Campaign Tagline “It Changes The Way You See The World” Speaks to the Museum's Impact on Generations of New Englanders
BOSTON, MA (December 4, 2012) – By linking the familiarity of everyday life to curiosity and passion for discovery, the Museum of Science, Boston’s new multimedia advertising campaign reminds people of all ages that the Museum is a place of lifelong learning. Created by Allen & Gerritsen, the campaign is designed to increase awareness and traffic for the Museum while opening people’s eyes to the wonders of science and technology in the real world. This is the Museum’s first branding campaign since naming Allen & Gerritsen as its agency of record in March, 2012. The Museum of Science, Boston is one of the world’s largest science centers and New England’s most visited cultural institution, averaging more than 1.5 million visitors per year.
The multi-faceted creative platform commences with print, radio, digital banners, and television advertisements featuring young adults and children connecting tangible everyday activities, like eating cereal, riding a bike or doing homework, to abstract science-related elements that they’ve seen before – at the Museum of Science. The campaign revolves around the tagline, “It changes the way you see the world,” conveying the message that the Museum's exhibits and attractions are more than just entertainment. The ability and power to think about the world differently after visiting the Museum is what keeps people coming back and passing their love for the Museum to future generations.
“We wanted a campaign that invites visitors of all ages to explore, discover, imagine and feel inspired by all our Museum has to offer,” said Cindy Mackey, the Museum's vice president of marketing & external affairs. “Through their innovation and creativity, Allen & Gerritsen captures what makes the Museum of Science, Boston appealing to such a broad spectrum of people.”
“This campaign speaks to the intellectual and emotional bond generations of people have with the Museum of Science,” said Allen & Gerritsen Creative Director Doug Gould. “The Museum opens our eyes to the wonders of science and engineering, and has a lasting impact on the way we all view the world.”
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About Allen & Gerritsen
Allen & Gerritsen (a&g) is a 27-year-old advertising agency with an entrepreneurial spirit. Always focused on what’s next, we view the agency as a lab, incubating ideas to build business (including our own media channels like #Techi). a&g is ranked number one by Advertising Age a Best Place to Work Top 50 Independent advertising agencies in the US and named a Best Place to Work in Massachusetts by both the Boston Globe and the Boston Business Journal. Our client roster is comprised of a mix of consumer and BtoB brands, including: The Boston Celtics, Bright Horizons Family Solutions, Comcast, D’Angelo Grilled Sandwiches, Hannaford Supermarkets, Hornsby’s Hard Cider, Kamik Footwear, MFS Investment Management, Ninety Nine Restaurants, Papa Gino’s, WBUR, Partnership for a Drug Free America, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.
About the Museum of Science, Boston
One of the world's largest science centers and New England's most attended cultural institution, the Museum introduces about 1.5 million visitors a year to science, technology, engineering, and math (STEM) via dynamic programs and hundreds of interactive exhibits. Founded in 1830, the Museum was first to embrace all the sciences under one roof. Highlights include the Thomson Theater of Electricity, Charles Hayden Planetarium, Mugar Omni Theater, Gordon Current Science & Technology Center, 3-D Digital Cinema and Butterfly Garden. Reaching 25,000 teens a year worldwide via the Intel Computer Clubhouse Network, the Museum also leads a 10-year, $41 million National Science Foundation-funded Nanoscale Informal Science Education Network of science museums. The Museum's "Science Is an Activity" exhibit plan has been awarded many NSF grants and influenced science centers worldwide. Its National Center for Technological Literacy®'s engineering curricula have reached 46,800 teachers and over 3.8 million students nationwide. The Museum has also: been recognized by Boston and Cambridge for its energy and sustainability efforts; named an Employer of Choice by Work Without Limits, a Massachusetts disability employment initiative; is Yankee Magazine's "Best of New England Readers' Choice" for Cultural Attraction in Science; is El Planeta's Best Tourist Attraction for the Massachusetts Latino population; and Undiscovered Worlds: The Search Beyond Our Sun was recognized as the "Best Immersive—Fulldome Program" by the Jackson Hole Science Media Awards. Visit http://www.mos.org. Follow the Museum of Science on Twitter at @MuseumOfScience or Facebook at www.facebook.com/museumofscience.
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