VisitPITTSBURGH’s newest marketing campaign, Only in Pittsburgh, which was officially launched this week, is built around the attractions, activities and sites that visitors can only experience in Pittsburgh. The campaign will target VisitPITTSBURGH’s drive markets initially but will be extended to its fly markets later this summer.
The campaign has a heavy focus on digital marketing through social advertising, connected TV, video instream and display advertising efforts targeting key drive markets, including Baltimore, Cleveland, Philadelphia and Washington, D.C., among others. It also will use a variety of earned, owned and shared media in addition to the paid.
The major vehicle of the campaign is the recently released Only in Pittsburgh video, which showcases many of Pittsburgh’s unique and exciting attractions, outdoor activities, restaurants, breweries and distilleries, including: The Andy Warhol Museum, the Duquesne and Monongahela Inclines, the Great Allegheny Passage, Wigle Whiskey and so much more.
“We are fortunate to have fantastic hotels, award-winning restaurants, fun attractions, a thriving arts and culture scene and a growing craft brewery trail in our city, but this campaign also promotes our Only in Pittsburgh treasures,” VisitPITTSBURGH Chief Marketing Officer Tom Loftus said. “We feel that there’s no better time to show off all Pittsburgh has to offer, especially as research points toward an extreme pent-up demand for travel. There is so much to see and do that is unique to our region. Whether you are traveling alone, with family or friends, on a business trip, vacation or a weekend getaway, our region has something for everyone.
“We invite visitors to explore Pittsburgh and experience our Only in Pittsburgh gems.”
The campaign was launched locally on April 29 at VisitPITTSBURGH’s 2021 Annual Meeting and was released on VisitPITTSBURGH.com and VisitPITTSBURGH social channels. The rollout of the campaign is well timed, as it coincides with U.S. Travel Association’s National Travel and Tourism Week (NTTW), celebrated now through Saturday, May 8. NTTW recognizes the Power of Travel and the ways it will drive recovery.
The outlook for summer travel is very strong. In fact, according to this week’s Destination Analysts American Traveler Sentiment Study, about 87 percent of American travelers expect to take a trip this summer, be it a vacation, visiting friends or relatives, business trip or meeting at a conference. And, nearly 7-in-10 American travelers have or plan to get vaccinated from COVID-19. Just over half (51.5 percent) of American travelers report now being fully vaccinated – and nearly 90 percent of these vaccinated travelers are now comfortable with the idea of traveling, another pandemic record.