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In October 1995, Ms Lea Tuuli, Marketing Director of the Finnish Science Center Heureka, sat in her office lost in thought. She was looking at a visitor chart and thinking about measures to improve the attendance of the 6-year old science centre located in Tikkurila, Vantaa. In a few moments, the marketing department would convene to decide about Heureka''s marketing program for the next year. This case serves best in graduate courses on tourism geography and marketing. Also post-graduate courses may be considered. The case may well be used in seminars for business executives dealing with marketing of an organisation. As the product presented in this case, a science centre, is an innovative and relatively new phenomenon, the case provides new insight into conventional market segmentation strategies.