Keeping the freshwater true to its name.

The $400m revitalization of Dubuque’s riverfront began with the creation of the National Mississippi Museum & Aquarium, a Smithsonian affiliate and definitive education and entertainment destination for America’s great river. Mission Creative worked closely since its creation to develop a brand architecture that conveys the importance of the one-of-a-kind facility and establish it as a crossroads for the greater tri-state community.

Development of seasonal campaigns and maintenance of an overarching brand message has generated repeat traffic, welcomed a host of newcomers and grown admission by nearly 28% in 2009. This was made possible by preservation of a fresh experience through the Web, social media networks and traditional advertising and has structured the museum & aquarium as a progressive platform for visitor interest.

A recent major addition to the facility exemplifies its focus on reinvention and continuing commitment to success.