In the summer of 2023, the Fort Worth Zoo unveiled its highly anticipated Predators of Asia & Africa habitat, a stunning new home for lions, tigers and other apex predators. Partnering with the Zoo, we embarked on a mission to build excitement and drive attendance for this remarkable attraction in advance of the opening and throughout the following year.
Situation
Schaefer recommended a comprehensive campaign to promote the Fort Worth Zoo’s new exhibit, aiming to re-engage guests and boost summer attendance. The lions and tigers, which are visitor favorites, had been off-exhibit during construction, and it was crucial to highlight their return alongside the introduction of new species.
Our Approach
We began with a collaborative naming exercise, unifying the two distinct sections of the habitat under one name, Predators of Asia & Africa. This cohesive identity set the stage for our creative strategy. From there, our team developed bold visuals that captured the fierce essence of the animals. The campaign featured striking imagery of lions and tigers, with claw-mark graphics to grab attention and convey the powerful nature of the predators.
The “Feast Your Eyes” headline led the campaign, playing on both the predatory nature of the animals and newly enhanced visibility of the experience This was complemented by headlines such as “The Pride Has Returned” and “On the Prowl Again,” emphasizing the return of the big cats. Equal focus was given to lions and tigers based on years of visitor data showing their popularity. We highlighted these hero animals to capture attention and strategically showcased additional species to convey the habitat’s diversity and breadth. This approach used the hero animals to attract interest and the variety of animals to convince visitors to explore the new exhibit.
We generated excitement with teaser billboards that featured the claw marks and a “Coming Soon” message, quickly followed by the launch of an omnichannel campaign designed to captivate and engage. The Schaefer team employed a full-funnel media strategy, ensuring broad awareness and driving conversions through a mix of paid search, social media, programmatic display and video ads, email, and SMS texts. This comprehensive approach maximized our reach and engagement.
Results
- Over one million landing page sessions, indicating high engagement and interest.
- 28% click-through rate on paid social, showcasing the effectiveness of our targeted ads.
- 42% year-over-year attendance growth, a testament to the campaign’s success in attracting visitors.
Our campaign for the Fort Worth Zoo’s Predators of Asia & Africa was a resounding success. By combining strategic creativity with a targeted media approach, we effectively highlighted the return of the Zoo’s beloved big cats and introduced new species, driving significant increases in attendance and revenue, and elevating the Zoo’s profile within the DFW metroplex and beyond. This project not only celebrated the Zoo’s commitment to conservation and education but also reinforced its position as a premier destination for family fun and learning.
