As one of Indianapolis’ premier tourist attractions, the Indianapolis Zoo sought to grow summer attendance number in 2017 by promoting its newest exhibit: Macaws. Each day, the Zoo hosted six Magnificent Macaws presentations, where visitors were introduced to three flocks of birds. Hirons was tasked with creating a fully integrated marketing campaign to promote the new exhibit, which began running in early summer 2017.


Utilizing market research data and the Zoo’s core values, Hirons designed a campaign encouraging visitors to “Just Look Up,” highlighting the visual beauty of the macaws themselves. Creative concepts were developed to be distributed across a number of visual mediums, including a variety of digital outlets, television and digital outdoor boards. For each, a strategic media plan was also developed, specifically targeting audience members using geographic, demographic and psychographic data.

The limited-time exhibit opened for the summer in late May. Hirons looks forward to updating this case study with exact campaign results after new attendance data is released.

Eskenazi Health