THE CHALLENGE – MUSEUM PUBLIC RELATIONS FOR MERCER MUSEUM – BUCKS COUNTY HISTORICAL SOCIETY
The Mercer Museum in Bucks County, Pennsylvania stands as a living testament to pre-Industrial Revolution America. More than 120 years ago, Henry Mercer recognized that many of the hand tools and other equipment that so typified life in America before the Industrial Revolution were vanishing. He personally gathered more than 30,000 objects with the intent to preserve them for future generations to see and appreciate, later building a museum in which to house them.
Today, the Mercer Museum is one of Bucks County’s premier attractions, drawing 40,000-plus visitors annually to Doylestown, Pa. In 2011, the museum launched a $12.5 million expansion that would enable the museum to present more of its priceless collection to an even larger audience. The new, 13,000-square-foot wing would feature a new exhibit, A World of Things: The Mercer Museum A-Z, offering a fresh look at the Bucks County museum, its unique collections, and its history. The challenge with such a well-known entity was to build excitement and awareness around the opening of the expansion via museum public relations.
OUR DELIVERABLES – BUCKS COUNTY MUSEUM PUBLIC RELATIONS FOR GRAND OPENING
Leading up to the expansion premiere, Furia Rubel began working with the Bucks County Historical Society’s marketing department to develop a detailed communication plan. Elements of the plan included:
- Launching multiple pre- and post-event publicity efforts, positioning not only the new wing but also the overall museum as a new place to see
- Employing a celebrity emcee, Lu Ann Cahn, a news anchor with Philadelphia’s NBC affiliate
- Providing a detailed media kit, complete with an overview of the expansion and news source contacts
- Directing outreach to local and regional news, tourism, business, green, trade, and niche news outlets