Laurel Hill Cemetery is packed with 72 acres of famous residents, incredible stonework, scandalous tales, and a rich history. Unique, themed tours and special events fund the preservation of the cemetery. Our job was to tell people about it.

We positioned Laurel Hill as an underground museum – obviously a nod to the fact that it’s a cemetery, but also to position it as an alternative to ordinary museum experiences.

The campaign consisted of non-traditional tactics, including the leather-bound gift book How Not to Die, as well as posters and bus cards. The campaign was a success. As far and wide as the UK, people were blogging about the “wacky” idea of advertising a cemetery in such a nontraditional way. But most importantly, people were showing up for tours and donating to the cemetery’s restoration fund.