14 MARKETING/PROMOTIONS What audiences represent the best potential for sales? What are the key reasons for these target audiences to experience Ends of the Earth: From Polar Bears to Penguins? What messages and tone and style of communication will best capture the essence of the exhibition and attract these audiences? What promotions can you develop to attract audiences and promote awareness of the exhibition? The materials and suggestions offered in this marketing guide are intended to assist you in developing your own marketing and promotional strategies. What works for us may not work for everyone. We encourage you to: Use the messages and images as supplied or create your own within the supplied guidelines. Note: Some images are best used as supplied e.g. Polar bears and penguins should never be shown as appearing to live with penguins; only those species of penguins that are native to the Antarctic should be used (such as Emperors, Adelies, Gentoos, Chinstraps), etc. Remember to submit your marketing and promotional materials including artwork to Science North for approval prior to placement or printing. Share your marketing and promotional strategies and materials with Science North for inclusion in the Marketing Guide website so others can benefit from your experiences. Be sure to review and adhere to the guidelines and mandatory requirements in this guide and in your exhibitor lease agreement for Ends of the Earth.
15 Positioning Ends of the Earth: From Polar Bears to Penguins is a unique, timely, highly educational and interactive polar experience for the curious and adventuresome. Amazing, awesome and cool! Something that kids can learn from. And parents too! Unique Ends of the Earth: From Polar Bears to Penguins is the only major exhibition of its kind and as close as audiences will get to our polar regions without bundling up! Timely The serious challenge of global climate change has gripped public attitudes and our polar regions are canaries in the climate change coal mine. Ends of the Earth exposes the fragile facts about the frozen poles. The exhibition coincides with the fourth International Polar Year (IPY), which will be celebrated from 2007 to 2009. (IPY measurements can be taken for more than a year. Therefore, the IPY encompasses two years.) In addition, there are some important polar exploration centennials on the horizon. 2009 is the centennial of Robert Peary s highly contentious conquest of the North Pole. As well, 2011 is the 100th anniversary of the Amundsen-Scott battle for the South Pole. Highly Educational/Interactive Tip of the iceberg best describes how much most people know and understand about our polar regions. Ends of the Earth reveals the other 90% through interactive artifact-based displays, specimens and/or multimedia.
16 Target Market/Audiences Ends of the Earth is filled with fresh, fascinating content that will appeal to a broad target audience. The strategic focus of communications is targeted at the following markets/audiences: Adults with children Educators/Students Adults (all ages) Teens and young adults Generally, these audiences: Value learning and experiencing things together. Take a hands-on approach to education. Are curious and adventuresome. Are environmentally conscious and want to learn more about climate change and its impact on our polar regions.
17 Messages (25 words) Ends of the Earth: From Polar Bears to Penguins. It s as close as you ll get to our polar regions without bundling up! Coming soon to (insert facility name). Ends of the Earth: From Polar Bears to Penguins is the newest and coolest exhibition at (insert facility name) (insert dates). Don t be left out of the cold! If tip of the iceberg is how much you know about the poles, immerse yourself in Ends of the Earth: From Polar Bears to Penguins at (your facility) (insert dates) Warm up to Ends of the Earth: From Polar Bears to Penguins - the newest and coolest exhibition at (your facility) (your dates). (50 words) If tip of the iceberg is how much you know about the poles, explore Ends of the Earth: From Polar Bears to Penguins at (insert your facility) (insert dates). You ll discover that our polar regions are as different as polar bears and penguins. Travel from one end of our globe to the other to explore the fascinating (and cold!) worlds of the Arctic and Antarctic. (Your facility) presents Ends of the Earth: From Polar Bears to Penguins our newest and coolest exhibition (insert dates). It s as close as you ll get without bundling up! On (your launch date), Ends of the Earth will meet for the first time in (your city). Explore the fascinating (and cold!) worlds of the Arctic and Antarctic at Ends of the Earth: From Polar Bears to Penguins a special exhibition at (your facility). Our polar regions are cold, icy and mysterious, and as different as polar bears and penguins. Discover the fascinating facts about these frozen expanses at Ends of the Earth: From Polar Bears to Penguins, (your facility s) newest and coolest exhibition, (insert your dates).
