VisitPittsburgh – Strategy
How do you promote a city with a rust belt past and a robotic future?
You do what Pittsburghers have done best for more than 250 years – you build a great bridge. That was our goal when VisitPittsburgh, the office of travel and tourism, asked us to develop a new brand position for the city. We started by conducting focus groups in cities within a day’s drive of Pittsburgh to understand their perceptions and travel habits. We also sent out hundreds of online surveys, interviewed key stakeholders, and performed a comprehensive audit of travel industry trends and competitive advertising. The result was a memorable theme and logo that connected Pittsburgh’s proud history and promising future in a beautiful way.