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.
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.
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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