In San Diego, Whaley House has been a beloved attraction in Old Town for over 100 years. However, under its former management, the historic site lacked the attention, innovation, and marketing efforts needed to stand apart from the competition. With undesirable hours and outdated tours to an undervalued online presence, Whaley House was missing opportunities to captivate modern audiences and share its rich history.
HTA recognized this jewel’s untapped potential and stepped in to breathe new life into every aspect of the attraction—from brick-and-mortar operations to its online presence. They implemented updated hours, revamped tours, and partnered with BlackDog Advertising to reinvigorate the marketing strategy.
Revitalizing Whaley House with Blackdog Advertising's solution to marketing for museums
The challenge was clear: Whaley House needed to introduce itself in a way that felt fresh while honoring its storied past. Guests weren’t engaging with the brand online, and the lack of a cohesive identity left it struggling to compete. At BlackDog Advertising, we know that the majority of bookings are either won or lost online, so our task wasn’t just to build a website—it was to create a digital experience that seamlessly connected visitors to Whaley House’s history.
Through well-crafted and consistent communications, we helped Whaley House establish a strong, engaging brand identity that increased trust and excitement. Every visitor, whether online or in person, is now invited to step into a world of stories and plan their trip with ease. This case study explores how BlackDog Advertising, in partnership with HTA, transformed the challenge of revitalizing a historic landmark into an opportunity to captivate audiences and ensure Whaley House continues to thrive for years to come.

A strategic plan to elevate Whaley House in San Diego
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Enhance brand visibility
BlackDog Advertising’s first museum advertising objective was elevating Whaley House’s presence in the competitive San Diego museum landscape. This would help ensure that the institution stood out as a noteworthy destination.
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Craft a distinctive brand identity
The goal was to create a brand identity for Whaley House that not only aligned with its rich history but also stood out in a crowded digital space, making it instantly recognizable and memorable for potential visitors.
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Position Whaley House as a premier San Diego attraction
Marketing for museums requires positioning them as must-visit destinations. For Whaley House, this meant reaching both local residents and vacationers seeking unique historical experiences.
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Enhance digital discoverability
By employing SEO strategies, we ensured Whaley House’s online presence was easily discoverable, capturing a wider audience interested in San Diego attractions and history, before the competition.
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Leverage existing HTA San Diego products
Our museum marketing strategy included integrating Whaley House into the broader context of HTA’s San Diego offerings, such as Old Town Trolley Tours, Ghosts & Gravestones, and San Diego Seals. With this collection of first-person data, we were able to convert this museum advertising campaign into direct sales.

Digital synergy: How Blackdog and HTA shaped Whaley House's unique identity
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Distinctive brand identity
Research is an integral part of museum advertising. We developed a brand identity for Whaley House to make it a standout destination, appealing to anyone fascinated by San Diego’s rich history.
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Strategic sitemap collaboration
Working closely with HTA, we crafted a user-friendly sitemap that fulfills the needs of both the museum and its visitors.
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SEO-driven copywriting
Guided by SEO research specific to marketing for museums, we created website copy that improved search visibility and highlighted Whaley House’s historical and paranormal relevance.
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Custom WordPress website
Opting for customization over templates, we designed a state-of-the-art WordPress website. This approach prioritized flexibility, responsiveness, and a tailored user experience.
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Authentic photo/video shoot
We captured visuals that reflect Whaley House’s historical and paranormal themes, using the footage as a vital element of our museum advertising strategy.
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Digital integration
By linking Whaley House with other HTA San Diego products, we expanded the museum’s reach, engaging audiences already familiar with related attractions.
Digital triumph in three months
In just three months, BlackDog Advertising’s plan made Whaley House easy to find and connect with online. This SEO-driven approach propelled the museum to high rankings in online searches, ensuring increased visibility among potential visitors. The new website also demonstrated an impressive conversion rate, meaning visitors not only discovered Whaley House through online searches but were motivated to plan their visit.
Tailored museum marketing reshapes Whaley House's online fortunes
From starting the digital journey to triumphing online, BlackDog Advertising’s strategy for Whaley House showcases the power of tailored museum marketing. Whaley House enjoyed rapid success, marked by high SEO rankings and a noteworthy conversion rate, proving the effectiveness of BlackDog Advertising’s audience-focused approach. When applied to marketing for museums, tours & attractions, this aligns with the belief that a well-programmed website is key to winning over modern audiences and driving direct sales.