Author: Not credited |
Scottish Awards 2001
The Big Idea
The best visitor attraction campaign ever invented
Summary
Citigate SMARTS was commissioned to develop a launch strategy for The Big Idea a new visitor attraction in Irvine, Ayrshire which faced two main challenges.
First, The Big Idea defied succinct description. It celebrates the achievements of Nobel Laureates throughout history, and a thousand years of inventions that changed the world. But it is also the world's first 'smart' exhibition where everything on show is controlled by the visitors, and aims to encourage 'big ideas' from...