Winter at Space Place

The project —
Advertising a range of events and courses for the winter season at Space Place.

Objectives —

1. Introducing our campaign theme of ‘know your night skies’ to the seasons advertising.

This theme is about educating our audiences on what we can find in our unique Southern Skies, it’s also about sharing that Space Place is the place to learn about our skies, and that it’s fun for the whole family!

2. Finding a way to advertise a wide range of events in a cohesive way for the season, to aid brand recognition and cross-sell opportunities.

Our approach —
For the winter event season at Space Place we began with our programmes and the season brochure.

Typically we had been using a photograph to advertise each event, each event had a unique poster and associated online advertising. This season we were able to split our events into three overarching categories,

asteroids,
the moon, and,
Matariki.

We were then able to add a small amount of illustration on the brochure above these events bringing a human element into the programme. Our asteroid guy is running away from impending doom of an asteroid crashing into earth, people are photographing the moon, they are discovering what’s in our night skies etc.

The approach enabled —

Our team to have a little bit of fun with our advertising and posting on social media, employing the use of animated gifs or html5 ads, rather than just one-off photos so we could craft little mini stories and copy lines about each scene/event to engage.

Results — We were successful in selling out the entire season, over-selling some of our events - we had a bumper winter season at Space Place!

Digital

Shown below, range of event posts for FB/Instagram and the Museums Wellington Website/What’s On pages.

Museums Wellington Season Brochure

You can see how we’ve themed our events and where we began with our ‘human’ elements.