CASE STUDY • International Spy Museum

Engaging Agents: How Encora Boosted Fan Engagement for the International Spy Museum

Industry

Hitech

Our Contributions

Strategy & Design, Immersive Experience

The Challenge

The International Spy Museum (SPY) is a non-profit institution that houses the world’s largest public collection of espionage artifacts. Ahead of relocating to a larger, more immersive facility, the museum faced a five-month closure that risked losing visibility, ticket demand, and community momentum. To keep audiences engaged during downtime and drive anticipation for reopening, SPY partnered with Encora for a campaign that could sustain excitement and deliver measurable results.

How We Did It

Here’s how we turned a temporary shutdown into an opportunity to excite fans, grow the audience, and set the stage for a record-breaking reopening.

Immersive Pre-Launch Activation

We designed a GPS-enabled scavenger hunt that cast participants as secret agents. Players solved ciphers, Morse code, and riddles leading to real spy sites, where hidden “dead drops” unlocked prizes and sparked excitement for the new museum.

Integrated Media Campaign

We delivered a broad awareness campaign across digital, print, and broadcast channels. Espionage-themed visuals and storytelling spanned social, video, out-of-home, radio, and direct mail, keeping audiences engaged and building demand for tickets.

The Result: Turning Washington into a SPY Playground

Together with Encora, SPY transformed its temporary closure into an opportunity to deepen connections with fans and expand its reach. The campaign turned the city into a playground for “agents,” engaging the public in real-world spy missions while amplifying awareness through multi-channel media.

18%

increase in attendance at reopening

31%

growth in website traffic year over year

13x

growth in Facebook engagement during the campaign

Digital ad click-through rates jumped to 39%
Earned media coverage included The Washington Post, The New York Times, NPR, CBS News, and AXIOS
Over 1,500 guests attended the opening gala and ribbon-cutting ceremony

With these results, SPY achieved a high-profile reopening and established a stronger, more engaged fan base for future programming.

The Bottom Line

This campaign turned a period of potential invisibility into one of the museum’s most memorable moments. Playful audience engagement and a strategic media push helped SPY exceed attendance goals, strengthen community ties, and relaunch as a premier cultural destination in Washington, DC.