Bronze Winner

Non-Traditional — Live Events - Beyond Advertising

Entrant: BBDO San Francisco, San Francisco

Pima Air and Space Museum
"Great Paper Airplane Project"

Description of the Project

How do you attract a new, younger generation to a museum for old airplanes and space artifacts? We started with a paper airplane contest for kids. Then we took the winning plane, made it over 45-feet long, and flew it high over the Arizona desert. We filmed the whole project from contest to flight and updated people via our microsite. We even restored the plane for display as an exhibit at the museum.

In one month, we got over 123 million media impressions including 225 unique news outlets in at least 12 countries. And the videos of the flight got over a million cumulative views on YouTube. All of this with a media investment of just $2,500.

Public Relations: Hunter PR Chairman: Jim Lesser Managing Director: Brent Smart Strategist: Jonathan Vu Editors: Prav Potu/Michael Duffy Director of Strategy: Matt Herrmann Agency Account Supervisor: Jessica Kammerich Agency Editors: Prav Potu/Michael Duffy Producers: Sam Barrett/Lindsey Wood Executive Producer: Louise Doherty Production Company: BeCore/Region-C Agency Producers: Lindsey Wood/Sam Barrett/Jan O'Malley Executive Agency Producer: Louise Doherty Art Director: Sara Nicely Copywriter: Dan Hofstadter Associate Creative Director: Dan Hofstadter Creative Directors: Bryan Houlette/Jack Harding Executive Creative Director: Mike McKay Agency: BBDO San Francisco, San Francisco Agency Account Executive: Brianna Chown Corporate Name of Client: Pima Air & Space Museum

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