With the objective of increasing Denver Zoo’s overall attendance during the fall season, in 2014 The Idea Marketing developed a Spanish-language communications campaign aimed to increase children turnout. By offering a discount for kids 11 years old and younger, we were able to create more traction for the zoo on the days off that children had during the first quarter of the school year. These valuable school holidays were the perfect opportunity to bump their visitors count.
We adapted the key concept and look and feel of the mainstream initiative to ensure the creative was appealing to Hispanic families.
Also, we created PR opportunities in TV and radio with the key messaging focused upon inviting families to meet the newborn animals at Denver Zoo. For instance, we secured a free on-air media opportunity on 1090 AM creating awareness about Denver Zoo as well as promoting a social media contest where over 100 families participated in just one day!