Brief
Like many cultural attractions, Zoo Atlanta faced a steep drop in attendance during the COVID-19 pandemic. As the city reopened, Zoo Atlanta had to compete for visitors’ attention in a crowded cultural landscape, alongside destinations like the High Museum of Art, the Atlanta History Center, the Center for Civil and Human Rights, the Atlanta Botanical Gardens and the World of Coca-Cola. To stand out, Zoo Atlanta needed to spotlight its unique experiences, reignite community interest and drive both general audience and membership sales.
We centered the Explore the African Savanna campaign around the exhibit’s newest resident, Kiazi, the Southern White Rhino, creating a sense of excitement and urgency to visit. A whimsical tone was used throughout the creative to appeal to families, while emphasizing the up-close, interactive nature of the experience. Attendance surpassed budget by more than 10 percent and reached 99% of pre-pandemic levels, excluding the impact of school groups. Membership sales saw a dramatic success, 44% ahead of 2020.
