The Indiana State Museum is a swimmingly active place. Sure, they have millions of priceless artifacts, but here they bring this rare and unique collection to life with a story-telling twist. That’s where the fun begins. Our advertising campaign explored a visual mash-up of Indiana’s past, reiterating the importance of the stories behind the artifacts and how the lessons of the past can be used to help us wrestle with the issues of tomorrow. With the goal of increasing daily attendance for the museum, the strategy incorporated a location-based digital campaign, as well as a mix of high-impact traditional media, interactive components and environmental signage, resulting in a healthy increase in daily attendance in the first year. What’s next, indeed.
MUSIC UP
VO: What can this Greek revival mansion, this 10,000-year-old Native American spearhead, or Honest Abe’s legendary Lincoln Mallet teach us about our world today?!?! At the Indiana State Museum and Historic Sites, we use our rare collection of artifacts, road-trip worthy destinations, and award-winning, must-see exhibits to tell powerful stories that put you at the center of the action. Here, this 1927 Stutz Sedan…
SFX: 1920s car horn, and engine running
VO: …might become a road map for a story about the modern American Dream. Or, this Ice Age tunnel here…
SFX: Prehistoric world soundscape
VO: …could turn into a time machine transporting you and your family to a prehistoric arctic kingdom. With experiences geared to every age and interest, you’ll find what you’re looking for at the Indiana State Museum and Historic Sites. Indoors, outdoors, and online … this is Indiana’s Museum. This is your Museum. Find your next adventure at Indiana Museum dot org.
MUSIC OUT
MUSIC: Epic action-movie trailer-esque — think Jurassic Park
SFX: Ice cracking, wind howling
MALE VO: From the arctic kingdom . . . the ice age returns to the Indiana State Museum inside our new gallery: Frozen Reign.
SFX: Water dripping inside an ice cave, ambient howling wind
MALE VO: Embark on an odyssey through an ice-tunnel time machine . . .
SFX: Pre-historic animals (jaguars, mastodons, etc.) roaring and ambient Mastodon stampede
MALE VO:. . . and come face to tusk with the glacial giants who once called Indiana home. Discover a state of change inside Frozen Reign. Find what’s next, at Indiana Museum dot org.
MUSIC: OUT
