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Sideline News

Museum's fiscal hope lies in edgy marketing »

So out are the two-toned advertising mailers with pictures of the exhibits alone. In are brightly colored brochures featuring plenty of smiling faces and key phrases such as "Explore. Reflect. Connect. Imagine."

"There's a lot of stigmas that are associated with a history museum," said Shanon Larimer, the center's director of marketing and public relations. "Now what we're doing is we're getting images of people having fun . . . Trying to brand us a little bit so that we become a little more recognized in Central Florida."

Some strategies are more subtle, such as asking the county courthouse officials to recommend the center to jurors on breaks. Or hosting a reception for hotel concierges, showing off the museum in hopes they suggest it to tourists tired of theme parks. Center officials have also been sending welcome baskets and coupons to new condos opening downtown.

14-Feb-05 » Read more »

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