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,
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.