Gem

The Museum invested over 14 million dollars to revamp its site and a new brand identity. The next step was to spread the word — you can find unique scary fun experiences, gems and gold all in one place! A witty integrated branding campaign was created to draw in target audiences from different walks of life. It consisted of a series of strong copy-driven print teasers to intrigue readers, social media activities to connect, onsite events to engage, and media blasts to publicize. The result was an advertising campaign that was positively reviewed by the Marketing Magazine and Design Edge Canada, with sales increasing by 100% and memberships by 175%.