Mystic Seaport’s attendance had been flat for several years.
Our job: figure out why and fix it.
Our research revealed that the perception of Mystic Seaport was murky at best. People did not understand Mystic Seaport’s breadth of compelling exhibits and programs, which were interesting, educational and fun.
But who knew?
Instead of the typical agency approach, we uncovered original stories better than anybody could have scripted and delivered them through online video content. To do this we targeted influencers in key passion groups through our active distribution system.
Gate traffic and visitation for the 38th Voyage of the Charles W. Morgan delivered a 28% increase in overall visits
Paid media added to the views by driving guests to a new blog page that hosted all the videos.
To date, our content has generated 1,278,741+ views
from visitors in 171+ countries
Our new approach created a groundswell around the brand in a way Mystic Seaport had never seen before