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In 2021, Rochester Institute of Technology (RIT) Libraries temporarily relocated to a hockey rink while the campus library building underwent two years of extensive renovation and construction. Faced with a daunting move and upset patrons in the midst of the COVID-19 pandemic, RIT Libraries embraced the unexpected with creativity and humor. RIT Libraries gained buy-in and converted critics into fans by developing an integrated campaign as unconventional as their new home and engaging staff and campus partners throughout.

Marketing a library in a hockey rink: lessons in embracing change