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Zoo Play Date

In 2016, the multi-million dollar expansion of South Carolina’s largest tourist attraction was completed to better accommodate guests. ZooPlayDate.com
Results

Marketing the expansion aided the 42-year history milestone of welcoming 1,280,911 guests during the 2015–2016 fiscal year that ended on June 30. This bests the previous one-year record by 227,534 guests which was set during the 2013–2014 fiscal year.

Objective

Create a campaign that features the various new animal exhibits at Riverbanks Zoo and Garden and entice people to visit the “new” zoo.

Strategy

Kids of all ages beg their parents to go to the zoo. This creative depicts what happens when the animals ask for a zoo playdate.

Tactics

Television and outdoor launched the campaign, along with paid social that drove people to share their #zooplaydate photos. The landing page zooplaydate.com was created to feature images shared on Instagram.

Itching for a Zoo Play Date?

Then stop by for a visit. And while you’re at the Zoo, hashtag your photos with #zooplaydate and show us what you like best about Riverbanks.