Smithsonian Magazine I’m The MIP

Direct Mail / Mouse Pad / Passport / Postcards / Magazine Wraps / Online Game

Objective: Change media planners’ and buyers’ perception of Smithsonian Magazine’s audience.

Concept: The goal of this campaign was to blur the lines between the target audience (media planners and buyers) and the magazine’s readers. Adventurous, intelligent, and affluent individuals and destinations were selected for imagery. The “I’m The MIP” online contest was comprised of tongue-in-cheek questions to educate media planners and buyers about the readers. The campaign was a huge success with an increase of over 12% in ad revenue.

Role: Concept development, art direction, design, project management, copywriting, production