F-H opens Library of Congress to all

WASHINGTON: The Library of Congress has awarded Fleishman-Hillard a

multi-year contract to educate the public about its purpose and increase

its profile as a tourist attraction.

Fleishman beat out an undisclosed number of other firms following a

lengthy pitch process. The RFP was released in November (PRWeek,

November 20).

The library - the largest in the world - now receives more than one

million visitors a year. But according to its own research, 90% of the

American public knows little or nothing of what it does. And as a

tourist destination, its numbers pale in comparison to other nearby

sights in Washington.

According to Tom Gentile, SVP of Fleishman's consumer marketing

practice, a large proportion of the general public is under the mistaken

impression that the library's services are not available to it.

Fleishman will attempt to overturn that, branding the 200-year-old

entity as 'the people's library and not just an institution that serves

Congress and other federal agencies,' Gentile said.

Fleishman said it will assign five people to the account and will divide

the work into individual tasks, each of which will require its own

budget proposal. The first task, said Gentile, will be a benchmarking

analysis of the library's previous PR activities.

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