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.
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 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:
people reached through earned media
visitors to the exhibit hall, a record-breaking attendance
media placements in metro Detroit and beyond
Michael D. Stafford, Ph.D., Director, Cranbrook Institute of Science