Shark Summer
Marketing Campaign
Shark Summer
Marketing Campaign
Shark Summer was a multi-channel campaign developed for the premiere of the IMAX documentary Shark Kingdom at Clark Planetarium. By combining immersive in-person experiences with coordinated digital and physical marketing, the campaign created a cohesive and engaging seasonal activation across the museum.
Role:
Graphic Designer
Client:
Clark Planetarium
Year:
2025
Challenge
- Declining IMAX attendance during summer months
- Limited marketing budget (~$3,500)
- 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
Immersive Media
A Live feed of a shark-cam on our massive six screen monitors along with a rotating playlist of shark trivia on digital signage
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
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.