This holiday season, when upwards of 400,000 people a day will be walking through Times Square, we’ve launched an out-of-home campaign to urge New Yorkers to relocate – for their pup’s sake. Our creative features happy dogs in Pittsburgh settings (think lush green yards, snowy woods, piles of leaves) and bears a simple message: “Your dog wants you to move to Pittsburgh.”
The billboards also promote the URL of Pittsburgh Tomorrow’s newly launched AI concierge for newcomers to the area, pittsburghpioneer.com. The platform aims to connect Pittsburgh newcomers to resources, information, and communities to help them feel more at home, faster.
The first billboard went up on the heels of some recent national attention on the region, including last week’s Washington Post article about home ownership in Pittsburgh, and a People Magazine piece highlighting Pittsburgh’s placement on National Geographic’s “Best of the World” list for 2026. The U.S. Census Bureau highlights housing and family reasons as the top motivators for why people move. With over 600,000 dogs in New York City, and an uptick in ‘dog parenthood’ among millennials and Gen Z, a life in Pittsburgh might be a pretty powerful draw.
Keep an eye out for more messages on the 1500 block of Broadway as the season goes on!
