Client: George Washington's Mount Vernon Estate, Museums & Gardens

Challenge: Despite being one of the nation's most popular tourist attractions, Mount Vernon Estate & Gardens had a growing problem — people knew George was our country's first president, but few understood the full scope and impact of his life's achievements or his relevancy to our life today. This was particularly true for younger audiences. As a result, Mount Vernon Estate & Gardens was expanding its offering, centered around the launch a landmark $90 million interactive museum and education center.

Solution: Our goal was to reposition Washington as our nation's first "action hero." To do this, we updated the logo and created special invitations for VIPs and members of the media to coincide with the launch of the new museum and education center, all of which highlighted scenes from his earlier life. We carried this campaign over to print, online and transit advertising to communicate Mount Vernon's new museum and interactive experiences. And we created compelling travel brochures and on-site Visitor Guides to fully integrate with the new branding and positioning.

Most importantly, every creative component carried a common theme, "Discover the Real George Washington," and featured active images of George Washington from his earlier life, particularly as general, to reinforce is "action-hero" persona.