WHEN PHILADELPHIA’S LABOR FORCE DECIDED TO REDEFINE HOSPITALITY, WE BUILT A BRAND AROUND THE PEOPLE MAKING IT HAPPEN.
OBJECTIVE
Develop a strategic multi-channel campaign for the Pennsylvania Convention Center’s groundbreaking HIAT-funded training initiative — a first-of-its-kind on-site hospitality and safety program created in partnership with Philadelphia’s labor unions.
The campaign needed to elevate awareness among business event strategists and industry decision-makers while positioning the PCC as a forward-thinking leader in service, safety, and workforce excellence. At its core, the initiative needed to reshape perceptions — highlighting the evolution of Philadelphia hospitality through the people driving it forward.
SOLUTION
Rather than focusing solely on the mechanics of the training program, we centered the campaign around the partnership itself: labor and leadership working together to raise the standard for the convention experience.
We developed a standalone sub-brand rooted in the PCC identity while introducing a more human, modern, and future-facing visual language. Built around the pillars of Skills. Smiles. Safety., the campaign celebrated the workforce behind every successful event — transforming labor members into the heroes of the story.
Messaging focused on pride, professionalism, and progress, positioning the initiative not simply as training, but as an investment in hospitality excellence. The resulting creative system balanced credibility with emotion, helping audiences connect with the real people shaping the future of conventions in Philadelphia.
To bring the story to life, we produced a cinematic brand video and supporting social content that blended documentary-style storytelling with elevated visuals and purposeful pacing. Featuring labor members throughout production reinforced authenticity while showcasing the strength of the partnership between unions and the PCC.
OUR DELIVERABLES
Strategic campaign development
Naming exploration and sub-brand creation
Visual identity system and brand elements
Messaging framework and campaign taglines
Social media templates and paid assets
:60–:90 brand anthem/about film
:30 sizzle spot
3–5 social cutdowns
Full production oversight from pre-production through post
RESULTS
The campaign positioned the Pennsylvania Convention Center as an industry leader investing in the future of hospitality through innovation, workforce development, and partnership. By spotlighting labor as the driving force behind the initiative, the work helped redefine expectations around service and convention excellence in Philadelphia — strengthening the PCC’s appeal to planners, organizers, and event stakeholders nationwide.
