The Art of the Pivot

X. Disrupt
Nov 30, 2020 4:00 PM
Go to day track

In what has been a challenging year for so many, we are thrilled to have Rachel Ferguson, Chief Innovation and Global Diversity Officer at Visit Philadelphia, speaking to us about what she calls 'The Art of the Pivot'.

Rachel's talk will explain how Philadelphia has responded to current events, addressing societal issues in particular related to the Black Lives Matter movement around the world and their response as a city. The point being that Visit Philadelphia already had a diverse and inclusive marketing strategy in place and this really helped them to pivot when it was needed most - such as in showing support for black and brown owned businesses.

Choosing to lean-in and take a stand on such issues has been key to Visit Philadelphia's response. What's at the heart of their success? Becoming a more relevant voice for Philadelphia, whilst keeping the city's story true and authentic.

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