Assignment - Our assignment was to promote Nashville Zoo's yearly Boo at the Zoo event, which invites families to celebrate Halloween alongside all their favorite critters at the zoo.
Approach - Halloween is all about costumes, and the Nashville Zoo is all about animals. And when you combine the two, the answer ends up staring you in the face. Boo!
The campaign used print, outdoor and digital executions to introduce the yearly tradition to visitors and recent transplants to Nashville.
Results - The campaign promoting Nashville Zoo’s annual Boo at the Zoo October events raised admission more than 46 percent above projections in the first weekend alone, and maintained record attendance for the rest of the month.