History Has
a New Story

Standalone post

06/06/17
NEW-YORK HISTORICAL SOCIETY TO OPEN GALLERY DEDICATED TO WOMEN

The Center for Women’s History will educate about the past while giving hope for the future.

We passionately believe that the future is female.

And we know that what women have done throughout history has made this possible. History isn’t exclusively a sequence of events, but about ideas, feelings, revelations and revolutions.

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We applied this thinking to a campaign ThoughtMatter recently developed to generate excitement and awareness for the New-York Historical Society’s (New-York Historical) soon-to-reopen fourth floor, which will house its brand-new Center for Women’s History. The floor will also feature a dazzling glass gallery showcasing New-York Historical’s preeminent collection of Tiffany lamps, and a reimagined installation of historic treasures from its collection that tell the American story through the lens of New York.

We were tasked with creating a marketing campaign that would bring a more diverse, youthful audience to the venue and influence the public’s perception of New-York Historical while it begins its transformation into a more dynamic cultural center.

“The project itself is unique in that this longstanding, traditional institution is breaking new ground with the Center for Women’s History, and connecting the past to today,” says ThoughtMatter Executive Creative Director Trenton Kenagy. “In doing so, New-York Historical is reaching out to a new audience interested in experiencing a provocative take on history.”

In developing strategy and creative for the reopening of the floor and the debut of the Center for Women’s History, we deviated from what the institution traditionally has done by bringing humanity and emotion to content that’s typically regarded as academic. Instead of leading with news that the fourth floor itself would be reopening, we concentrated on the interesting content visitors would find there—while still leveraging the number 4 as a strong visual element that unites the campaign and its content.

As we worked with New-York Historical, we saw an opportunity to connect the society with our friends at Girls Write Now, New York’s first and only writing and mentoring organization for girls. As a result, the organization will host two of its CHAPTERS reading series at the Center for Women’s History this spring.

“It was a nice way to connect two organizations doing good work, two women-focused initiatives,” says Kenagy. “We enjoy opening up doors to people who might not have gotten in touch otherwise.”

As we worked with New-York Historical, we saw an opportunity to connect the society with our friends at Girls Write Now, New York’s first and only writing and mentoring organization for girls. As a result, the organization will host two of its CHAPTERS reading series at the Center for Women’s History this spring.

“It was a nice way to connect two organizations doing good work, two women-focused initiatives,” says Kenagy. “We enjoy opening up doors to people who might not have gotten in touch otherwise.”

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It’s now more important than ever to celebrate women who have stood up for progress and equality, and to educate as much of the public as possible about their efforts and achievements.

We’re excited to be a part of it.

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