Årsberetning 2007 - Experimentarium

2003 2004 2005 2006 2007 target
impression of
food, etc. 6.2 6.0 5.4 5.2 5.8 6.5
impression of
cleaning standards 6.2 5.6 5.9 5.6 5.8 6.0
impression of meeting
room, main stage, etc. 5.8 5.4 5.7 5.2 5.7 6.0
Press coverage
the value of press coverage in all its forms can be calculated and
expressed in monetary terms. the value of print coverage specifically
as indicated in this chart has declined. on the other hand, the number
of television and radio spots is on the rise. the dip in print media
coverage reflects a number of factors, one of which is that this form of
media has become more difficult to penetrate. another factor is that
we presented the media with a news item in the form of one special
exhibition rather than two. However, the value of this form of coverage
remains considerable. in 2008, our press activities were intensified
with the help of additional resources allocated for this purpose.
the monetary value of Experimentarium press coverage is indicated in
the chart below:
Value of press coverage for
2007 2006
January DKK 913,141 DKK 950,659
February DKK 1,795,307 DKK 1,821,803
march DKK 498,043 DKK 1,340,760
april DKK 799,085 DKK 1,656,304
may DKK 489,884 DKK 1,237,884
June DKK 968,863 DKK 1,989,565
July DKK 797,715 DKK 570,791
august DKK 2,301,028 DKK 1,783,276
september DKK 944,007 DKK 1,080,910
october DKK 1,966,671 DKK 2,541,183
november DKK 359,748 DKK 901,610
December DKK 468,200 DKK 774,773
DKK 12,301,692 DKK 16,649,518
Animals galore
marketing of the “xtreme Expedition” special exhibition was based
on some of the fantastic animal stories featured in the exhibition
itself. bus advertising, newspaper advertising and the web site all
interoperated in a campaign that asked the observer: Do emperor
penguins get cold feet? Who’s the fastest, you or the desert ant? What
is hidden inside the camel’s hump? many people found the answers
through visiting the web site or the exhibition and participated in a
competition. the exhibition was marketed towards schools through
elements including the ’morph’ game, which was developed by the
Experimentarium. the game was used as the basis for the big annual
school competition.
The Year Pass is born
over the last five years the Experimentarium has followed closely the
interest expressed in the member’s club. there were 6828 members,
and that figure had remained fairly constant. the Experimentarium has
a large following of interested repeat visitors and in 2007 this audience
was presented with another admission option – the Year pass.
the Year pass was created for visitors who come to the
Experimentarium on a regular basis. the pass offers unlimited free
access to the Experimentarium as well as a 20% discount on the
purchase of up to four extra tickets per visit and a 10% discount on
personal purchases made in the shop and café.
a Year pass for adults costs DKK 340 and a child’s Year pass costs DKK
240. pensioners can purchase a Year pass for DKK 325, and there are
additional discounts for pensioners accompanying grandchildren and
for families.
in 2007 the price of admission to the Experimentarium was DKK 135
for adults.
2003 2004 2005 2006 2007
member visits 20,746 18,354 15,962 16,958 17,830
total visitors 337,371 337,746 320,061 330,355 343,556
member visits as % of total 6.1 5.4 5.0 5.1 5.2
number of members 6895 6602 5707 6456 6828
Emperor penguins are cute and cuddly – and totally Xtreme …
More virtual visits
the figures are unequivocal – interest in the Experimentarium web site
is increasing every year. in 2007 no less than 63% of visitors visited
our web site before purchasing admission to Experimentarium. the
previous year’s figure was 58% and in 2005, 44% of visitors logged on
to the web site prior to their actual visit to the science Centre itself.
“this is definitely an overall trend, but it’s also due to the fact that our
web site contains so much useful information. it is and must continue
to be a valuable tool for the schools. school resource materials and
solid ideas comprise the core and we are also working on the site so
that individual visitors can create a personal virtual home page about
their visits to the Experimentarium,” says asger Høeg.
the first steps are also being taken towards establishing the Egotrap
mobile phone service, and Experimentarium staff member poul
Kattler is working on a new system that can store personal information