You Don't Visit - You Live it
SPY MuseumMuseum Marketing Campaign
The International SPY Museum is home to James Bond's Aston Martin, the Trotsky Ice Axe, hundreds of gadgets (including an actual lipstick pistol) and interactive exhibits designed to test your espionage skills. A DC staple for more than 20 years, the SPY Museum recently upsized, now occupying a space fit to accommodate its 600,000 annual visitors. As the SPY Museum's creative agency of record, our overall yearly goal is to increase bookings with a brand awareness campaign supported by a full funnel of ad units.
What sets the museum apart (besides their infamous “rectal tool kit”) is interactivity. Beyond the collection of artifacts, there’s 17 exhibits that challenge visitors of all ages to break ciphers, traverse air ducts, and even surveil other visitors. It’s this interactivity that separates SPY from older, stodgier points of interest like the Hirshorn or Portrait Gallery. When you visit those places, you don’t become Augeste Rodin or Thomas Jefferson. You look, speed-read a plaque, then leave. At the SPY Museum, you’re given an alias. You’re tasked with collecting intel. You’re not simply spectating. And this interactivity is the cornerstone of our campaign.
Most importantly, it's working: as of 2023 SPY's ROAS is the highest it's ever been, netting a year-over-year ticket sale increase of 31%. During 2022's campaign, our search click through rate of 26% surpassed the benchmark. And between search and display the campaign raked in 5 million impressions, 38,000 clicks, and 10,000 conversions. That’s an estimated monthly revenue of over $700,000. In just one month, we saw a 21X return on ad spend — significantly higher than our goal of 8X. Our partnership with the International SPY Museum is ongoing, and we’re optimizing the campaign every month to ensure ticket sales continue to grow. The 2023 numbers are still rolling in. Stay tu[redacted].