Following a $22.5 million renovation of Truman Presidential Museum & Library, Tonic was hired to provide positioning research, brand development and a three-year marketing plan that encompassed a new identity, advertising, collateral development and creative, media planning, buying and monitoring, public relations, promotions and event management.
The new campaign included a new logo and look, a name change, a major consumer campaign that included outdoor, radio, and print, a public relations effort and group marketing effort. The museum re-opened following the renovation with significant increases in attendance, group tours and gift shop revenues. The museum was featured in many local, regional and national publications and was named the Attraction of the Year by the Greater Kansas City Convention & Visitors Association.