On May 26, 2010, Vancouver Science World marketed itself through the creative use of a billboard. Covered in over $6000 worth of gold leaf, the billboard advertised the new treasure exhibit that was soon to open, and even had it its own security guard.
The advertisement was so unique it received video attention from notable news stations including CTV, CBC, and Global.
The advertisement was successful because of its creativity and originality. Science World used a conventional marketing tool in billboards to successfully position their brand. When associating with science world, people thought of a forward-thinking, creative, and educational location that could be enjoyed by all ages. While there are few direct competitors to Science World, the advertisement was still able to attract attention from the local media and differentiate the attraction from other tourist destinations in Vancouver.
I enjoy this advertisement because of it’s differentiability and genius. This add gleams in the light and catches anyones eye. Furthermore it makes me want to see the exhibit at Science World (although I am 2 years late) and thus is a success in my opinion.
Here is a link to the creation the the gold billboard: