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Mugar Omni Theater

Boston, MA, USA Cynthia Mackey

Vice President, Marketing

617/ 589-0252

cmackey@mos.org

GSCA Achievement Awards Submission for Best Film Launch

Marketing Plan & Campaign

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Table of Contents

•  Situation Analysis

•  Marketing Campaign Objectives

•  Marketing Campaign Strategies

•  Marketing Campaign Tactics •  Publicity •  Promotions/Events •  Advertising •  Collateral Materials

•  Results of Marketing Campaign

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Situation Analysis •  The Mugar Omni Theater underwent a major renovation from

September to December.

•  The theater is one of four large format theaters in the Greater Boston market. •  In 2007, it had the largest market share (32%), based on attendance,

of the four theaters despite being closed for renovations.

•  It is New England’s only 1800 IMAX® Dome theater.

•  The core audience of the Museum is primarily women, 35-54 with children.

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Marketing Objectives

•  Create a campaign to increase awareness of The Alps and ticket sales to the film.

•  Maintain previous year’s position as the market leader after renovation.

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Marketing Strategies

•  Engage key audiences: •  General public •  Museum audience •  Special interest groups •  Press

•  Highlight The Alps themes of travel, adventure, the environment and sports to reach other audiences.

•  Use multiple channels to surround potential film-goers.

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Marketing Tactics •  Focus on visitors in Eastern Massachusetts that are most likely to visit the

Museum.

•  Target local press interested in films, arts and entertainment, features, sports, and the environment.

•  Target general public through advertising, radio promotions, a media tour, events, public service announcements (PSA), and outdoor signage.

•  Target Museum audiences through events, in-house signage, collateral, and the website.

•  Target special interest groups through rack card placement and grassroots outreach.

•  Highlight recent renovations to generate excitement.

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Integrated Marketing Campaign

Advertising Print

Radio Out of Home

Internet PSA

Promotions/Events Rack Card Placement

Radio Promotions Boston Globe Event Science Street Cafe

Collateral Material Publicity

The Alps Valentines

Press Preview Photo Opportunity

Media Tour On-air

Clippings

Invitations Outdoor Signage In-House Signage

Website Member Newsletter

E-Newsletter

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Marketing Tactics

•  Publicity •  Valentines •  Press Preview •  Photo Opportunity •  Media Tour •  On-air •  Clippings

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Valentines

•  Sent valentine Swiss chocolate bar to key press in the area as a reminder about the press preview.

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Press Preview •  Date: February 27, 2008 •  Attended by 35 local and regional press interested in covering films,

arts and entertainment, features, sports, and/or the environment. •  Press enjoyed a Swiss breakfast including poached salmon, pear

crepes and hot chocolate after the screening and remarks by climber John Harlin III.

•  Press kits including the main release, John Harlin’s biography, and a release about the theater’s recent renovation were given out along with Swiss chocolate bars.

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Photo Opportunity •  Ice Sculpture

–  The sculptor began carving the ice in front of the Museum as press were arriving for the preview and completed it by the time press left.

–  Media alerts were sent to assignment desks and photo desks.

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Media Tour

•  Media Tour with John Harlin III •  Radio

–  WBZ-AM: interview for “New England Weekend” show with host Jordan Rich

•  TV –  Fox 25: interview for the morning show with Kim Carrigan. –  New England Cable News: interview for “Good Morning Live.“ –  CN8 Comcast: interview on “Backstage with Barry Nolan.”

Entertainment show featuring new films, interviews with celebrities.

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On-Air Samples

•  Fox 25 Morning Show –  Click below to watch

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On-Air Samples

•  Good Morning Live (NECN) –  Click below to watch

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Clippings •  Boston Globe

–  February 18, 2008 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

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Clippings •  Metro Boston

–  February 28, 2008

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Clippings •  Boston Herald

–  February 28, 2008

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Clippings •  Boston Globe

–  February 29, 2008

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Clippings •  Boston Globe

–  March 3, 2008

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Clippings •  Patriot Ledger

–  February 21, 2008

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Clippings •  Christian Science Monitor

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Marketing Tactics

• Promotions/Events •  Rack Card Placement •  Radio Promotions •  Boston Globe Event •  Science Street Cafe

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Rack Card Placement •  Distributed 5,000 rack cards throughout Massachusetts and New

Hampshire to organizations and retailers likely to be interested in Harlin’s epic journey. –  Included:

•  Ski Areas •  Climbing Clubs •  Hiking/Outdoor Clubs •  Sport Clubs •  EMS •  North Face •  Patagonia •  Sport Retailers

•  Gave away passes to employees/members to help generate word-of-mouth excitement.

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Radio Promotions •  WBZ (News):

–  Online Giveaway- “Swiss Escape” package included movie passes, Swiss dinner or drinks at Science Street Café, chocolate and ski passes.

–  Box Office Giveaway Sponsorships –  80 On-air announcements

•  WXRV (AOR): –  Location Giveaway- Movie passes given away at ski mountains –  20 On-air announcements

•  WMJX (Soft AC): –  Online Giveaway- prize package included movie passes, Swiss

dinner at Science Street Café, and chocolate. –  20 On-air announcements

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Radio Promotions •  WODS (Golden Oldies):

–  Promotional Announcements under “Things To Do” –  40 On-air announcements

•  WROR (Classic Rock): –  Online Giveaway- Listeners emailed why their family deserved to

getaway as part of the “Alpine Getaway for the Day” which included ski and movie passes.

