Problem How do you increase attendance to the Buffalo Zoo on a limited budget? Solution By using transit advertising to reach Buffalo residents. Background The Buffalo Zoo needed to increase its attendance on a lim- ited budget. Prior to this campaign, it had never tried transit advertising. Objective The goal was to increase traffic by using transit advertising, to reach Buffalo residents who would benefit from a season pass. Strategy The Buffalo Zoo used short-term, high-frequency bus kings to reach Buffalo residents. Bus shelters were also used at locations near train fare-boxes and family destinations. Plan Details Markets: Buffalo, NY Flight Dates/OOH Formats: • Flight: June 1 - August 31, 2016 • Bus Kings • Bus Shelters Budget: $10,000 and over Results The Buffalo Zoo inc

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