With Disney, Universal Studios and SeaWorld as your biggest competitors and much closer to Orlando International Airport, it wasn’t a big surprise to find attendance numbers down at the Space Center. So a new $40 million Apollo Saturn V exhibit was created to help boost those figures.
Brand marketing research indicated the Apollo moon missions were the most interesting aspect of the space program for many parents. It also showed that the average tourist visits Florida for seven days at a time, with several days usually open for an unplanned activity.
Our strategy was to capitalize on parents’ attraction to the Apollo missions to lure Mom, Dad and the kids to a high-energy, edge-of-your-seat educational experience and away from the hotel pool on their open days. We intended to position the Kennedy Space Center brand as an intelligent alternative to all of Orlando’s make-believe attractions. A combined media plan of TV advertising, print ads and radio marketing was implemented, both in market and in feeder markets, to create an integrated approach and boost attendance.
Within the first year that FHB was onboard with Kennedy Space Center, we reversed the decline in visitation and increased attendance 20%.