Digital strategy, digital marketing, integrated campaigns, print, OOH, radio, social media
As part of a sustained effort to remedy an outdated perception of the Dallas Zoo, for the 2016 annual digital campaign the Dallas Zoo wanted to focus on how the Zoo has changed and upgraded. Also, to encourage repeat visits, we wanted to communicate that every visit offers a unique experience. By virtue of featuring “real life” that gets visitors outdoors, the Dallas Zoo by nature offers something new to see every day.
The digital campaign positioned the Dallas Zoo as a welcome alternative to screen time for families wanting to unglue from their devices. By combining digital terms like “binge watching,” “face time,” “friend request,” and “browser” with photography of Dallas Zoo experiences, we redefined the digital terms by showing the real-life, offline equivalent. The tagline, Zoo.Oh! Upgraded, plays on a software term and expresses surprise and delight.
By shifting gears in our media plan to 75% digital OOH buy, we played off of the ever-changing digital world, and how the Zoo itself has upgraded. While the 2016 season is not yet concluded, the Dallas Zoo has shattered attendance records already this year.