The museum is inviting agencies to pitch for the account and hopes to conduct a PR blitz on the London media during the summer movie blockbuster season.
Incumbent agency Mission 21 will concentrate on the museum’s core attractions, freeing up the consumer work for another PR firm.
The winning agency will report to Science Museum communications manager Jo Fells, who wants to raise the profile of Imax with the museum’s visitors and cinema-goers.
The museum hopes the attraction of Imax will also draw in visitors to its other exhibits.
‘We are looking for an agency that can promote the Imax as an attractive day out while emphasising the amazing science behind the experience,’ said Science Museum press exec Kirsten Harvey. ‘We are particularly receptive to imaginative ideas that use creative stunts to bring our product to life.’
The target audience for the campaign includes families and schools looking to organise end-of-term outings.
The Imax cinema opened at the museum in 2000 and shows a range of 2D and 3D films, which usually have a family audience theme.