MuseumLab Launch Campaign

The Children’s Museum of Pittsburgh continued to struggle with their core audience of kids “aging out” as they reached their tween years. To recapture this literally growing demographic, the Children’s Museum created MuseumLab—a high-tech, hands-on makerspace loaded with DIY experiences in arts and technology. But to win the notoriously short-spanned attention of this younger audience, MuseumLab needed a message that would resonate—and a media strategy that would reach them. To do so Alexa and the team targeted both teens and parents to get the word out.

Target Audience: Tweens

Using a targeted digital campaign that spoke to middle 🏫 -ers in their native 👅... emojis with a subtile hint of elevated sass. Utilizing platforms such as Youtube and Snapchat, to reach a younger audience, the campaign was 🐬-itely on 🎯.

Make | Youtube :14

Bolt on Over | Youtube :12

Check It Out | Snapchat :10

Target Audience: Parents of Tweens

With so many venues competing for mom and dad’s entertainment dollar, MuseumLab needed a way to stand out as the best choice—one that would educate and entertain. Through highly-targeted ads on Facebook and Instagram, conveying fun and impactful messaging that highlighted how MuseumLab can help tame the tween-age ‘tude.

Outdoor Billboards

On-site Directional Banner leading guests from the Children's Museum to the MuseumLab.

Campaign Credits:
Art Director: Alexa Valenta
Copywriter: Bill Garrison, Vince Robleto
Client: The Children's Museum
Date: Spring 2019
Agency: GH Advertising

You may also like