Project Overview

The Witte Museum experienced its largest and most transformational renovation in its almost 90-year history. Funded by a $100 million capital campaign financed through a successful public-private partnership, the New Witte modernizes and reshapes the San Antonio Broadway Reach with a deeper educational and cultural understanding of Texas natural history and science, Texas history and art.

Project Narrative

The New Witte’s transformation required a clearly-defined marketing strategy that began with branding and included all marketing, advertising, media buying/placement, public relations and messaging leading up to its grand re-opening in 2017. GDC conducted qualitative research to identify the campaign messaging that would resonate with the target audience of moms, who primarily determine entertainment destinations for their families. While the Witte Museum had a very strong image, we quickly learned that its reputation as the keeper of everything Texas for over 90 years resonated most with its customers.

With the persuasive messaging identified through GDC’s proprietary Certitude™ research complete, the transformative trajectory of the New Witte continued with the articulation of the New Witte’s brand position using GDC’s MirrorBranding™, setting a clear path toward the campaign goals.

Campaign efforts included the Witte Museum website redesign, TV and radio spots, multiple geo-targeting digital and social media assets, OOH, print, and unique spectaculars such as elevator and bus wraps and floor/window clings strategically placed for maximum exposure.

Project Results

As a result of the campaign, the grand re-opening of the Witte was a record-breaking success, with almost 6,000 visitors attending the first two days and more than 45,000 visiting during Spring Break 2017. This marked the highest performing Spring Break week in the museum’s 90-year history.