“Unsinkable” – PMI

200,000,000 impressions under the sea. Yeah, that’s two hundred million impressions earned worldwide for a new movie, “Unsinkable,” currently in production about the sinking of the Titanic, and the subsequent legal battle that followed. Our local media contacts fell for the story like Rose fell for Jack. It helped that the initial scene—in lifeboats– was filmed at a beloved local wave pool where select media were allowed to visit behind the scenes well after midnight.

The story rippled outward from there, as national and even international media covered it. The Titanic is a subject that has transfixed the world for decades. The movie, still in production, stars Fiona Dourif, Karen Allen and Cotter Smith.

Batman

There’s only one way to summon Batman.

The night before the cast and crew of “The Dark Knight Rises” (2012)—and yes, Christian Bale himself—arrived to shoot in Pittsburgh, the Bat-signal was mysteriously projected on the side of Fifth Avenue Place, Downtown. Little did Pittsburgh know that the idea was the brainchild of Saul Markowitz. “Holy PR Man, Batman!”

After the idea popped into his head, Saul contacted the Pittsburgh Film Office. They turned to the Idea Foundry, and the rest is history.

Turn Back the Clock— Klavon’s Ice Cream

It’s not easy to sell ice cream in the winter.

Luckily, it’s still delicious. That helps.

Our client Jacob Hanchar turned to us for a creative idea and guidance. First, we invented a series of winter-themed sundaes, such as the 2-Hour Delay Sundae and Salt Truck Salted Caramel, to get people (and the media) talking about Klavon’s Ice Cream in the winter. It worked.

Then, as the temperature dropped, it was time to crank up the nostalgia. James and Mary Klavon first opened Klavon’s in 1923 as a neighborhood apothecary and ice cream shop. To ring in 2020, Klavon’s turned back the clock to those early days, when ice cream cones cost a penny, five cents for a sundae, a dime for a banana split. At those prices, how can you not buy ice cream?

Before long, there were lines around the block, even in the bitter, blustery wind of a January in Pittsburgh. Social media went wild, and soon everybody—even random people we met on the street—were talking about the ice cream place with the penny cones. Ten thousand plus were served over the course of a weekend, many coming into the shop for the first time ever. Hey, Pittsburghers love Klavon’s and a great bargain.

World’s Largest Terrible Towel Wave

It’s only terrible if you’re a fan of another team. The Terrible Towel—beloved by Pittsburgh fans, detested by their opponents—is a symbol of the Pittsburgh Steelers and the city itself. When fans start waving it in the thousands and tens of thousands, things are getting serious on the field.

It all began in 1975, when the legendary announcer Myron Cope implored fans to bring yellow dish towels to wave at a game. With their new flags flying, the Steelers won, and went on to win the Super Bowl–and a legend was born.

Markowitz Communications, along with our partners at Visit Pittsburgh, organized the world’s largest Terrible Towel wave, reaching millions of Steelers Nation fans from Blawnox to Baghdad, all waving their towels at once during a playoff game against the Jets in 2005. Of course, it worked—they won. (Even though Saul is a tried and true Bills fan).

The Giant Rubber Duck – Pittsburgh Cultural Trust

Suddenly, everyone felt like a little kid again, as Pittsburgh’s three rivers turned into a giant bathtub–when a 40-foot-tall rubber duck floated down the Ohio River.

Nobody expected Dutch artist Florentijn Hofman’s massive rubber duck, arriving as part of the International Festival of Firsts, but we let our friends in the media know that something massive was afoot. Upon its big reveal, every camera in town was trained on the duck, as Pittsburghers of all ages quacked up in unison.