How do you spark declining attendance and combat increasing competition?
How do you spark declining attendance and combat increasing competition?
1 PagesProblem How do you spark declining attendance and combat increasing competition? Solution Use OOH formats to create awareness by generating excitement. Background The Museum of Science and Industry (MSI)’s main challenge was to reverse the declining trend in atten- dance numbers. In addition, the Chicago area offered a significant number of a tractions for competition. These attractions were also increasing in number. Because of the museum’s newest exhibit--the “U505”submarine-- MSI’s audience experienced a change in demographics. The museum typically catered to moms with kids, but with the “U505” exhibit, the target is adults. Objective MSI’s main advertising objective with the U505 cam- paign was to create awareness of the “Down Periscope” and drive traffic to the exhibit
