Advertising: Imagination Station

“How come?” “Where?” “Why?” As long as there are kids, there are going to be questions. And as long as there’s Imagination Station, questions like “Why?” turn into expressions like “Wow!”

Imagination Station is a science center geared to children primarily ages 8 to 12. The challenge? Launch Imagination Station as a brand, drive parents and their children to the Grand Opening and sell yearly memberships.

The name of the center alone fuels the imagination, not just for young kids, but also for the big kids with big ideas who work in the creative department at Hart Associates. Immediately, our art directors and writers got to work and designed a look and a new logo. With that we created messaging for print, outdoor and radio. Then, in concert with PR efforts, we showed kids and parents all the incredible things they can do in a visit. We stressed the “wonder,” “captivation” and “fun” of science.

The strategic message to parents was summed up in three words: “Widen Their Eyes.” The tagline capped it all: Pure Science. Pure Fun. As a result, 2009 attendance and membership sales exceeded all expectations.