Pima Air & Space Museum: The Great Paper Airplane Project

Matt Hermann

Campaign details

Brand owner: Pima Air & Space Museum
Agency: BBDO San Francisco; Hunter Public Relations
Brand: Pima Air & Space Museum
Country: The United States

Executive summary

The Pima Air & Space Museum's Great Paper Airplane Project is a story about how a little-known museum in the Arizona desert created new relevance for their physical artefacts of aviation history by making a little history of their own. Instead of traditional advertising, the client and the agency hatched a scheme to teach applied lessons in maths and science through a paper-airplane competition that led to the design, construction and flight of the largest known paper airplane in history. This brand content, whose conception, production and flight was promoted almost exclusively through social and interactive channels, captured the attention of media outlets around the world, ultimately generating more than 120 million media impressions in the US alone.

Market background and business objectives