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SCIENCE WORLD

Science World is one of Vancouver's leading attractions. For many years, however, it had little news to lure visitors. This changed in 2000, with an ambitious plan to update the facility.

The venue has three core audiences: parents with kids under 12, tourist families, and educators. Research showed all three targets assumed the facility hadn't changed. Plus, the original exhibits were seen as stodgy, serious and boring. But those who had experienced the new venue found the exhibits more interactive, playful and varied. Research also discovered parents thought it was unique, since it had an educational component.

Rethink decided to position the venue as fun, irreverent and interesting. Thus, each ad focused on an offbeat, surprising science fact.

The campaign, which launched in 2004 and is still running, had several parts. A TV spot, for instance, showed parents that Science World was interesting even for adults. Radio positioned it as the best place for a parent to find answers to the questions their kids ask. And transit shelters were transformed into mini exhibits.

It worked: Between 2004 and 2005, attendance rose 8.6%. And a member survey found perceptions to be improving. When asked: "Which of the following best describes the impact Science World has had on your attitude towards science and technology?" the number of people who replied "a positive impact" increased 6%. And when asked: "Why did you become a Science World member?" the answer of "fun" increased by 15%.

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