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Marketer: Smithsonian magazine

Effort: CultureFest

Agency: In-house and with Smithsonian Associates, Washington, D.C.

Twist: Building on its first-ever cultural event that drew thousands of consumers last year in Long Beach, Calif., Smithsonian launched CultureFest, a three-city tour of cultural events designed to expose Washington D.C.'s Smithsonian Institution and its 16 museums to local markets. National sponsors, who received on-site and local promotion and also committed to advertising in the magazine, include Dupont, Principal Financial Group, Nestle Purina PetCare Co. and Transitions Optical.

Vital Statistics: The first event in Minneapolis on Oct. 3-5 drew more than 5,000 people; the second event took place in Philadelphia Oct. 17-19; the final event is Oct. 24-26 in San Jose, Calif. Museums, universities, schools, libraries and civic groups are hosting up to 20 different events in each city, with a VIP reception for local dignitaries and officials.

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