Challenge

The challenge was to create a unique presence opportunity for Dollar Bank at the new David L. Lawrence Convention Center in Pittsburgh. As the first major corporation to step up and support efforts to enhance the new Convention Center, Dollar Bank saw the Regional Showcase as a tremendous opportunity to depict the vibrancy of Southwestern Pennsylvania and its people to the millions of individuals from all over the region, the country, and the world attending events at the center.

Strategy

The Showcase, using world-class technology, promotes the region's exceptional quality of life and potential for economic development, while also providing a venue to introduce visitors to the diverse institutions and natural resources of the Pittsburgh area.

"Region in Motion" is a portrayal of the momentum, energy and dynamism created by the people who live and work in Southwestern Pennsylvania. "Through Fresh Eyes" consists of works submitted by 42 Pittsburgh regional photographers revealing how they see the region's assets. It engulfs visitors, giving them the feeling that they are traveling throughout Southwestern Pennsylvania. "A New Day" uses stills and moving images to display the region's accomplishements in technology, healthcare, advanced manufacturing, higher education and the arts.

Results

There are 17 computers using six miles of cable to control more than a dozen projectors in four different venues of the Convention Center. A 17-foot long special glass panel hangs in both the East and West Lobby on which "Region in Motion" is projected, visible from both sides of the glass. "Through Fresh Eyes" projects images onto a 28-foot by 14-foot area on two facing walls. "A New Day" is a film dramatically projected onto a 40-foot wall of glass.

The strategy, planning, content development and execution were completed in less than one year. No other Convention Center in the nation provides a representation of its region in the unique way Dollar Bank does through the Regional Showcase. Enriching the Convention Center in this way stands to play a major role in generating favorable impressions among visitors to Southwest Pennsylvania.

All elements of the Showcase have been enthusiastically applauded by the citizens of the region.