The Cincinnati Zoo & Botanical Garden is the second oldest zoo in the United States and ranked as one of the top zoos in the country. It’s a primary destination for families in the Tri-state region.
OBJECTIVE:
Chad Yelton, marketing director for the Cincinnati Zoo set a goal to drive annual attendance to 1 million, by adding 200,000 more patrons during one the worst economic downturns in the country’s history. With rising unemployment, plummeting home values and depleted investment portfolios, families were cautious about spending money.
EXECUTION:
The strategy was simple, let moms know that the zoo is opened every day of the year and that there is always something to do. Remind them to not think of the zoo as just an occasional destination, but as someplace they could take their kids any day of the year. We grabbed the attention of moms through creativity and unique ways like, pole and bus shelter displays and billboards promoting “Everyday Amazing Zoo”, just to name a few.
RESULTS:
The strategy paid off, in the first year of PMG’s relationship with the zoo, attendance surpassed the goal on its way to an astounding 1.2 million patrons for that year.
“It was an incredible year for us. PMG proved to be a great partner for the zoo. They were committed to our goals, flexible and always willing to come to the table with new ideas. We couldn’t have hit our attendance figures without their passion and enthusiasm for the zoo.” – Chad Yelton, Director of Marketing Cincinnati Zoo
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