CLIENT: Museum of Flight
JOB TITLE: Concorde Exhibit Newspaper Ad
ASSIGNMENT What, succinctly, are you asking us to do?
Develop a large space newspaper ad to convince people to come visit the Museum of Flight, specifically to
see the Concorde exhibit.
AUDIENCE Who is this effort aimed at? What are they like?
MOF tends to attract young families, especially those with children in grades 3 through 9. There’s a bit
more interest in flight on the part of boys, but other than that, it’s a fairly broad audience. The decision to
come to MOF is influenced equally by moms and dads. There is certainly also a large audience of adults
without children who are interested in flight and the Concorde, so this ad shouldn’t exclude them.
OBJECTIVE What specific results are we after, when must they be achieved? What do we want the audience to do?
We would like to see a 10% increase in the number of visitors coming to the Concorde exhibit over current
levels by the end of the next three months.
SITUATION What’s the current environment--especially with respect to competitors?
During the summer, there’s a lot of competition for family activities. MOF and the Concorde exhibit offer a
worthy combination of history, interactivity, and a “gee whiz” factor you won’t get at most other museums
displaying historical artifacts. Another plus: MOF is close-by, so you can come easily visit for half a day or
a couple of hours, without making a huge driving investment.
ATTITUDES What does the audience think now? What do we want them to think?
Now: The MOF is a great place, but we haven’t been there in a couple of years.
Future: I like the MOF and I really want to get down there to see the Concorde.
STRATEGY/TAKE-AWAY “You should (action) (product) because (reason with NO conjunctions).”
You should come to the MOF to see the Concorde because this is one of the most storied, amazing
airplanes ever to fly.
TONALITY/PERSONALITY What’s the personality and style of this brand?
MOF is pretty mainstream and approachable, with just a hint of “smart guy.” It’s a new, fresh personality,
with a fair amount of class and style (visitors are surprised at how large, architecturally stylish, and modern
the MOF is).
COPY POINTS/CAUTIONS/MANDATORIES Other things that should or could be mentioned.
• Lots more info available at http://www.concordesst.com/