Smithsonian Launches "Seriously Amazing" Advertising Campaign

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In an attempt to highlight the resources of the Smithsonian Institution beyond its collections, the Smithsonian launches a new web site accompanied by print, web, and outdoor advertisements under the tag line "Seriously Amazing." The ads feature questions that can be answered by accessing the new web site, which features multiple ways for the online visitor to engage with Smithsonian resources. The campaign is part of Secretary G. Wayne Clough's initiative to make the Institution more relevant and accessible. Brand consulting firm Wolff Olins worked on the creative aspects of the campaign, while Target Corporation contributed to the funding and initial planning, which began two years prior to the launch.


  • Clough, G. Wayne
  • Target Corporation
  • Wolff Olins
  • Seriously Amazing


Chronology of Smithsonian History


Gibbons, John, "SI-Q: What is the Smithsonian?" "Torch" online, September 2012.

Contact information

Institutional History Division, Smithsonian Institution Archives, 600 Maryland Avenue, SW, Washington, D.C. 20024-2520,


September 20 2012


  • Communication in marketing
  • World Wide Web
  • Internet
  • Web sites
  • Advertising
  • Marketing

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