–  Weather Sponsorships –  39 On-air announcements

•  WBMX (Soft AC): –  Online Giveaway- “February Vacation Dream” package included

movie passes, Swiss drinks at Science Street Café, and chocolate

–  35 On-air announcements

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Boston Globe Event •  Date: February 27, 2008 •  Partnered with the Boston Globe •  Fifty Grand Prize Winners received two

tickets to the screening as well as a VIP reception which features Swiss themed food and drinks. One Hundred First Prize Winners received two tickets to the screening.

•  Décor included skis, boots, winter wear, snow shoes, comfy couches, and a “roaring fire.”

•  John Harlin answered questions after the film.

•  Swiss chocolate bars were distributed as a take-home item.

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Boston Globe Event

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Science Street Cafe

•  Science Street Café is open on Fridays from 6-10 p.m. •  Museum guests can enjoy dinner and drinks while listening to live

jazz. •  A special prix fixe Swiss menu was developed and highlighted by

Wolfgang Puck Catering. •  Menu:

–  Appetizer: Crisp Rosti with Smoked Salmon, Crème Fraiche and Chives or Raclette Stuffed Onion with Fruit Compote and Toast Points

–  Entrée: Braised Beef Short Ribs with Potato Puree and Pickled Vegetables or Free Form Pastetli with Chicken Veloute, Mushrooms, Braised Leeks, Gruyere and Garnished with Carrots & Zucchini

–  Dessert: Cinnamon Baked Apple with Walnuts, White Raisins and Swiss Crème or Swiss Dark Chocolate Mousse

–  Children’s Menu: Swiss Grilled Cheese served with French Fries –  Beverages: Swiss Hot Chocolate, Swiss chocolate Martini, Kirsch Vodka

Martini

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Science Street Cafe

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

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Marketing Tactics

•  Advertising •  Print •  Radio •  Out of Home •  Internet •  PSA

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Print •  Newspaper Print

–  Boston Globe •  Various sizes •  Ran in Movie Listings, Sunday Arts and Entertainment, and

Calendar/Weekend •  March 2 - 13, 2008

–  Boston Metro •  Quarter page •  February 29- March 7, 2008 •  Ran in Friday Weekend

–  Boston Now •  Half Page •  February 29- March 7, 2008 •  Ran in Entertainment

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Print Samples The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.

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Radio

•  Flight Details –  :10 tags

•  Ran on WBUR, WGBH, WKLB, WMJX, WMKK, WODS,WROR, WXKS, WROR

•  February 11- March 9, 2008 –  Click to listen –  Script: Coming soon to the Mugar Omni Theater, the

spectacular new film: The Alps. Watch as one climber embarks on the most perilous and meaningful ascent he has ever undertaken. Tickets at mos.org.

The image cannot be

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Out of Home •  Billboard

–  Located on the Massachusetts Turnpike (Eastbound) •  March 3 - June 1, 2008

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Internet •  Internet Ads

–  Kiss108.com •  Leaderboard •  April 11 - July 31, 2008

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PSA

•  Ran on WVCB-TV the local ABC affiliate and the Museum's Media Partner

•  March 1 - May 4, 2008 •  :30, :15, :10 spots •  :15 Script

–  Witness the breath-taking beauty of the Alps, its people, and a true story of extraordinary courage. See “The Alps” at the newly renovated Mugar Omni Theater. Where else, but the Museum of Science! Visit MOS dot org.

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Marketing Tactics

•  Collateral Material •  Invitations •  Outdoor Signage •  In-House Signage •  Website •  Member Newsletter •  E-Newsletter

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Invitations •  Press Invitation

–  Sent to approximately 500 local and regional press

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Chocolate Bar Wrapper •  Covered Swiss chocolate bars handed out at special events.

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Outdoor Signage •  Street Pole Banners

–  Lined the McGrath/O’Brien Highway in front of the Museum

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Outdoor Signage •  Tower Banner on top of the Museum

–  Visible from Storrow Drive

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Outdoor Signage •  Window Graphic on the outside of the Museum near the

theater –  Visible from the McGrath/O’Brien Highway in front of the Museum

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In House Signage •  Duratran

–  On wall in the hallway leading from the garage to the main lobby and box office

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In House Signage •  Concourse

–  Hangs above the hallway leading to the garage

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In House Signage •  Video slide shown on screens above the box office, by the

elevator, in the main lobby, and during the theater pre-show.

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Website •  Highlighted on the Museum Homepage

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Website •  Listing

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Member Newsletter •  Sparks!

–  Sent to 47,000 member households

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E-newsletters •  Included in General, Adult, Member, Press, and Educator

e-newsletters –  Sent to approximately 70,000 subscribers

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Results of Marketing Campaign

•  During the first month, over 15,200 people saw the film. •  The Swiss menu accounted for 65% of all Science Street Café sales. •  Ice sculpture was covered in top four Boston papers. •  There were 12.3 million impressions from advertising, over eight

articles and four on-air segments, and over $63,750 in promotional added value.

•  The sponsor links on Google had a conversion rate of 3.26%. •  Radio ads reached 85% of adults 35-54 in the greater Boston area. •  At the end of March, the Museum’s market share by attendance for

the calendar year was 44%.

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Marketing Team Cynthia Mackey Vice President, Marketing cmackey@mos.org, 617/589-0252

Amy Hampe Manager, Advertising and Promotion ahampe@mos.org, 617/589-0254

Sandra Fasules Program Manager, Marketing Educator & Enrichment Programs sfasules@mos.org, 617/589-0253

Sofiya Cabalquinto Program Manager, Media Relations scabalquinto@mos.org, 617/589-0251

Michael Morrison Publicist mmorrison@mos.org, 617/589-0250