The Challenge

The Grand Canyon Visitor Center sought to generate excitement for the reunion of the original IMAX film crew behind Grand Canyon: The Hidden Secrets. This milestone marked the sunsetting of the legendary 70mm film, requiring an experience that honored its legacy while driving engagement from media, family, and friends. The challenge was to design an immersive and interactive campaign that:

• Captured the grandeur and significance of the film’s impact.

• Created a high-touch, visually striking invitation experience.

• Reinforced the Grand Canyon Visitor Center’s brand and legacy.

• Integrated digital and physical touchpoints to drive visitor engagement.

Discovery & Definition

Through close collaboration with the Grand Canyon Visitor Center team and hospitality partners—we defined the core objectives:

• Honoring the Film’s Legacy – Incorporate design elements that reflected the film’s history and the natural beauty of the Grand Canyon.

• Tactile & Digital Fusion – Create a print invitation experience that felt as grand as the canyon itself while extending the reach via digital platforms.

• Maximizing Engagement – Ensure the campaign drove both in-person attendance and long-term brand engagement.

Key Experience & Business Goals

• Immersive Invitation Design – Developed a unique, unfolding print piece housed in a custom film tin, evoking the 70mm film experience and prompting recipients to engage.

• Brand Continuity – Tied in deep red and golden hues inspired by the canyon, paired with typography and visual motifs from the original film.

• Seamless Visitor Journey – Designed a dedicated landing page and digital ad campaign directing users to event details, ticketing, and hospitality partners.

• On-Site Brand Experience – Updated signage and wall murals to reinforce the film’s legacy while promoting its successor, Grand Canyon: Rivers of Time.

Design & Implementation

We crafted a high-impact, multi-channel experience combining physical and digital storytelling. The invitation design unfolded beyond initial expectations—mirroring the sense of discovery central to the Grand Canyon itself. Housed in a film tin that resembled an archaeological find, the piece invited recipients to step into history while embracing the future.

On the digital front, a landing page and display ads directed visitors to the Grand Canyon Visitor Center. By integrating modern web design principles with nostalgic storytelling, we ensured both longtime fans and new audiences engaged with the event.

Impact & Future Collaboration

The campaign successfully amplified excitement around the event, earning front-page coverage in the local paper in Tusayan, Arizona. This visibility not only reinforced the Grand Canyon Visitor Center’s reputation as a hub for cinematic history but also drove a measurable increase in ticket purchases and visitor engagement.

Beyond the immediate success, the impact extended to future opportunities. Our work on this project led to a referral to rebrand the Niagara Adventure Theater, positioning their IMAX film Niagara: Miracles, Myths, and Magic for a refreshed, modernized identity. This collaboration underscored the value of immersive, story-driven branding in revitalizing historic cinematic experiences, further establishing our expertise in this space.