In 2016, the Museum of Science and Industry, Chicago (MSI) found itself struggling to stand apart from other Windy City attractions. Even as the largest science museum in the Western Hemisphere, they were fighting for attendees from both Chicagoans and tourists. They had an immediate need to communicate its one-of-a-kind Museum experience in effort to increase attendance and revenue.
The MSI has always valued a strong sense of curiosity, which later became the core insight and differentiator for its new integrated campaign. In an age of shrinking attention spans—when most answers are a simple internet search away—MSI took on the challenge to help reignite people’s curiosity. What’s more, MSI’s uniquely immersive and tangible learning experiences encourage visitors to touch and interact with its exhibits—natural proof the Museum’s effort to live out its mission to “inspire the inventive genius in everyone.”
“Long Live Curiosity” became the tagline for MSI’s new integrated campaign. Creative elements throughout the city challenged passersby with provocative questions about life, science, technology and everything in between. The campaign launched in partnership with the Chicago Tribune, followed by OOH, digital displays and bus shelter placements throughout Chicagoland.
During the campaign’s three-month circulation, results exceeded expectations. The Museum saw a 12.5% increase in ticket sales and a 31% increase in website activity indicating visit interest. In total, website activity indicating 84,000 more conversions from 2016.