Brief:
Redefine the position of the IMAX theatre to ensure that it stays relevant and competitive.

Concept:
The combination of an attribute-based brand position (best sound and biggest screen in the city) and growing competition from another IMAX Theatre in the city, forced the museum to revisit their strategy. Together with the museum's team, we developed a new position that reflects the unique nature of the theatre. The combination of documentary style films and Hollywood blockbusters creates a multitude of benefits for the audience that we translated into a new position. The museum's IMAX theatre is now a destination for exploration, discovery and entertainment.

Result:
The new brand position makes the theatre much more relevant to a wider audience. What is more, it creates a bigger surface for the marketing team to develop ideas and strategies to connect with the target audience in more meaningful ways.