Giants of the Jurassic
Brand identity, digital strategy, digital marketing, microsite development, integrated campaigns, video, print, experiential, OOH, user-generated content
In 2015, the Dallas Zoo opened a new temporary exhibit called Giants of the Jurassic that featured life- sized animatronic dinosaurs. This proved to be a great opportunity to reach the Zoo’s target audience of moms and young families by tapping into the public’s fascination with dinosaurs. The goal of the marketing campaign was to drive traffic to the Dallas Zoo and help it reach its goal of 1 million visitors in a single year.
Playing off the fact that the Dallas Zoo is the largest zoological exhibit in the state, combined with the obvious magnitude of dinosaurs, the campaign takes “big” to a whole new level. The creative took the Zoo’s biggest attractions—the lion, the penguins, the elephants, and the giraffes—and imagined their reactions to their outsized summer guests. The copy emphasized that the already-big Zoo would be even bigger and better.
The marketing campaign included print ads, digital ads, digital OOH, radio and transit, including a unique bus wrap. Additionally, to leverage the dinosaur mania surrounding release of the film Jurassic World, several of the human-powered dinosaur puppets from the Giants of the Jurassic exhibit made appearances at Cinemark Theaters the opening weekend of the film. While the GOTJ campaign was just a part of the Dallas Zoo’s success in 2015, in September the Zoo did reach its millionth visitor in a single year.