ADVERTISING

Canada Aviation and Space Museum

The Starfleet Academy Experience

Agency: Acart

Description

To promote the world premiere of Star Trek: The Starfleet Academy Experience at Canada Aviation and Space Museum, Acart Communications developed an immersive campaign using multiple tactics. It began with a mysterious, unbranded, “UFO” video that was featured on local TV news, and argued over on Reddit, and on Social Media. Next, the museum released an “intercepted transmission” of a Starfleet Shuttle in trouble. At the same time, an experiential installation of a crashed shuttle nacelle appeared in various locations, with two Starfleet science officers examining it with tricorders and two security officers guarding it. (Those curious enough to ask about it were handed metal cards with the campaign URL, joinstarfleetacademy.ca.) This scene was the subject of a “paid” front-page takeover on Metro Ottawa, with a news story entirely in Klingon (which one Redditor successfully translated). Next, a replica of Kirk’s Captain’s Chair toured malls and events, allowing the public to don a captain’s uniform and read authentic Kirk lines into a moderated Twitter feed, https://twitter.com/jimmykirk2370. Finally, the main campaign creative was released on street-level posters and bus wraps. All creative was approved by the Star Trek intellectual property owner, CBS.

This professional campaign titled 'The Starfleet Academy Experience' was published in Canada in September, 2016. It was created for the brand: Canada Aviation and Space Museum, by ad agency: Acart. This Integrated medium campaign is related to the Education and Hospitality, Tourism industries and contains 6 media assets. It was submitted almost 6 years ago.

Credits

Advertising Agency: Acart Communications, Ottawa, Canada
Senior Creative Director: John Staresinic
Creative Director / Copywriter: Tom Megginson
Head of Experiential: Patrick Kavanagh
Experiential Project Manager: Jean-Rene Ello
Associate Creative Director: Vernon Lai
Account Director: Craig Cebryk
Graphic Designer: Patrick Harris
Illustration: Marc Audet, Rocket 57 Illustration
Video Producer / Director: Emmanuelle Coutu
Videographers: Jérémy Prud'homme , Steven Desjardins
Digital Strategy: Charles Crosbie
Coding: Leighton Rodney
Klingon Adaptations: Klingon Language Institute
Production Managers: Sarah Deschamps, Lynn Norris

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