Philadelphia Visitor Center Corporation / Phambassadors

“Phambassadors is a personal passion for me. From day one, the team at the PVC knew the brand had to be as powerful and proud as the city itself. That’s why we brought in ChatterBlast as our creative right hand. From our very first brainstorm to seeing our vision explode across buildings, banners, and T-shirts, they helped turn our program into a living, breathing part of Philadelphia.” – Kathryn Ott-Lovell, President and CEO of the Philadelphia Visitor Center Corporation

With America’s 250th birthday on the horizon, the Philadelphia Visitor Center Corporation embarked on the creation of a movement to rally volunteers, spark civic engagement, and lay the groundwork for Philadelphia’s role in the semiquincentennial celebration.

Enter Phambassadors: a people-powered volunteer and pride initiative with a name as ambitious as the program itself. PVCC tapped ChatterBlast to shape that bold identity into something vibrant, visible, and beloved. The pressure was high, the timeline tight, and the campaign had to unite neighborhoods, narratives, and native Philadelphians with style and substance.

The Challenge

This launch campaign was a sprint at marathon scale.

With a 13-character name, a packed launch timeline, and citywide expectations, we had to turn a mouthful into a movement. Phambassadors needed a brand identity that could carry serious weight: something locals could wear, share, and rally behind. That meant a massive creative lift—an extensive brand identity, comprehensive messaging and content strategies, and a powerful launch campaign—all under the scrutiny of stakeholders and civic leaders.

As the deadline closed in, the ask kept growing: new signage concepts, more installations, content assets, influencer ideas, and expanded collateral—all layered on top of a campaign still being born.

Our Approach

Everything began with the brand. Once we built that foundation, the content ecosystem exploded: from bold digital assets to a content-rich website, immersive real-world activations, and an influencer-informed social presence, the launch was crafted to energize Philadelphians and bring the brand to life.

• Brand Identity: We built a brand identity inspired by comic books and superhero lore—visual shorthand that empowered everyday Philadelphians to become civic champions. The bright palette, expressive type, and action-packed design system came to life across digital assets, swag, installations, and social—teasing the brand’s essence and inviting people to see themselves as the heroes of this story.
• LOVE Park Takeover: The campaign launch on April 29, 2025 turned a city landmark into a fully immersive brand experience. Face-in-hole photo props, vibrant signage, branded swag, and an on-site pledge station transformed LOVE Park into a rallying point for civic pride and an irresistible Instagram backdrop.
• The Phambassador Clubhouse: At the center of it all stood the Philadelphia Visitor Center building—wrapped head-to-toe in Phambassadors branding and transformed into the “Phambassador Clubhouse.” Inspired by superhero hideouts, the exterior was wrapped in full-color graphics to draw locals and tourists alike. One standout feature? A full-building mural/photo-op activation facing JFK Boulevard, designed as an XXXL comic book cover where fans could pose and step into their superhero alter egos.
• Digital Ecosystem: We built a content-rich website, a bold social presence, and a pledge platform designed to funnel engagement into community action. Toolkits and influencer partnerships amplified the launch across networks.
• Video & Content Production: Our team produced a hero explainer video and dozens of microcuts, motion graphics, and platform-specific creative to keep content flowing beyond launch day.
• Cross-Functional Collaboration: Working across city agencies, partner orgs, and PVCC’s internal teams, we delivered a campaign built to scale—with strategy and templates that could flex and grow in the lead-up to 2026.

At every stage, we kept one guiding principle: make it fun, make it Philly, and make it something people wanted to be part of.

The Results

Phambassadors didn’t just launch. It landed.

• 3,000+ pledges signed in the first month
• 30% of first-year KPI achieved in 21 days
• LOVE Park launch drew public crowds, extensive press coverage, and civic leaders
• 50+ branded assets developed for launch and beyond
• 1,000+ Instagram followers in the first week 

Phambassadors is now positioned for the long game—a civic engagement engine built not on hype, but on heart.