Indianapolis Zoo: Magnificent Macaws

  • Problem

    As one of Indianapolis’ premier tourist attractions, the Indianapolis Zoo sought to grow summer attendance number in 2017 by promoting its newest exhibit: Magnificent Macaws. Hirons was tasked with creating a fully integrated marketing campaign to promote the new exhibit, which began running in May 2017.

  • Strategy

    With bright, bold colors, Hirons recognized that macaws are well-suited to serve as the centerpiece of an ad campaign. Hirons showcased the exhibit across a variety of mediums, including digital, outdoor boards and television ads, and targeted potential visitors using geographic, demographic and psychographic data.

Digital Outdoor

With such a colorful subject, Hirons highlighted the exhibit by using digital outdoor boards in target markets throughout central Indiana.


Radio spots were utilized to raise awareness about macaw preservation and encourage listeners to visit the macaws exhibit at the Indianapolis Zoo. The spots aired in Indianapolis and surrounding cities through the duration of the campaign.


To reach the desired audience in key markets across the Midwest, Hirons recognized that digital platforms offered the most sophisticated targeting and the highest value. During the campaign, the Zoo saw website traffic increase by more than 65 percent.



Recognizing the opportunity for strong visuals, Hirons created several videos that ran across a combination of broadcast and cable. The campaign was front-loaded to reach parents shortly after summer breaks began.

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“They know how to turn heads and drive traffic.”
Dennis Woerner
Director of MarketingIndianapolis zoo
“Masters of integrated branding and community outreach.”
Lisa Harris
M.D. CEOEskenazi Health
“Highly effective TV and media buying - experts at lead generation.”
Tamela Grabb
Marketing ManagerGoodcents
“Delivers on business-to-business.”
Matt Maguire
“Hirons simply understands Indiana’s complex issues.”
Art Logsdon
Assistant CommissionerIndiana State Department of Health
“The TV spots are very effective. Hirons enhanced our branding tremendously. ”
Steve Kidwell
President & CEORiddell National Bank
“Hirons' Credit Freeze TV campaign cut through the clutter and got results.”
Staci Schneider
Chief of StaffIndiana Office of the Attorney General
“My go-to experts for strategic communication.”
Krista Sohm
Vice President of Marketing and CommunicationsMeritor
“Their branding work stands the test of time.”
Willie M. Reed, DVM, Ph.D.
DeanPurdue University College of Veterinary Medicine
“They build bridges between government and the private sector.”
Brandon Clifton
Deputy Secretary of State and Chief of StaffOffice of the Secretary of State
“Their ability to get to the heart of a brand is exciting.”
Bob Heuchan
President and CEOMutual Savings Bank
“Research based – results oriented. They get it.”
Rob McLin
President and CEOGood Samaritan Hospital
“Creative so beautiful I would hang it on my walls as art.”
Ernie Vargo
President and CEOEskenazi Health Foundation
“Amazing results every time.”
Lee Marchant
CEOGarden Villa
“Bold creative with strength in digital and social communications.”
Molly Deuberry Craft
Former Executive DirectorGreater Indianapolis Progress Committee
“Smart and effective.”
Office of the Indiana Secretary of State
Connie LawsonIndiana Secretary of State, Office of Indiana Secretary of State
“At a critical time, Hirons hit the right notes.”
Jessica R. Di Santo
Director of CommunicationsIndianapolis Symphony Orchestra
“They ask good questions and have solid advice.”
Carol Wade
Marketing DirectorWatchfire
“In a word – bold.”
Mario Rodriguez
Executive DirectorIndianapolis Airport Authority
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