Promo spotlight: Discovery launches exhibit of recovered space capsule

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Marketer: Discovery Channel, Bethesda, Md.

Effort: "The Lost Spacecraft: Liberty Bell 7 Recovered."

Agency: BBH Exhibits, San Antonio, and in-house (marketing).

Twist: Discovery Channel is taking its interactive exhibit of the restored 1961 Mercury space capsule to museums in 12 cities over the next three years. The spacecraft was lost at sea until its recovery last year; the exhibit includes the actual module plus a life-size replica of a typical American living room from the Mercury space program era. In each market, Discovery will team with a local cable TV affiliate for promotions designed to increase museum traffic and generate new cable subscriber leads among museum visitors.

Vital statistics: After its debut at the Kennedy Space Center in Florida, the tour has landed in Indianapolis. Included is a local sweepstakes to win a variety of prizes including a free parent-child trip to Space Camp.

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