How do you promote a big exhibition, for Canada’s biggest museum, about the world’s biggest animal? With some big ideas and big fun!
Blue Whale was a unique experience for the development team to create a ROM-original exhibition, and bring this world-captivating whale tale to life.
Working with an external agency, I led the marketing development on a fully integrated campaign across print, our-of-home, digital, and paid social. This involved creating a dynamic contest opportunity, pairing a sponsor and media partner, resulting in significant exposure for all involved and new lead opportunities.
The contest generated a database of more than 50K new contacts, as well as major exposure for the exhibition, which exceeded the attendance target by 159.4%—no, that’s not a typo.