Hearst Castle

The process looked like this…

Our team thought a storyboard would be enough, and we were so wrong.

Why do people go to museums? To see things and learn things. Why go to a castle? To live it. Feel it. Thus, became the tagline: “A castle is bigger than a canvas.” Obvious, right? That’s the point!

We wanted Hearst to sound like the place to go, so we came up with a new strategy—a chance to create demand.

FOMO

“Because you can’t experience a post.”

Hearst Castle is a castle-museum experience available to tourists to well, to tour. The problem? It’s not a viable option to tourists due to its lack of brand awareness. What would make people want to visit a castle instead of a regular museum? We found the answer—we make it something they want, an experience they’ll never forget.

“A castle is bigger than a canvas”

Social media makes people envious of others’ experiences. So what better way to get people into the castle than creating FOMO? Social posts with pictures of the property with an interactive “alive” aspect, where a museum fails, you can’t live it. Here at Hearst? You can.

Group Members: Jenna Lovanh, Isabel Mercado, & Kruti Patel