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Ontario Science Centre breaks Curious campaign

The Ontario Science Centre in Toronto has begun a new corporate brand campaign using the tagline, "Your Curious Belongs Here." The campaign depicts the centre as a place that lets curious people "actively engage in new ways of seeing, understanding and thinking about themselves and the world." Developed by Cleansheet Communications in collaboration with Argyle Communications, the campaign consists of print, out-of-home and online advertising, as well as media relations and social media activities. According to the centre, the initiative represents a departure from its previous marketing efforts, which focused on specific temporary exhibits rather than the attraction as a whole.

"At the Ontario Science Centre, science is about more than knowledge and learning," said Bern Gorecki, vice-president of marketing and strategic communications at the Ontario Science Centre. "It's about discovering the unexpected connections between ourselves and the wonders of the universe, and in doing so, altering how we learn, think and act. Our new marketing platform with its quirky tagline is designed to make people wonder and inspire them to explore surprising new possibilities."

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