Communicating a New Kind of Museum
In 1997, the idea of the Newseum, an interactive museum of news that would change daily with the flow of news and events around the world, was a radical one. Grounded in the principles of the First Amendment to the United Stated Constitution, the Newseum had an extraordinary educational mission in the National Capitol area and an off-the-beaten tourist path location to contend with.
As staff Director of Marketing and Communications, Beth Tuttle led market research, brand and positioning development and orchestrated a multifaceted launch for the Arlington-based Newseum. Through in-depth research with visitors to Washington, the Newseum learned just how important families and student group tours would be to their success. The Museum took important steps with its facility, exhibitions, interpretation, marketing and communications designed to speak to and welcome these guests. Award–winning advertising and press relations, along with strong word-of-mouth brought in crowds that exceeded all projections. In fact, the Newseum was so successful that after five years of operation it had outgrown its space. In 2008, the Newseum re-opened with triple the space in a new home on Pennsylvania Ave.
Brand Strategy and Marketing: Beth Tuttle
Graphic Identity: Supon Design