Problem How does a zoo reach guests outside their immediate area? Solution By using a well place out of home (OOH) campaign on interstates and in rural locations. Background Tupelo Buffalo Park & Zoo was having difficulty reaching families outside of the local area, where they were competing with other zoos located in Birmingham and Memphis. They were trying to target rural areas, by relying on a small TV campaign and direct mail. Objective To reach outlying rural areas, specifically family households with children under 15. They also sought to target church groups and schools within a 75+ mile radius. Strategy Buffalo Park and Zoo used four directional bulletins leading to the park since their location is close to a major interstate. They also utilized digital billboa

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