Case Study

Museum Marketing: Getting the Word Out About the Jamestown Yorktown Foundation Grand Opening

Tourism

Background

A $50 million relaunch of the American Revolution Museum at Yorktown was set to bring new immersive experiences to visitors to Jamestown Settlement and the American Revolution Museum at Yorktown.

Strategy

DCI launched an earned media campaign targeting both regional and national media, complemented with a social media campaign, to increase awareness of the new American Revolution Museum at Yorktown, while building continual interest in Jamestown Settlement.

The DCI team expertly provided nationally-focused public relations services to assist on projects and maximize the impact of major investments made in our two museums. Their staff partnered with our inhouse media relations group to ensure our joint efforts were properly targeted and results driven. We've been collaborating for multiple years and enjoy working with all members of the DCI team. DCI’s creative storytelling efforts to promote the grand opening of The American Revolution Museum at Yorktown helped us grow visitation 25.6% in the opening year. Susan Bak, Senior Director of Marketing and Retail Operations, Jamestown-Yorktown Foundation

Results

  • 145 million earned media consumer impressions with 92 editorial placements in outlets such as Smithsonian, National Geographic Traveler and the Washington Post.
  • Executed two Twitter chats resulting in 2 million social impressions.
145M Media Impressions
92 Placements
2M Social Impressions

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