Rather than selling it as a 'once-a-summer' destination, we marketed the Bronx Zoo like a theme park and invited kids to let their imaginations run wild all year long.
We started by creating a cast of animal characters that were each themed around a different Bronx Zoo event. These characters promoted events on TV, in print, online, and even on the backs of zoo tickets.
At the Bronx Zoo gift shop, kids could purchase toys based on their wild selves or read about the wild adventures of other kids.
They could also build a wild version of themselves. With each animal part they added, they learned something new about that feature. Personalized Bronx Zoo tours were created based on their wild avatars so that they could go and meet their wild selves.
