Challenge
The Nova Exhibition, a groundbreaking immersive experience honoring victims of the October 7 massacre, was preparing to launch in Washington, D.C.—its most politically and symbolically significant stop to date. The exhibit uses forensic evidence and personal testimony to educate global audiences about the human cost of terror without political bias or agenda.
The Nova team needed to navigate the complex Washington D.C. media and political landscape to achieve several critical objectives: generate national awareness and political engagement around the exhibit, secure high-level attendance from policymakers and influencers, and position the exhibit as a nonpartisan, emotionally compelling platform for education through survivor stories and forensic evidence.
The challenge was particularly sensitive given the geopolitical climate and the need to reach diverse audiences—from Members of Congress and administration officials to community leaders across Christian, Jewish, Hispanic, and Asian communities—while maintaining the exhibit’s humanitarian mission and avoiding politicization.
Action
Red Banyan executed a comprehensive 90-day rapid-deployment communications strategy designed to maximize impact from day one. Our approach centered on three core pillars:
Strategic Messaging & Media Relations: We developed unified, on-message language that distinguished the exhibit from political messaging, emphasizing universal themes of innocence lost and human tragedy. Our team conducted targeted press outreach to top-tier national, regional, and local outlets across print, broadcast, and digital platforms, while identifying opportunities for Nova Music Festival survivors to share their personal stories.
Influencer & Stakeholder Engagement: We spearheaded a comprehensive outreach program targeting diverse communities of D.C. decision-makers across the political spectrum. This included partnerships with AIPAC to invite Members of Congress, collaboration with the Jewish Federation of Greater Washington, and outreach to influencers representing entertainment, dance festivals, faith communities, and what-to-do-in-DC audiences.
Event Support & Community Partnerships: Our team provided full-service event staffing for media days and VIP events, coordinated press interactions with survivors and founders, and facilitated strategic partnerships including a powerful panel featuring Holocaust and Nova Festival survivors in collaboration with the U.S. Holocaust Memorial Museum.
Impact
Red Banyan’s strategic communications campaign delivered exceptional results that far exceeded expectations:
Media Coverage: Secured more than 137 pieces of earned media coverage with a combined audience reach of over 610 million, generating an estimated 2.65 million views and nearly 900 social engagements. Coverage included:
- National TV placements on The Armstrong Williams Show (syndicated to 93 stations), Fox News, NewsNation, and C-Span
- A feature story in The New York Times, reaching an estimated 428 million unique visitors
- Comprehensive local D.C. coverage including NBC4, WJLA, WTOP, and The Washingtonian
- Robust national Jewish media coverage across eJewishPhilanthropy, Algemeiner, Jewish Insider, Commentary, and JNS
- Strategic interfaith outreach resulting in placement in The Christian Post
Political & Community Engagement: Successfully attracted high-level political participation and community involvement, including visits from Members of Congress and their staff, Jewish community organizations and local social media influencers, and coordination of meaningful programming that elevated survivor voices.
Long-term Impact: The campaign successfully positioned the Nova Exhibit as a significant cultural and educational moment in the nation’s capital, with ongoing opportunities including active collaboration with Congressional offices for op-ed placement and sustained community engagement throughout the exhibit’s run.
During this campaign, the Red Banyan team successfully navigated sensitive geopolitical topics while delivering measurable results that honor victims, amplify survivor voices, and create lasting impact in the heart of American political and cultural discourse.