Orlando Science Center - The Discovery of New Consumers

THE DISCOVERY OF
NEW CONSUMERS

Orlando Science Center (OCS) has been one of America's top science centers with educational opportunities throughout hundreds of exhibits and programs. OSC houses the largest publicly accessible refractor telescope in the state of Florida.

With an already established reputation and audience in the Anglo market, OSC wanted to reach out to Hispanics in order to grow their presence and gain brand recognition in Central Florida.

We created a branding campaign that was unique; appealed to the Hispanic community more effectively; and would open up a prodigious new flow of memberships. With culturally relevant messaging targeted specifically to Hispanics and their families, we developed engaging campaigns utilizing TV, radio, online, print, social media, and live remotes to promote different exhibits throughout the years. We also created an extra buzz through smart PR outreach and participation in the Hispanic Business Expo.

The percentage of Hispanic attendees grew over 10% in just one year and keeps multiplying every year since. Orlando Science Center is adding more bilingual people to their staff to cover the high demand. Our campaigns generated incredible results. Today, the Hispanic community represents over 30% of their customer base. With the correct approach and strategy, The Group Advertising expanded their audience and significantly strengthened their brand.