PHLCVB to Execute Strategic Activations in London in Conjunction with MLB World Tour: London Series

Philadelphia Convention and Visitors Bureau to Execute Strategic Activations in London in Conjunction with MLB World Tour: London Series presented by Zoom Workplace

The city’s global tourism agency will leverage MLB’s overseas games to market Philadelphia for international travel 

PHILADELPHIA – As the Philadelphia Phillies and New York Mets head to London for the MLB World Tour: London Series presented by Zoom Workplace on June 8-9, the Philadelphia Convention and Visitors Bureau (PHLCVB) will leverage the opportunity to promote the city as a travel destination to this important market. An Official Partner of the MLB World Tour: London Series, the PHLCVB will execute a multi-part campaign and in-market media blitz consisting of in-ballpark and out-of-home advertisements and in-person events and activations. With the United Kingdom serving as the leading feeder market for overseas visitors to Philadelphia, the international games are a key opportunity to further attract visitors to the city.

The PHLCVB is the global tourism agency for the City of Philadelphia, marketing the city as a leisure travel destination for international visitors, with the U.K. serving as Philadelphia’s top overseas feeder market and top overseas market in total spending. According to Tourism Economics, in 2023 the city welcomed 91,000 visitors from the U.K., resulting in $57.5 million in total spending in the Philadelphia region. In 2024, the U.K. is expected to again be one of the highest overseas visitor markets for Philadelphia, with the city projected to welcome 111,000 U.K. visitors.

“International travelers are key to Philadelphia’s thriving tourism economy, particularly as the industry continues to eye a return to 2019 visitation,” said Gregg Caren, president and CEO of the PHLCVB. “Last year, the city welcomed 1.1 million international visitors, directly resulting in an economic impact of more than $950 million on the region. With three daily non-stop flights from London during the summer months, the city is extremely accessible to visitors. Continuing to reach and attract international travelers in new and interesting ways is essential to recovering to and exceeding pre-pandemic levels. As a known sports city, we are taking advantage of this unique and strategic opportunity to reach U.K. sports fans and let them know Philadelphia is ready to welcome them now and especially in 2026 when Philadelphia will be the center of the sports universe.”

To reach baseball-loving Londoners attending the game, the PHLCVB has secured several in-stadium advertising opportunities at London Stadium. The marketing and media blitz includes signage appearing on the outfield wall, behind home plate, and around the Philadelphia Phillies dugout. The PHLCVB promotional pieces also include a commercial spot on the scoreboard promoting travel to Philadelphia, and an official program ad.

“This MLB World Tour series is the perfect opportunity for us to leverage the international attention Philadelphia will be receiving,” said Joe Heller, senior vice president, marketing and communications. “As Philadelphia raises its global profile, our goal with these activations that showcase our city is to inspire travelers to think of Philadelphia for their next big vacation. Come see the Phillies in their home ballpark, one of the best in the U.S.”

Hosted by Major League Baseball in London during the series, the MLB Tourism Showcase will allow the PHLCVB to directly connect with international travel media, tour operators, and other travel trade.

The PHLCVB is also leveraging two of London’s most recognizable transportation methods, wrapping tens of iconic London taxicabs with Philadelphia promotions and displaying digital advertisements on Tube stops throughout the city. The taxi wraps and digital ads showcase the tourism marketing campaign, Come for Philadelphia. Stay for Philly.

Additionally, the PHLCVB has partnered with Philadelphia-themed bar Passyunk Avenue, who will be hosting watch parties at their three London locations. The first 1,000 attendees at each location will receive a special gift bag, which includes Philadelphia-branded promotional items provided by the PHLCVB. Activities and events include a South Philly-style tailgate block party and the recreation of Reading Terminal Market in central London. On Sunday, June 9 at 12 p.m., Yards Brewing Company founder Tom Kehoe will host a ceremonial keg tapping to celebrate the Philadelphia brewer’s entry into the U.K. market.

Locally, PHLCVB partners McGillin’s Olde Ale House and the British American Business Council (BABCPHL) are both hosting viewing parties so stateside Phillies fans can get in on the action. McGillin’s, the oldest continuously operating tavern in Philadelphia, is hosting a watch party on June 8 with various festivities and food and drink specials. The historic tavern will also offer Doyle Dollar Dog Days ($1 hot dogs throughout the game) in honor of bartender John Doyle, who has been with McGillin’s for 50 years.

BABCPHL, which promotes the trade and investment relationship between the U.K. and Southeastern Pennsylvania region, is hosting a viewing part at Founding Fathers Sports Bar & Grill on June 8. Food and drink will be available for purchase, and each attendee will have the opportunity to win business card raffle prizes. This event is free of charge, but pre-registration is required.

View and download images of in-stadium advertising and other promotional placements.

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About the PHLCVB:

The Philadelphia Convention and Visitors Bureau (PHLCVB) creates positive economic impact across the Philadelphia region, driving job growth and promoting the health and vibrancy of our hospitality industry by marketing the destination, the Pennsylvania Convention Center, and attracting overnight visitors. The PHLCVB’s work engages our partners, the local Philadelphia community as well as culturally and ethnically diverse regional, national and international convention, sporting event and tourism customers. The PHLCVB is also the official tourism promotion agency for the city of Philadelphia globally and is responsible for growing the number of overseas leisure visitors who come to the region each year. To learn more, visit www.discoverPHL.com.