Case Study: International Spy Museum achieves increased attendance and measurable revenue growth with DMI

International Spy Museum - Customer Case Study

The International Spy Museum engaged DMI to boost awareness, consideration and attendance while establishing measurement where none existed before. DMI delivered media‑informed creative and integrated media planning—using out‑of‑home, transit, print and digital channels—and positioned the audience as the protagonist to drive interest in the museum’s exhibits and offers.

DMI implemented the “Embrace Your Inner Spy” campaign (including social hooks like #stealthie) and aligned creative with media to reach target audiences, and for the first time set up measurement of online intent conversions. As a result, the museum saw attendance rise within months, revenue increased year‑over‑year, and attendance measurably exceeded goals, giving DMI and the International Spy Museum a baseline to optimize future campaigns.

International Spy Museum