Some Souls Can Be Bought and Sold
We stalwart vanguards of moral decency and social propriety here at Metro almost threw up in our mouths when we read this post on Philebrity about Philadelphia advertising guru Steve Grasse's most recent wacked-out attempt to get business.
As most people saw tramped through the news last week, a little-read publication known as Travel + Leisure rated Philadelphia as the bottom of big cities in terms of "attractiveness." (We at Metro also disagree with this, but not to digress.)
Quaker City Mercantile (formerly known as Gyro Worldwide) Creates New Marketing Campaign To Embrace'Ugly'
After Travel & Leisure Magazine crowned Philadelphia "America's Ugliest City," we decided to take that and use it to our Philly's advantage by drawing tourists with the city's ugliness. We crated a series of print ads with titles like: "Philly's Even More Ugly When You Sleep Over" and "Come Visit Uglytown USA!"
Check out this Fox News segment,as Gerald Kolpan interviews CEO Steve Grasse at the Quaker City Mercantile (formerly known as Gyro Worldwide) offices about Quaker City Mercantile's plans for a new Ugly Philadelphia campaign.
An online poll for Travel & Leisure Magazine pronounced Philly America's Ugliest City. Instead of getting our feathers ruffled over this, we think we should take lemons and make lemonade by taking this title and turning it into a money making tourism campaign for the city. The city's paranoid tourism corporation, GPTMC immediately scoffed at it. What are they so afraid of? Check out Michael Klein's take on the campaign in his article below for The Philadelphia Inquirer:
Oh, it's getting uglier.
I used to live in Philly and it's far from the ugliest city in America. Yet, Travel & Leisure named it such in a readers' poll. The readers have obviously never been to Gary, Indiana. At any rate, Philadelphia-based agency Quaker City Mercantile (formerly known as Gyro Worldwide) is now making lemonade from the lemons.
Quaker City Mercantile (formerly known as Gyro Worldwide) CEO Steven Grasse remarks, "Walking around this city is like rubbernecking at a car accident. It's hideous, but you just can't stop gawking. It's fascinating and deeply disturbing at the same time." "I'm from Philly. My ancestors are from Philly. And it seems every day I see new levels of ugliness. It's time we cashed in on our heinousness."
Quaker City Mercantile (formerly known as Gyro Worldwide) Confuses Real Life With The Onion, Proposes Ugly Philly Campaign
Philadelphia-based Quaker City Mercantile (formerly known as Gyro Worldwide) ("Breakin' the Rules since 1988") has devised a new tourism campaign for its hometown premised on the much buzzed about designation of Philly as the "Ugliest City in America," based on a Travel & Leisure online poll. The agency has created a series of ads that feature "simple, documentary-style photography that tells it like is," capturing startling unattractive people and taglines such as "Come Visit Uglytown U.S.A!" [cut to shot of director John Waters rolling his eyes and chortling at this way off-tone attempt to mimic his campily clever love/hate approach to Baltimore]
Quaker City Mercantile:Oh Philebrity, don't be sore because Michael Klein saw what an awesome idea this was, when you did not.
Quaker City Mercantile (formerly known as Gyro Worldwide) Announces Ad campaign: Philly is More Ugly When You Sleep Over!
Quaker City Mercantile: I thought you would say something like that. haha
PHILEBRITY: Seriously, I have to run this shit now? How many of you people work over there? And it's THIS? This is the press gag you come up with? Please try harder.