Nantucket Whaling Museum

Driving Awareness and Attendance

Challenge

The Nantucket Historical Association was finishing a massive, two-year renovation and restoration of its flagship property, the Whaling Museum. Understanding the importance of the museum’s re-opening, the NHA was determined to ensure its success. So they brought us in…but only four months prior to the opening.


Strategy

The museum’s marketing staff had already taken steps to begin the re-branding of this small island property into a world-class museum on whaling history. They’d placed ads, designed a new logo, created collateral materials, drafted press documents and secured stories in local Cape Cod and Nantucket publications. Thus, marlo’s assigned role was very specific: our expertise was sought to secure placements with regional and national media.

Our client presented a challenging “wish list” of publications, including specific sections in which they felt their story deserved to be told. Our team extensively re-positioned and significantly revised their original press documents to better sell the story. Then we began our outreach in earnest, securing numerous key placements.


Results

A small sampling of placements obtained included: Town & Country, WWD Scoop, Country Living, AAA Horizons, Delta Sky, Delta Shuttle Sheet, The Wall Street Journal, The New York Times, The Boston Globe (Travel, Living Arts and Magazine), Boston Herald, Nashua Telegraph, Boston magazine, Rhode Island Monthly and Connecticut Magazine.

Sometimes, though, a wish-list placement cannot be achieved. And when that happens, we up our game even more, using our trademark creativity. The client longed for a Travel section story in The New York Times. We pitched it multiple times, multiple ways, and secured a placement as part of a larger piece — but the paper simply wasn’t interested in running an entire travel story just on the Museum. We were still hungry for a piece solely on our client, so we pitched an Antiques writer and landed a spot-on feature based on the Museum’s collections in the Times’ Living Arts section.

In total, our efforts over a seven-month period secured over 20 million gross impressions and more than $1 million in editorial value and resulted in an increase in the number of Museum visitors during the 2005 season by 89.15% from years prior.

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