A Shining Success

A major Pittsburgh museum wanted to drive attention and attendance to a world-class exhibition showcasing the scientific and artistic evolution of “light” during the Industrial Age.

Forge professionals positioned the exhibition as the centerpiece of a summer-long cultural tourism campaign, aptly titled “Pittsburgh Shines!” The campaign kicked-off with a Webcast preview tour of the exhibition from its origination in Amsterdam, then expanded to include joint promotions and marketing tie-ins with area performing and visual arts organizations as well hotels, restaurants and retail stores.

The exhibition generated widespread coverage in national print and broadcast media, including the New York Times and Good Morning America. Most important, it was the most-widely attended show in the history of the museum.