The Intrepid Museum competes in a market full of world-class museums, but was mostly famous for being that big ship on the West Side Highway that has parties every now and then. It wasn’t getting the credit it deserved as a unique showcase for sea, air and space innovation. Space Shuttle Enterprise was the perfect opportunity to rebrand the museum and take advantage of the attention it would bring. Enterprise also fit perfectly into our positioning of “Inspiring Innovation” as she was the first shuttle orbiter and inspired all the innovative shuttles that followed.


We repositioned the Museum Intrepid brand, creating a graphic language and voice that raised the brand’s stature. An integrated campaign of traditional media (OOH, Print, Radio) works in conjunction with digital efforts like search, retargeting and Facebook advertising to drive not just awareness, but online bookings. We’ve also shown the Intrepid how to live the brand and become innovative marketers by helping them establish their very first crowdsourced photo initiative that is displayed online and in the museum itself.