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MARC USA Scavenger Hunt for Andy Warhol Museum

13/11/2015
Public Relations Specialist
New York, USA
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More than 150 specially-designed books will be hidden throughout the city of Pittsburgh over the next two months. When discovered, each book invites the finder to return it to The Andy Warhol Museum to learn the rest of the story. Every book is unique, but they are all part of a special experience to create awareness about The Warhol’s new exhibition Warhol By the Book. When all of the books are returned to their designated places on a large bookshelf in The Warhol’s entrance space, they will complete the image of one of Andy Warhol’s many works in the medium of books featured in the exhibition. The book finders will each receive two free admission passes to The Warhol, a discount at The Warhol Store and be eligible to receive a special gift from the museum. Clues to the location of each book will be revealed through The Warhol’s social media accounts, including Facebook and Twitter. There is also a website dedicated to the book hunt warholbookhunt.com, which will provide clues and track each book as it is found. Book finders are invited to post photos of their discoveries using #warholbookhunt. The photos will be aggregated onto the website. The Book Hunt was created by MARC USA, The Andy Warhol Museum’s advertising agency. Michele Fabrizi, MARC USA President and CEO and Chair of The Andy Warhol Museum Board, explains the idea behind the campaign. “Our goal is to help people understand that each visit to The Warhol offers a brand new experience. The Warhol’s By the Book exhibition is great proof. It provides a surprising look into Andy Warhol’s creativity and his ideas about art through works that defy and question the common notion of what a book can be.” Fabrizi added, “We wanted to create a surprising and exciting experience for Pittsburghers that parallels their sense of discovery every time they visit The Warhol. Even those Pittsburghers who don’t find books can join in the fun by following the hunt on social media and on the website.” In addition to the books hidden in notable Pittsburgh landmarks, a number of restaurants, cultural attractions, and universities are partnering with The Warhol to have books available on-site on a first-come, first-find basis. Partners are listed on the Book Hunt website.
About The Marketing Standard

Toni Lee is a communications specialist with expertise in developing strategically focused marketing, public relations and social media programs for companies that include both internal and external channels.

Her clients are predominantly in the business-to-business space, with most in the marketing services, advertising, financial services, venture capital and publishing fields.

In the course of her 25-year career she has worked on behalf of such well-known companies as Ogilvy & Mather, Deutsch, Harvard Business Review, Conde Nast Magazines, Rupert Murdoch, Franklin Resources, Village Ventures, Inc. Magazine and many others.

Toni founded TL Communications in 1998 following a seven-year tenure at Grey Advertising. Since beginning her own firm, she has worked as a consultant to Ogilvy & Mather North America, managing its internal communications and public relations efforts.

In addition, her clients include and have included a variety of creatively focused companies such as Butler, Shine, Stern & Partners, Digital agency Blue State Digital (the agency behind Obama), Promotional marketing firms TracyLocke and Ryan Partnership and financial firms Hightower Partners and Bowen & Company.

Toni honed her PR skills at Howard Rubenstein & Associates in New York and also worked at a variety of PR firms including Lobsenz-Stevens and KCS&A.


"Any business, especially an agency business, has to promote both the product and the people, the work and the workers. Partnering with Toni to find that right balance for me has been eye-opening. We’re in the business of selling more than just individual stories and features; it’s about sustainable ideas that build relationships."

Thomas Gensemer, CEO Blue State Digital


As head of Advertising Women of New York’s PR committee, Toni helped found and create “The Good, Bad & Ugly Awards,” as a mechanism to help AWNY establish and build its brand within the advertising marketplace.

She has served on the board of directors of the BrandCenter, a graduate School at Virginia Commonwealth University. A graduate of University of Pennsylvania, she resides in Wilton, CT.

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