Visit PA

When it comes to travel, Black folk tend to already know what they want: something fresh, but familiar. The typical, same old tourist spots don’t always feel like the right fit. The Black community isn’t a monolith. So instead of selling a ‘one size fits all’ vacation, we empower Black travelers to experience Pennsylvania on their own terms.
 
This concept validates the uniqueness of each individual and opens the door for visitors to enjoy PA in an alternative, personalized, and unapologetic way.
We wanted to prove Black joy in Pennsylvania is not only possible, but plentiful. So, intention led every visual aspect.

 

The locations are hidden gems with strong connections to Black culture. The scenarios are moments of happiness that Black travelers authentically experience during vacation. We encouraged collaboration with our talent, from the hairstyles to the wardrobe to the types of personalities. The result is a bright, bold, and beautiful portrayal of the many ways Black travelers can be themselves across the Commonwealth.
 
Seeing is believing, right?
 

“You Do You” can be defined in a million different ways.

 
To make the message more personal, we combined subtle humor with relatable situations to emphasize how people can have fun in unique and unexpected ways. This approach subverts traditional vacation expectations and keeps personalization top of mind.

 

Yes, you can have a great time watching a performance at the Kimmel Center. Yes, you can have just as much fun at a dark, sweaty dance club. What’s most important is that you’re free to pursue the vacation of your dreams. The tone is friendly, witty, confident, and bold.
 
Breaking away from Visit PA’s corporate brand, the art direction was crafted specifically for our audience—deepening the personalized, authentic feel at every touchpoint. From photography to color to typography, each choice is intentionally designed to inspire our audience to show up fully as themselves.
The color palette is bright, bold, and confident, drawing cues from Black History Month and broader elements of African American culture. Our typography isn’t just a brand element—it’s a defining part of our brand signature when speaking to Black travelers. It’s bold, self-assured, and unapologetically expressive.
 
Finally, the You Do You logo sits at the heart of the campaign. Serving as our tagline, sign-off, and call to inspiration, it delivers the clarity and confidence needed to truly welcome Black travelers to Pennsylvania.
 

Top 10

 

Most visited page on visitpa.com in all target markets

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