Troup Signs-up to Promote Special Exhibit at JFK Library

This summer, the John F. Kennedy Presidential Library and Museum is launching a new exhibition called ‘Service and Sacrifice’. Marketing agency Troup was selected by the John F. Kennedy Library Foundation to handle advertising for the exhibit. 

“The exhibit will showcase the varied stories of Americans who sacrificed and served the nation during World War II,” said Matt Dimmer, chief creative officer. “Our assignment is to drive interest and attendance to this crucial and relevant story.” 

The JFK Library is dedicated to the legacy of our nation's thirty-fifth president and to further the ideals of public service, leadership, and democracy. It is one of the largest conveners of free, public discussions in the Boston area, hosting leaders at the highest levels of politics, academia, and the humanities. 

President Kennedy learned first-hand during the war what sacrifice it takes to uphold the principles of democracy and freedom against tyranny. The exhibition tells the story of the many different Americans who served in the war, in addition to the experience of president Kennedy and his family. 

“Service & Sacrifice takes an unflinching approach in telling the less-told stories of World War II,” said Rachel Flor, executive director of the Kennedy Library Foundation. “Troup has developed a striking campaign that’s true to these stories and the moment we’re in now—a campaign that will capture the interest and curiosity of new generations who we look forward to welcoming to see the exhibit.”

Troup will deliver a campaign focused on outdoor, print, TV and digital in support of the opening of the exhibition this summer.

The work is Troup’s first for the JFK Library Foundation, the non-profit partner of the Library which supports its activities, including marketing and communications. The agency has previously collaborated with TurboTax, Simple Mills, The North Face, Myprotein, and The NoMad Hotel among other brands.