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
