Bring more Hispanic and African American attendees to a cultural attraction that’s viewed as difficult to get to – and a place where there’s plenty to look at but nothing to actually do.
Primary research revealed that visitation was largely driven by an understanding of what visitors can do and touch – not just see – as part of admission. The attractions with interactions were moments of surprise and delight that influenced people’s view of the cultural attraction favorably. This was also a major consideration in perceived value: the expectation of what visitors get for the cost of a ticket. Following the research we created a playbook and conducted training for the client that served as a guide for how their marketing team could implement culturally relevant marketing.
Following development of the playbook and training, the client’s team implemented new media targeting parameters and put new creative in market. As a result of these changes, they achieved double digit growth in African American (62%) and Hispanic (75%) households, leading to an increase in overall ticket orders in 2018.