The Bronx Zoo is one of the nation’s most iconic sites to visit. It has been around for 125 years with new generations of kids and adults discovering the timeless exhibits for the first time. But not enough people were visiting because they felt that they had already experienced it.
The Mission
Drive attendance to the new, spectacular exhibit at The Bronx Zoo: The Dinosaur Safari.
The Insight
Our answer was a campaign built around the theme, “Make your day prehistoric.” Our messages promise visitors the ultimate escape, from mundane grinds of the concrete jungle to the hair-raising life of the prehistoric jungle. And in keeping with the spirit of the Bronx Zoo as a place that educates, our campaign highlights how dinosaurs are very much like animals that live on our planet today.
A Little Background
The Bronx Zoo is one of the nation’s most iconic sites to visit. It has been around for 125 years with new generations of kids and adults discovering the timeless exhibits for the first time. But not enough people were visiting because they felt that they had already experienced it.
The Mission
Drive attendance to the new, spectacular exhibit at The Bronx Zoo: The Dinosaur Safari.
The Insight
Our answer was a campaign built around the theme, “Make your day prehistoric.” Our messages promise visitors the ultimate escape, from mundane grinds of the concrete jungle to the hair-raising life of the prehistoric jungle. And in keeping with the spirit of the Bronx Zoo as a place that educates, our campaign highlights how dinosaurs are very much like animals that live on our planet today.
Out of Home
To communicate the scale of Dinosaur Safari, we had these prehistoric beasts take over the streets of New York in every possible way.
Digital
Whether it’s a pterodactyl swooping across a banner or the roar of a tyrannosaurus shattering a headline, we made the large dinosaurs grab attention in small spaces.
Influencer Box
Six+One kicked off the Dinosaur Safari campaign by inviting a select few influencers to take a trip back in time amongst dinosaurs. They were sent wooden cargo boxes with dinosaur fossils, a paleontologist kit, stickers, pins and an invite with tickets for their families.
Results
The Dinosaur Safari campaign proved to be a massive success, fueling what would be the most successful Dino Safari to date for Bronx Zoo and driving significantly higher attendance than the previous iterations in 2013 and 2014.
Guided by a fifty-year attendance analysis and forecast created by the team factoring in dozens of variables potentially affecting zoo attendance, campaign pacing was established and continuously optimized as the summer progressed. This resulted in a positive return-on-ad spend on digital advertising (despite 90% of tickets being purchased at the gate) that continuously improved every single month of the campaign.
