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Advertising Week 10th Anniversary Official Guide

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198 CATALYST We also filmed their experience in the museum and an interview about their feel- ings after the visit. The narrative across all participants was profoundly positive—after visiting, all expressed appreciation for the experience and the mission of the institu- tion. The participants said things like, "It's time to come back because you can con- trast your memory with the reality and you can grieve, you can learn from it and you can move on." These video testimonials became the foundation of much of our campaign. In developing this strategy, we real- ized that telling the New York story of 9/11 needed a long format medium as well, as there are so many rich stories to be told. My boss and External Affairs department head Michael Frazier recommended that we pro- duce a podcast series profiling engaging New York personalities as a key content piece to the "Our City. Our Story." initia- tive. Soon the "Our City. Our Story." podcast series was born with our first season fea- turing such names as Robert De Niro and Katie Couric. We launched the campaign in mid- March 2016 with a robust digital plan across display and social media, leveraging our video content accompanied by the release of our podcast series on iTunes and a full- page New York Times ad in the annual Museum issue, followed by a subway cam- paign and a tri-state cable television buy in mid-April through to peak summer season. The results were extremely encourag- ing. We managed to increase local tri-state attendance by 20 percent in 2016 compared to 2015. Now in 2017 we have just launched the second phase of the campaign with all- new imagery, video assets and a unique branded website, Our visitors from the tri-state area have in- creased again, up 11 percent compared to the same period in 2016. It's time to come back because you can contrast your memory with the reality and you can grieve, you can learn from it and you can move on. For many New Yorkers, visiting the museum is still not easy. But to the degree that our team's work has helped New Yorkers face that traumatic day and grieve and heal, I am gratified. I wasn't alone in my feelings. And if working here has taught me one thing, it's that we are all in this together. •

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