18 Promotional Ideas (CREATING THE POLAR BUZZ!) Antarctic: The Cruise Adventure of a Lifetime. Awarding a complimentary Quark Expeditions Antarctic Peninsula expedition for two will be the centerpiece of your promotional activities. Be sure to use this amazing trip to generate maximum media visibility for your exhibition of Ends of the Earth. Please refer to and adhere to the Quark contest guidelines in Schedule E of your Ends of the Earth lease agreement. The Quark promotional contest provides an opportunity to potentially leverage your media buy with additional promotional value resulting in a win for you as the exhibitor, the media partner and Quark Expeditions. Some ideas: Work with a media partner to develop an Ends of the Earth contest promotion featuring a grand prize of a Quark Expeditions trip giveaway in return for advertising/promotion that will drive awareness of your Ends of the Earth exhibition and traffic to your attraction. Create a promotion that attracts audiences to Ends of the Earth and your media partner. Audiences/contestants could fill out a ballot on-line or at your facility with the winning ballots possibly drawn by a Quark representative at your facility in conjunction your media partner. Note: Rules and regulations for promotional contests may vary from location to location. Consult your legal department.
19 Why Don t Polar Bears Eat Penguins? Their paws are too big to get the wrappers off! They re too busy drinking Coca-Cola! When they see a polar bear, penguins dress up in polar bear costumes! They re intimidated by anything wearing a suit. Humor helps promote awareness and the fun aspect of the exhibition. Invite audiences to submit their most humorous or imaginative responses. Select a winner for a major prize or give away passes to a special preview of the exhibition. Work with a media partner and develop an on-air promotion and post the results in a prominent place in your facility. Sample On Air Contest: ANNOUNCER: Why don t Polar bears eat penguins?* Tell us the answer. Tickle our funny bones. The funniest and most imaginative answers will qualify to attend a special preview of Ends of the Earth: From Polar Bears to Penguins the newest and coolest exhibition coming soon to (your facility). *The answer: Why don t polar bears eat penguins? Polar bears live in the Antarctic. Penguins live in the Antarctic. They never meet!
20 It was so cold... How cold was it? Not surprisingly, the coldest temperatures ever recorded on Earth have been in our polar regions. In North America, the coldest temperature ever recorded was minus 81.4 o F on February 3, 1947, at Snag in the Yukon. People actually lived there at the time. Their descriptions of how cold it was are fascinating! You could hear dogs barking and voices all the way from a native village over two miles away. When the ice cracked on the river, it was like rifle fire. When you threw a dish of water into the air, it fell like tiny pellets of ice the size of wheat kernels. When you spit, it hit the ground like a thrown stone. Men moving about the camp left small vapor trails that stayed so long they could see exactly where they had taken each breath as they walked along. Your breath would freeze instantly and fall to the ground with a small tinkling sound like distant glass chimes. Work with a media partner to develop a promotion around the daily weather report. For the duration of the exhibition, give available temperatures of the Arctic and Antarctic. Invite audiences to experience Ends of the Earth: From Polar Bears to Penguins in the comfort of your facility.
21 Test your Ice Q Test your Ice Q with these Chill Testing Questions 1. Which bear is the largest? a) Black bear b) Grizzly bear c) Polar bear Answer: (c): Polar bears are the largest of all bears. Male polar bears may weigh twice as much as a Siberian tiger. Most adult males weigh 300-600 kg (660-1320 lb) and measure 2.4-2.6 m (7.9-8.5 ft) in length. According to Guinness World Records 2006, the largest polar bear on record weighed an estimated 580 kg (1960 lb) and was 3.38 m (11 ft 11 in) tall. 2. There are 17 species of penguins in the world. All live in the southern hemisphere. How many nest in the Antarctic? a) Four b) Fourteen c) None Answer: (a): Only four nest on the Antarctic continent itself. These include Adelie, Emperor, Chinstrap and Gentoo penguins. 3. Which penguin is the largest, measuring more than three feet tall? a) Emperor b) Adelie c) Chinstrap Answer: (a): The largest living species is the Emperor Penguin. Adults average about 1.2 m (47 inches) tall and weigh 35 kg (75 lb) or more.
22 4. Why don t polar bears eat penguins? a) Their paws are too big to get the wrappers off. b) They re too busy drinking Coca-Cola c) Penguins don t live near polar bears Answer: (c): Polar bears live in the Arctic. Penguins live in the Antarctic. They never meet. 5. Name the only animal that migrates from pole-to-pole? a) Arctic tern b) Blue whale c) Leopard seal Answer: (a) The Arctic tern flies from its Arctic breeding grounds to the Antarctic and back again each year. This 19,000 km (12,000 mi) journey ensures that this bird sees two summers per year and more daylight than any other creature on the planet. 6. The coldest temperature recorded in North America was minus 81.4 o F on February 3, 1947, in Snag, Yukon (Arctic). It was so cold... a) You could hear dogs barking and voices all the way from a native village over two miles away. b) When you spit, it would hit the ground like a thrown stone. c) Men moving about the camp left small vapor trails that stayed so long they could see exactly where they had taken each breath as they walked along. d) All of the above Answer: (d): All of the above (Actual descriptions from people living there).
