Case Study: The Strong National Museum of Play boosts attendance with Partners + Napier's Path to Play campaign

The Strong National Museum of Play boosts visits 35% with Partners + Napier

The Strong National Museum of Play, a beloved regional institution in Rochester, faced the challenge of expanding its reach beyond its local market to become a must-visit family destination. Partners + Napier was tasked with scaling the museum's appeal and giving families outside of Western New York a compelling reason to make the trip.

Partners + Napier created "The Path to Play," an immersive out-of-home and wayfinding campaign that transformed the journey to the museum into an interactive experience. The solution utilized a series of toy-inspired billboards placed along the route from Toronto and integrated with the Waze app to gamify the trip. This campaign by Partners + Napier generated 108.6 million impressions, increased web traffic by 700%, and drove a 35% increase in visits, successfully repositioning the museum as a destination brand.

The Strong National Museum of Play