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Experiencing Science Through Forensics

Museum of Science and Industry premieres forensic science exhibit based on ‘CSI’ TV show

Challenge

The Museum of Science and Industry hosted the world-premiere of CSI: The Experience, an interactive exhibit based on the popular CBS television crime drama CSI: Crime Scene Investigation. Guests played the role of crime scene investigators as they learned scientific principles and real investigative techniques to try to solve one of three crime scene mysteries – a rather adult concept for a museum targeted to families with children ages 10-12. PCI's role was to generate substantive media coverage to drive attendance to the special exhibit. And, because the exhibit’s run coincided with summer – a popular time for tourists in Chicago – national coverage of the exhibit was an imperative.

Action

PCI worked with the Museum to develop a clear strategy for the exhibit’s success:

  • Position CSI: The Experience as an interactive exhibit that builds on the amazing popularity of the CSI series to highlight real forensic science principles and exciting career options in this vital field.
  • Leverage special guests, including stars of the television show, and events focusing on the popularity of forensic science, to get people interested in the exhibit.
  • Illustrate  the exhibit’s interactive lessons on forensic science, which make it appropriate and fun for younger guests as well as teens and adults. 
  • Create a buzz about the exhibit by tapping into the CSI fan base via Web sites dedicated to the show.

Two days before the exhibit opened to the public, the Museum hosted an invitation-only party with the full cast of the CSI television show. The event adopted a crime scene theme, with invitations delivered in evidence bags and floral arrangements in scientific beakers. The stars arrived for media interviews on a green carpet, in keeping with the show’s signature color.

The team leveraged the CSI brand to secure media coverage with CBS-affiliated national media. PCI researched and identified Web sites dedicated to fans of the CSI television series and posted details about the exhibit and special events, including a public autograph session with Anthony Zuiker, CSI creator/executive producer; as well as  kid-friendly aspects of the exhibit, such as fingerprint analysis, security and anti-counterfeiting, toxicology, and drug chemistry.

Results

  • Media outreach for the brief, three-month run of the exhibit generated 255 stories, reaching almost 83 million people. Highlights included national media coverage on “The Early Show,” “Entertainment Tonight” and the TV Guide Channel, as well as in Parade magazine, The New York Times, The Wall Street Journal, USA Today, O Magazine and a full-page spread in TV Guide.
  • The exhibit drew more than 130,000 guests, including nearly 13,000 child tickets (ages 3-11). Eighteen percent of those who attended the exhibit said it was the reason for their visit and that they were familiar with the exhibit before they arrived at the Museum.  Twenty-two percent said they had heard about the exhibit from an un-paid media mention.
  • The Museum ended the year with more than 1,675,000 guests, an increase of 22 percent over the previous year.