From soccer slides to a Spice Girls walk-out song, the Philadelphia Phillies fully embraced London, while Philadelphia’s global tourism agency worked to ensure that Londoners would embrace Philadelphia as a future travel and convention destination.

The Philadelphia Convention and Visitors Bureau (PHLCVB) launched a comprehensive media and marketing blitz in London during the MLB World Tour: London Series at London Stadium, which took place from June 8-9.

The PHLCVB let Philadelphia’s presence be known with “Discover Philadelphia” branded signage prominently displayed on the outfield wall at London Stadium, behind home plate, and around the Phillies’ dugout. Iconic London taxicabs were wrapped in the branding, and Tube stops throughout the city displayed digital advertisements. Additionally, digital billboards promoted Philadelphia across London, maximizing visibility during the MLB World Tour: London Series.

The Philadelphia spirit was also felt in Passyunk Avenue — a chain of Philly-themed sports bars in London that the PHLCVB collaborated with. Acclaimed local Philadelphia brewery Yards Brewing Co. celebrated its entry into the U.K. market during the series, serving pints of Pale Ale at Passyunk Avenue during a celebration.

Members of the PHLCVB team and partners traveled alongside the Phillies during the two-game series in London. This collaboration highlighted PHLCVB’s dedication to promoting Philadelphia internationally and utilizing major events to elevate the city’s global profile.

As an official partner of the MLB London Series, the PHLCVB team hosted customers, media, and travel suppliers at the games and events, generating substantial marketing and media exposure across London. The PHLCVB and Phillies also hosted a tourism event with MLB, the New York Mets, and New York City Tourism + Conventions, showcasing Philadelphia to media and customers through a destination presentation designed to foster international connections that will benefit the city for years to come.

“Joining the first-place Philadelphia Phillies in London allowed us to promote the city in a really unique way,” said Gregg Caren, President and CEO of the Philadelphia Convention and Visitors Bureau. “The United Kingdom is Philadelphia’s top overseas market for visitors and plays a crucial role in meetings, incentives, conferences, and exhibitions. Activating during the MLB World Tour: London Series allowed us to amplify the excitement for Philadelphia, with the Phillies serving as exemplary ambassadors for the city.”

The PHLCVB works to increase international visitation to Philadelphia and to secure bookings for meetings, conventions, and significant events at the Pennsylvania Convention Center and other venues across the city. Recently, the bureau accompanied the Philadelphia Orchestra on tours to Canada and China, using these events to highlight Philadelphia as a travel destination. International visitation to Philadelphia is increasing and, according to Tourism Economics, by the end of 2024, is projected to exceed 2019’s pre-pandemic levels.