Gibbons, John, "SI-Q: What is the Smithsonian?" "Torch" online, September 2012.
In an attempt to highlight the resources of the Smithsonian Institution beyond its collections, the Smithsonian launches a new web site accompanied by print, web, and outdoor advertisements under the tag line "Seriously Amazing." The ads feature questions that can be answered by accessing the new web site, which features multiple ways for the online visitor to engage with Smithsonian resources. The campaign is part of Secretary G. Wayne Clough's initiative to make the Institution more relevant and accessible. Brand consulting firm Wolff Olins worked on the creative aspects of the campaign, while Target Corporation contributed to the funding and initial planning, which began two years prior to the launch.