Case Study: Mystic Seaport boosts family visitation with Adams & Knight's adventure-focused rebranding campaign

Mystic Seaport boosts Facebook likes 500% with Adams & Knight

The customer, Mystic Seaport, faced the challenge of being perceived as a traditional, one-time historical museum rather than a fun, must-visit family destination. The vendor, Adams & Knight, was engaged to develop a marketing strategy that would reposition the seaport and drive new attendance.

Adams & Knight implemented an integrated rebranding campaign that positioned Mystic Seaport as an adventure under the theme "Earn your Sea Legs." This approach targeted parents' emotional motivators and was executed across TV, digital, and social channels. The campaign successfully drove over 10,000 new visitors to its online hub, resulted in a record 12,000+ downloaded coupons with a 51% redemption rate, and increased Facebook likes by more than 500%.

Mystic Seaport