An important victory for a big campaign.
To capture interest in the Heinz History Center’s World War II exhibit — not to mention a war
that has been covered for more than 70 years — we had to make sure our audience knew this wasn’t going to be just another history lesson.
We dug into the archives to find unique stories of soldiers, factory workers, and heroes from this region — including some of our own relatives.
With a limited budget, we had to be targeted with our media dollars, and were able to secure a 31% savings versus average-market pricing across all channels, delivering more than 204,187,286 impressions against our audience.
The strategy paid off. The campaign was honored with several Addy awards including Best of Show, along with a national Obie outdoor award. More importantly, the work helped to set an all-time attendance record for History Center exhibits.
A T-wrap brought our soldiers home, as well as our message.
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