For nearly 93 years, the Museum of the City of New York has celebrated the past, present, and future of this iconic city. New York at Its Core, a riveting first-of-its-kind exhibition that explores what makes New York New York, afforded the Museum the perfect opportunity to reposition itself as a lively, innovative, and essential destination that engages the diverse voices and perspectives that define the Big Apple.
LaPlaca Cohen 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 compels New York visitors to feel that New York at Its Core is the only exhibit to truly understand, connect to, and experience the evolution and identity of the city, while local audiences are compelled to visit by a sense of passion for and pride in NYC.
New York locals were a key focus for the campaign, which 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.
LaPlaca Cohen helped to optimize the reach and impact of the campaign through rigorous audience insights, data tracking, and analysis across traditional and social media channels. With an integrated marketing strategy and multi-channel media plan, the campaign has created buzz around the exhibit, while driving awareness and attendance.
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.
Campaign Concept Development
Media Planning, Buying, and Reporting