VisitPittsburgh's new marketing campaign invites people to rediscover the city
VisitPittsburgh is inviting people to visit Pittsburgh again.
A new marketing campaign, “Rediscover Pittsburgh,” aims to drive visitation and encourage local and regional audiences to plan a weekday or weekend getaway right here in Pittsburgh.
Via social media, VisitPittsburgh has been highlighting the area’s three rivers, outdoor dining possibilities, museum visits and overnight lodging for those who need to take some time to relax during such a tumultuous year of the coronavirus pandemic.
Tom Loftus, chief marketing officer, said he hopes this campaign will help the city heal from the financial losses it has experienced because of covid-19 and the lack of tourists.
Safe dining is a specialization at @FairmontPGH, where you can experience the elegant and timely interior of our in-house restaurant Floor 2, designed by Barcelona based designer Lazaro Rosa Violan and is always a #FairmontMustDo. #FairmontMoments pic.twitter.com/a65XPJlCvR
— FairmontHotels (@FairmontHotels) August 21, 2020
VisitPittsburgh estimates that between March and August, 331 events were either canceled or postponed, resulting in a loss of $157 million of direct spending.
“We thank Pittsburgh for its support of our ‘Pull up a Chair’ campaign, and believe they will help with this new campaign because they are the city’s best ambassadors across the world,” said Loftus. “We are trying to kick-start the tourism and rebound from what covid-19 decimated.”
The “Pull up a Chair” campaign was highly successful during its almost two-year run, said VisitPittsburgh president and CEO Jerad Bachar, who officially took the job in May after a few months as interim.
“I’ve been navigating this process,” he said. “When 2020 began, we thought this will be a new decade and we would be seeing things more clearly. There was lots of optimism. That diminished quickly.”
Make your plans to #RediscoverPittsburgh this summer. ?️ ?️? From museums and attractions to parks and trails, safely explore timeless favorites, uncover hidden gems and experience new adventures in Pittsburgh’s 90 unique neighborhoods. ➡️ https://t.co/TBxeySiizU #TravelSafely pic.twitter.com/BwnNaeuJ42
— Visit Pittsburgh (@vstpgh) August 3, 2020
He said now that some places are opening up, the announcement of the campaign is fitting.
He said Allegheny County normally welcomes 32 million visitors a year, which translates to $6.4 billion in direct spending. The tourism area of the county has also lost 24,000 jobs, he said.
The city has become home to so many festivals, from the Dollar Bank Three Rivers Arts Festival to the Pittsburgh International Jazz Festival to Picklesburgh. The first two of them became virtual events this year, and Picklesburgh was postponed until 2021.
The rebound will take at least two years, he said.
“Pittsburgh is a wonderful tourism travel destination,” said Bachar, who lives in Lawrenceville. “It’s received so many accolades and there are so many wonderful opportunities here.”
The Rediscover Pittsburgh campaign was built in part due to industry research, much of which shows that travelers prefer road trips to familiar locations within three hours. According to a U.S. Traveler Sentiment Study, 40% of Americans are comfortable doing leisure activities in their own community.
“We understand that travelers will be cautious this summer and fall, and that is why we think it’s the right time for residents and locals to take advantage of a beautiful destination in their own backyard — Pittsburgh,” Bachar said. “Pittsburgh is a friendly city. One of the biggest compliments we get is how nice our Uber and Lyft drivers are and that the entrance to city (via the Fort Pitt Tunnel) is second to none. We will rebuild it.”
JoAnne Klimovich Harrop is a TribLive reporter covering the region’s diverse culinary scene and unique homes. She writes features about interesting people. The Edward R. Murrow award-winning journalist began her career as a sports reporter. She has been with the Trib for 26 years and is the author of “A Daughter’s Promise.” She can be reached at jharrop@triblive.com.
Remove the ads from your TribLIVE reading experience but still support the journalists who create the content with TribLIVE Ad-Free.