Boosting Family Tourism With The KidsBURGH Pass
The Pass
VisitPITTSBURGH worked with 12 partner businesses to feature their locations on the pass, offering discounts to child-friendly attractions all around the destination. Users could also check-in at each location to earn points that can be redeemed for prizes, such as Pittsburgh-themed stickers, temporary tattoos and more.
The Metrics
“The goal for 2024 was to surpass the previous year’s downloads of 468. That number was blown out of the water with more than 500 downloads in the first day and a record-number of 1,511 total downloads for the 2024 summer season – a 223% increase year over year.
The high number of downloads on the first day of the launch, in addition to a 45% increase in pageviews and 300% increase in engagement on the KidsBURGH landing page point to a rapt audience of travelers looking for a family-friendly itinerary in Pittsburgh.” They also promoted a digital ad campaign featuring engaging video and still imagery that generated 6.5 million impressions, resulting in a 6% increase.
In addition to eye-catching social media content and a coveted giveaway, VisitPITTSBURGH also hosted family-focused influencers and writers who showcased Pittsburgh as a must-see destination with an abundance of kid-focused attractions and amenities. Each creator focused on fun locations around the city – they took in the skyline on Pittsburgh’s Duquesne Incline, experienced the Pittsburgh Zoo & Aquarium up-close with a giraffe feeding, explored Pittsburgh’s role in space travel at the Moonshot Museum and so much more.
“We love seeing the growth of KidsBURGH each year and are pleased that Pittsburgh continues to be a destination for family vacations each summer,” says Zoe Keith, VisitPITTSBURGH Director of Marketing. “Our city’s combination of world-class museums, cultural attractions and legacy sports teams makes us a great place to entertain the whole family.”
The 2024 pass has ended, but you can find more info about the pass here.
The Case Study
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