Indianapolis Zoo

Client
Indianapolis Zoo

Date
2024

Category
Advertising Campaign

Role
PM, Photographer

Spotlighting the all-new chimpanzee experience at the Indianapolis Zoo.

Overview
The Indianapolis Zoo launched a new International Chimpanzee Complex, one of the largest chimpanzee communities in the country. To drive ticket and membership sales and increase attendance, Borshoff developed an integrated marketing campaign. As the project manager and photographer for this project, I played a key role in ensuring that the campaign effectively communicated the unique features of the new exhibit and fostered positive perceptions of chimpanzees.

Challenge
The primary challenge was to overcome negative perceptions of chimpanzees and generate curiosity and empathy among potential zoo visitors. The goal was to create a campaign that not only showcased the International Chimpanzee Complex but also inspired people to visit the zoo and experience the exhibit firsthand.

Solution
We began by conducting focus group research to understand visitors' perceptions of chimpanzees. Based on the insights gained, we developed the "Chimpanzees being Chimpanzees" campaign. This concept highlighted the natural behaviors and social dynamics of chimpanzees. The comprehensive media strategy included out-of-home (billboards, sky bridges, bus wraps, and mall placements), TV, radio, and digital channels (display, video, search). As the project manager, I created timelines, coordinated the creative team's efforts, and ensured that all deliverables were produced according to the project brief and schedule. I also ensured all assets were designed to the correct specs, specifically the complex OOH placements. During the video shoot, I also captured stills for use in outdoor and digital placements.

Results
The campaign successfully achieved its goals, generating significant interest in the International Chimpanzee Complex and driving ticket and membership sales. The media plan reached an estimated 95% of the target audience daily throughout the campaign's flight, delivering an estimated 90+ million impressions. The "Chimpanzees being Chimpanzees" campaign resonated with audiences, fostering a deeper understanding and appreciation of these animals, which contributed to increased zoo attendance.

Conclusion
The integrated marketing campaign for the Indianapolis Zoo’s International Chimpanzee Complex demonstrated the power of targeted, research-based messaging in changing perceptions and driving action. By focusing on the authentic behaviors of chimpanzees and delivering the message across multiple media channels, we were able to engage a wide audience and achieve the zoo's goals.