The Mission

The City of Los Angeles was looking to open a new science center north of downtown in the “valley”. They turned to Discovery Cube in Orange County to operate and manage this new cultural and STEM education icon, which was to be located at the crossroads of the quite San Fernando Valley and the bustling metropolis of Los Angeles. The new science center needed to serve the 10+ million residents of Los Angeles county and become a cultural icon in the Valley. The all new Discovery Cube Los Angeles campus needed a strategic marketing and communications program developed to celebrate the opening and bring awareness to the general public, emphasizing the millions of families who call Los Angeles home.

LA Opening 1
KEY RESULTS:
  • 50+ media placements within 45 days of opening
  • 1.9 billion impressions
  • 75+ parenting bloggers and families
KEY SERVICES:
  • Brand Development
  • Marketing Strategy
  • Public Relations
  • Advertising
  • Promotions
  • Social Media Engagement
  • Creative
  • Website Development
Grand Opening Event Execution
DCLA Opening Event
Strategic Flight Plan

Due to the quick timing and lack of budget for a full marketing and advertising campaign, the team determined the best option was to launch a full-scale public relations campaign focusing on earned media, social influencers and grassroots communication. Some budget was allocated for very specific advertising, but the majority of the campaign centered around earned media leading up to the opening, a family day media preview and a large-scale grand opening ceremony.

Results

Picked up coverage in local major print publications, including the LA Times, Orange County Register, LA Daily News, and San Fernando Valley Sun. Earned at least 50 positive media placements within 45 days of the grand opening celebration. Secured broadcast coverage from every single major station in the LA metropolitan (NBC4, ABC7, KTLA, FOX 11, CBS 2, KCAL 9, Telemundo, Univision). Secured brand ambassador relationships with 10 mom and social influencers; engaged 75+ parenting bloggers and their families; secured 1.9 billion impressions.

Grand Opening Video Recap
LA Opening 2
LA Opening 3