american museum
of natural history

Positioning, Brand Platform, Core Creative Expression, On-Premise Posters and Activation, Social Media

Despite being the only tourist attraction of its kind in NYC, the American Museum of Natural History faced increasing competition for New Yorkers' attention - real-life engagement, cable television and online entertainment vehicles. They needed to remind people of one thing they uniquely own over all other real attractions and screens. They own 'AWE'.

We created an overall position that reminds people that the AMNH is the one place that 'awe strikes'.                

agency:  DiNoto/NY