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@mbloomstein | #IAS13 59
© 2013
The organization
Established and premiere
• Founded in 1896
• International reputation for depth in several areas
• Not really a “destination” for tourists—but definitely for
academics and researchers
Trusted
• Known for research among competitors, but not local audience
• Target audience is loyal, but places greater appreciation in its
tradition and history than modern updates
Kid-friendly
• Seen as ideal for family visits, school field trips, but relatively
unknown for adult applicability within the local target audience

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