Problem How do you promote a new otter exhibition at the local zoo? Solution Make otters a part of the city’s landscape. Background Every year Monterey Bay Aquarium has a new featured exhibit that they promote during the summer. The exhibit for 2007 was “Wild About Otters.” Our challenge was to create awareness and excitement in San Francisco while creating fun experiences with otters. Objective Our goal was to reach San Francisco residents and commuters (adults and children) during the summer by integrating several different formats. All efforts were based in the city. Strategy We had to consider the day of a San Francisco dweller and commuter. Wallscapes and bulletins created awareness and big impact in key areas of the city. Two-sheet subway posters were used to reach rail

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