The Strong National Museum of Play Selects Partners + Napier as Agency of Record
The Strong, the only collections-based museum devoted to the history and exploration of play, and home to the National Toy Hall of Fame, has selected advertising agency Partners + Napier as its agency of record, following a competitive review.
The partnership will support The Strong’s four-year goal to increase guest attendance as it expands its facility and services to meet growing demand and deepen its economic impact across the Northeast. Partners + Napier will handle all creative services and strategic media planning and buying, targeting audiences across Upstate New York as well as Cleveland, Pittsburgh, Toronto and other markets within a day’s drive from the museum.
The internal review was led by Sara Poe, who joined The Strong this past May as vice president for marketing and communications.
“As we look forward to our next phase of growth, we need a partner that will help us think bigger and effectively reach a broader audience,” said Poe. “Partners + Napier has the right mix of impact-driven business thinking, creative vigor, and shared passion for downtown Rochester to help us achieve our goals.”
Due to tremendous year-over-year growth in both revenue and headcount, Partners + Napier is soon moving to The Metropolitan building from its current location in Rochester’s High Falls area. Following the move, the two organizations will be neighbors, with just a 6-minute walk between them.
“We’re excited to support The Strong during this important time in its history, when it will become an even more compelling destination for visitors everywhere — right here in our own hometown,” said Sharon Napier, CEO of Partners + Napier. “Their business challenge is perfect for us, as one of our biggest strengths as an agency is bringing people through a door to enjoy an experience.”
As part of its expansion plan, The Strong hopes to welcome an additional 400,000 visitors over the next four years. Its expansion is projected to generate more than $130 million in annual economic impact for the Rochester area.
Added Napier, “Every part of the city will be impacted by The Strong’s growth, and that’s the kind of marketing goal we’re proud to be part of.”
About The Strong
The Strong is the only collections-based museum in the world devoted solely to the history and exploration of play. It is home to the International Center for the History of Electronic Games, the National Toy Hall of Fame, the World Video Game Hall of Fame, the Brian Sutton-Smith Library and Archives of Play, the Woodbury School, and the American Journal of Play. It houses the world’s largest and most comprehensive collection of historical materials related to play.