To introduce the new American Museum of Science and Energy (AMSE) to the community.


AMSE was established in 1949 to provide educational programs focused on the Department of Energy’s past, present, and future missions.

AMSE underwent a major renovation and relocated to a new building in downtown Oak Ridge. The new museum facility explores Oak Ridge’s legacy and leadership in scientific and technical innovation, national security and environmental restoration, from the historic Manhattan Project through today, featuring state-of-the-art interactive exhibits and hands-on activities.

AMSE is a top tourist attraction in the Oak Ridge/Knoxville area, attracting approximately 65,000 visitors a year.


Piper Communications worked with the Department of Energy’s Oak Ridge Office to create and execute a grand opening strategy for the new AMSE.

The strategy engaged all AMSE stakeholders from city officials to the federal government and contractors, NGO’s, community leaders and elected officials. It included organizing a VIP ceremony and public ribbon cutting, executing an earned media approach and social media campaign as well as graphic design elements.


  • More than 200 people attended AMSE’s grand opening event & ribbon cutting ceremony
  • AMSE’s grand opening appeared in more than a dozen media outlets
  • AMSE grand opening was featured in 22 original news stories

By the numbers

  • 8.88M Online media coverage readership
  • 127K Media coverage views
  • 403 Media coverage social shares