Problem How do you combat declining attendance in an increasingly competitive market? Solution Use OOH to create excitement and interest. Background Attendance at Chicago’s Museum of Science and Industry (MSI) was de- clining. Chicago is a market with lots of museum competition. MSI had to breakthrough the museum “clutter” and stand out. The new exhibit “Body Worlds,” also presented another challenge—a new target market. Typically MSI targeted moms with kids, but “Body Worlds” was an adult exhibit. Objective The museum needed to create awareness and drive attendance to “Body Worlds,” a first-of-its kind exhibit. “Body Worlds” had real human bodies on display and specimens preserved through ‘plastination.’ Strategy The museum’s target market was Chicago residents

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