SMITHSONIAN NATIONAL MUSEUM OF NATURAL HISTORY
Generating Earned Media Coverage in all 50 U.S. States and D.C.
Overview
Immerse Agency was brought on board by the United States Golf Association (USGA) to oversee the digital ad campaign, media buy, creative, and grassroots efforts to maximize ticket sales to the U.S. Senior Open Championship at Saucon Valley Country Club. The campaign maximized reach through the use of Lehigh Valley’s tent pole media outlets and was complemented by an extremely strong in-house digital media campaign. Highlighted by almost two dozen billboards, a coaster campaign, trophy tour, and ad placements on virtually every major radio, newspaper, and TV station, this advertising campaign dominated the local market.
Overview
As institutions and organizations across the country prepared to commemorate America’s 250th anniversary, the Smithsonian’s National Museum of Natural History introduced a new exhibition, “From These Lands: Sharing Our Natural and Cultural Heritage.” The exhibition features more than 600 natural specimens and cultural objects representing all 50 states, the District of Columbia, and five U.S. territories, offering a nationwide reflection on the nature, geology, history, and cultural traditions that have shaped the United States.
Immerse Agency was brought on to support the Smithsonian’s public relations efforts and generate widespread awareness for the exhibition’s opening. Working closely with the museum’s communications team, Immerse Agency developed and executed a nationwide media outreach campaign with the ambitious goal of securing meaningful coverage in at least 25% of U.S. states focused on a primary list of markets provided by the client.
Services
Immerse Agency collaborated with the Smithsonian’s public relations team to develop a comprehensive national communications strategy built around the exhibition’s unique state-by-state storytelling opportunities. Our team helped create a centralized press kit, along with individualized press materials for all 50 states, the District of Columbia, and five U.S. territories.
These localized materials included press releases and media alerts tailored to the specific natural specimens and cultural objects representing each state. By highlighting the local significance of each object and connecting it to the exhibition’s broader themes, Immerse Agency provided journalists across the country with relevant, market-specific story angles that would resonate with their audiences.
Immerse Agency built out a database of over 25,000 media contacts nationwide, alongside a structured strategy to pitch each and every contact. To manage outreach on a national scale, Immerse Agency developed a structured media timeline and contact strategy designed to generate coverage before, during, and after the exhibition’s opening. Our team conducted coordinated outreach to television, radio, print, and online outlets through personalized emails, direct phone calls, and targeted follow-ups with leading media organizations in each market. Immerse Agency also identified and prioritized interview opportunities, coordinated conversations between journalists and Smithsonian curators, and maintained consistent follow-up throughout the campaign to extend coverage beyond opening day and into the Fourth of July holiday period.
Services
Immerse Agency collaborated with the Smithsonian’s public relations team to develop a comprehensive national communications strategy built around the exhibition’s unique state-by-state storytelling opportunities. Our team helped create a centralized press kit, along with individualized press materials for all 50 states, the District of Columbia, and five U.S. territories.
These localized materials included press releases and media alerts tailored to the specific natural specimens and cultural objects representing each state. By highlighting the local significance of each object and connecting it to the exhibition’s broader themes, Immerse Agency provided journalists across the country with relevant, market-specific story angles that would resonate with their audiences.
Immerse Agency built out a database of over 25,000 media contacts nationwide, alongside a structured strategy to pitch each and every contact. To manage outreach on a national scale, Immerse Agency developed a structured media timeline and contact strategy designed to generate coverage before, during, and after the exhibition’s opening. Our team conducted coordinated outreach to television, radio, print, and online outlets through personalized emails, direct phone calls, and targeted follow-ups with leading media organizations in each market. Immerse Agency also identified and prioritized interview opportunities, coordinated conversations between journalists and Smithsonian curators, and maintained consistent follow-up throughout the campaign to extend coverage beyond opening day and into the Fourth of July holiday period.
Results
By the exhibition’s opening day, Immerse Agency had secured coverage in 21 states, generating more than 370 media mentions across television, radio, and print and online outlets throughout the country. Through continued outreach and targeted follow-up, the campaign maintained momentum beyond opening week. By 10 days post-opening, Immerse Agency had secured meaningful coverage in all 50 states and generated more than 600 media mentions, including television and radio airings and print and online stories. Collectively, the coverage reached an estimated audience of more than 48 million and generated approximately $1.72 million in estimated publicity value. The campaign exceeded its original goal, achieving 100% state-by-state coverage, transforming the exhibition’s state-specific objects and stories into a truly nationwide media initiative.
Results
By the exhibition’s opening day, Immerse Agency had secured coverage in 21 states, generating more than 370 media mentions across television, radio, and print and online outlets throughout the country. Through continued outreach and targeted follow-up, the campaign maintained momentum beyond opening week. By 10 days post-opening, Immerse Agency had secured meaningful coverage in all 50 states and generated more than 600 media mentions, including television and radio airings and print and online stories. Collectively, the coverage reached an estimated audience of more than 48 million and generated approximately $1.72 million in estimated publicity value. The campaign exceeded its original goal, achieving 100% state-by-state coverage, transforming the exhibition’s state-specific objects and stories into a truly nationwide media initiative.