Winter Wonderland Campaign

Objective: This imagined campaign aimed to encourage visitorship at The Bronx Zoo during winter by positioning it as an unexpected and delightful holiday destination. I sought to highlight the zoo as a unique winter trip or gift option, appealing to New Yorkers, especially families.

Target Audience: New Yorkers, primarily families, looking for a fun and cozy winter activity.

Creative Strategy: To make the zoo experience welcoming during the colder months, I would propose offering free unlimited hot beverages throughout the winter. The creative direction focuses on the theme of "unexpected delight," using generative AI tools in Adobe Firefly and Photoshop to help generate whimsical and memorable images of animals enjoying a snowy landscape. The visuals included gorillas playing in the snow, snowboarding squirrel monkeys, and elephants building snowmen, all designed to evoke a sense of wonder and fun.

Platform: Given the target audience and the need for high visibility, the campaign was designed for New York City's subway system, ensuring it would reach a broad cross-section of city dwellers during their daily commutes.

Results: This campaign could lead to an increase in visitorship driven by the appeal of free unlimited hot beverages and the striking subway ads featuring animals in whimsical winter scenarios. These visuals might even generate significant social media buzz, with the campaign’s imagined hashtag, #WinterWild, trending locally and boosting engagement. The zoo could also see a rise in membership sign-ups as a result of the campaign, successfully repositioning it as an unexpected yet delightful holiday destination.