April 29, 2025

Public Relations Case Study: Phambassadors

Cashman & Associates (C&A) was tapped by the Philadelphia Visitor Center Corporation to lead PR efforts for Phambassadors, a civic-pride initiative that champions Philadelphia by encouraging residents and newcomers to celebrate the city’s culture, history, and community while building anticipation for America’s 250th anniversary in 2026. C&A developed and executed an earned-media and influencer strategy to introduce the program, sustain visibility, and highlight milestones through events and activations.

In just over five months, C&A secured 215 print and online articles, totaling an estimated 276.5 million impressions, and 49 broadcast segments reaching more than 6.4 million viewers. Earned coverage included an exclusive launch story with the Philadelphia Inquirer and a front-page feature in the Philadelphia Daily News, along with placements and numerous segments on 6ABC, NBC10, CBS3, FOX29, PHL17, WMMR, WHYY, KYW Newsradio, The Philadelphia Citizen, NPR, and other leading local and regional outlets. These results, paired with thoughtful influencer engagement, have propelled the initiative to nearly half of its two-year goal of 10,000 sign-ups in just five months, positioning Phambassadors as a fast-growing platform for community participation ahead of the nation’s Semiquincentennial.

C&A has also supported the program’s community touchpoints, facilitating exclusive opportunities for Phambassadors — including in Pham Camp, monthly Happy Hours, and other activations designed to engage local audiences. The team sourced talent for the official launch hype video, continues partnerships with influencers, and guides community relations efforts, ensuring visibility and participation continue to build as the initiative grows toward 2026.