Marketing Werks Awarded Silver in the 2018 Pro Awards Targeting Gen Z Category
Marketing Werks, one of the nation’s leading experiential marketing agencies, has won silver at the 2018 Pro Awards in New York City. The agency took home the award for their inspiring work on The Summer of Mars Experience Tour for Kennedy Space Center Visitor Complex. It was the only mobile tour among the finalists.
For 28 years, the Pro Awards have recognized the marketing industry’s top campaigns. Finalists are judged by a panel of brand marketers. “It was an incredible honor to be included in this exciting new category and to represent the only mobile tour,” said Jennell Oddo, Account Executive at Marketing Werks. The Summer of Mars Experience Tour traveled to five stem-focused educational locales along the eastern seaboard. The mobile tour garnered an equivalent of $2.3 million in publicity value, and led to a three percent increase in ticket sales at the Kennedy Space Center Visitor Complex.
Marketing Werks was responsible for developing and leading the tour’s activation strategy and event execution, in partnership with Sandy Hillman Communications who managed media relations. “We were thrilled to make the Mars Rover accessible to the public, and particularly to young people,” said David Rothkopf, SVP, Executive Creative Director. He added, “The first person to travel to Mars will probably come from Generation Z. This was our chance to inspire both the world’s future astronauts, and anyone willing to ask, ‘What if?’”
Sparking Generation Z’s interest began with the Mars Rover, which was designed with the help of NASA experts, and functioned as both a working vehicle and a laboratory. Measuring 24 feet long, 13 feet wide, and 11 feet high, it was complete with massive Martian terrain tires, complex digital displays, onboard science lab, and a stunning astronaut-designed cockpit. To personify this giant space vehicle, guests at The Summer of Mars Experience Tour had the chance to meet real astronauts like Shuttle Astronaut, Jon McBride, who discussed the Mars Rover, its mission, and the future of space travel at each activation. Guests could also explore the red planet with a virtual reality simulation, play video games, and plan space missions, all while snacking on astronaut ice cream.
“This win highlights the importance of meaningful marketing,” said Lisa Fasana, SVP, Account Director. “The program wasn’t just about driving sales, it was about inspiring a generation.”