KENNEDY SPACE CENTER

As agency of record for the Kennedy Space Center Visitor Complex, MMGY was tasked with building an integrated strategy to drive increased visitation to the Orlando attraction – all while NASA was sunsetting its shuttle program and perceptions were growing amidst the general public that the visitor complex was closing.

After conducting on-site intercept studies as well as Orlando market research, the MMGY team recommended a plan focusing on three key markets: advanced trip planners, regional drive market visitors and in-destination travelers. And while digital and CRM tactics were used heavily to reach the first two markets, traditional media was leveraged in reaching the in-destination traveler.

To compete in the heavily saturated attraction market, MMGY developed a number of executions, including special offers from tourist guides and publications, a rental car hang tag program, bus wraps in the tourist corridor, out-of-home executions with digital enhancements and extensions, in-hotel television network and cinema advertising in the coveted Downtown Disney and Universal CityWalk movie theaters. MMGY also negotiated local radio buys and coordinated VIP tours for radio personalities to visit the visitor complex. This allowed a value-add that included on-air exposure during peak visitor periods. Additionally, MMGY created and executed unique title sponsorship with leading local cable operator where a weather camera was set and maintained at Kennedy Space Center Visitor Complex for the purpose of broadcasting views of the attraction live throughout the day during weather news updates.

With a relatively lower spend in-market compared to the larger Orlando attractions, the Kennedy Space Center Visitor Complex saw over $1.2 million in coupon redemptions. The hang tag program produced more than 200-percent increase in ROI alone. And, the attraction maintained an increase in visitation following the final shuttle launch despite national speculation that the Kennedy Space Center was closing.