PATRIOTS POINT CASE STUDY

Real Life Heros

Patriots Point is a national treasure; a museum on historic Charleston (SC) Harbor, with its primary draw the USS Yorktown, an aircraft carrier that saw action in World War II. Patriots Point attendance was steady, but with declining financial support from the State and increasing maintenance costs, aggressive ticket sales growth goals had to be met.

Research revealed that Patriots Point featured ‘real’ aircraft and ships, where actual battles had occurred with actual American heroes, had powerful motivation. Patriotism was a key motivator as well…and where else better to experience that than at Patriots Point.

Armed with these and other data points, we created a dynamic, new message platform based around the theme line, “Walk In The Steps of Heroes”. We drove the messaging home through all media – on/offline media, direct response, e- newsletters, collateral, etc. There was a new hotel concierge incentive program driven by Rawle Murdy, on-the-ground activations and more.

PATRIOTS POINT
CASE STUDY

Real Life Heros

Patriots Point is a national treasure; a museum on historic Charleston (SC) Harbor, with its primary draw the USS Yorktown, an aircraft carrier that saw action in World War II. Patriots Point attendance was steady, but with declining financial support from the State and increasing maintenance costs, aggressive ticket sales growth goals had to be met.

Research revealed that Patriots Point featured ‘real’ aircraft and ships, where actual battles had occurred with actual American heroes, had powerful motivation. Patriotism was a key motivator as well…and where else better to experience that than at Patriots Point.

Armed with these and other data points, we created a dynamic, new message platform based around the theme line, “Walk In The Steps of Heroes”. We drove the messaging home through all media – on/offline media, direct response, e- newsletters, collateral, etc. There was a new hotel concierge incentive program driven by Rawle Murdy, on-the-ground activations and more.

RESULTS

Ticket Sales: Up 4-5% per year

Research says: ‘highly effective’

Ticket Price: 10% price increase
/no sales loss

Advertising

You can almost feel the energy!

Outdoor

The ship and planes burst through, with special lighting and pole wrap.

Outdoor

The ship and planes burst through, with special lighting and pole wrap.

Onsite Signage

To guide, excite and encourage additional spending.