THE SITUATION: VisitPittsburgh Convention Sales boasts the nation’s first eco-friendly convention center. Now what? The sales team needed to attract meeting planners who have a slew of newly green spaces and cities to choose from.

THE OPPORTUNITY: To convey the importance of the “go green” message while showcasing the building’s architectural beauty in a variety of collateral.

THE APPROACH: Ad 1 developed a campaign of heroic proportions, depicting the average meeting planner as a champion of the environment with a signature headline. Ads featured a bold image of an undercover superhero and an inspiring visual of the convention center.

THE RESULTS: Convention sales increased in the period following the introduction of the green superhero. Meeting planners booked and the trees and rivers rejoiced.
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