Effie Awards Category Context
WE USED REPOSITIONING - AND A RAT - TO TURN A ZOO INTO A WELLNESS DESTINATION.
Facing intense competition from other summer family venues, and with little budget to fight them off, Seneca Park Zoo needed to boost attendance–especially adult attendance.
So, we repositioned the zoo from a place to bring the kids once a summer to a wellness destination even adults can benefit from – over and over.
Every campaign KPI was exceeded for attendance: overall, adult, weekday, even rainy day traffic increased. Most important, new adult memberships went way up – 21.5% – driving the repeat traffic the Zoo needed.
State of the Marketplace & Brand's Business
SENECA PARK ZOO WAS A REMOTE ZOO IN A SNOWBELT CITY, COMPETING AGAINST A SUMMER PACKED WITH MANY OTHER FAMILY ENTERTAINMENT OPTIONS.
After years of work securing funds for a small expansion, Seneca Park Zoo needed the investment to pay off. Promoting new animals would help some, but history showed not enough. A new reason to visit was key.