A Summer of Reflection: Anne Frank The Exhibition, New York City

Overview

Since partnering with Anne Frank The Exhibition in late 2024, it’s been a journey of thoughtful storytelling and sustained results. But as we approached summer, the challenge was clear: fewer locals in New York City, fewer tourists across the U.S., and the risk of momentum slowing after an already strong launch.

The solution was to transform summer into a season of awareness, connection, and action, anchored in Anne Frank’s legacy. Thus, the Summer of Reflection was born.

The Challenge

Heading into summer, Anne Frank The Exhibition faced a common hurdle: fewer locals in the city, fewer tourists nationwide, and the risk of momentum slowing after a strong launch. The team needed to keep attendance steady, expand accessibility for new audiences, and ensure Anne Frank’s story remained visible and relevant during a season when cultural engagement often dips.

The Strategy

The campaign split into three powerful lanes, each rooted in Anne Frank’s words and relevance today:

The Distribution Effect

Timed to Anne Frank’s 96th birthday, The Exhibition launched city-wide activations, distributing 10,000+ copies of The Diary of a Young Girl across New York public schools, libraries, and public spaces in partnership with Bank of America and the New York Public Libraries. Influencers captured authentic, on-the-ground reactions, generating thousands of impressions and engagements.

#DearAnne

A digital-first campaign invited audiences to reflect, respond, and write letters to Anne Frank. Over 90 heartfelt reflections poured in, many from first-time visitors. This not only deepened personal connections but also created a wave of user-generated content amplifying the campaign’s reach.

Free Fridays & Access Programs

Removing barriers was critical. We introduced Free Summer Fridays (July 11–August 29), Teacher Tuesdays, and targeted free entry for librarians and first responders. Promoted across organic and paid social, each Friday generated buzz with lines out the door. During the span of summer, we welcomed over 4,000 people to the exhibition for free. At the same time, our ramped-up ad cadence drove urgency, helping boost overall ticket sales.

Results

The Summer of Reflection was a rare campaign that drove both access and revenue:

• 4,000 free attendees through Free Fridays, Teacher Tuesdays and First Responder moments.
• 90+ reflections submitted to the #DearAnne campaign.
• Increase in overall ticket sales by 74% and a 61% increase in purchase value.

Impact

At every touchpoint, the campaign remained rooted in its purpose: spreading Anne Frank’s words and educating as many people as possible about the effects of antisemitism and hate.

By blending access with urgency, community with content, and storytelling with strategy, the Summer of Reflection:

• Turned a traditionally slow season into a period of growth, with purchases up 74%.
• Expanded reach through partnerships with schools and libraries.
• Reinforced Anne Frank’s legacy, ensuring her voice resonated with new audiences across New York City.

The Summer of Reflection showed the power of aligning mission with marketing. By giving away diaries, opening doors for free, and amplifying voices through #DearAnne, the campaign not only maintained momentum throughout the summer but also deepened the impact of Anne Frank The Exhibition in New York City, page by page, heart by heart.