Work / Cranbrook Institute of Science: A campaign built for a pharaoh

Case Study

Cranbrook Institute of Science:
A campaign built for a pharaoh

Cranbrook Institute of Science hosted its largest and most famous exhibit in years called Tutankhamun: Wonderful Things from the Pharaoh’s Tomb. Exhibits like this are pivotal opportunities for  building the reputation of a museum and the loyalty of its visitors.

Our Role

As the Institute’s strategic partner for marketing and public relations, we took responsibility for generating the results needed for a powerful exhibit launch.


Our challenge was to orchestrate an integrated campaign that lived up to the grandeur of King Tut, while meeting the high expectations of the exhibit sponsor and Institute board. The Institute needed prominent exposure to pack the room on opening night and spark interest throughout the exhibit run.

Our Solution

Our team delivered results through an integrated marketing campaign to promote and drive interest for the extravagant exhibit. We aligned all of the Institute’s communication channels to build excitement for the grand opening, and maintain visitor enthusiasm over nine months.

Our approach included:

  • Aligning Institute leadership and sponsors around what good meant
  • Developing an integrated marketing plan to drive efforts
  • Securing extensive earned media coverage including exclusive exhibit tours and in-studio segments featuring Tutankhamun artifacts
  • Placing paid media promotion through radio, TV and digital
  • Producing engaging social media content with targeted boosting

people reached through earned media


visitors to the exhibit hall, a record-breaking attendance


media placements in metro Detroit and beyond

​”Siren is a trusted and valued part of the Cranbrook team.  Serving as our Marketing and PR Department, Siren offers innovative guidance, new ideas, and initiatives we would have never thought of.  They are prompt, engaged, and committed to our success.  One would be hard pressed to find a better partner than Siren.”

Michael D. Stafford, Ph.D., Director, Cranbrook Institute of Science