SOURCE: Sage Communications

Sage Communications

February 11, 2014 09:11 ET

Sage Communications Gets Q?rius

MCLEAN, VA--(Marketwired - Feb 11, 2014) - In mid-December, the Smithsonian Institution's National Museum of Natural History opened Q?rius (pronounced curious), a new space that invites teen visitors into an immersive and inspiring environment where they can explore and connect with science on their own time and terms. Q?rius embodies a key Natural History strategic goal to find creative ways of engaging teens in understanding the natural world and their role in it.

Sage Communications, a leading DC-area marketing communications firm, is proud to announce itself as the lead marketing strategy partner behind Q?rius' launch. Over the past nine months, Sage (working in concert with Natural History and design partner D*MNGOOD Creative Agency as Team Sage) jointly defined a universal brand experience that's energetic, fresh and highly relevant to "digital natives" like teen Millennials.

Sage Communications has significant experience with large creative brand development and launch projects through its longstanding relationships with the DC Jazz Festival and National Cherry Blossom Festival. But in Q?rius' case, it was immediately apparent the launch would require a different and more experiential approach that mirrored the space's mission.

"The Smithsonian is a globally renowned institution with a deeply rooted operational culture of intellectual rigor and inclusiveness. Any creative agency that partners with it must understand how to work in this highly collaborative culture," said David Gorodetski, co-founder and COO, Sage Communications. "This project required us to revisit the traditional agency / client relationship. It offers a unique case study into a more strategic way to fuse tactical and museum subject matter expertise with fun, intuitive and highly visible marketing techniques."

Case Study Highlights

  • After conferring on Q?rius' mission with Smithsonian leadership, Team Sage gravitated around a brand concept built on Moments of Discovery. These moments act as experiential flashes where new understanding provokes extraordinary emotional responses and inspires teens to share their experience with peers.
  • Team Sage worked with a renowned computer graphic illustration (CGI) provider to translate these Moments of Discovery into a series of fanciful CGI artworks. Believed to be a first for a major US science museum, these artworks draw on the persistent appeal of serial fiction and alternative worlds among teens, where empowered young people master extraordinary challenges.
  • Team Sage added motion to these moments by partnering with national sensation Improv Everywhere for a special flash-mob-style DC event on the National Mall. The scripted "secret" event -- hosted on portable audio devices -- turned each participant into an alien scientist exploring a new world, inspired by actual activities conducted inside Q?rius. The event attracted an estimated 550 participants from across the DC region and delighted hundreds of observers over the Thanksgiving weekend.
  • Team Sage took the Q?rius experience to the streets of DC through a series of semi-scripted encounters that played out in iconic public locations. In each encounter, an unlikely host challenged passers-by to pose their own questions, conduct a sound-effect symphony, or explore their environment like an insect. Team Sage captured each encounter in a series of web videos hosted on popular social channels.
  • On a professional level, Team Sage helped connect Q?rius with critical influencers like science educators and tour operators. These influencers can be responsible for driving as much as 25 percent of a typical museum's attendance, and are key to supporting Natural History's ambitious on-site attendance and website visitor goals.

About Sage Communications

Sage Communications is the DC region's largest integrated marketing consultancy. Sage provides a unique fusion of marketing communications, public relations / social media, event and interactive services to global companies, technology start-ups, non-profits, government agencies, associations and coalitions. Sage focuses on high-impact communications strategies and programs that produce measureable results. Sage proudly supports several organizations and activities including the DC Jazz Festival, AFCEA Bethesda Children's Gala, St. Jude's Research Hospital Annual Gourmet Gala, and The Children of Uganda. Please visit or contact us via:

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