Later this year, the ads will appear in special sections of Amtrak's Arrive magazine and the US Airways magazine, and in New York's Penn Station.
"We're coming off a strong 2013 - 39 million visitors came to Philadelphia and the countryside," said Meryl Levitz, president and CEO of the tourism group. That, she said, was up 45 percent from the 27 million who came in 1997, the year the group began marketing the region.
Those visitors generated $27 million a day in "fresh money through the five-county region," she said.
Red Tettemer's assignment was to create "a new thought" around the well-known "With Love" campaign, said agency president and CEO Steve Red.
"Consumers asked us to 'show how beautiful Philly is, show that wow that we see when we come here,' " Red said. "We put beautiful photographs into the next evolution of the 'With Love' campaign."
The ads also will be seen on billboards along I-95, the Pennsylvania Turnpike, and Route 30 in New Jersey. With statewide cuts in Pennsylvania tourism funding, Visit Philadelphia's budget went down between $3 million and $4 million a year. "TV advertising pretty much had to go," Levitz said.
The nonprofit group has received a $850,000 state grant to showcase in ads Pennsylvania towns in this region.
And now, with the merger of American Airlines and US Airways, plus Qatar Airways' beginning nonstop daily flights in April between Philadelphia and Abu Dhabi, tourism officials see a big opportunity.
Levitz said she planned to meet next week with Jack Ferguson, head of the Philadelphia Convention and Visitors Bureau, to talk about ways to "make the most" of the airline merger and the new flights to the United Arab Emirates to boost opportunities for conventions, sightseeing, hotel stays, and the region's economy.