Targeted storytelling creates a groundswell.
Mystic Seaport’s attendance had been flat for several years.
Our job: figure out why and fix it.
GOING OVER AND ABOVE ANYTHING OUR CLIENT HAD EVER REALIZED
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 that were better than anybody could have scripted. We focused on the most compelling messages and delivered them through online original content. To do this we targeted influencers in key passion groups. This multiplied our impact with the prospects that mattered most.
This strategy delivered five times the average views. Paid media added to the views. Our new approach created a groundswell around the brand in a way Mystic Seaport had never seen before.
RESULTS ABOVE EXPECTATIONS
Gate traffic and visitation for the 38th Voyage of the Charles W. Morgan delivered a 28% increase in overall visits
2015 campaign delivered record July attendance numbers
Over 1,278,741 views and counting of our original content videos
Visitors from over 171 countries have visited the microsite