Smithsonian launches ad campaign to renew image - DC News FOX 5 DC WTTG

Smithsonian launches ad campaign to renew image

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Giant question marks are appearing on buildings like the Verizon Center. Those question marks lead to a Washington institution called the Smithsonian.

"The Smithsonian is all about questions and answers and it's people who bring those questions to life," says Pherabe Kolb, Associate Director of Strategic Communications at the Smithsonian.

So, Kolb says, the Smithsonian is doing something for the first time. It is a million dollar national advertising campaign in partnership with Target. It is designed to reintroduce the world to the Smithsonian.

When they did research, they found that people all over the country had very fond memories of the Smithsonian. Maybe it took them back to a family vacation in Washington, D.C. But the Smithsonian wants to be more than just a fond memory. They want people to know there's a whole world here.

"We love being part of that once in a lifetime trip - that pilgrimage to Washington," says Kolb. "But what we also found is that people had very little understanding of the other things that we do and that we can be doing more to help people understand how we can be relevant to their daily lives."

Of course, there are first lady dresses, civil rights landmarks and even friendly frogs. But there's a lot you may not know.

"We operate space telescopes for NASA," Kolb says. "We are on the cutting edge of discovering new black holes, of understanding the basis for dark matter, discovering new planets."

Whether you're a kindergartner or a PhD candidate, they hope you will find something useful at their new website - They hope you'll agree that it's seriously amazing.

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