Get Ready, Philadelphia, for the 'Dali Experience'.

PHILADELPHIA -- U.S. and International Marketing Campaign Announced by Advanta, GPTMC and PCVB at the Philadelphia Museum of Art for the Salvador Dali Exhibition

The Salvador Dali exhibition on display at the Philadelphia Museum of Art from February 16 through May 15, 2005, has spawned a new powerhouse partnership that will yield an unprecedented marketing campaign to promote the City of Philadelphia, the exhibition and "The Dali Experience," a series of special events, promotions, hotel packages and a discount card created in conjunction with the show.

Leading the joint marketing effort is Advanta Corp., with the Greater Philadelphia Tourism Marketing Corporation (GPTMC), the Philadelphia Convention & Visitors Bureau (PCVB) and the Philadelphia Museum of Art serving as key partners. Combining their financial and marketing resources, the four organizations are committed to creating an ongoing, comprehensive and fully integrated campaign to entice art lovers, leisure tourists, international travelers, bus groups, students and regional residents to see the exhibition and tour Philadelphia. The ripple effect of direct and indirect revenue is expected to have a significant impact on the area's economy and local businesses.

Each organization will use Salvador Dali's face and his trademark mustache in all marketing elements, including a 100-foot banner on Madison Square Garden in New York City and another 50-foot by 70-foot banner at Philadelphia's 30th Street Station. Television, radio, print and outdoor advertising focused on the artist will be supported by public relations, Internet, promotion and collateral materials designed to spur exhibition ticket sales, encourage people to stay overnight and patronize local businesses through Advanta's Dali Deals program.

"Advanta is proud to lead a partnership in which we're leveraging the resources, creativity and expertise of our partners," said Dennis Alter, chairman and CEO of Advanta. "In this case, the whole definitely equals more than the sum of its parts, and we are proud to work with the Philadelphia Museum of Art, GPTMC and the PCVB to promote Philadelphia as a premier arts and culture destination."

"By investing in Dali, we're investing in the Philadelphia region, and we believe that local businesses will benefit greatly. Our commitment to broadening the city's Dali celebration mirrors our commitment to our customers, as we strive to deliver opportunities to small businesses every day."

The highlights of the marketing campaign include:

--Advertising: Valued at $2.6 million, the campaign includes television, radio, Internet, outdoor, magazine and newspaper advertising, with an emphasis in the Boston, New York, Philadelphia and Harrisburg markets from December 2004 through May 2005. In addition to the Madison Square Garden and 30th Street Station super banners, mass transit buses in Philadelphia and Boston will be wrapped in Dali advertising and a four-month print campaign on Amtrak trains and in stations from Boston to Washington, D.C. is also in the works. For the first time in recent history, Philadelphia will have a national presence in 37 U.S. cities through the CNN airport television network.

--Public relations: The national media relations campaign focuses on art, travel, television, newspaper, Internet and magazine media. Led by GPTMC, the effort includes a series of press trips for journalists from major national and Canadian publications to promote Philadelphia as a year-round art destination. The campaign will also generate publicity for the exhibition itself.

--International Marketing: Eight tour operators in France are promoting Dali air and hotel packages. Tour operator catalogs and French publications will publicize the offerings as well. The exhibition is also being promoted at international trade and consumer shows and to media and the travel trade in France, Germany, Italy, The Netherlands and the United Kingdom.

--Local Media Partners: Helping to spread the word about the exhibition are The Philadelphia Inquirer and NBC 10, creating an hour-long television special on Salvador Dali.

--Dali Hotel Package: 11 Philadelphia hotels are offering special rates and two VIP tickets to the exhibition. For more information on hotel packages, visitors can log onto gophila.com.

The Dali Experience includes:

--Advanta Dali Days: Dali-themed events will take place throughout the region, including a Dali birthday celebration and lunchtime events in Love Park.

--Advanta Dali Deals: Your Surreal Saver Card: Visitors can take advantage of a promotional card redeemable for discounts and premiums at participating merchants and restaurants throughout the region, including McCormick & Schmick's, the Fountain Restaurant at the Four Seasons Hotel Philadelphia, Twenty Manning, Philadelphia Fish & Co and Bliss.

--Painting the Town Dali: Philadelphia will take on a surreal feel with accents throughout the city, including Dali banners, retail and restaurant window displays, a Dali trolley, wrapped buses and other displays inspired by the artist.

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) builds the region's economy and image through destination marketing to increase the number of visitors, the number of nights they stay and the number of things they do in the five-county region.

The Philadelphia Convention & Visitors Bureau (PCVB), www.pcvb.org, a private non-profit corporation, is the City of Philadelphia's primary sales and marketing organization. In March 2002, the PCVB launched the city's first International Consumer Marketing Campaign in the United Kingdom, Germany, France and Italy, with funding provided by the Delaware River Port Authority, Commonwealth of Pennsylvania and the PCVB. The mission of the PCVB is to market Philadelphia as a convention, meeting and tourist destination to national and international audiences. Focusing on the meetings and conventions and the travel trade, the PCVB's sales force works diligently to increase the city's hotel occupancy and average daily rate, while concurrently affecting other segments of the hospitality industry, such as attractions, the performing arts, restaurants and retail.

Advanta focuses on the small business market and related community, providing funding and support to the nation's small businesses through innovative products and services. Using its direct marketing and information based expertise, Advanta identifies potential customers and provides a high level of service tailored to the unique needs of small businesses. Advanta is one of the nation's largest issuers (through Advanta Bank Corp.) of MasterCard business credit cards to small businesses. Since 1951, Advanta has pioneered many of the marketing techniques common in the financial services industry today, including remote lending and direct mail, affinity and relationship marketing. Learn more about Advanta at www.advanta.com.

The Philadelphia Museum of Art is among the largest art museums in the United Sates, showcasing more than 2,000 years of exception human creativity in masterpieces of painting, sculpture, works on paper, decorative arts and architectural settings from Europe, Asia and the Americas. The striking neoclassical building stands on a nine acre site above the Benjamin Franklin Parkway and houses more than 200 galleries. The Museum offers a wide variety of enriching activities, including programs for children, families, lectures, concerts and films.