LA ZOO
The Challenge
How to appeal to a more diverse market to counteract diminishing Zoo attendance. Attendance had been dropping as the market evolved demographically. The Zoo needed to appeal to the more diverse Los Angeles community, and do so using limited resources.
Solution
The Ant Society repositioned the L.A. Zoo to underscore the exciting learning opportunities for families. The new brand strategy and plan revolved around a television, OOH and social media campaign to announce new exhibits as they were built. Landing pages also helped generate excitement and provided information to drive traffic to the Zoo. The campaign was executed in multiple languages.
We used television to convey the wonders of the newest exhibits
Results
The L.A. Zoo visitation reached record levels as a result of a 100% increase in brand awareness and an improved consumer perception. It was now ranked among the top 10 attractions in Los Angeles.
Additionally, there was a significant increase in co-op funding by Fortune 500 companies including Pepsi, Farmer’s Insurance, Del Monte, FisherPrice and others.