The Knoxville Zoo has a lot of information to cover, 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! We created a radio spot and banner ads that directed them 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, with a “time to climb” tagline. We kept actionable keywords in the campaign such as: jump, climb and leap. We incorporated red pandas and tigers, keeping the campaign inclusive of the wonderful animals living in the new Asian Trek adventure. We created bulletins, a radio spot, and ran digital and Facebook ads. 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 campaign, which focuses 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 upon a holiday theme, previously playing with the idea of 12 Days of Christmas, where we added santa hats, ornaments and holiday garb to photos of the animal ambassadors. This year, we explored the idea of an advent calendar—a countdown to Christmas. Joining studio footage of a Christmas village with the best animal footage from the year—and a holiday card-style art card—we posted every day on Facebook and Instagram stories.
In the end, we totalled more than 30,000 views on Facebook and 25,000 Instagram story views.