Bring The Zoo Home For The Holidays
To help remind people what a great gift a zoo membership is, we created an integrated campaign that invited the public to “bring the zoo home for the holidays.” Print, television, and online advertising helped promote an event we hosted at a local mall. Creating a small backdrop that looked like a classic home for the holidays scene, we worked with a professional photographer and allowed people to get their picture taken with one of the zoo mascot animals. We even gave them silly holiday sweaters to wear to complete the effect. The whole event was totally free to the public provided they gave us an email address. Over 500 people who participated were then sent the pictures via email along with a little reminder from the zoo asking them to consider giving someone they love a zoo membership as a gift. The campaign generated over 100 new memberships, positive PR from local media and has firmly put the zoo in the consideration set as a great gifting idea.