PITTSBURGH—The Image Gap Committee, a coalition of economic development organizations engaged in marketing the southwestern Pennsylvania region has selected a team of agencies including the Pittsburgh office of Burson-Marsteller to launch the first phase of a branding initiative designed to provide “a long-term collaborating blueprint for stimulating growth in the region.”
After reviewing 20 pitches—including one that included the Pittsburgh office of Ketchum—the contract was awarded to a team that included Burson-Marsteller, Landor Associates and Wirthlin Worldwide, which specialize in corporate identity and research respectively. The three firms have worked together frequently in the past, partnering on an economic development and branding assignment for Hong Kong last year.
“The goal of the Image Gap Coalition is to position our region against the competition,” says George Miles, CEO of WQED Pittsburgh and chairman of the coalition’s steering committee. “One of the challenges is the fact that so many different organizations market the region to a multitude of audiences. That’s why this collaborative effort is critical—so we can all speak with one voice to business decision-makers, talent, potential students and tourists.”
The marketing team will conduct an audit of existing research to assess perceptions of the region, and B-M will work “to map out details surrounding the brand development process and timetable moving forward.”