Fort Worth Zoo

A Decade of Boo

Boo at the Zoo has long been the unmissable Halloween experience for many families in Fort Worth. Since 2011, Schaefer has been tasked with keeping Boo at the Zoo top-of-mind for old fans and the next generation of families looking to establish a Halloween tradition.

Working on Boo at the Zoo is a rewarding creative problem for our team to solve each year, and it illustrates the variety and volume of strategy and thought that goes into marketing an event year after year – and staying relevant and top-of-mind in the local market. 

Boo at the Zoo is a big deal in Fort Worth. It gives children a chance to celebrate Halloween alongside some of their favorite wildlife animals. This well-loved local tradition has cemented itself as one of the best family-friendly events in North Texas, and it’s our job to not just create awareness but inspire action and encourage the decision-makers in the family to purchase tickets before they sell out.

We’ve had the opportunity to work on this campaign since 2010. Each year we face the unique challenge of reinventing and refreshing the event to excite the attention and interest of children and parents in North Texas. The creative hurdle remains the same each year, but this year, the global pandemic created an entirely new set of logistic and messaging challenges.

This challenge requires us to the table each year with a set of new ideas that each communicates the value and excitement that this event provides for families across North Texas.

For 2020, the Zoo decided to alter the usual format from on-foot trick-or-treating to a drive-through event that ensured safer social distancing measures were addressed. Covid-19 health protocols presented another ripple in planning the creative assets and messaging that we pitched to the client. During the pandemic, normal protocols are out the window, and we had to illustrate that this year’s Boo at the Zoo was going to take place in the family car rather than on foot. It was imperative that we clearly communicated that this event still packed the same fun-filled adventure of years past, while offering a safe way to enjoy Halloween during the pandemic.

Boo at the Zoo is a rite of passage for many young Fort Worth families, and we’re so proud to work with the Zoo and play a part in this enchanting local tradition.