Table of Contents 6 2012 OVATION Awards Winning Entries

) Generate positive media coverage that reflects the multicultural and multi‐generational
appeal of this new exhibition
Grow membership sales during the run of the exhibition and increase attendance during
winter season by demonstrating that the Ontario Science Centre is a good value for families,
tourists and visitors of all ages.
SOLUTION OVERVIEW
Families have limited budgets for leisure activities. When they feel the science centre’s
offerings are suitable for all members they are more motivated to buy membership. Our
members are our best brand ambassadors.
Measurement would consist of tracking new memberships and attendance figures during
the fall/winter period.
Given the time of year, the team anticipated that media would be preoccupied with holiday and
weather‐themed stories. In order to secure media interest and attendance, the team decided that the
event would have to offer more than just the opportunity to see the exhibition before the public
opening. It would need to provide media a new, rare and emotional experience that opened their eyes,
stimulated their minds and touched their hearts.
The event began at dawn (7:45 a.m.) as per tradition for an opening ceremony and blessing. With this in
mind, the team decided that the tradition and uniqueness of the rituals were effective offerings that
would pique interest and capture media attention.
The special opening ceremony was leveraged as a hook to encourage media to attend and preview the
exhibition and to secure branded editorial coverage for it. By capturing media’s attention and
attendance with the ceremony, the team was able to deliver key messages about Whales|Tohorā.
Among the key messages:
This is a rare opportunity to see whale specimens, life‐sized models and cultural artifacts from
New Zealand
This 750‐square metre exhibition includes two enormous articulated sperm whale skeletons
Videos and interactive exhibits are fun and engaging for younger children
The exhibition has a connection to the South Pacific and Māori culture that is not often
presented outside of New Zealand
The exhibition includes the very latest scientific findings about whales
Whales|Tohorā is on display at the Ontario Science Centre from Nov. 4, 2010 to Mar. 20, 2011
Media received special e‐mail invitations inviting them to witness the opening ceremony and blessing
and to preview the exhibition. In order to spread the word about the event to all media and to ensure
that all outlets had it top of mind, a media advisory was also distributed across Canada News Wire one
week in advance.