Grey, New York, is pitching a tent with the National Park Foundation, the philanthropic partner of the National Park Service.
The flagship office of the WPP Group agency is spearheading a multiplatform communications initiative around the National Park Service’s Centennial in 2016.
The hire came after a review in which the other finalist was TBWA\Chiat\Day, according to sources. The assignment is new.
Annual spending on the assignment is relatively modest—an estimated $6 million—but the project spans five years.
To win the business, Grey partnered with other Grey Group and WPP siblings, including multicultural specialist Wing, event marketing player Alliance and public relations shop Cohn & Wolfe.
In a statement, Jonathan B. Jarvis, director of the National Park Service, said: “We are delighted to have Grey as our partner in this once-in-a-lifetime campaign and extraordinarily grateful to the National Park Foundation whose support is what will make this effort possible.”