MOTAT

In 2020, MOTAT faced a tough truth: many saw it as outdated and boring, a place stuck in time. Competing with iPads, Marvel movies, and malls for attention, it needed to prove its value to modern families. Most museums were free, and the zoo had obvious appeal so MOTAT needed a bold, new direction. MOTAT struggled with brand identity and marketing strategy. It was increasingly seen as a venue rather than a museum, with events of unrelated themes and inconsistent branding. Marketing efforts were disjointed, each with its own icons, look, and fonts. Could MOTAT transform into a vibrant, inclusive space, one that connects generations and redefines what a museum can be?

What if learning could be joyful, hands-on, and shared between kids and their grown-ups? What if MOTAT became a playground for curious minds?

In Aotearoa, we need more curious kids with big dreams powered by Science and Technology. But when people heard “Museum of Transport and Technology,” they often imagined dusty old machines and quiet halls. Through a brand interrogation process, we embraced the concept of "play" and "playground”; at the heart of MOTAT could be a place where families had fun. We needed to flip the script - and our business model - from “look but don’t touch” to “touch, tinker, and try.” This meant rethinking not just exhibits, but the entire visitor experience, making it more interactive, playful, and relevant to today’s families.

Our new Promise: MOTAT, the science and technology playground of Aotearoa: hands-on, minds-on discovery for everyone. This is a rally cry that we’re not just a museum anymore. we’re a launchpad for dreams. We spark curiosity through joyful play. Every exhibit, and event invites Tamariki and whānau to connect, create, and discover, turning learning into a magical, hands-on adventure. We created a campaign platform focused on human reactions, making science feel a place where you can play that is personal and magical, resulting in emotional engagement; our focus was on a child's limitless imagination.

MOTAT’s transformation wasn’t just bold, it was brilliantly effective. Backed by data from TRA visitor surveys, Google reviews, official ticket sales, and media coverage, here’s how we turned strategy into success:

• Ticket sales increased 26.42% YOY
• Memberships increased 35% YOY
• Google rating has increased on average from 4.45 in 2023 to 4.89 in 2025
• NPS increased +19.7