Case Studies

The Museum of Jewish Heritage needed to attract strong attendance for its exhibition.
Driving Record-Breaking Attendance

The Museum of Jewish Heritage hoped that the new exhibition on Auschwitz, the largest ever in North America, would attract new audiences. Through a media effort that included unlocking new story angles, we engaged new local, national, and international audiences, leading to record-breaking attendance.

Museum of Jewish Heritage

CHALLENGE

The Museum of Jewish Heritage wanted its new exhibition, Auschwitz: Not Long Ago. Not Far Away, to boost awareness and attendance to the museum.The sensitive subject matter required a strategic media approach to ensure engagement, while educating the public about the Holocaust.

GOAL

Secure extensive media coverage to reach a broad audience and generate exhibition ticket sales.

STRATEGY

Create media moments that highlight the exhibition’s historical significance and engage both local and international audiences to drive attendance.

Organized pre-opening media coverage

Tactics

  • Freight Car Delivery Event:
    • Organized pre-opening  media coverage around the delivery of a historic German freight car, offering interviews with curators, historians, and Holocaust survivors to provide context.
  • Exclusive Media Previews:
    • Hosted a series of preview events in the weeks leading up to the opening, including a national behind-the-scenes television exclusive, to build anticipation.
  • Opening Press Conference:
    • Welcomed dozens of media outlets at the opening press conference to maximize initial coverage.
  • Ongoing Media Engagement:
    • Worked one-on-one with journalists to provide personalized content catered to their interests, uncovered and pitched story angles on specific artifacts and individuals, and issued periodic press releases to maintain attention throughout the exhibition’s run.
  • International Outreach:
    • Collaborated with U.S.-based foreign journalists and travel writers to extend coverage internationally, boosting tourism.

ResultS

The exhibition achieved record-breaking attendance, becoming one of the most visited in the museum’s history.The freight car delivery generated significant buzz, leading to advanced ticket sales. Media coverage spanned local, national, and international outlets, including The New York Times,The Wall Street Journal, CNN, BBC, and Agence France-Presse. The strategic approach significantly raised awareness about the Holocaust, ensuring that the stories and lessons of Auschwitz reached a wide and diverse audience.

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