Create a consumer activation to drive awareness of Pittsburgh as a cultural destination and continue to drive and support the British Airways direct service.
Bring the city to life through its arts and culture offerings. Highlighting the city’s strong art heritage with Andy Warhol, ‘Pittsburgh Art on the Bank’ was developed as a multi-disciplinary, outdoor art exhibition on the Southbank that showcased 12 exclusive artworks from Pittsburgh’s rich and varied arts community. The week-long, 24/7 art installation lived on London’s vibrant South Bank rubbing shoulders with the Tate Modern. Alongside the free-to-view exhibition, live talks, printing sessions and a competition to win a holiday to Pittsburgh were available.
34 pieces of coverage (print, online and broadcast)
7.6 million media reach
10,000 branded goods distributed