Working with PR partner Edelman and event planning partner AgencyEA, the U.S. Holocaust Memorial Museum created a multifaceted, multichannel awareness campaign that ensured its 20th anniversary would be more than a single moment in time. Anchored by a two-day National Tribute in Washington, D.C., and featuring a four-city National Tour, the campaign married the museum's historical roots with relevance for the future.
To raise the museum's visibility in key markets, the National Tour took place in four cities with the highest survivor populations (Boca Raton, Los Angeles, New York, Chicago) and featured a full day of free, educational programming. In April 2013, a two-day National Tribute in D.C. served as a capstone.
Awareness was driven by an ad campaign, a New York Times profile, an online hub for the anniversary and a media engagement program that resulted in local media saturation and national coverage. The museum secured 654 print and broadcast media placements, and more than 10,550 people attended the National Tour and Tribute events.
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