Pipitone Group > Work > Lumaze


A New Brand, Illuminated

The Stars Are Out in Pittsburgh

Vancouver-based myZone Media needed a Pittsburgh agency partner for its client, Glow Gardens—known as LUMAZE in the U.S. – for the promotion of its debut seasonal holiday light festival in the city.

Set inside the historic 31st Street Studios in Pittsburgh’s Strip District, LUMAZE provided more than 100,000 sq. feet of family-friendly holiday activities under the twinkle of two million festive lights from November 23, 2019 through January 4, 2020.

What’s in a Name?

With no name recognition, limited parking and the competition of myriad well-known light displays, LUMAZE need to overcome some obstacles. PUSH 7 (now Pipitone Group) was challenged to gain media attention to generate ticket sales to LUMAZE, an event with no name recognition or media presence in the U.S.

Defining a Critical Message

The challenge? Elevate the “LUMAZE Gives Back” campaign to promote a spirit of giving and community engagement in a city that embraces generosity. To create awareness of LUMAZE and generate interest in ticket sales, particularly with families, we focused our media relations efforts on LUMAZE’s giving back and community engagement. We set off to gather as much information as possible and hit the ground running with media pitching.

Despite logistical challenges, we were able garner significant media attention for the show based on the strength of its existing media relationships. Through our own online sleuthing, we discovered that LUMAZE was giving away 1,000 tickets to families via an online application process.

With this information in hand, our media relations specialists worked their contacts and began firing up emails and keeping our phone lines buzzing. We worked local and regional media outlets across all platforms – print, digital, radio and television, and across all industries – news, entertainment, travel and tourism.


Media placements exceeded expectations and generated attendance crowds. Leading up to the November 23rd opening and following through Christmas 2019, we helped garner 127 media placements and kept a steady drumbeat of LUMAZE stories across the region.

Using the client’s own philanthropic program, LUMAZE Gives Back to gain a media foothold, we secured onsite walkthroughs with media crews from WTAE (ABC affiliate), WPXI (NBC affiliate), and the Tribune Review. Pittsburgh Today Live (KDKA/CBS affiliate) did a live shoot and promoted the event on the show.  Following the event, we were notified that its media relations efforts far outpaced those of agency efforts in other U.S. cities in which LUMAZE debuted and that attendance for the exhibit also exceeded projections.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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