In late 2014, the Museum was putting the finishing touches on Road to Berlin: European Theater Galleries, a major new exhibition designed to bring visitors inside the story of how the war was won.  In the six months months leading up to the grand opening I lead the Museum marketing team and agency partners at Peter Mayer on research, strategic planning, media placements, and creative development for the campaign, an extension of the Movie Poster campaign launched in 2013.

Anchored by the tagline “Follow in Their Footsteps,” the campaign was rolled out across in-market tourist touch points including bold, disruptive out-of-home, broadcast, print, and targeted digital placements.

Since the exhibit opened, the Museum has achieved 127% of its visitation goals and continues to break attendance records each month.