Local Tourism 2023 Survey

AB&C recently conducted a survey of consumers in the five-county Philadelphia region, Southern New Jersey and Northern Delaware. The survey covered topics including upcoming local travel plans and preferences, anticipated day and overnight trips, key catalysts for deciding to visit new places, as well as preferred media for learning about destinations and attractions. Below is a preview of the survey that was shared at the Philadelphia Business Journal’s “Tourism Turning Point: Growing the Philadelphia Region’s Travel Market” seminar. (Note: A detailed analysis of survey results will follow in the weeks ahead).

View a preview of the report (PDF, 1MB)

March 6, 2023

Aloysius Butler & Clark Collaborates with Adventure Aquarium in “BIG” Membership Drive Marketing Campaign

Stand-out creative helps generate thousands of new memberships in January, blowing campaign goal “out of the water”.

WILMINGTON, DE (March 6, 2023) — Aloysius Butler & Clark (AB&C), one of the largest independent full-service marketing communications agencies in the region, recently teamed up with Adventure Aquarium to help thousands of area families and individuals reap the benefits of membership at the Camden, NJ educational and entertainment attraction. AB&C put its award-winning creative talents to use to focus attention on, and create urgency for, a limited-time membership sale. At the end of the 25-day campaign, the marketing strategies and execution exceeded the Adventure Aquarium’s goal by more than 66%. All told, the campaign also exceeded the Aquarium’s anticipated revenue by more than 85%.

“We’re incredibly lucky to have an aquarium of this caliber right in our backyard. Every time you visit, you discover something new,” said Steve Merino, chief creative officer, AB&C. “We leaned into the idea of turning singular visits into a repeat experience—to turn every day into an adventure. The big ideas flowed from that simple brand platform.”

Before any ads were developed, the teams at AB&C and Adventure Aquarium had a discovery session to define target audiences and key benefits that would attract them. From there AB&C zeroed in on compelling visuals that strategically would work best in the aquarium’s media plan, capture the most iconic and exciting essence of the aquarium, and emphasize the “big” opportunity available from the membership sale. Throughout January online and along roadways, people were met “face to face” with sharks and hippos encouraging their membership. The campaign launched on January 5 and wrapped up on the last day of the special offer, January 29.

“This was a true collaboration anchored with creative that really aligned with what Adventure Aquarium is all about and spoke to the heart of our audiences,” said Jennifer Porter, director of sales and marketing, Adventure Aquarium. “When you meet a goal it’s great. When you exceed it like this campaign did with AB&C, you know you have something special that would provide value long beyond that single project.” 

About Adventure Aquarium

Adventure Aquarium is home to more than 15,000 aquatic animals exhibited throughout two million gallons of water and offers unforgettable, once-in-a-lifetime experiences like up-close animal encounters, the largest collection of sharks in the Northeast, and the longest shark bridge in the world. Some of the Aquarium’s most unique residents include Anchor, the great hammerhead shark, a colony of endangered African penguins, and its Nile beauties Button and Genny—the only hippos in the world to be exhibited at an aquarium. As an accredited member of the Association of Zoos and Aquariums (AZA) for more than 30 years, Adventure Aquarium is held to the highest standards in animal care and exhibition. For more information or to plan your visit, go to AdventureAquarium.com.

About AB&C

Aloysius Butler & Clark (AB&C) is one of the largest independent full-service marketing communications agencies on the East Coast, and one of Adweek’s 50 “Top Shops” in America. With offices in Wilmington, Delaware, and Philadelphia and Bloomsburg, Pennsylvania, AB&C has played a significant role in the industry for nearly 50 years. Established in business-to-business and consumer marketing, the agency brings Creative Intelligence to local, regional, national and international accounts in a variety of industries.


The Footlong Hot Dog

A hot dog with toppings.

Everyone who has been to a big event — or even to a movie theater — knows that the cost of refreshments bears no relation to the actual cost of the ingredients themselves. A hot dog or a tub of popcorn that you can make in your own kitchen for maybe 50 cents costs $5. And who knows what the syrup in that soda costs, but you’re paying $5 for that too.Read full post...

