The result of the Los Angeles Zoo campaign was a 10% rise in attendance.
The
Los Angeles Zoo contacted us after receiving one of our promotional
mailers. They had a specific challenge, which was to raise attendance
at the zoo during the winter months. We created a complete campaign,
targeting large employers in southern California which offered discount
coupons to the zoo as an employee benefit. The mailing had to be creative
enough to reach the personnel director, get them to open it, and then
actually promote the coupons to hundreds and sometimes thousands of
staff.
Our
design team visited the zoo to get a broad visual concept of the animals
and their habitat. Then they hand illustrated and colorized the animals
and environments we would use for the visuals. A new graphic element
was designed especially for this campaign. The mini-poster was created,
beautifully illustrated and aesthetic enough to capture attention.
The coupons used the new graphic and illustrations as well, and we
carried the theme through to the outgoing envelope, which was 10"
X 13"–large enough to really stand out!
We
printed these to the client’s complete satisfaction and delight.
When we saw hundreds of redeemed coupons on a subsequent trip to the
zoo, we knew the campaign was a success.The
result of the Los Angeles Zoo campaign was a 10% rise in attendance
over the winter months! We’ve done similar campaigns for them
twice a year for over four years!
