Making spectacles shareable

• January 3, 2025

Franklin Square is one of Philadelphia’s original five squares and serves as a seasonal hub for family-friendly activities. Historic Philadelphia, Inc. received funding to develop a winter light show as a cornerstone of new holiday programming to enhance the use of the Square through November and December. As HPI’s marketing agency, En Route was tasked with introducing the holiday programming to new audiences and activating Franklin Square for a new season. With our strategic plans for partnership procurement and management, collateral and content creation, social media management, paid advertising campaigns and digital marketing, the Franklin Square Holiday Festival and accompanying Electrical Spectacle Holiday Light Show attracts visitors of all ages to Franklin Square every winter. Over the past three years, En Route promoted special theme nights (such as Ice Sculpting in the Square and Nutcracker Night) to enhance the evening programming during the holidays. The Electrical Spectacle show now attracts more than 200,000 attendees over an eight-week period and lead to a 16% increase in social media followers for Historic Philadelphia.