An Integrated Rebranding and Communications Program that Drove Record Attendance
The Palm Beach Zoo while popular with local Palm Beach County residents was drawing far fewer tourists than similar venues in the area, despite a booming South Florida tourist market.
With a competing animal attraction just a few miles away, the zoo had to position itself as
more than just a” hometown zoo”. With no unique selling proposition,
no unifying theme and no marketing campaign directed specifically at tourists,
we were starting from scratch.
They did however have a top rating from Trip Advisor and a distinctive setting.
Conducting surveys and intercepts, we found visitors loved the shady, tropical feel of the zoo
and found it a very unique environment.
Capitalizing on the lush grounds and tropical foliage that was unique to
the Palm Beach Zoo, we repositioned it as
“The Real Tropical Adventure”
a unique selling proposition and tagline that differentiated it not only from
other attractions, but also from other zoos.
We supported the new positioning with Google Adwords and robust print, digital
and P.R. campaigns targeting South Florida and key tourist markets.
Capitalizing on the top Trip Advisor rating, we introduced a creative and responsive
social media program and launched influencer programs with travel bloggers.
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