Problem How does a zoo attract new attendees? Solution By adding OOH to it’s media mix. Background The Kansas City Zoo had used print, radio, and digital advertising regularly, but had not intro- duced OOH into its marketing strategy in many years. The zoo felt like it was a missed opportu- nity to increase attendance. Objective To create awareness of the Kansas City Zoo and its new attractions, the campaign highlighted two of the newest animal exhibits: the Orangutan Canopy and Penguin Plaza. The campaign’s primary objective was to drive atten- dance, helping to reach attendance goal by the end of 2015. Strategy The media company used a combination of both posters and bulletins to help spread the word about events and exhibits at that time. Each of the posters featured an even

Join for free to read