ATLANTA: The National Center for Civil and Human Rights, a cultural attraction focused on American civil and global human rights, has selected Porter Novelli as AOR ahead of its launch on June 23.
Porter, which was chosen following a competitive review, will work with the center to share stories about the civil rights movements. The firm began working on the account about a month and a half ago.
The agency will help make the Center for Civil and Human Rights known as somewhere to "reflect on the past, celebrate progress, and civilly convene around the human rights issues of our day," according to a joint statement.
Porter will also work to draw visitors to the center and promote its mission and programs.
LaTasha Smith, director of communications at the NCCHR, said Porter was "a natural fit," and "understood the work we do very well."
Once the attraction opens, the plan is to continue driving awareness and creating "buzz" around it, particularly to travel media outlets, said Smith.
The NCCHR's hashtag, #FindInspirationInside, is part of its social media push on Facebook and Twitter, she said.
Smith added that a launch day celebration will include guest speakers at the center before doors open to the public.
"It’s all about personalizing that experience," Smith explained, so people are "inspired to go out and take action in their community."
Carla Cartwright, VP of health and social impact at Porter, said the firm will work on an earned media push for the center on a national, state, and local level.
Porter is also working with some of the center’s partners, such as the Atlanta Convention & Visitors Bureau, to attract consumers, said Cartwright.
She added that the contract will run through the end of the year. Budget information on the account was not disclosed.
The center is located between the World of Coca-Cola exhibition and the Georgia Aquarium in downtown Atlanta.