My Dallas Zoo Campaign | Alchemy at AMS
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My Dallas Zoo Campaign


Dallas Zoo


Print advertising, digital ads, social media, outdoor, transit, outdoor digital

Brand Strategy, Digital Marketing, Print, Social Media
About This Project

Our primary objective in the 2014 campaign was to drive traffic to the Dallas Zoo and help them hit their goal of one million visitors—no simple task.

Knowing that consumers are more influenced by personal recommendations (even from strangers) than any form of advertising, we based this campaign around the real-life experiences that are made every day at the Dallas Zoo. We solicited photos of “Wow” moments from actual visitors as the base for the ad campaign, which were seen and heard across North Texas in the form of print, OOH digital boards, bus and train ads, pole banners, online banner ads, and radio. We extended the campaign via social media by encouraging visitors to post their own “wow” moments to Instagram by using #DallasZoo. The campaign helped the Dallas Zoo reach a 2nd consecutive record-setting attendance, just under the one million mark, and delivered nearly 75 million media impressions throughout its entirety.