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Ends of the Earth Exhibitor Marketing Guide


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Promotional Ideas

(Creating the polar buzz!)


Antarctic: The Cruise Adventure of a Lifetime.
Awarding a complimentary Quark Expeditions Antarctic Peninsula expedition for two will be the centerpiece of your promotional activities. Be sure to use this amazing trip to generate maximum media visibility for your exhibition of Ends of the Earth. Please refer to and adhere to the Quark contest guidelines in Schedule “E” of your Ends of the Earth lease agreement.

The Quark promotional contest provides an opportunity to potentially leverage your media buy with additional promotional value –resulting in a win for you as the exhibitor, the media partner and Quark Expeditions. Some ideas:

  • Work with a media partner to develop an Ends of the Earth contest promotion featuring a grand prize of a Quark Expeditions trip giveaway in return for advertising/promotion that will drive awareness of your Ends of the Earth exhibition and traffic to your attraction.
  • Create a promotion that attracts audiences to Ends of the Earth and your media partner. Audiences/contestants could fill out a ballot on-line or at your facility with the winning ballots possibly drawn by a Quark representative at your facility in conjunction your media partner.

Note: Rules and regulations for promotional contests may vary from location to location. Consult your legal department.


Why Don’t Polar Bears Eat Penguins?

• Their paws are too big to get the wrappers off! • They’re too busy drinking Coca-Cola! • When they see a polar bear, penguins dress up in polar bear costumes! • They’re intimidated by anything wearing a “suit”.

Humor helps promote awareness and the fun aspect of the exhibition. Invite audiences to submit their most humorous or imaginative responses. Select a winner for a major prize or give away passes to a special preview of the exhibition. Work with a media partner and develop an on-air promotion and post the results in a prominent place in your facility.

Sample On Air Contest:
Announcer: Why don’t Polar bears eat penguins?*
Tell us the answer. Tickle our funny bones. The funniest and most imaginative answers will qualify to attend a special preview of Ends of the Earth: From Polar Bears to Penguins – the newest and coolest exhibition coming soon to (your facility).
*The answer: Why don’t polar bears eat penguins? Polar bears live in the Arctic. Penguins live in the Antarctic. They never meet!


It was so cold...

How cold was it?
Not surprisingly, the coldest temperatures ever recorded on Earth have been in our polar regions. In North America, the coldest temperature ever recorded was minus 81.4oF on February 3, 1947, at Snag in the Yukon. People actually lived there at the time. Their descriptions of how cold it was are fascinating!

  • You could hear dogs barking and voices all the way from a native village over two miles away.
  • When the ice cracked on the river, it was like rifle fire.
  • When you threw a dish of water into the air, it fell like tiny pellets of ice the size of wheat kernels.
  • When you spit, it hit the ground like a thrown stone.
  • Men moving about the camp left small vapor trails that stayed so long they could see exactly where they had taken each breath as they walked along.
  • Your breath would freeze instantly and fall to the ground with a small tinkling sound like distant glass chimes.

Work with a media partner to develop a promotion around the daily weather report. For the duration of the exhibition, give available temperatures of the Arctic and Antarctic. Invite audiences to experience Ends of the Earth: From Polar Bears to Penguins in the comfort of your facility.


Test your Ice Q
“Test your Ice Q” with these Chill Testing Questions

1. Which bear is the largest?
a) Black bear
b) Grizzly bear
c) Polar bear
Answer: (c): Polar bears are the largest living land mammals. Male polar bears may weigh twice as much as a Siberian tiger. Most adult males weigh 300-600 kg (660-1320 lb) and measure 2.4-2.6 m (7.9-8.5 ft) in length. According to Guinness World Records 2006, the largest polar bear on record weighed an estimated 580 kg (1960 lb) and was 3.38 m (11 ft 11 in) tall.

2. There are 17 species of penguins in the world. All live in the southern hemisphere. How many nest in the Antarctic?
a) Four
b) Fourteen
c) None
Answer: (a): Only four nest on the Antarctic continent itself. These include Adelie, Emperor, Chinstrap and Gentoo penguins.

