New Opportunities for The Chicago History Museum's Tour Program
My PR foundations class worked with The Chicago History Museum to generate interest among millennials to partake in their tour program. My team's presentation won runner-up during final pitches to the client.
We conducted a survey on Qualtrics to gather interests, media habits and favorite tour types from the target audience.
Our key insight was the that target audience wants to go out with friends, and they learn about experiences through word of mouth and on social media.
Since tours are a leisure activity, we proposed a History Happy Hour on Tour pop-up experience. The Chicago History Museum would sponsor pop-up bars around the city for a limited time, so attendees could have fun and grab drinks with their friends, while listening to historians present in an immersive pop up experience of the tour itself. After each presentation, attendees would go on the tour with Chicago History Museum staff.