Creating unique brand experiences to drive attendance to a cultural institution
The Bronx Zoo is a cultural landmark in New York City but was struggling to attract visitors year-round. For many, the Zoo was a familiar place that would always be there, rather than a dynamic attraction to visit over and over again.
In order to drive attendance and appeal to a new influencer audience, we needed to offer unique cultural experiences at the Zoo that New Yorkers wouldn’t want to miss.
We built a brand identity and campaign for the Bronx Zoo’s summer event, Passport to the World, which highlights vast wildlife from around the world and celebrates global cultures. The identity and campaign created a world of illustrated travel posters that showcase the regions the Wildlife Conservation Society works in, with a bit of New York flair that honors the Bronx Zoo as a cultural icon in the city.