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Work

Boo at the Zoo

Creating unique brand experiences to increase awareness and drive foot traffic.

Challenge
Boo at the Zoo had been a tradition for years, but attendance was dropping.

Goal
We needed to drive attendance and attract a new audience.

Strategy
We created a campaign that added a unique twist to the familiar question, “What are you going to be for Halloween?” We also created the Zoo’s first-ever experiential pop-up space, appealing to the younger influencer audience. Attendance increased 13% compared to the previous year and the Bronx Zoo saw a 20% increase in total revenue — the highest in six years.