2008 - 2009

IDA Achievement Awards SubmissionMarketing, Communication and Events Category

•Print and Radio Advertising•Video Podcasts/Website•Event/Promotion•Photography Contest

Campaign Elements

Sidewalk art

Print Advertising

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Eco-friendly execDon Carter, Urban Design Associates Co-owner—The PennsylvanianPromoting sustainable design and a healthy lifestyle—that’s the motto that describes Don’s work for the Urban Design Associates and a mantra for his daily life as a Downtown resident. Whether biking around town or on the riverfront trails, taking a run through the Strip with his wife or enjoying a meal al fresco in the Cultural District, this adventuring architect is passionate about living simply in the city. Even though he traverses the globe for his career, this lifetime resident always feels welcomed home by a Downtown that “gets better every year.”

Eco-friendly execDon Carter, Urban Design Associates Co-owner—The PennsylvanianPromoting sustainable design and a healthy lifestyle—that’s the motto that describes Don’s work for the Urban Design Associates and a mantra for his daily life as a Downtown resident. Whether biking around town or on the riverfront trails, taking a run through the Strip with his wife or enjoying a meal al fresco in the Cultural District, this adventuring architect is passionate about living simply in the city. Even though he traverses the globe for his career, this lifetime resident always feels welcomed home by a Downtown that “gets better every year.”

Family-focusedThe Booth Family—930 Penn AvenueDowntown living is an increasingly viable option for young families who crave the urban experience. Downtown Pittsburgh is the new playground for Eric, Rachel and their son Mason. The Booths traded the plush suburbs of Maryland in May 2008 for a city setting where they are surrounded by culture, beauty, convenience and a variety of amenities. Downtown—the center, the core and the heart of it all—is where this family is planting their roots.

Family-focusedThe Booth Family—930 Penn AvenueDowntown living is an increasingly viable option for young families who crave the urban experience. Downtown Pittsburgh is the new playground for Eric, Rachel and their son Mason. The Booths traded the plush suburbs of Maryland in May 2008 for a city setting where they are surrounded by culture, beauty, convenience and a variety of amenities. Downtown—the center, the core and the heart of it all—is where this family is planting their roots.

Print ads featured real Downtown residents representing different target audiences: families, 20 or 30-something single, 55+ (empty-nester) and GLBT. Through creative copywriting, the ads expose a different aspect of the resident’s lifestyle or experience living Downtown.

Dynamic duoBrett James, Salon Owner & Marty Vecellio, Event Planner—Lincoln at North ShoreStyling. Serving. Designing. It’s all in a day’s work for Brett of the Brett James Salon and Marty of the Common Plea. When the sun sets, our fearless friends hit the streets to indulge in their favorite Downtown destinations—dining, shopping, theater, sports and nightlife are all in their backyard. After calling Downtown home for more than 7 years, this creative couple is spreading the word—Downtown living is for everyone.

Dynamic duoBrett James, Salon Owner & Marty Vecellio, Event Planner—Lincoln at North ShoreStyling. Serving. Designing. It’s all in a day’s work for Brett of the Brett James Salon and Marty of the Common Plea. When the sun sets, our fearless friends hit the streets to indulge in their favorite Downtown destinations—dining, shopping, theater, sports and nightlife are all in their backyard. After calling Downtown home for more than 7 years, this creative couple is spreading the word—Downtown living is for everyone.

Battlefield beautyJennifer Dulski, Attorney/Outside Linebacker—the PennsylvanianTackling investment litigation proceedings and defeating opponents at Cupples Stadium are all part of the routine for Reed Smith lawyer and Pittsburgh Passion linebacker, Jen Dulski. This Chicago native migrated to Pittsburgh for her career and fell in love with Downtown’s classy theaters and lively nightlife, Jen’s favorite part of Downtown? Saving time on her daily commute…which means a few more good hits at practice.

