The Creation Museum in Petersburg, KY, has been in the works for nearly 13 years and intends to "bring the Bible to life."
"We are evangelistic," said Mark Looy, chief communications officer and cofounder of AIG and the museum. "If we show visitors that the book of Genesis and other books of the Bible are reliable and trustworthy, they're more likely to listen to the Gospel."
Idea: Because the creationism-evolution issue has resurfaced in the past few years, the team had been able to garner a great deal of media attention for the project since it was announced several years ago. But as the day for the official opening - May 28 - grew near, reaching out to a broad cross section of media was important, said Whitney Kelley, director of account services at ALRC. But the initial media reports were skeptical, to say the least; and science publications and blogs were scathing.
Tools: In advance of the museum opening, the team planned a media tour featuring Ken Ham, president of the museum, during which he appeared on such shows as Fox & Friends on Fox News and CNN's The Situation Room. The team also made the museum's on-staff scientists "who reject evolution but accept creationism" available to the media, Looy said. Additionally, ALRC created a media room on its Web site where visitors could obtain information about the opening. AIG utilized its Web site, which Looy said garners 30,000 visitors daily, as well as its 500,000-member mailing list, to keep visitors apprised of the museum's opening.
Measurement: Looy said AIG will measure the success of the campaign through visitors to the museum and media inquiries.
Organization: Answers in Genesis (AIG)
Campaign: Opening of the Creation Museum
PR team: AIG and A. Larry Ross Comms. (ALRC)
Other marketing: Ads on billboards, TV ads in six different markets, newspaper print ads (Joseph David Adv.)
Launch: May 21