A New York City advertising agency has been retained by the National Park Foundation to promote the National Park Service's upcoming centennial.
While Ad Week reported the campaign carried a $6 million annual price tag, foundation officials disputed that, saying they had only committed to a $1 million one-year campaign.
"Budgets for each subsequent year will be determined based on the scope of work that is agreed upon between Grey and NPF for that upcoming year," said a foundation spokesperson.
The campaign aimed at the Park Service's centennial in 2016 is to be diverse, spread across advertising and digital marketing, multi-cultural markeing, activation and event marketing, and public engagement and public relations.
"The National Park Foundation Board of Directors made the decision to support this initiative, knowing the tremendous opportunity the National Park Service Centennial will have in boosting the awareness, relevancy and support for the national parks for many years to come," the spokesperson said. "As the national non-profit to the National Park Service, the National Park Foundation believes this work to be core to its mission to build support for this venerable organization and inspire generations of national park enthusiasts for the next 100 years."
Funds to pay for the campaign are coming from a dedicated investment account created from contributions board members made over the years, according to the spokesperson.