Ardmore Group has delivered a Visit Pennsylvania campaign targeting American football fans in London as the Philadelphia Eagles took on the Jacksonville Jaguars at Tottenham Hotspur Stadium.
The activity combined out-of-home advertising, paid social media and experiential activations to encourage fans to consider Pennsylvania as a holiday destination.
It forms part of Visit Pennsylvania’s strategy of building campaigns around major sporting and cultural occasions, described as “cultural crescendos”. Ardmore previously delivered activity around the NFL game in Dublin and FIFA World Cup matches played in Philadelphia.
For the London campaign, outdoor advertising was placed along key routes to the stadium in north London, while promoted social posts extended the reach of content featuring fans taking part in the activations.
A “Silly or Philly?” street trivia quiz tested supporters’ knowledge, while an AI Eagles Trading Card Photo Booth and an “Uncover to Discover” sticker wall provided further opportunities for interaction.
Promotional teams also distributed giveaways and encouraged supporters to enter a competition to win a trip to Pennsylvania.
Ardmore Group planned, created and delivered the campaign, using the Eagles’ appearance to connect their home state with an international audience.
According to the agency, the game attracted 61,322 spectators, setting a new NFL attendance record for Tottenham Hotspur Stadium.
