Our objective was to create a guerilla marketing campaign that would generate some buzz for a new exhibit at the Florida Aquarium called Journey to Madagascar. The main attraction at this exhibit was going to be some adorable ring-tailed lemurs, which are noted for their extra-long 23 inch tails.

In order to arouse people’s curiosity, we placed fake lemur tails (behind trees, bushes and just about any place we could think of) in high traffic areas throughout downtown Tampa. Upon closer examination, people would find a message basically telling them to see the “real” thing at the Florida Aquarium.

These long tails coming out from behind various trees and bushes in high traffic areas certainly got people’s attention and contributed to a very successful kick-off for the Journey To Madagascar exhibit, resulting in a 15% attendance increase over the previous year.