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9/11 Memorial & Museum

Doing Something A Museum Has Never Done Before

We are the digital agency of record for the 9/11 Memorial Museum, tasked with encouraging local New Yorkers to visit the museum in downtown Manhattan.

Challenge

Asking New Yorkers to visit the 9/11 Memorial Museum is a unique challenge. While the tragedy has defined what New York is, many New Yorkers shy away from actually visiting the museum.

Given the nature of the client’s vision, our creative could and can never sensationalize the topic, making it challenging to break clutter in a crowded online environment. Moving past tragedy often starts with engaging people around it in a meaningful way. It means respecting and getting close to the people you want to attract.

Insight

The museum offers an impressive experience, but unlike every other museum, we didn’t focus on the artifacts. We developed our story with a focus on the experiences of fellow New Yorkers.

Our media and analytics experts used programmatic digital media placements that hyper targeted and retargeted the right prospects. We tailored a topically sensitive social media presence, and created a landing page that allowed people to learn more about the museum from a local perspective.

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