Battlefield beautyJennifer Dulski, Attorney/Outside Linebacker—the PennsylvanianTackling investment litigation proceedings and defeating opponents at Cupples Stadium are all part of the routine for Reed Smith lawyer and Pittsburgh Passion linebacker, Jen Dulski. This Chicago native migrated to Pittsburgh for her career and fell in love with Downtown’s classy theaters and lively nightlife, Jen’s favorite part of Downtown? Saving time on her daily commute…which means a few more good hits at practice.

Print Strategy•Regional focus•Glossy publications•Affluent readership•Advanced education

Publication Circulation Est. Readership Pittsburgh Quarterly (Summer 2008) 40,000 120,000Pittsburgh Quarterly (Fall 2008) 40,759 122,277Pittsburgh Magazine (July 2008) 50,793 317,800Pittsburgh Magazine (Sept 2008) 52,749 341,275Pittsburgh Magazine (Annual City Guide 2008) 75,000 480,000TABLE Magazine (Fall 2008) 25,000 100,000Pride Pittsburgh Magazine (June 2008) 20,000 50,000Pride Pittsburgh Magazine (June 2009) 20,000 50,000Greater Pittsburgh New Home: 2008 Festival of Homes issue (Fall 2008)

100,000 150,000

Holiday Guide 2008 (dist. in Pittsburgh Post-Gazette)

200,000 300,000

TOTALS 624,301 1,831,352

Radio and Web Advertising

•Three-months of radio ads•WDVE, 3WS and KISS-FM•100 (15-second) promotional ads•200 (30-second) web streaming commercials•“Downtown living” keyword used to get to dedicated website from each radio station http://web.me.com/nsainato/downtownliving/Home.html•Video podcasts and resident blog•Web banners

Video Podcasts and Website Promotion

•Video podcasts produced by radio station•Featured real residents•Promoted via radio ads (on air and web-streaming)•Included resident blog about Downtown living•Also linked from PDP website: http://www.downtownpittsburgh.com/whats-new/downtown-living-exposed

Sidewalk Promotion: Call Attention to Downtown

Properties

•Commissioned local artist•Positioned in front of residential properties•Reveal character of building and/or residents•Long-lasting paint used on 8 different murals•Launched in time for June Arts Festival to capture high foot traffic

Photography Competition and Gallery Crawl Exhibit

•Juried competition•Partnered with Silver Eye Photography Studio •72 applicants; 19 finalists; 3 winners (cash prizes)•Unveiled at fall Gallery Crawl event•Exhibit featured the work of the 19 finalists•Professionally installed in a raw, urban space•Donated food and beverages kept costs down•More than 3,700 guests

Pittsburgh Magazine“Trading Places”http://www.wqed.org/mag/features/0409/downtown-urban-living.phpLiving downtown and in the nearby Strip District is a growing trend, and the number of residents there is expected to increase by 20 percent this year. Meet three couples and two singles who left the sprawling suburbs for high-rise living and are loving city life.

Associated Press“Despite Recession, Pittsburgh in a Building Boom”http://www.thefreelibrary.com/Despite+recession%2c+Pittsburgh+in+a+building+boom-a01611828097…Now, thousands of others have joined the Wallaces, staking their posts between skyscrapers and office buildings in new condos and lofts as demand for downtown living here is on the rise.

Pittsburgh Post-Gazette“Downtown condos selling fast to diverse clientele”http://www.postgazette.com/pg/08142/883460-53.stmThe view of the Monongahela River and Mount Washington was one reason that Andrew Pueschel, holding his dog, Cozmo, bought his 151 First Side condo.

Pittsburgh Tribune-Review“Landlords like chances for growing population in Downtown area”http://www.pittsburghlive.com/x/pittsburghtrib/business/s_628216.htmlSince 2000, there have been 705 new apartment units and 507 condominium units either opened or scheduled to open this year in the immediate Golden Triangle area, according to the Pittsburgh Downtown Partnership.

WTAE-TV“Local Economy and Your Money Series: Housing Market”http://www.thepittsburghchannel.com/video/16847733/index.html

KDKA-TV“Push On For More Downtown Pittsburgh Living”http://kdka.com/local/Downtown.Pittsburgh.living.2.989845.html

In the News…