Brunswick Group is providing “foundational communications” for the Grand Egyptian Museum, which is expected to open by November.

The facility, which is located outside Cairo and two kilometers from the Pyramids of Giza, will be the world’s largest architectural museum.

GEM will feature more than 100K artifacts, including King Tut’s entire treasure and artifacts from pre-historic times though thousands of years of pharaonic civilization and more modern ancient Greek and Roman periods of history.

Brunswick’s contract is with Legacy Development and Management, on behalf of the Ministry of Tourism and Antiquities of Egypt.

According to the agreement, Brunswick was hired due to its “distinctive experience in the field of critical issues, arts strategies, and reputations management.”

Its duties include development of a narrative for GEM, PR & communications strategies, media outreach, training and crisis management.

The contract went into effect Sept. 22 and runs for three months. Fees are set at $132K.

France Desmarais, head of Brunswick Arts, Gulf, leads the 11-member GEM PR team.

Prior to joining Brunswick, she was senior museum director for Diriyah Gate Development Authority in Saudi Arabia.