Cook + Schmid developed a comprehensive marketing and media relations plan designed to promote the Titanic exhibition. Numerous channels were used, including print and broadcast media, social media and word-of-mouth. The plan was rooted in both traditional PR strategies and creative and interactive strategies designed to grab attention, generate and maintain buzz and drive audiences to the exhibition. As a creative tactic, Cook + Schmid froze tickets to the exhibit in blocks of ice and organized a scavenger hunt to find them, overseen by an actor who dressed as the captain of the Titanic. The event secured extensive media coverage. The Titanic exhibit at the Nat sold more tickets than any other Titanic exhibit in the country.