Shark Summer
Marketing Campaign
Shark Summer
Marketing Campaign
A multi-channel seasonal campaign developed to increase summer attendance and unify marketing across exhibits, concessions, and retail.
As a graphic designer, I contributed to the visual execution of campaign assets across digital, print, and in-venue experiences.
Concessions Campaign
Animated concession visuals extending the campaign into in-theater and retail experiences.
Role:
Graphic Designer – Campaign & Environmental Design
Client:
Clark Planetarium
Year:
2025
Role & Responsibilities
– Designed campaign assets across digital, print, and in-venue environments
– Developed visual materials for exhibits, signage, and promotional touchpoints
– Maintained visual consistency across campaign channels
– Collaborated with marketing and exhibit teams to execute campaign rollout
Results
The campaign delivered measurable impact across attendance, revenue, and engagement.
%
Ticket Sales Increase
Highest-grossing IMAX film
of the Summer
%
Concessions
Attributed to themed snacks and drinks
%
Merchandise
Plush sharks sold out twice
%
Attendance Growth
Through June and July (YoY)
Awarded by the Giant Screen Cinema Association for excellence in film launch marketing.
GSCA Award Winner
Best Film Launch by a Theater
Clark Planetarium — Shark Kingdom
Challenge
- Declining IMAX attendance during Summer months
- Limited marketing budget (~$3,500), requiring efficient, high-impact solutions
- Need to attract broader, family-oriented audiences
- Disconnected marketing across exhibits, retail, and concessions
Goals
- Increase summer attendance and ticket sales
- Boost concessions and retail revenue
- Expand awareness of IMAX programming
- Create a cohesive, themed campaign across all touchpoints
Brand Applications
Immersive Media
A live shark-cam feed displayed across six large-format screens, paired with rotating digital content to create an immersive, interactive environment.
Approach
Strategy
To maximize impact with a limited budget, the campaign used Shark Kingdom as a central anchor to unify marketing across all museum touchpoints.
A cohesive visual identity extended across digital, physical, and in-person experiences, transforming the planetarium into an immersive, shark-themed environment.
Execution
- Cross-promoting exhibits, concessions, and retail
- Leveraging partnerships and in-kind media
- Creating shareable, interactive in-person experiences
- Maintaining a consistent visual and thematic system
Guest Experience
