| Client: | Toy & Miniature Museum of Kansas City |
|---|---|
| Program: | Special exhibit marketing campaign |
Challenge
The Toy & Miniature Museum of Kansas City decided to transition its schedule of special exhibits from shorter seasonal programs, to larger exhibits lasting a year or more. The first of these special exhibits was entitled “Celebrating 50 Fabulous Years with America’s Favorite Doll,” and coincided with Barbie’s® 50th birthday. The museum turned to Sturges Word Communications to develop and execute a campaign that would engage Barbie fans across the metro and attract first-time visitors.
Solution
Sturges Word delivered a colorful and energetic campaign that included local and regional media relations, special events, direct mail, billboards, print ads, public radio underwriting spots, and promotional cards distributed at locations popular with both tourists and doll enthusiasts.
Results
During the campaign, museum attendance increased 30 percent and revenue rose 50 percent year-over-year. The exhibit opening attracted 507 attendees and ongoing exhibit programming generated record-breaking numbers of visitors. The exhibit has earned more than 20 media placements, and was honored by the Kansas City Chapter of the Public Relations Society of America with a silver award for local and regional marketing.
