Designing Marketing Campaigns for Science Centres Presentation & Interactive Workshop Designing Marketing Campaigns for Science Centres The case of Scientific Tourism Naples | 13 September 2017 Rosalia Vargas

THE SESSION PLAN TIME ACTIVITY 9:00 VIDEO PRESENTATION 9:05 TALK Scientific tourism: A strategic tool for science centre marketing 9:15 ACTIVITY PLANNING 9:20 GROUP ACTIVITY – Participatory Mapping Creating a scientific tourism project 9:50 ACTIVITY GROUP PRESENTATION Each group presents their projects 10:15 PLENARY DISCUSSION 10:30 CLOSING

A wide range of concepts and strategies 20 years of experience A wide range of concepts and strategies

Since 1997 THE CONCEPT STAKEHOLDERS Science field trips, open air activities, guided by scientists and science communicators A national programme, in the summer Thematic: Astronomy, geology, biology, engineering, lightouses, castles Since 1997 STAKEHOLDERS Scientific institutions, universities, science associations Ciencia Viva science centres network

2007 THE CONCEPT STAKEHOLDERS A Book Published in 2007 THE CONCEPT A Book A national guide, organized by regions Focus on scientific institutions, museus, parks, landscapes, geo-monuments STAKEHOLDERS Partnership with scientific institutions and universities Editorial coordination by a journalist of a main national newspaper Scientific coordination by a scientist, who is also a science writer

2009 THE CONCEPT STAKEHOLDERS A City Guide A thematic collection (the streets, biodiversity, places of knowledge, tastes of the city, rocks and hills ... The key importance of illustration Disseminated in hotels, tourism agencies, conferences ... From 2009 STAKEHOLDERS Produced by Pavilion of Knowledge, the Lisbon Ciencia Viva science centre Each guide, in the collection, organized and and coordinated by scientists and scientific institutions.

THE CONCEPT STAKEHOLDERS Ciencia Viva journeys A card, a guide book, an app Free access to Ciência Viva Science Centres Discounts in all the partners of science and culture Benefits in travel, food and accomodation STAKEHOLDERS National large companies Local companies (hotels, restaurants ...) Local science centres Scientific institutions and universities

The starting point Introduce Ciência Viva Science Centres as a national network. Every Centre offers a different experience, integrated in the heritage, history and tradition of the region, in touch with the local community.

The concept Explore the different regions with Ciência Viva Science Centres as the starting point. A year long work with the relevant institutions of science and culture to share the unique: the spots, the stories, the knowledge for curious minds.

The concept Ciência Viva Journeys Let curiosity lead you Making travelling more challenging and easier ... . Places, stories and knowledge . Free access to Ciência Viva Science Centres . Discounts in all the partners of science and culture . Benefits in travel, food and accomodation

A shared project Discounts and Benefits Knowledge and challenges With Science and Culture partners and Travel, Food and Accommodation partners Local Knowledge (science and culture) Discounts and benefits With Vodafone Foundation Knowledge in digital platforms (site + app) Investment in development and communication Discounts and Benefits Knowledge and challenges Reach and interaction

Pricing information Price of a single card = 50 Euros Valid for 1 year Free entrance in 20 science centres Valid for 2 persons or one family (any size) Discounts in more than 100 museums, and other science and cultural institutions. Discounts in hundreds of restaurants and hotels

64.750 Euros 66.500 Euros INCOME PROJECT EXPENSES A sustained project Total project development costs 64.750 Euros Creativity & Design Content development Communication Kit (Book & Card) Costs 49% Income 51% INCOME 1.520 cards sold (since December 2016) 66.500 Euros

PARTNER SPONSORS Sponsorship support Website & APP Publicity (in collaboration with Ciencia Viva IT Department) Publicity SPONSORS Discounts in gas stations Travel discounts (trains and flights)

Creating a scientific tourism project ACTIVITY PLANNING

ACTIVITY: Participatory Mapping INSTITUTIONS Write on the map Partner institutions & organizations, PLACES Draw on the map places of interest for scientific tourism COLLABORATIONS Write on map What type of activities/collaborations TRAILS/ROUTES Draw on the map circuits, roads, trails

ACTIVITY: Project Development CONCEPT What is the model? Camping, field trip, trails, expedition, internships, … (other)? COMMUNICATION What is the communication plan? Website, app, tourism agencies, … (other)? Scientific tourism project BUDGET What is the financial support? Free activities, tickets, cards, sponsors, public support… (other)? PUBLIC What is public? Scientists, schools, families, young people, seniors … (other)?

Designing Marketing Campaigns for Science Centres Presentation & Interactive Workshop Designing Marketing Campaigns for Science Centres The case of Scientific Tourism Naples | 13 September 2017 Rosalia Vargas