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Visit Philly’s new ads feature gorgeous photography and local beliefs like, “Finger food is good. Both-hands food is better.”

By taking away the ‘Dear’ part of its old love letter ads, Visit Philly hopes to reach a broader audience.

The campaign will feature adds that touch on all different parts of the city from cuisine to art to nightlife.

Visit Philadelphia today launched a new version of its iconic and popular brand campaign With Love, Philadelphia XOXO

The original campaign launched five years ago and remained the same as the city gained visitors and organization evolved into one of the most digitally and socially affluent U.S. destination marketing bodies today.

“Phillyosophy conveys the Philadelphia voice, spirit and attitude, while reflecting Philadelphia’s new confidence,” Meryl Levitz, president and CEO of Visit Philadelphia, said in a statement.

Visit Philly is calling the new version of the campaign “Phillyosophy.” It kicks the old love letter format for large high-quality images and short snappy statements that reflect the city and how it thinks of itself.

The organization’s decision to focus on images rather than text follows an industry-wide trend in which visuals are becoming the primary medium for marketing messages.

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The new ads and the below video will pushed through Visit Philly’s social channels as well as appear on a number of travel and lifestyle website including TripAdvisor and the AOL network.

Visit Philly is also planning to push the new campaign during the Super Bowl with a wrap ad on a New Jersey Transit double-decker train running between Secaucus, New Jersey and the Meadowlands stadium.

Photo Credit: A ad from Visit Philadelphia's new campaign "Phillyosophy." Visit Philadelphia