Case Study

Cultural Institution Marketing: Explore St. Louis Gateway Arch

Tourism

Background

Five years in the making, the iconic St. Louis Gateway Arch National Park was to reopen after a $380 million renovation, which included the long-awaited Museum at the Gateway Arch.

Strategy

DCI launched an aggressive earned media campaign to raise consumer awareness of new developments at the St. Louis Gateway Arch Park and ultimately increase domestic visitor arrivals.

Results

  • Secured 1.44 billion media impressions via more than 300 broadcast, print and online placements in outlets such as CNN Travel, NBC’s Today Show, Travel + Leisure and The Wall Street Journal.
  • Contributed to a 159% increase in visitors to the Gateway Arch National Park during the month of the grand opening and an overall 44% growth in annual visitation to the Park.
  • Overnight arrivals to St. Louis increased by 20.5% in 2018 vs 2017.
1.44B Media Impressions
300+ Media Placements
159% Increase in Visitors to Na

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