The Strong National Museum of Play was expanding by 90,000 square feet. To support the expansion they needed to increase attendance beyond their local markets. Toronto is the 4th largest city in North America and only a 3 hour drive from Rochester. If we could tap into that market we could reach our goals.
Since over 5 million cars cross the border between Toronto and Rochester we ran a series of posters along the route. The 9 boards featured toys from the museum’s collection creating a fun “path of play” for families to follow to the museum. Toys were chosen that would tap into parents’ nostalgia but still be relevant to their children. The boards were supported by a Waze campaign, programmatic TV, online video and social media.
The campaign had everyone buzzing from Toronto to Rochester increasing out-of-state attendance and surpassing overall attendance goals.