1. 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

2. 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

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

4. 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

6. 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

7. 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.

8. 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

10. 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.

11. 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.

12. 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

13. 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

14. 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

15. 64.750 Euros 66.500 Euros INCOME PROJECT EXPENSES A sustained project
Total project development costs
Euros
Creativity & Design
Content development
Communication
Kit (Book & Card)
Costs
49%
Income
51%
INCOME
1.520 cards sold (since December 2016)
Euros

16. 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)

17. Creating a scientific tourism project
ACTIVITY PLANNING

19. 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

20. 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)?

21. 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