A TITANIC UNDERTAKING: The Museum of Science and Industry Breaks Attendance Records with Blockbuster Exhibit

In 2000, Chicago's cultural institutions anticipated a summer full of blockbuster exhibits and high profile tourist attractions throughout the city. The Museum of Science and Industry's "Titanic: The Exhibition" faced competition from The Field Museum's "Sue Rex" as well as "The Dead Sea Scrolls," Shedd Aquarium's "Amazon Rising" and the Chicago Historical Society's Norman Rockwell exhibit. The Museum would premiere "the world's largest collection of Titanic artifacts ever displayed in one place;" however, the exhibition of Titanic artifacts was not new. Titanic exhibitions had appeared in or were currently showing in Orlando, Memphis, Las Vegas, Toronto, Munich, Japan and Australia with another to open in Dallas.

The Museum also was partnering with SFX Entertainment, a theatrical production group, and RMS Titanic Inc., a for-profit corporation with salvage rights to all Titanic artifacts. Because of the blockbuster nature of the exhibit, special exhibit ticket prices were set at $10 for adults and $8 for children in addition to general admission.

Public Communications Inc. (PCI), worked with the Museum to create and implement a public relations plan to generate extensive media coverage ranging from international to community press. Also, the Museum wanted to maintain a high level of enthusiasm by inventing a variety of media opportunities throughout the exhibit's run and to express the message that this was a once-in-a-lifetime experience.

PCI made over 2,000 media contacts ranging from national wires and network television to travel magazines and community weeklies. The aggressive media campaign would begin during November 1999 with the installation and conservation of the "Bearing Rod" in the Museum's Great Hall and the announcement of "Titanic: The Exhibition's" opening on February 18, 2000. Shortly following was the "Eastland Dive" when divers searched the Chicago River for artifacts from the 1915 Eastland Disaster, the worst tragedy in Chicago's history that would be profiled inside "Titanic: The Exhibition."

Advance feature stories were generated from invitations to local media to attend the arrival of "the big piece," the 13-ton, 16-by-20-foot piece of Titanic's hull, and to preview the exhibit during its final days of construction while conservators, historians and designers prepared for the opening. The Museum hosted numerous preview parties for Midwest and regional press, tourism planners, concierges, donors and members. Media requests began "snowballing" after photos of the "Big Piece" by the Associated Press' were posted. Media relations' efforts quickly turned from pitching to fielding media requests.

The media relations campaign for "Titanic: The Exhibition's" opening was successful but far from over. The volume of Museum visitors surpassed even the most optimistic expectations after the opening and resulted in long waits in lines and on the telephone. Chicago and community media were contacted to encourage Museum visitors to avoid the lines by ordering advance tickets on the Museum website and to visit during non-peak hours earlier in the week.

With "Titanic: The Exhibition" being a temporary exhibit, an effort was made to keep the media interested, as well as, potential and returning guests. Special events related to the exhibit were held within "Titanic: The Exhibition's" run including the 88th anniversary of Titanic's sinking on April 14, Titanic Film Festival, 85th anniversary of the Eastland Disaster and Chicago radio promotional ticket give-a-ways. The final media push came a week before the exhibit's September 4 scheduled closing with the announcement of a three-week extension and the addition of 13 recently recovered artifacts from RMS Titanic's Expedition 2000 in August including the Titanic's main steering wheel.

More than 850,000 guests experienced "Titanic: The Exhibition" raising the Museum's 2000 attendance by 30 percent and paid attendance by 70 percent since the opening in February.

PCI assisted in generating more than 1,650 media placements reaching an estimated audience of 180 million. Extensive national media placements were secured including Time, U.S. News & World Report, New York Times, Washington Post, USA Today and Los Angeles Times. In addition, broadcast highlights include CNBC's Power Lunch, CNN's Headline News, National Public Radio's Voice of America and CBS' Early Show. Unique media placements included Ebony Magazine, Fortune Magazine, American History Magazine, Fox and Friends national morning show and Univision's Despierta America.

Local coverage was also successful with numerous feature stories in Chicago Tribune, Chicago Sun-Times, Crain's Chicago Business, Daily Southtown, Daily Herald, Chicago Magazine, as well as community press including Star Newspapers, Pioneer Press Newspapers, Times Newspapers, Springfield State Journal and more. Interviews and features were also included on almost all of the Chicago radio and television stations.