SweetScience increased visitation to FLDC 67% in 2022, a year when every other major museum in Philadelphia experienced decreases of 44%-75%.
The Faith and Liberty Discovery Center opened in historic old-city Philadelphia in 2021 with a mission of re-establishing how faith inspired the founding of America and has helped shape American history through today.
By January 2022, visitation was not meeting expectations or financial projections for two reasons:
Misperceptions that the museum’s primary purpose was to convert people to Christianity.
FLDC is competing against the must-see free attractions of the Liberty Bell and Independence Hall.
SweetScience repositioned FLDC as a historical attraction that tells the largely untold story of America’s faith-based beginnings while bringing to light the museum's immersive, high-tech, and award-winning experience.
Through our data-driven approach featuring our proprietary MarketScope™ audience profiling and targeting technology we identified and targeted the campaign to a persona defined as “historically curious people of goodwill.” This enabled us to broaden the addressable market beyond the faith-based community with a new history-focused theme – See American History in a Whole New Light – critical to achieving higher ticket sales.
Visitation to FLDC increased 67% in 2022, a year when every other major museum in Philadelphia experienced a visitation decrease of 44%-75%.