Consumer Marketing - Branding
Toledo Zoo - Image Campaign
How do you increase support for institution that everybody already loves? Remind them that they love it! Remind them why they love it!
FLS was asked to develop an image campaign for The Toledo Zoo to help boost attendance, drive membership and begin building support for upcoming tax levies.
FLS created a new jingle and advertising campaign – “I Love My Zoo!” – which included TV, radio, print ads and outdoor.
As a result of this image campaign, the Toledo Zoo had more than a 16 percent increase in Zoo memberships, and an increase in Zoo attendance of more than 33.5 percent. Voters approved the operating levy and later that year passed a capital improvements levy.
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