Pittsburgh Tomorrow Launches “Home for Good” Holiday Campaign to Welcome Boomerangs Back to Pittsburgh – and Entice them to Stay
This holiday season we’re meeting former Pittsburghers exactly where they are: at the airport and on the road home. We launched a new holiday marketing campaign aimed at “boomerangs,” people who once lived in Pittsburgh and are visiting family and friends for the holidays.
Featuring bold billboards placed throughout Pittsburgh International Airport and along every major highway into the city, the campaign playfully reframes a familiar phrase: “Home for the Holidays” — with the holidays crossed out and replaced by “good.” The message is simple: maybe this visit home doesn’t have to end.
“As a boomerang myself, I know firsthand the powerful draw that holiday nostalgia can have on Pittsburgh ex-pats,” said Pittsburgh Tomorrow’s Head of Storytelling, Caroline Fisher. “This time of year really surfaces that desire to return for good.”
The billboards also promote Pittsburgh Tomorrow’s recently launched virtual concierge, pittsburghpioneer.com. The platform is a free, multilingual tool designed to help newcomers (or boomerangs) settle into a new life Pittsburgh. It aggregates over 400 vetted resources, available in 7 languages, and uses AI to surface the most relevant for each user.
Research consistently shows that returning residents are more likely than first-time movers to stay long-term, integrate quickly into the community, and contribute to local economic growth. Nationally, boomerangs account for a significant share of migration gains in mid-sized cities, bringing with them professional experience, social capital, and a renewed appreciation for their hometowns. The Cleveland Fed even put out a dedicated report on boomerangs’ influencer on population growth in mid-sized cities this year.
So this holiday season, invite the potential boomerangs you know to kick back, relax, and stay a while – even for good.
