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CLIENT: KENNEDY SPACE CENTER VISITOR COMPLEX
Kennedy Space Center Visitor Complex embarked on the mission of planning and implementing a strategy that would loosen the grip KSC’s rivals held on the tourism industry in Florida. This strategy lead to a promotion with the unique selling point of identifying KSC as a park that could be seen in one day. Taking only one day away from either Universal or Disney, while people were enjoying their vacations in Orlando, FL. A free, second day return ticket became the promotion’s value add. With a rally cry of patriotism, the creative focused on nostalgia and sought to re-introduce their target audiences to an era where Americans were true leaders of tomorrow. The research findings remained congruent with the hypothesis that nostalgia could play a crucial role in drawing additional people to the park.
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