino and general market audiences in the top 25 US Hispanic/Latino markets, including New York City Los Angeles, Miami, Houston, etc. The four-part video series will live on Visit Philadelphia web & social platforms & be promoted through a paid social media campaign through October 15 2023. Still, Visit Philadelphia will continue to market to Hispanic audiences all year round.
Hispanic Voices serves as the second installment of In Pursuit Of A More Perfect Union a compelling series of PSA-style videos developed by Visit Philadelphia to showcase the city as the premiere welcoming, inclusive & respectful destination for US travel. The series is a fresh take on how the birthplace of the nation commemorates heritage months & leverages our platform to celebrate diversity & pride that exists within city's population while addressing unique challenges members experience in their day-to-day lives.