Our objective was to develop a teaser billboard campaign promoting the coming of a new exhibit at the Florida Aquarium. These billboards were intended to get people talking and guessing what was coming.
In order to really arouse people’s curiosity, we only unveiled the big orange eyes of the main attraction (ring-tailed lemurs) at the new Journey to Madagascar exhibit. We included short, catchy headlines that played off the two big eyes in order to further tease and engage people.
These billboards definitely raised people’s curiosity and anticipation, before we ultimately revealed the full-sized image of three ring-tailed lemurs just before the launch. It must have worked because it led to successful kick-off for the Journey To Madagascar exhibit, resulting in a 15% attendance increase over the previous year.