The Knoxville Zoo has a lot of information to share with visitors, and to offset the monotony of a single campaign, we introduced micro campaigns into the annual mix to help communicate specials at the zoo!
We started in July with a feeder campaign that offered out-of-market individuals a chance to “slash off” $10 from their ticket prices. With a new media and inbound strategy, we created and placed a radio spot and banner ads that directed users to a custom landing page, where they could learn more information and purchase tickets.
Next, a larger “mini” campaign came forth when the Zoo team wanted to promote more 12-month passes during the Fall—why? Because Langurs and Gibbons are not only getting a new home, but also getting a new friend. This campaign hinted at the new ambassador species and its orange baby, Opie. We incorporated neighboring animals, such as red pandas and tigers, to keep the campaign inclusive of the other animals living in the new Asian Trek adventure. Our integrated media plan included bulletins, a radio spot, and programmatic and Facebook advertsing. Check out the campaign landing page.
Passholders are a special group to Zoo Knoxville—this “Circle of Friends” gets exclusive offers through a newsletter signup, and they can come and go as many times in 12 months as they please.
To round the year out, we launched our yearly holiday annual pass media campaign, which focused largely on regular posting of organic content paired with boosted posts and rotating ad creative on social for the month of December. Each year we expand their holiday theme, previously playing with the idea of 12 Days of Christmas, where we added santa hats, ornaments and holiday cheer to animal photos. This year, we explored the idea of an advent calendar that counted down to Christmas. We joined Christmas village footage with the best animal shots from the year to share daily on Facebook and Instagram stories.
In the end, we totalled more than 30,000 views on Facebook and 25,000 Instagram story views.