BOSTON In the age of instant data access, with all the world's knowledge seemingly at one's fingertips via desktop and mobile devices, the Boston Public Library is seeking to stay relevant by repositioning itself as the ultimate search engine.
The Boston Public Library has hired independent Allen & Gerritsen of Watertown, Mass., for advertising services following a review.
Efforts include a new logo as well as broadcast, online and transit ads, along with out-of-home and in-branch materials, all set to debut this spring.
The new tagline is, "What do you want to know?"
Karyn Wilson, chair of the library's board of trustees, said the agency was tapped because it demonstrated an ability to increase visits to by helping patrons appreciate all that the BPL's 27 branches have to offer.
Andrew Graff, agency CEO, said creating a sense of attachment to the institution for the next generation is a key goal.
Various shops, such as Havas' Arnold here, have fashioned efforts for the BPL in the recent past. A&G was chosen following a review in which contenders were not disclosed.
The budget likewise was not disclosed, and the library has never been a big media spender. The win is significant, however, because the BPL is a high-visibility client capable of generating buzz-worthy campaigns with A&G, which is best known for its work on a mix of high-tech, medical, general business and consumer accounts.
The BPL's main branch, the McKim Building, is a local landmark, built in 1895 and located in Boston's Copley Square.