AUSCHWITZ. NOT LONG AGO. NOT FAR AWAY.
Multi-phase PR Campaign to Maximize Exhibition Awareness
Overview
On behalf of World Heritage Exhibitions, Immerse Agency oversaw the public relations strategy and execution for the exhibition Auschwitz. Not Long Ago. Not Far Away. during its recent Boston engagement. The agency was responsible for driving a successful press campaign that would generate awareness, buzz, and most importantly, ticket sales.
Overview
On behalf of World Heritage Exhibitions, Immerse Agency oversaw the public relations strategy and execution for the exhibition Auschwitz. Not Long Ago. Not Far Away. during its recent Boston engagement. The agency was responsible for driving a successful press campaign that would generate awareness, buzz, and most importantly, ticket sales.
Services
Immerse Agency developed and executed a comprehensive public relations strategy to support the exhibition’s six-month engagement in Boston, with a structured timeline designed to generate consistent, meaningful media coverage from announcement through closing. Immerse Agency was responsible for developing and producing the press kit, press release, media alerts, and all supporting written material.
The campaign kicked off with the exhibition announcement with early access to the #1 TV station in the market, who ran a 2.5 minute in-news feature, which generated momentum across the market. These efforts ensured strong early awareness among local and regional outlets. We capitalized on this with commitment from all major media outlets in the region to attend the media preview, resulting in a packed media preview. This early coverage propelled us into a hugely successful PR campaign with sustained press initiatives trickled in throughout the campaign flight. The tentpole events included a remembrance event on Holocaust Remembrance Day; coordinated interviews with Holocaust survivors; and a second-and third-generation Holocaust survivors event with local chapters, reinforcing the exhibition’s multi-generational impact.
One of our biggest initiatives was the creation of the “World’s Largest Watercolor Painting”. This initiative was timed to drive press during a lull in the middle of our campaign. The artist selected to break the world record is a second-generation Holocaust survivor himself; he decided to create the watercolor based off of two paintings featured in the exhibition done by prisoners during their time in the concentration camps. The initiative captured the local media market with both strong visuals and deep meaning.
Thereafter, as the exhibition approached its close, Immerse Agency led a “final weeks” media push to drive attendance and secure wrap-up coverage. Across all phases, we handled media outreach, interview coordination, messaging alignment, and ongoing follow-up to maintain momentum and ensure the exhibition remained present in the public conversation throughout its Boston engagement.
We complimented this traditional media outreach with a successful initiative to drive both physical and social influencers, including public figures such as Congresswoman Ayanna Pressley, Senator Elizabeth Warren, and Governor Maura Healey, who each attended the exhibition. We were also able to secure the entire Rookie Class of the New England Patriots, including Drake Maye, to visit, and key figures of the Boston Red Sox. These initiatives allowed us to keep our social channels and messaging fresh, weaving unique exposure between traditional press hits.
Services
Immerse Agency developed and executed a comprehensive public relations strategy to support the exhibition’s six-month engagement in Boston, with a structured timeline designed to generate consistent, meaningful media coverage from announcement through closing. Immerse Agency was responsible for developing and producing the press kit, press release, media alerts, and all supporting written material.
The campaign kicked off with the exhibition announcement with early access to the #1 TV station in the market, who ran a 2.5 minute in-news feature, which generated momentum across the market. These efforts ensured strong early awareness among local and regional outlets. We capitalized on this with commitment from all major media outlets in the region to attend the media preview, resulting in a packed media preview. This early coverage propelled us into a hugely successful PR campaign with sustained press initiatives trickled in throughout the campaign flight. The tentpole events included a remembrance event on Holocaust Remembrance Day; coordinated interviews with Holocaust survivors; and a second-and third-generation Holocaust survivors event with local chapters, reinforcing the exhibition’s multi-generational impact.
One of our biggest initiatives was the creation of the “World’s Largest Watercolor Painting”. This initiative was timed to drive press during a lull in the middle of our campaign. The artist selected to break the world record is a second-generation Holocaust survivor himself; he decided to create the watercolor based off of two paintings featured in the exhibition done by prisoners during their time in the concentration camps. The initiative captured the local media market with both strong visuals and deep meaning.
Thereafter, as the exhibition approached its close, Immerse Agency led a “final weeks” media push to drive attendance and secure wrap-up coverage. Across all phases, we handled media outreach, interview coordination, messaging alignment, and ongoing follow-up to maintain momentum and ensure the exhibition remained present in the public conversation throughout its Boston engagement.
We complimented this traditional media outreach with a successful initiative to drive both physical and social influencers, including public figures such as Congresswoman Ayanna Pressley, Senator Elizabeth Warren, and Governor Maura Healey, who each attended the exhibition. We were also able to secure the entire Rookie Class of the New England Patriots, including Drake Maye, to visit, and key figures of the Boston Red Sox. These initiatives allowed us to keep our social channels and messaging fresh, weaving unique exposure between traditional press hits.
Results
The public relations campaign was a huge success in generating earned media in Boston and the New England region. Each initiative generated more and more coverage resulting in 14.1 million total earned traditional media impressions, valued at over $1 million. This sustained coverage kept the exhibition at top of mind in the region, thus resulting in a steady flow of attendance and its true measure of success: well over 130,000 event attendees.
Results
The public relations campaign was a huge success in generating earned media in Boston and the New England region. Each initiative generated more and more coverage resulting in 14.1 million total earned traditional media impressions, valued at over $1 million. This sustained coverage kept the exhibition at top of mind in the region, thus resulting in a steady flow of attendance and its true measure of success: well over 130,000 event attendees.