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Project MUSE
Philadelphia ACRL Conference Invite

Direct

The Assignment

We had a unique set of goals for the trade show direct marketing series we created for Project MUSE, John Hopkins University’s electronic journal collections. Beyond making their trade booths destinations for more than awkward silences and earnest snack offerings, we created quirky mini-celebrations of the cities where each trade show took place.

Filled with mock quizzes and brain-teasers librarians couldn’t wait to complete, our DM series created eager demand for the next trade show mailer and even more importantly, increased booth traffic.

The Copy

Cover Head:
PROJECT MUSE PRESENTS MUSE PHILADELPHIA STYLE

Sub:
Your complete how-to guide to a near-complete Philly experience!
ALA MIDWINTER MEETING        JANUARY 11 – 16 2008

Spread One Right:
So, soon you’ll be at the 2008 American Library Association Midwinter Meeting in Philadelphia, the City of Brotherly Love. You can cut the excitement with a cheesesteak knife.

Before and after you find your way to MUSE Booth No. 1942, you might want to get the most out of this exciting birthplace of democracy, grease-infused sandwiches and a very large bell.

Feel free to use this guide as a guide. Or just do whatever you want.

Spread Two Left:
How to run up the steps of the Philadelphia Museum of Art like Rocky Balboa:

1.    Don’t run.
2.    If you must run, be careful not to straighten up too quickly after bending over and gasping for breath.
3.    When you reach the top, try not to rub your accomplishment, or yourself, in the face of other museumgoers.

Spread Two Right:
How to relive a small portion of the extremely busy life of Benjamin Franklin:

ONE: Get fitted for a puffy shirt, knee-high pants and colonial shoes.
TWO: Invent something.
THREE: Sign something that’s made of parchment.

It might be easier to just visit these landmarks:

Benjamin Franklin Parkway – Intermittently thought of as Philadelphia’s Champs-Elysées.

The Library Company of Philadelphia – 1314 Locust St. – Founded by Benjamin Franklin in 1731. Proved more practical than praying for books.

Lightning Bolt Tribute by Isamu Noguchi – Axis of Independence Mall and the Benjamin Franklin Bridge, 5th Street and Vine.

Spread Three Left:
How to practice brotherly love at a sporting event with Philadelphia’s famously intense fans:

Option A: Watch the game/match/fight on TV alone in your hotel room.

Option B: Go to a museum.

Spread Three Right:
How to order a Philly cheesesteak sandwich:

Step 1: Seriously consider salad. It’s much healthier.

Step 2: If you still want a cheesesteak, wait until it’s your turn to order.

Step 3: Choose your cheese (Whiz, American or provolone).

Step 4: Express your desire for or aversion to onions by saying, “Whiz wit,” Whiz witout,” “American wit,” “American witout,” “Provi wit” or “Provi witout.”

Step 5: Are you sure you don’t want a salad?

Spread Four Left:
How to practice life, liberty, and the pursuit of happiness:

Make at least three new friends, and try to recreate the lush vocal arrangements of notable Philly soul artists such as the Delfonics and the Stylistics.*

Remember that you’re kind of on vacation.

It’s January! Relish the cold!

*Or visit The Sound of Philadelphia Souvenir Shop, 309A South Broad St. 215-985-0900