See More. Do More. Be More.
PUNCH (formerly OIC | Briarpatch), has created Seymour the Dinosaur, the Children’s Museum of Richmond’s (CMoR) new mascot. Seymour will make his public debut Saturday, June 25 at the opening of the new permanent exhibit “Shadow Play.”
Easily recognizable and expected to be popular among children ages two through six, Seymour was created to build consumer confidence in the museum as the best choice for family fun. In addition, Seymour will be used to build brand recognition around the institution itself, the acronym CMoR, and the tag line “See more. Do more. Be more.”
“It’s thrilling to see our work come to life,” said Kelly Adams, a Managing Partner at PUNCH. “It’s been an exciting creation process working with the Museum. It has been a very meaningful project to us, and it is satisfying to know that our design will soon become a friend loved by the children of Richmond.”
Seymour was two years in the making. More than 250 school children stood in a fabricated election booth on Election Day 2004 to cast their vote for one of three mascot candidates. The overwhelming majority (48%) chose the dinosaur over a puzzle piece (28%) and a bumble-bee (24%).
Seymour the Dinosaur, of the breed “See-more-a-saurus,” is indigenous to Richmond, Virginia and makes his home behind the “blue” door at CMoR. His hobbies and interests include world travel, art, nature, science and play, and his preferred method of transportation is his propeller hat, also known as his creativity cap. His motto is: “It’s fun to learn, it’s fun to play. Through play, we learn more every day.”
In addition to building brand recognition, Seymour will work to inspire young children to explore the arts and sciences through his own personal interests. He will appear every Wednesday in July and August at CMoR. And he will reach beyond the four walls of the Museum with a personal appearance schedule around town. His first stint will be during the month of July, with lunchtime appearances at Chik-Fil-As throughout the Richmond area.
“The Children’s Museum of Richmond is thrilled to introduce Seymour as our new mascot and community ambassador,” said Randy Wyckoff, president of CMoR. “Seymour truly brings to life the museum’s tagline of ‘See More. Do More. Be More.’ We are looking forward to having him represent the Children’s Museum at events and activities all over the metro area.”
The launch campaign for Seymour includes his first public appearance at the opening of “Shadow Play;” tags on the end of CMoR TV ads beginning June 15; a private party for the Museum’s top 100 donors with a puzzle invitation that arrived unassembled with the message “We wanted you to be the first to know;” a Verizon Corporate preview event as well as bookmarks and backpacks distributed to schools and libraries.
Seymour has his own jingle, and a mural that shows where Seymour lives will adorn the walls of CMoR. He will also inspire children to do good deeds, like donate canned goods to a food bank, through his Stone Soup Food Bank display.
The Children’s Museum of Richmond is located at 2626 W. Broad St. in Richmond. Regular hours are Tuesday through Saturday from 9:30 a.m. – 5:00 p.m. and Sunday from noon to 5:00 p.m. NOTE: For the summer, CMoR is open on Mondays from 9:30 a.m. to 5 p.m., Memorial Day through Labor Day. Regular admission is $7.00 and is free for children under one year of age and members of Club CMoR. For additional information, please visit http://www.c-mor.org or call (804) 474-CMOR (474-2667).
PUNCH was formed following the merger of OIC Design and Briarpatch Productions. The company provides full-service marketing services for clients such as CMoR, Jamestown 2007, Richmond Sports Backers, Woodfin Oil, and Anthem Blue Cross Blue Shield. For more information about PUNCH, visit http://www.theartofimpact.com.
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