How do you introduce the world’s largest private collection of rare biblical texts and artifacts?
In 2011, the David Green family, owners of arts and crafts retailer Hobby Lobby, asked DeMoss to help launch the world's largest private collection of rare biblical texts and artifacts (The Green Collection). These artifacts were to eventually be housed in a new, yet-to-be named national museum, but rather than storing them until the museum could be developed, the Green family decided to make portions of the collection available to the public in a traveling exhibition called Passages.
Our work included a redesigned Passages logo and refreshed branding language; artist renderings, handouts and other imagery for display at events; core messages and spokesperson talking points used to prepare each spokesperson for interviews; website and social media channel development; full logistical direction of a national launch event at the Apostolic Nunciature (Vatican Embassy) in Washington, including program development, event design, AV management and vendor coordination; and coordination with the Oklahoma City Museum of Art for a local VIP event and media launch at the location for the Passages debut.
Our media relations efforts included coverage from USA Today, NPR, CNN.com, PBS, FOX News, Religion News Service and The Washington Times, resulting in a total of 43 news stories around the Vatican Embassy event in D.C., which reached more than 36 million people, and 30 news stories in Oklahoma reaching more than 15 million people.