Bringing a Historic Fort Worth Attraction into the Future
The Fort Worth Museum of Science and History unveiled its newly transformed Jane & John Justin Foundation Omni Theater in December 2024, featuring the world’s largest LED dome ever installed in a museum. This state-of-the-art theater boasts an 8K LED display, offering unparalleled visual clarity and a truly immersive experience. The challenge? Generating excitement and ticket sales for a venue that was still under construction, making it difficult to showcase its groundbreaking features to potential visitors. The Museum enlisted Schaefer’s expertise to craft a compelling campaign that would not only captivate audiences, but drive ticket sales ahead of the grand opening.

A Full-Service Approach to a Flawless Launch
From strategic vision to effective execution, Schaefer provided:
- Strategy: Developing a go-to-market plan that ensured maximum awareness, engagement, and conversions.
- Creative: Concept development, art direction, copywriting, and design to capture the Omni’s brand new, immersive experience.
- Media: Media planning, buying, execution, and real-time analytics to optimize performance throughout the campaign.

Creating a Vision for an Unseen Experience
We were challenged with making viewers feel the thrill of the Omni Theater before they could experience it in person. Using AI-generated imagery, we crafted visuals that transported audiences into the other worlds. Paired with compelling headlines like “Don’t Just Watch. Discover.,” we built anticipation and excitement in the market.

Blending Digital Precision with Emotional Storytelling
Through a carefully orchestrated media mix, targeting DFW and outer drive-markets in Texas, we generated strong awareness before ticket sales launched in November. Our full funnel approach combined paid search, social, and targeted publication partnerships in the arts, culture, and family entertainment space to create excitement and drive ticket sales prior to the opening.

Big Impact, Bigger Results
- In just over a month, we drove $168,249 in online ticket sales.
- Of the total revenue, 39% was driven directly from paid media.
- We surpassed Paid Search benchmarks, with 24% higher CTR and a $1.25 lower CPC than the industry standard.
- Paid Social generated 4 million impressions, driving massive awareness for the duration of the 4-month campaign.
- Publication e-blasts drove open rates as high as 62%, click-through rates up to 20%, and 26K+ clicks across media placements.

More Than Marketing—Creating a Movement
At Schaefer, we don’t just market attractions—we create anticipation, showcase experiences, and drive results. The success of the Jane & John Justin Omni Theater launch proves that a strong blend of storytelling, media strategy, and bold creative can turn any challenge into a success.