Fire Takes Fuel

Airplane on a runway from behind.

If you’ve taken as many flights as we have, you know when your plane is about to take off. You can hear the engines straining. You can feel the enormous thrust it takes to accelerate. Yet, if you look out the window, you still haven’t left the ground.Read full post...

Brands are People, Too

View of several beers taps at a bar.

A lot of people are confused by brands. They get it confused with a brand mark.

Actually, brands are like friends. In fact, we often refer to them AS people, almost. Brands have personalities, for example.Read full post...

December 21, 2022
September 27, 2022

Aloysius Butler & Clark Announces Leadership Changes, Including Retirement of CEO Tom McGivney

WILMINGTON, Del. (Sept. 21, 2022) — Aloysius Butler & Clark (AB&C), one of the largest independent full-service marketing communications agencies in the region, today announced that CEO Tom McGivney will be retiring on Sept. 30, 2022. In addition, AB&C is implementing several leadership changes to ensure a seamless transition after McGivney’s departure, as well as to support the projected short- and long-term growth of the agency.

Read full post...

April 19, 2022

Aloysius Butler & Clark Acquires Mangos, Creating One of the Largest Full-Service Independent Marketing Communications Agencies in the Region

Agencies immediately demonstrate the creative power of their collaboration by leveraging the Cameo platform to spread the news.

WILMINGTON, Del. (April 20, 2022) — Aloysius Butler & Clark (AB&C), a full-service marketing communications agency, today announced the acquisition of Mangos, an agency based in Conshohocken, Pennsylvania, best known for its strategic planning, branding and advertising. The acquisition will make AB&C one of the largest full-service independent marketing communications agencies in the Region. AB&C and Mangos, two of the longest-standing independent agencies in the Delaware Valley, are excited to unite under a single mission to apply elevated strategic and creative thinking to deliver on a commitment to produce exceptional results that exceed client expectations.Read full post...

Consumer Travel Survey Finds 78% of Individuals Likely to Travel in 2022

Research provides insights on attitudes and preferences for future travel.

More than three-quarters (78%) of travelers from Greater Philadelphia are very or somewhat likely to travel in 2022, with 69% stating they are likely to visit a regional destination within 250 miles of their home. This data comes from a travel survey of 200 consumers living within 80 miles of Philadelphia. AB&C conducted the survey in January 2022, using Pollfish, a national quantitative online survey platform.Read full post...

Is The Cautious Traveler a New Market Segment?

A couple months ago, I went to Phoenix on a business trip. While there, I went to several restaurants. At many of them, it seemed as if the pandemic didn’t exist. People were welcome without masks, often without the familiar request to wear a mask until you get to your table. Yet, in one restaurant we visited, guests were turned away if they couldn’t produce a vaccination card—even in a private area of the restaurant, as well as in outdoor seating.Read full post...

Accounts Receivable Specialist

Do you love accounting but take offense to accounting jokes? Do you love numbers but hate being treated like one? Then break out your spreadsheet and see how many boxes you fill.
AB&C is looking for a knowledgeable Accounts Receivable Specialist who enjoys working in a fun, familial environment to join our growing team. Someone who is self-motivated and able to work independently yet also enjoys being part of a strong accounting team that prides itself on being an integral part of an ad agency’s operations and success.Read full post...

Accounts Payable Coordinator

Do you love numbers but hate being treated like one? Then break out your spreadsheet and see how many boxes you fill.
AB&C is looking for an Accounts Payable Coordinator to join our growing team. Someone who is knowledgeable of accounting principles, who enjoys working in a fun, familial environment, who is self-motivated and able to work independently yet also enjoys being part of a strong accounting team that prides itself on being an integral part of an ad agency’s operations and success. Experience is helpful, but not necessary.Read full post...

November 19, 2021

AB&C Wins Eleven Healthcare Awards

WILMINGTON, Del., March 26, 2020Aloysius Butler & Clark (AB&C), one of the region’s largest full-service marketing communications agencies, emerged as an 11-time winner at the 38th Annual Healthcare Advertising Awards. The Healthcare Advertising Awards is the oldest, largest and most widely respected healthcare advertising awards competition.Read full post...