The Big Idea

This is a study of the world's first 'smart' exhibition where everything is controlled by the visitors who are encouraged to create big ideas for themselves.
Author: Not credited
Agency: Citigate SMARTS 

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...

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