After manned space missions stopped launching in 2012, many assumed the Kennedy Space Center was actually closed. In fact, it’s a thriving, working site for NASA and houses an amazing Visitor Complex that fascinates visitors and inspires their love of exploration and discovery.
Our cultural insight uncovered that, even though NASA had lost some top-of-mind awareness, interest in space was hotter than ever. Fueled by pop culture, society’s focus on technology and STEM education; people were more interested than ever in space, but didn’t connect Kennedy Space Center as an outlet for this passion. Equipped with these insights, we developed a brand tagline, “Always Exploring,” and a comprehensive campaign that delivered an implicit promise: If you love space and are interested in its exploration – past, present and future – here is where you need to be.
In year-over-year visitation