Cosmodome

  • Inside the Cosmodome

    Inside the Cosmodome

  • Promotional posters of the three virtual missions

    Promotional posters of the three virtual missions

  • New logos

    New logos

  • The Cosmodome's new website

    The Cosmodome's new website

  • Inside the Cosmodome

    Inside the Cosmodome

  • Inside the Cosmodome

    Inside the Cosmodome

  • Launch of the new Cosmodome

    Launch of the new Cosmodome

  • Media coverage - Salut bonjour! morning show

    Media coverage - Salut bonjour! morning show

  • <i>Salut bonjour!</i> weather girl Anouk Meunier was on site with her team to film the lucky children who got to experience one of the Cosmodome’s three new space missions, which was all broadcasted live on the TVA network.

    Salut bonjour! weather girl Anouk Meunier was on site with her team to film the lucky children who got to experience one of the Cosmodome’s three new space missions, which was all broadcasted live on the TVA network.

  • Inside the Cosmodome

    Inside the Cosmodome

  • Kids trying out the new features!

    Kids trying out the new games and features!

  • Kids trying out the new games and features.

    Kids trying out the new games and features.

  • Facebook page

    Facebook page

  • Communications activities received broad media coverage throughout the province and outside of Quebec, generating over 19 millions media impressions.

    Communications activities received broad media coverage throughout the province and outside of Quebec, generating over 19 millions media impressions.

  • Inside the Cosmodome

    Inside the Cosmodome

  • Inside the Cosmodome

    Inside the Cosmodome

  • IMG-Cosmodome-15

Integrated communications plan for the redevelopment of the Cosmodome

Overview

The Cosmodome is Canada’s only world-class museum devoted entirely to astronautics and space exploration. This institution’s mission is to stimulate the interest of the young and young at heart, here and abroad, to space science, scientific literacy and careers related to the world of astronautics. In 2011, after 17 years of existence, the Cosmodome decided to redesign its facilities in order to re-establish itself as a prime institution and boost its overall appeal in a dynamic and creative way. In preparation of the new Cosmodome’s December 15, 2011 inauguration, NATIONAL developed an integrated communications plan, a new branding and an updated visual identity. In collaboration with Parallèle, Nolin BBDO and Touché! PHD, NATIONAL has managed all communications for the Cosmodome since March 2011.


Creative solution

With the documents provided by the Cosmodome, including the marketing strategy, NATIONAL started by doing a SWOT analysis to develop the communications plan.


Objectives

  • Establish the new Cosmodome as Canada’s most exciting destination devoted to astronautics and space exploration.
  • Promote the Cosmodome and its new offering to build recognition.
  • Help boost the Cosmodome’s identity to promote its adoption by the general public and families and foster brand loyalty.


Strategies

  • Develop an integrated communications plan focused on public relations, social media, advertising and online presence.
  • Pre-launch: create a strong public engagement for the new Cosmodome and give them a glimpse of the experience on the Web and through social media.
  • Launch the new Cosmodome with its network of partners and influencers.
  • Target advertising on Montreal and the North Shore regions (school break and summer).

Projec details

  • NATIONAL and Parallèle worked on a complete re-design of the Cosmodome’s branding to offer a new positioning and visual identity reflecting the institution’s transformation.
  • NATIONAL then developed and implemented a 3-step integrated communications plan to promote the Cosmodome’s transformation: pre-launch, launch, post-launch.

  • The pre-launch period was an opportunity to inform target audiences about the Cosmodome’s transformation and generate buzz around the project: organization of several media relations campaigns and promotion of targeted interviews; organization of a contest to find the first nine kids to exclusively experience the new virtual missions; creation and update a Facebook page; shoot and broadcast of a series of videos to increase public awareness; temporary modification of the old website and development of a new one; implementation of online advertising campaigns; organization of four VIP tours with key target audience groups.

  • At the launch, communications activities were focused on the organization of a press event with elected official and partners of the Cosmodome.

  • In the post-launch period, NATIONAL developed an integrated advertising campaign (TV, Web, print, radio) built around the school break. NATIONAL has continued to support the Cosmodome by updating its Facebook page and managing the media aspect of its activities.

Impact and results

All communications activities generated significant traffic, substantial benefits and extremely positive communications results. In fact, communications activities received broad media coverage throughout the province and outside of Quebec, generating over 19 millions media impressions. In addition, more than 25,000 people visited the new website within the two first months, and the first online advertising campaign reached over 525,000 people.