Marketing Library

The Museum of Science used a multi-channel approach to promote the National Geographic film Pandas: The Journey Home. The campaign  combined a broad marketing campaign of regional radio, TV, and press outreach with targeted outreach to niche audiences. The main promotional push surrounded the appearances of museum employees in a giant panda suit from National Geographic. These were scheduled for high traffic areas of Boston, including Chinatown and the area surrounding Fenway Park before a Red Sox game. The Museum employees in the panda suit were [...]

The Science Museum of Minnesota was pleased to launch in February 2015 a triple-header of programming that transformed the museum through summer 2015 into the most engaging and robust space museum between the North American coasts. The museum hosted the world premiere of its new exhibition "Space: An-Out-of-Gravity Experience," along with the giant screen film Journey To Space and the three-story Coachella Astronaut. Poetic Kinetics, a Los Angeles-based group of artists working in large-scale installations and top-notch production value experiential design, built the astronaut for the [...]

The Jerusalem campaign from National Geographic Studios was designed to provide top-level support for the film and work in tandem with local theater efforts. One key strategy was to create an outreach campaign to the interfaith community in order to minimize any miscommunications as to the film's message. If done properly, this would eliminate negativity and boost the success of the film as these groups become advocates of the film. By working with faith-based organizations at the national level and providing “Faith Guides” for leaders of [...]

Shark attack! As part of the overall marketing strategy for the launch of Great White Shark 3D, the Montreal Science Centre hoped to create a buzz and educate guests that there are, in fact, sharks in Quebec waters. As part of this effort, the Science Centre engaged free-diver and local shark specialist Jeffrey Gallant as ambassador for the film and corresponding exhibition, Planet Shark: Predator or Prey. A blog was launched featuring Gallant and his expedition to tag a shark, and viewers could interact with him [...]

Provided by Jackie Mollet, Sr. Director/Theater, Exhibitions and Visitor Services Saint Louis Science Center The OMNIMAX® Theater—why do we need one? Cultural institutions with large format theaters across the country struggle with this question. It is an expensive and risky operation. Many wonder if we should focus our attention elsewhere or get rid of the theater entirely. On Friday, June 6, 2014, an event took place that completely answered this question for me. The Saint Louis Science Center’s OMNIMAX Theater organized a Remembrance Day in honor [...]

Museum of Discovery and Science in Fort Lauderdale, Florida, reached out to community partners to create two South Pacific cultural events that allowed the community to use the museum as a presentation stage to promote their culture. A Polynesian Culture Festival was held in conjunction with the opening of Journey to the South Pacific 3D, and then four months later a big Asian-Pacific American Heritage Celebration was held.  The events added to the visitors film experience without expense to the museum. Click here to download the [...]

The Putnam Museum constructed a campaign to launch their conversion from 15/70 IMAX film to 4K digital that kept their audience informed as the conversion took place. They implemented a countdown and communicated it through e-marketing, their website and social media. The content leading up to the grand re-opening included posting and sharing renovation activity photos of the progress. They produced a time-lapse video of the projection booth transformation that was uploaded to YouTube and distributed through all their social media channels. To build anticipation, they [...]

WILD about mobile! As part of their marketing strategy for the launch of Born to Be Wild 3D, Montréal Science Centre organized a creative mobile promotion to engage their target market and help break through the clutter of a multitude of events in the city that summer. Working with the theater sponsor, TELUS, customers were able to download a few of the Born to Be Wild songs on their phones. They could also enter to win a family combo pass to the theater.  

Take a trip on the wild side! IMAX Melbourne/Museum Victoria combined forces with IMAX Darling Harbour to create a major PR splash for the launch of Born to Be Wild 3D. In an effort to promote the movie on a national scale, the two partnered together to pursue a donation from a travel agency for a trip package to either Borneo or Kenya. They successfully secured a $20,000 luxury cruise for two to Borneo from Orion Expedition Cruises. Working together with shared key messaging about the [...]

The Canadian Museum of Civilization won the GSCA 2013 Big Idea Award for their out-of-this-world idea of getting Commander Chris Hadfield to promote the theater's launch of Space Station—from space. Commander Hadfield recorded a video message promoting the film while on board the International Space Station. Pictured here accepting the award are Michele Canto, David Henderson, and Marie-Claude Vachon. View the video here: Canadian Museum of Civilization Chris Hadfield Space Station promotion Goals and Strategies Our primary objective was to have the re-launch of the film [...]