Do the Zoo
Concept development, television, radio, in-store radio, print design, including free standing inserts, on-premise displays, web design, interactive programs, OOH, experiential events, internal marketing
In recent decades, the Dallas Zoo’s reputation had been mired in outdated perceptions and negative past history, not current reality. So Alchemy at AMS teamed up with the Dallas Zoo for their newest campaign to raise awareness and increase attendance.
In a year when there were no new exhibits to drive traffic, we built a meta-narrative around the one milestone event—the 125th Anniversary of the Dallas Zoo. Our 125 Reasons to Do the Zoo campaign included a marketing mix ranging from a public birthday party to a microsite with 125 reasons to do the zoo, and a social campaign. Overall attendance for the year was the highest ever recorded, only to be beaten the very next year. (See our My Dallas Zoo campaign)
We were honored with a Bronze Addy Award in the Integrated Campaign category for this campaign.