3. Which penguin is the largest, measuring more than three feet tall?
a) Emperor
b) Adelie
c) Chinstrap
Answer: (a): The largest living species is the Emperor Penguin. Adults average about 1.2 m (47 inches) tall and weigh 35 kg (75 lb) or more.

4. Why don’t polar bears eat penguins?
a) Their paws are too big to get the wrappers off.
b) They’re too busy drinking Coca-Cola
c) Penguins don’t live near polar bears
Answer: (c): Polar bears live in the Arctic. Penguins live in the Antarctic. They never meet.

5. Name the only animal that migrates from pole-to-pole?
a) Arctic tern
b) Blue whale
c) Leopard seal
Answer: (a) The Arctic tern flies from its Arctic breeding grounds to the Antarctic and back again each year. This 19,000 km (12,000 mi) journey ensures that this bird sees two summers per year and more daylight than any other creature on the planet.

6. The coldest temperature recorded in North America was minus 81.4oF on February 3, 1947, in Snag, Yukon (Arctic). It was so cold...
a) You could hear dogs barking and voices all the way from a native village over two miles away.
b) When you spit, it would hit the ground like a thrown stone.
c) Men moving about the camp left small vapor trails that stayed so long they could see exactly where they had taken each breath as they walked along.
d) All of the above
Answer: (d): All of the above (Actual descriptions from people living there).

7. What was the coldest temperature ever recorded in the Antarctic?
a) Minus 129° F
b) Minus 114° F
c) Minus 96° F
Answer: Minus 129° F at Vostok Station on July 21, 1983

8. Where do you think it snows the most year-round?
a) Portland, Ore. (6”)
b) Antarctic (less than 1”)
c) Memphis, Tenn. (5.3”)
Answer: Portland, where annual snowfall is 6”. Memphis gets a little less with annual snowfall just over 5”. Actual snowflakes are rarely observed at the South Pole because it’s too cold! Instead it falls as ice crystals or snow grains.

9. Bonus Question: On (your launch date) name the only place on the planet where the Ends of the Earth will meet?
a) Bering Strait
b) Portland
c) Tierra del Fuego
Answer: (insert name of your facility)


Events
Ice-themed Gala

Host an ice themed gala event with specialty cocktails, out-of-the-ordinary hors d’oeuvres, live entertainment, a preview of the Ends of the Earth exhibit and special screenings of a film that complements the exhibit theme.
Create ice-themed cocktails e.g. blizzards, ice caps, frozen margaritas and daiquiris. Try a Polar Spirit, Vostock Martini, Emperor’s Locomotion, or a Chinstrap. Serve ice wine, vodka cooler popsicles and snow cones.
Create an ice-themed or polar menu e.g. oyster bars (with lots of ice), iceberg lettuce salads, Arctic char, mussels and cured meat.
Dare to be different. Because of the cold, Arctic travelers need a lot of energy to generate body heat so foods that contain high-energy carbohydrates such as pasta, beans and bread are ideal too! Don’t forget the chocolate, nuts, dried fruit and the ice cream – baked Alaskan of course!
Top it off with live entertainment and/or a special screening of a film that fits the exhibit theme.


Speaker Series
Throughout the duration of the exhibition, immerse your audiences in the fascinating accounts of polar science and nature with a “Speaker Series”. Consider polar explorers, biologists, botanists etc. as well as an environmentalist to discuss climate change and its potential impact on the polar region – and your area. Bring in a speaker in conjunction with your media launch of the exhibition tp generate additional visibility for your opening and be sure to have this person do the interview circuit.

Example Speaker Series


100 Ramsey Lake Road, Sudbury ON P3E 5S9 • Tel: (705) 523-4629 or 1-800-461-4898
Fax: (705) 522-4954 • General Inquiries •
contactus@sciencenorth.ca
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