INDIANAPOLIS ZOO – Wildly Inspiring

A wildly successful campaign.

With more competition than ever and an aggressive five-year goal for attendance growth, the Indianapolis Zoo challenged Borshoff to reach new audiences, find opportunities to increase per-visit revenue, and entice current patrons to visit more often.  

It was a tall order, but Borshoff accepted the challenge and got right to work. After analyzing existing visitor data and uncovering opportunities not previously leveraged, Borshoff developed a comprehensive overarching campaign. The Wildly Inspiring campaign and media plan were designed to lift exposure consistently throughout the year, gain awareness for other revenue-generating initiatives, and consistently nurture existing Zoo visitors while engaging with new and diverse audiences.  

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Media generated 40% more cost-efficient impressions and the campaign exceeded all attendance goals. 

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