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Museum of the City of New York
After a 10 year renovation, the museum re-opened with New York at Its Core, the most comprehensive exhibit about NYC’s past, present and future. We developed a bold and memorable campaign that connected viewers with the unique stories of objects on view throughout the exhibition, by drawing on experiences that “only happen in New York”.
The campaign compelled New York visitors to feel that Core is the only exhibit to truly understand, connect to, and experience the evolution of the city, while local audiences were compelled to visit by a sense of passion for and pride in NYC. We paid particular attention to the diversity population surrounding the Museum’s East Harlem location by featuring both Spanish- and Chinese-translated versions of the creative.
Leveraging a combination of traditional media and innovative social channels across all five boroughs, over the course of five months, the campaign achieved over 166 million impressions.