"This says Pittsburgh is a college town, similar to Boston or Chicago. Not many places can say that . . . We have to not just sell our campus, but we need to sell the city of PIttsburgh."
Ann Rago, Vice President
Carlow College
Raising local awareness of higher education as an industry of its own was an early priority of the Pittsburgh initiative. To this end, we positioned this series of billboards on major drive-time routes into the city to gain the attention of area business and civic leaders. Many remembered the campaign 2+ years later. In 2003, when Pittsburgh hosted the U.S. Amateur Golf Championships, we seized upon another opportunity (see Tiger Woods billboard above) to bring attention to Pittsburgh as a major college hub.
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