BUZZ Marketing

The Minneapolis Public Library needed to raise 1.85 million dollars in order to gain a matching Kresge Grant to build the new Cesar Pelli-designed central library. How did they do it? By getting the Buzz out. With the help of public relations firm, AB Group One, MPL created and launched a campaign--with no media and a slim creative budget--featuring stories of famous librarians in history. Was it a bit controversial? Yes! But it certainly generated a lot of Buzz and funding!
DP