23 7. What was the coldest temperature ever recorded in the Antarctic? a) Minus 129 F b) Minus 114 F c) Minus 96 F Answer: Minus 129 F at Vostok Station on July 21, 1983 8. Where do you think it snows the most year-round? a) Portland, Ore. (6 ) b) Antarctic (less than 1 ) c) Memphis, Tenn. (5.3 ) Answer: Portland, where annual snowfall is 6. Memphis gets a little less with annual snowfall just over 5. Actual snowflakes are rarely observed at the South Pole because it s too cold! Instead it falls as ice crystals or snow grains. 9. Bonus Question: On (your launch date) name the only place on the planet where the Ends of the Earth will meet? a) Bering Strait b) Portland c) Tierra del Fuego Answer: (insert name of your facility)
24 Events ICE-THEMED GALA Host an ice themed gala event with specialty cocktails, out-of-the-ordinary hors d oeuvres, live entertainment, a preview of the Ends of the Earth exhibit and special screenings of a film that complements the exhibit theme. Create ice-themed cocktails e.g. blizzards, ice caps, frozen margaritas and daiquiris. Try a Polar Spirit, Vostock Martini, Emperor s Locomotion, or a Chinstrap. Serve ice wine, vodka cooler popsicles and snow cones. Create an ice-themed or polar menu e.g. oyster bars (with lots of ice), iceberg lettuce salads, Arctic char, mussels and cured meat. Dare to be different. Because of the cold, Arctic travelers need a lot of energy to generate body heat so foods that contain high-energy carbohydrates such as pasta, beans and bread are ideal too! Don t forget the chocolate, nuts, dried fruit and the ice cream baked Alaskan of course! Top it off with live entertainment and/or a special screening of a film that fits the exhibit theme. SPEAKER SERIES Throughout the duration of the exhibition, immerse your audiences in the fascinating accounts of polar science and nature with a Speaker Series. Consider polar explorers, biologists, botanists etc. as well as an environmentalist to discuss climate change and its potential impact on the polar region and your area. Bring in a speaker in conjunction with your media launch of the exhibition tp generate additional visibility for your opening and be sure to have this person do the interview circuit.
25 Editorial ideas RESIDENT SCIENTIST CONTRIBUTES FEATURE COLUMN... Involve resident or local scientists in contributing articles/stories to the local media. There are numerous compelling stories about our polar regions that have the potential to intrigue audiences around the world. Topics may include: Polar regions as indicators of climate change Polar regions as different as polar bears and penguins How cold is cold on planet Earth? What if the Antarctic melted? What is the global impact of climate change in the Arctic? IPY research updates. For more information, visit www.ipy.org
26 Sample Press Release/Media update FOR IMMEDIATE RELEASE DATE "COOL" NEW EXHIBIT OFFICIALLY LAUNCHED AT (insert your facility) ENDS OF THE EARTH: FROM POLAR BEARS TO PENGUINS (Insert your City/State) - Visitors definitely won't want to be left out of the cold by missing (insert your facility) newest and "coolest" exhibit. Ends of the Earth: From Polar Bears to Penguins is a 6,000 square foot travelling exhibition developed and produced by Science North, Ontario, Canada. Ends of the Earth takes visitors from one end of our globe to the other to explore the fascinating (and cold!) worlds of the Arctic and Antarctic, through interactive and artifact-based exhibits and multimedia experiences. Ends of the Earth explores the unique nature of the Earth s polar regions, the current science being undertaken there, and these regions as indicators of climate change on our planet. Ends of the Earth made its world debut to the visitors at (insert your facility) on (insert date), to coincide with the (local/state/international) and was officially launched today by (insert key invited dignitaries and guests). The supporting sponsor for this special exhibition is Quark Expeditions. (INSERT QUOTES)
27 Testimonials Amazing, awesome and cool! Something that kids can learn from. And parents too! We had lots of fun. The kids had a blast with the penguin costumes and slide. Well Done. My children and I had a fabulous time while learning plenty. I enjoyed the "Ends of the Earth: from Polar Bears to Penguins" exhibit, it was very interesting and educational.