The Smithsonian’s National Portrait Gallery - Honouring America’s leaders with an integrated communications campaign | Brunswick

The Smithsonian’s National Portrait Gallery - Honouring America’s leaders with an integrated communications campaign

The National Portrait Gallery’s biennial Portrait of a Nation Awards and Gala is one of Washington, D.C.’s premier cultural events, honouring contemporary Americans who have made an impact on the nation.

Following the pandemic, the Portrait Gallery sought to more deeply demonstrate how the Portrait of a Nation Awards and Gala connects to the mission of the museum: to tell the nation’s multifaceted history through portraiture. To achieve this, Brunswick developed an updated narrative and messaging for Portrait of Nation and conceived of an integrated campaign to increase the visibility of the awards and gala, combining original video content, social media strategy and press engagement.

The campaign launched in January 2022 with the announcement of this year’s seven Portrait of a Nation honourees. The announcement resulted in over 40 high-profile media placements, including an exclusive story in The Washington Post featuring an interview with Awards recipient Dr. Anthony Fauci. The Brunswick Creative team produced a video for the Portrait Gallery to promote the announcement on their own channels, which was picked up by Good Morning America and shared by news outlets and honourees on social media.