The $400m revitalization of Dubuque’s riverfront began with the creation of the National Mississippi Museum & Aquarium, a Smithsonian affiliate and definitive education and entertainment destination for America’s great river. Mission Creative worked closely since its creation to develop a brand architecture that conveys the importance of the one-of-a-kind facility and establish it as a crossroads for the greater tri-state community.
Development of seasonal campaigns and maintenance of an overarching brand message has generated repeat traffic, welcomed a host of newcomers and grown admission by nearly 28% in 2009. This was made possible by preservation of a fresh experience through the Web, social media networks and traditional advertising and has structured the museum & aquarium as a progressive platform for visitor interest.
In June 2010, the opening of the National Rivers Center resulted in a concentrated campaign effort to promote the educational aspect of the museum in a manner that is witty, fun, and appealing to a wide audience. Mission Creative accomplished this by using a series of riddles about the various animals, signature exhibits, and attractions available at the National Rivers Center. The riddle campaign worked with each of the selected media opportunities to consistently communicate the educational yet fun commitment that is core to any visit to the National Mississippi River Museum & Aquarium.