The History Center Faced an Uphill Battle Promoting Its WWII Exhibit.
With so many cultural venues competing for people’s time and money, the Heinz History Center needed to give people a compelling reason to see yet another exhibit about World War II.
We found the local connections to a global war.
To show that this exhibit was different from all the others, we dug into the archives and featured the contributions of local people and companies that had a huge impact on the outcome of the war. We also had to be innovative and efficient on the media buy because of limited appropriations. The result was a victory on all fronts – from setting attendance records to winning local and national awards.
We secured a 31% media savings vs. average-market pricing across all channels.
The campaign delivered over 200 million impressions against our target.
The work was awarded numerous Addys, along with a national Obie Award for outdoor advertising.