Problem How can the International Spy Museum drive ticket sales after moving to a brand new location? Solution By building awareness through an engaging OOH cam- paign featuring coded message creative. Background After 17 years at their original location, the International Spy Museum moved across town to a brand new, bigger and better, purpose-built home, with a totally immersive and completely reimagined exhibit experience. They needed to drive traffic and ticket sales upon opening their doors after five months of being closed for relocation. The new museum is a massive and iconic building, and the opening of it was newsworthy. However, there were many challenges: getting people to understand that the mu- seum had moved; that the experience was totally new and different; how t

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