The museum's AOR, Goodman Media International, planned a media day for reporters to visit the museum prior to opening day. On May 28, 50 journalists from publications including the New York Times, CNN, Wall Street Journal, and Good Morning America piled onto a bus to make the trip.
"It recreates the experience of traveling to Woodstock in a community setting," said Bennett Kleinberg, VP of Goodman. This media day is part of a first wave of PR, which reaches out to online, traditional, local, and national media.
Goodman and the Museum at Bethel Woods also viewed the invitations as a way to incorporate the '60s feel into the PR campaign. Invitations were created on T-shirts, which were then sent to members of the media, including travel and tourism publications, national television networks, and publications that reach out to a wide consumer base including baby boomers. The museum's opening was mentioned in several newspapers, including USA Today, the New York Times, and Chicago Sun-Times.
In the next PR phase, the company will focus on consumers, using events, special guest days, concerts, and a new Web site to get them interested in making the trip. "This is the beginning of an ongoing campaign on behalf of the museum," Kleinberg said.
"The word has been out a couple of years that we were doing this museum," said Michael Egan, the CEO of the Museum Development Group and Gerry Foundation, the group behind the Museum at Bethel Woods. With the media day, "we wanted to control the rollout of the publicity. [The media] can experience the immersive, multimedia exhibit, go to the stage area where the Woodstock festival was held, and walk the campus of the performing arts center [Bethel Woods Center for the Arts]."
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