Situation
In 2010, the Science Center of Iowa (SCI) had been in its new downtown Des Moines location for about five years. Its website was due for an update, and the staff wanted an overall brand refresh for the organization to reflect a shift in positioning. The museum, which was generally known as an excellent learning destination for children, was to become a place for people of all ages who are interested in science.
Solution
Trilix created a campaign focused on the “Experience” of a trip to SCI. Rather than showcasing specific exhibits, materials emphasized people with faces full of excitement and wonder — emotions felt while exploring SCI. We updated the logo and created a new color palette to give materials a more sophisticated feel, which would appeal to a more mature demographic as well as families with young children. We then developed print, radio and TV ads; a new website; and posters, banners and other collateral for SCI’s use throughout the building.
Results
SCI’s branding campaign was a hit, especially the new website. During the old site’s tenure (about five years) SCI sold about 5,000 IMAX tickets online. Within the first five months of the new site’s launch, SCI sold 5,000 tickets online. Also, the average visit length grew by about four minutes. The website won several local and national awards, and the print materials were honored in February 2012 with the Best of Show award in the local ADDY® awards competition, sponsored by the Des Moines Ad Pros.