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Intrepid Continues to Draw Record Numbers

May 14, 2009

By: Kim Brussell

Since the Intrepid Sea, Air & Space Museum reopened its doors in November 2008, after an extensive two year renovation, the Museum complex has continued to draw a record number of visitors. The "IN" campaign launched this fall has certainly called complacent New Yorkers to action:

  • Over 350,000 metro area residents and tourists have toured the Museum since it reopened – up 40% from the year it closed for renovation – a pace that's likely to achieve 1 million visitors in the first year reopened.
  • Membership has doubled, representing a record total of over 10,300 members.
  • February 2009 Kids Week events drew 70% more visitors than its highest attendance ever.

"Austin & Williams has gone above and beyond in producing the most professional and inspiring creative the Museum has ever seen," explained Michael Onysko, Assistant Vice President of Marketing at the Intrepid. "Their attention to detail and unparalleled work ethic to achieve the client's goals has impressed us from the start. From their leadership team down to the last graphic designer, they truly get it. During a critical and historic time in the Museum's history, Austin & Williams has been there to support us in any capacity necessary, while guiding us creatively and strategically."

The Museum recently hosted its premier winter season event, Kids Week. Held during Winter Break, Kids Week offers nine days of exciting, educational and hands-on fun for children and adults. This year's partners included Madame Tussauds, the New York Knicks, New York Liberty and New York Mets, New York Hall of Science, NASA, Broadway performances and more.

After the first few days, Onysko broke away to let A&W know just how well things were going, "We are doing record attendance, through the roof – your creative and the placements we have had all helped us achieve this great success. Thanks to your entire team!" The final numbers...nearly 30,000 visitors – 70% more visitors than their highest attendance level ever!

The Agency is using these results as a foundation for planning the Museum's peak season marketing strategy and tactics. It is also looking at how to best incorporate web and social networking channels into its efforts. All indicators point to an incredible season!