The John F. Kennedy Library Foundation supports the John F. Kennedy Presidential Library and Museum’s public relations and information activities by staffing and funding the Library and Museum’s communications and marketing efforts, including advertising, tourism promotion, and media relations.
The Foundation is responsible for promoting the John F. Kennedy Presidential Library and Museum as a national and international tourist destination and attraction. It oversees all paid and pro bono advertising placement and marketing campaigns, develops and implements marketing strategies promoting major new exhibitions, and serves as the Library’s representative to the travel and tourism industry.
Since 1995, the Kennedy Library Foundation has benefited from an extraordinary partnership with the Martin Agency of Richmond, Virginia which has provided creative advertising and marketing services on a pro bono
The Martin Agency is consistently ranked as one of the top ten most-awarded creative agencies in the country, and currently is ranked Ad Age's "#3 Best Agency in America." According to the trade journal Graphis, "The Martin Agency has maintained a level of creative quality that's hard to find anywhere else in the ad business."
Its clients currently include: Alliance for Climate Protection, Alltel, Barely There, BFGoodrich, Cruzan, Discover Card, ESPN X Games, Free Credit Report, FUZE, GEICO, Genworth, Hanes, Johnson Automotive, JFK Presidential Library and Museum, NASCAR, NEWSEUM, Newspaper Association of America, PING golf equipment, SIRIUS, UPS, and Wal-Mart.
Since the beginning of its partnership with the Martin Agency the Kennedy Presidential Library and Museum has enjoyed the full-support and attention of John Adams, Chairman and CEO, Mike Hughes, President and Creative Director, and the hands-on stewardship of Joe Alexander, Creative Director.
In addition to providing all creative staff time on a pro bono basis, an annual contribution that averages $100,000 a year, the Martin Agency has secured several million dollars in free ad placement from national publications.
Among the national publications that have carried full page ads promoting the Museum at the Kennedy Presidential Library or the John F. Kennedy Profile in Courage Award are: Esquire, Golf, Sports Illustrated (pdf), Travel and Leisure Golf, TIME, Food and Wine, InStyle, Travel and Leisure, Town and Country, Country Living, Country Home, This Old House, Newsweek, Advocate, US News and World Report, New York Magazine, USA Today, Atlantic Monthly, Business Week, Scientific American, LIFE, House Beautiful, Good Housekeeping, Forbes, American Heritage, Brides, Bon Appetit, Civilization, Vogue, George.