The Philadelphia Convention & Visitors Bureau has appointed London agency Destination Marketing and allocated a budget of around £18,500 between December and June 2007.
The key plank of the strategy will be a fam trip mainly for UK buyers scheduled for next spring.
Philadelphia CVB vice-president of tourism Fritz Smith highlighted the need for a concerted UK push. "Until now we have come in and out of the market, but now with the expansion of the convention centre, new hotels and restaurants, our profile in the UK market is set to grow."
Smith added that the city's hotel rates were on average between a half and a third cheaper than New York's, adding leverage to its appeal over other US East Coast cities.