While The Roots currently exists in New York, they’re originally from Philly, and they’ve returned to their hometown for a special project.
The Roots MC, Tarik “Black Thought” Trotter, is now serving as a Philadelphia tour guide focused on attracting black tourists.
The new documentary-style ad campaign will be called “We Got You.” Philadelphia’s senior media relations manager, Jenea Robinson, told the Philly Voice, “The videos have an insider feel that will resonate with this audience and spark word-of-mouth and social sharing from residents, visitors, media and influencers. As far as we know, no other destination marketing organization is speaking to African American travelers in this way.”
The five-part series will follow Black Thought while he meets with local artists and entertainers around the city, discovering hidden Philly gems ranging from parks and lounges to historic landmarks.
“We’re tapping into the energy of the black travel movement in our newest campaign inviting African American travelers to visit.”
Each episode of the series will have a different theme. For example, in the “Dope Art & Live Music” episode, Black Thought works to show viewers that “in Philadelphia, the arts … is a living, breathing thing.”
Each location featured on the series, all within a few miles from where The Roots got their start, have some personal, historical, or social relevance.
Check out all the short films on the We Got You site.