The Dallas Zoo
How do you sell a family-friendly event on a holiday that’s known to be frightening? Meet in the middle, of course.
The Dallas Zoo needed an integrated campaign that captured the imagination of young families across the Metroplex. Where else can wild, candy-induced children trick-or-treat near wild animals? Only at the Dallas Zoo. Using this key idea, we alluded to a childhood story classic and arrived on “Where the wild things really are.” This campaign came to life in print, digital, OOH and radio.
Halloween Nights saw an almost 100% increase in attendance in 2014 (12,266), compared to 2013 (6,174).