SEATTLE: Jimi Hendrix and Chewbacca are about to become neighbors. The Science Fiction Museum and Hall of Fame is opening in June, right next to the Experience Music Project, the museum Microsoft co-founder Paul Allen opened out of his love for Jimi Hendrix's music. Allen's project management firm, Vulcan, is also behind the Science Fiction Museum.
The museum, the first of its kind in the world, will reach out to both die-hard sci-fi enthusiasts and casual fans.
"Enthusiasts are the lifeblood of science fiction," said Jason Hunke, Vulcan's senior director of marketing and PR. "We've been doing early outreach with them, at science fiction conferences and through enthusiast magazines and websites.
"Equally important is the general public," Hunke adds. "Science fiction is universally loved, but sometimes people don't know they love it. So we want to engage the casual fan through exhibits on everything from science to pop culture."
To help reach out to both audiences, Vulcan has hired Edelman as the museum's agency of record.
Edelman is targeting a wide range of media, including local, regional, national, and international press, as well as travel, entertainment and other lifestyle publications, said senior account executive Laura Butorac.
The messages to the various media and audiences will vary greatly, but will showcase overall the depth and breadth of the museum, said Hunke. For enthusiast publications, media outreach will include information about exhibits that feature the preeminent creatures from the genre, including models from films such as "Aliens." But many of the exhibits, and much of the media outreach, will put science fiction in a larger context. The media outreach will focus on numerous issues, including how the socio-political climate has influenced the portrayal of the future through the years, the science behind science-fiction, the genre from a pop-art perspective, and the museum as a travel destination.