The joy of awe
Business Problem
Kennedy Space Center was seen as a space relic.
In 2011, the space shuttle program had ended, and shuttle launches from Kennedy Space Center were officially a thing of the past. But the facility was still a living, breathing NASA facility. We needed to reinvigorate wonder and with it, visitation.
Results
49%
increase in visitors to Kennedy Space Center over 5 years
5.7M
in attributable revenue to campaign since launching
121M+
impressions
160%
ROAS increase from 2019’s $4.99 to 2022’s $12.99
49%
increase in visitors to Kennedy Space Center over 5 years
5.7M
in attributable revenue to campaign since launching
121M+
impressions
49%
increase in visitors to Kennedy Space Center over 5 years
5.7M
in attributable revenue to campaign since launching
Strategic insights
Cultural insight
Consumers’ interest in space was less about science and more about science fiction. We were more engaged with the things on our little phone screens than we were with the vastness of the universe.
Consumer insight
Space junkies will always visit Kennedy. To grow visitation, we needed to tap into a new audience – the Educational Families who visit Orlando for all the big attractions but refuse to have a “junk food vacation.” These groups actively seek out cultural experiences wherever they go.
Brand insight
Three-fourths of a billion dollars are dumped into the Orlando market every year. If we could push Kennedy’s more limited dollars upstream, we could laser target people who were actively planning their Orlando vacations, getting on their itinerary previsit.
Creative solution
We created a campaign called “Look Up” inviting people to experience space firsthand and ditch their phones for a live sense of awe. We communicated that although shuttle launches were no longer happening, Kennedy Space Center is the most direct route from you to space, with hundreds of launches of private and NASA spacecraft every year. It’s a symbol of optimism for people who want to experience one of humankind’s greatest achievements firsthand.
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