By Lisa Cunningham
PITTSBURGH — A well-written ad slogan can make consumers empty their pockets. It can make patrons rush to be the first to see the latest exhibit before even knowing what’s on display. And, if a writer is talented enough — like in the case of Pittsburgh ad men Ray and Larkin Werner — an advertising campaign can pull on heartstrings, creating a sense of familiarity lasting for decades.
It was in the ’80s when Ray Werner came up with one of Pennsylvania’s most well-loved campaign slogans, one that still resonates with people today.
“I remember reading about 20 years ago, they did some research on campaigns for state tourism campaigns,” says Ray, “and the No. 1 most memorable campaign, at that time, anyhow, was, ‘I love New York.’ After that, ‘Virginia is for lovers.’ And the third was, ‘You’ve got a friend in Pennsylvania.’”