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Case Histories

"Amazon Rising: Seasons of the River"

Shedd Aquarium's Permanent Exhibit Opening

Challenge

Chicago's John G. Shedd Aquarium looked to PCI to announce the opening of its new permanent exhibit, "Amazon Rising: Seasons of the River," and raise awareness of the new exhibit to generate attendance while positioning the Shedd Aquarium as a premier education and conservation center. The exhibit opened in June 2000, trailing behind a number of other blockbuster museum exhibits that recently opened in Chicago.

Action

Prior to the exhibit opening, PCI assisted with developing messages, training spokespeople and coordinating materials for a full press kit which included factsheets, several releases, public service announcements and a photo sheet. PCI also sent photographs taken in the exhibit during the Shedd's spring gala, "Amazon Night: Amazon Awakening," with Chicago society columnists for placements within their publications. PCI organized a media preview at which media were given intimate tours of the exhibit by high level Shedd staff.

The exhibit opened to the public June 17, 2000. Because PCI promoted that the first 100 visitors to the Shedd could enter free-of-charge, a crowd lined-up under an inflatable cobra grande that wound down the Shedd's front steps until Shedd and Chicago Park District officials cut the ribbon and announced the "Amazon Rising" exhibit opening.

In the months following the opening, PCI created "Amazon Rising" story ideas to appeal to nearly every type of media and beat reporter ranging from business to art. PCI's goal of the aggressive media campaign was to ensure everyone knew that the "Amazon" was flowing in Chicago:

  • Art, features and entertainment reporters were amazed by "Amazon Rising: A River of Art," a collection of more than 20 original Amazon inspired artworks placed throughout Chicago. PCI helped to coordinate media attendance at a preview of the "trolley tour" and the exhibit and placed "A River of Art" b-roll with television stations;
  • Education reporters and community newspapers praised the Shedd's education staff and school teachers who participated in a trip to the Amazon to better incorporate aspects of the Amazon into their classrooms;
  • Each topic in the Shedd's three-part lecture series "Treasures and Terrors: Three Tales of Working in the Amazon," appealed to distinct audiences. In addition to contacting beat reporters for each lecture topic, PCI contacted organizations of photographers, professors and students who held an interest in each topic;
  • Through PCI, book reporters requested copies of the children's book My Amazon River Day to review. PCI also promoted the author's reading tours;
  • To reach regional media who wanted a local connection to the exhibit, PCI leveraged the Shedd's "Amazon Rising Tour," which visited shopping malls throughout the Midwest, as a local hook to raise awareness and generate interest in the exhibit;
  • Business reporters took interest in the Shedd's "Amazon Rising" promotion with Starbucks Coffee;
  • Media reporters covered the Shedd's "Amazon Rising" documentary with PBS affiliate WTTW-TV Chicago; and
  • Philanthropic reporters encouraged the public to volunteer to help within the Shedd's new 10,000-square-foot "Amazon Rising" exhibit.

Results

As of December 1, 2000, an estimated audience of more than 35 million heard or read about the "Amazon Rising: Seasons of the River" exhibit and its mission. 545 placements appeared in a variety of media including CNN, Discover Magazine, Chronicle of Higher Education, New York Times and Los Angeles Times.