Problem How can Palm Beach Zoo increase attendance by consum- ers from nearby counties? Solution By utilizing directional out of home in key locations. Background Palm Beach Zoo was looking to brand the Zoo throughout Palm Beach County. They were looking to increase atten- dance among commuters from Broward and Miami-Dade counties. They were also looking to target Palm Beach county tourists. The challenge was to let everyone know where they are located, as there is no direct exit from I-95 off Summit Blvd. Objective The Palm Beach Zoo first started with (one) I-95 digital billboard that was directional to their location. They added a second board in the northern county to target vehicle tourism traffic heading into Palm Beach County. After the two billboards were a succe

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