Challenge visitors to view the world differently by telling the secret history of history through the stories of real life spies and communicate the value of the International Spy Museum’s one-of-a-kind experience. A first year goal of 500,000 visitors was set and success was measured by tracking visitations. Adults 35-54. Residents of the Washington, DC, metropolitan area, including members of the intelligence community. Leisure travelers and business travels were targeted as well to some extent. Since the product itself was so emotionally powerful, we brought the product to life in advertising using vignettes about the history of espionage. The full series of ads was a collection of authentic spycraft stories gleaned directly from exhibit content and retold through broadcast and print as period pieces, using sound effects and artifacts of the times in deeply emotional ways. The International Spy Museum dared to launch itself as the first and only museum in the world to provide a global perspective on espionage. Rosenthal Partners positioned the museum as a “must see” destination that would unveil the secret truths of history. Phenomenal. The museum has experienced at or near capacity crowds since opening their doors in late July 2001 welcoming 712,000 visitors during the inaugural year, surpassing the goal by 40%.