Overview
Virginia Tourism Corporation (VTC) is seeking six destination partners to participate in the 2026 Philly Takeover, an integrated marketing program designed to inspire Philadelphia travelers to choose Virginia for their next getaway.
The campaign will launch during the Philadelphia Phillies vs. Atlanta Braves series over Labor Day Weekend and continue through October, combining high-impact advertising, in-stadium branding, digital marketing, and fan engagement opportunities to showcase participating Virginia destinations.
Applications will be reviewed and scored by VTC, with six destinations selected to participate.
Please Note: Due to limited capacity, submission of an application does not guarantee participation.
Program Details
Timing
- Campaign Launch: Labor Day Weekend (September 4–7, 2026)
- Featured Series: Philadelphia Phillies vs. Atlanta Braves
- Campaign Duration: September–October 2026
Investment
- Destination Investment: $35,000
- VTC Match: $35,000
- Total Media Value per Participating Destination: $70,000
Included Deliverables:
Transit Advertising
- NRG Station Takeover at the Philadelphia Sports Complex
Philadelphia Phillies In-Game Branding
During the Atlanta Braves series over Labor Day Weekend:
- Pitcher’s Mound Branding
- Behind Home Plate Signage
- First Base Signage
- Third Base Signage
- Jumbotron Rotational Signage
- Upper Home Plate Signage
NEW! Fan Engagement Feature
- Kiss Cam Feature Sponsor for all September home games
- Includes branded in-stadium exposure and fan engagement opportunities
On-Site Activation
- Co-branded Virginia LOVE signs featuring Phillies branding
- Fan engagement opportunity before one of the games
Phillies-Owned Media Support
- Two (2) dedicated digital e-blasts to 850,000+ active subscribers
- Seventy (70) :30 in-game radio spots throughout August and September
- Sponsored Instagram story on Phillies social media account
Digital Retargeting Campaign
- Runs throughout October
- Targets Phillies and Braves fans exposed to the campaign during the series and September activation period
Earned Media Support
- Planned Earned Media activation
Consumer Sweepstakes
- Integrated sweepstakes campaign promoting participating destinations
- Lead generation and ongoing marketing opportunities for partners
Application Timeline
- Application Opens: June 11, 2026
- Application Deadline: June 22, 2026
- Partner Notifications: June 26, 2026
- Creative Deliverables Due: August 3, 2026