LONDON (Nov. 3, 2014)—National Geographic Traveler magazine announced today at the World Travel Market in London the creation of a 10-page editorial project that celebrates the unique people of Philadelphia, centering on a culture of makers and doers. The feature, which will appear in the magazine’s December/January issue, will profile 12 “Philadelphia Originals” — from restaurateurs and jewelry makers to mural artists and purveyors of local craft beers — all of whom share the passion and entrepreneurial spirit that have invigorated the city.
“On a recent trip to Philadelphia, I was truly inspired by the vitality and innovation taking place in a city that is most known for its rich history,” said Keith Bellows, senior vice president and editor in chief of National Geographic Travel. “The uniqueness of this city comes through in its people. They recognize the importance of the past, but continue to push the boundaries of reinvention.”
National Geographic Traveler collaborated with the Philadelphia Convention & Visitors Bureau (PHLCVB), which helped to gain access to the growing number of makers based in the city. Aligning with its mission to celebrate the maker movement, the bureau has worked to spotlight the local artisans, chefs, designers and thinkers who live and create in Philadelphia.
“We were thrilled when National Geographic Traveler approached us about this project, and the end result is an authentic story of the Philadelphia of today that we know will inspire visitors from around the globe to visit for business or leisure,” said Jack Ferguson, president and CEO of PHLCVB.
The supplement is being translated and will run in four local-language editions of the magazine in India, China, the United Kingdom and Italy. In addition, National Geographic Traveler will publish an extended guidebook with information for international travelers. The guidebook will be translated into seven languages, and PHLCVB will use it to market its destination internationally as part of its “PHL: Here for the Making” campaign.
Brand USA, the U.S. international tourism marketing organization, is also partnering on the guidebook with PHLCVB and National Geographic Traveler.
“Our research shows that international travelers are looking for authentic experiences in the United States, and this program is a great example of what draws people to select a destination, immerse themselves in that destination for days and share those experiences with others,” said Christopher Thompson, president and CEO of Brand USA.
About Philadelphia Convention & Visitors Bureau
Philadelphia Convention & Visitors Bureau (PHLCVB), www.discoverPHL.com , a private nonprofit membership corporation, is the official Tourism Promotion Agency for the City of Philadelphia globally, and the primary sales and marketing agency for the expanded Pennsylvania Convention Center. The PHLCVB competes with its counterparts worldwide for convention and tourism business. The organization has departments dedicated to the multicultural, sports and life sciences markets. The PHLCVB incorporates the short code PHL, an open source graphic identifier for the City of Philadelphia into the Convention & Visitors Bureau brand identity. The graphic identifier and other assets for use by public, private and nonprofit organizations can be found at www.PHLpartners.com.
About National Geographic Travel
National Geographic Travel is the travel arm of the National Geographic Society, one of the world’s largest nonprofit scientific and educational organizations, founded in 1888. National Geographic Travel creates, discovers and showcases meaningful and engaging travel experiences through National Geographic Traveler magazine; National Geographic Expeditions; travel books; maps; apps; digital travel content; the Adventure website; and travel photography programs. National Geographic Traveler (eight issues per year) is the world’s most widely read travel magazine and has 16 international editions. It is available by subscription, on newsstands in the United States and Canada, and digitally for tablets. National Geographic Expeditions, the travel program of the Society, offers a variety of unique travel experiences led by top experts to more than 60 destinations across all seven continents. Travel opportunities include family and student expeditions, active adventures, private jet trips and voyages on the six expedition ships in the National Geographic-Lindblad fleet, as well as photography workshops, expeditions and seminars. The National Geographic Travel digital group offers inspiring and authoritative digital travel and adventure content such as trip ideas, photo galleries, blogs and apps. National Geographic Travel Books bring readers curated travel advice and inspiration. Follow National Geographic Travel on Twitter, Facebook and Instagram