Maryland Science Center Launches 'Give Them Something Smarter To Do' Campaign Created...

Maryland Science Center Launches 'Give Them Something Smarter To Do' Campaign
Created By Carton Donofrio Partners

Advertisements Lean on Funny Facts and Kids' Outrageous Behaviors to Draw
Families to Center

BALTIMORE, July 31 /PRNewswire/ -- The Maryland Science Center, an engaging,
exhibit-filled learning space in Baltimore's Inner Harbor, has partnered with
its agency of record, Carton Donofrio Partners, a full-service marketing
communications firm in the mid-Atlantic region, to introduce an irreverent new
series of print, Internet and radio advertisements.

The integrated marketing campaign, which is designed to attract visitors to
the center's exhibits, includes copy that relies upon quirky facts paired with
the line "learn something new every day." The fun facts are intended to
intrigue and amuse both kids and adults. For example, one ad states that,
"Cockroaches can survive for a week without a head. However most of the week
is spent complaining."

The campaign also features print ads, which connect bored kids' disruptive
high jinx to the command: "give them something smarter to do." For example, in
the print ads young children are shown getting into trouble -- ranging from
messily raiding the fridge, to painting the family car, to eating the dog's
food. The copy under the image suggests alternative pursuits, like the
exploration of dinosaurs, outer space and the human body at The Maryland
Science Center.

"This new campaign pinpoints the valuable learning opportunities at the center
while capturing the real fun families can have -- and the disasters they can
avoid at home," said Chris Cropper, senior director of marketing at The
Maryland Science Center. "In addition to attracting new visitors, we want to
re-engage with families who have come in the past. The campaign captures the
spirit of the center and communicates the breadth and variety of exhibits in a
quirky, fun way."

The campaign, which started running recently, is the first new advertising
initiative the center has run in two years. It includes 10 print ads, 10 radio
spots and various interactive banners. The print ads are running in The
Baltimore Sun and Baltimore Examiner. Radio ads are running on all CBS Radio
stations in Baltimore, WPOC in Baltimore, and DC101 in the District of
Columbia. Internet ads can be seen on washingtonpost.com and baltimoresun.com
Carton Donofrio Partners and The Maryland Science Center have been working
together for five years.

"The Science Center is a compelling attraction in the mid-Atlantic region,"
said Ellen Moore, chief operating officer of Carton Donofrio Partners. "Our
latest assignment allowed us to further explore the various exhibits and
activities that keep visitors coming back for more."

In addition to permanent exhibits, such as Dinosaur Mysteries and Your Body,
the science center features a traveling exhibition and offers new movies in
its Imax in theater.
To view the print and online ads go to http://www.cartondonofrio.com/msc/.

Carton Donofrio Partners, Inc., is a full-service marketing communications
firm that provides advertising, public relations, interactive media, brand
consulting, customer experience design, and market research services. Carton
Donofrio's Context-Based Research Group subsidiary is a global research
company that uses a proprietary network of 3,500 anthropologists around the
world to uncover consumer and cultural trends. The Baltimore-based agency's
global capabilities are further expanded through its partnership in Worldwide
Partners, the largest strategic business network of independent,
owner-operated marketing and communications firms. For more information about
Carton Donofrio Partners, visit www.cartondonofrio.com.

About the Maryland Science Center
The Maryland Science Center at Baltimore's Inner Harbor is visited by more
than 500,000 people each year. Popular exhibits include: Dinosaur Mysteries
with more than a dozen full-size dinosaurs and interactive paleontology
activities; an exploration of the day in the life of the human body in Your
Body: The Inside Story; and dozens of interactive experiments in Newton's
Alley. Other popular attractions in the museum include the Kids Room, the
five-story St. John Properties IMAX Theater, and the world-famous Davis
Planetarium.

Media Contacts: Tracey Cassidy
201-656-7178
tcassidy@rosecomm.com

Victoria Grantham
917-328-3287
vgrantham@rosecomm.com

SOURCE Carton Donofrio Partners, Inc.

Tracey Cassidy, +1-201-656-7178, tcassidy@rosecomm.com, or Victoria Grantham,
+1-917-328-3287, vgrantham@rosecomm.com, both for Carton Donofrio Partners