You’ve Got Wild Neighbors
Driving Engagement & Attendance at The Maryland Zoo
In 2023, the Maryland Zoo wanted to boost attendance through general admission and membership sales, as well as increase engagement on their website and social media. As their Agency of Record for several years, we knew what resonated with their current audience, but we needed fresh strategies to expand our reach in the Baltimore area. We conducted extensive market and keyword research and introduced new digital and traditional placements—including Hulu and Pinterest—to turn online visitors into in-person guests and in-person guests into loyal members.
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Walk on the Wild SIde
We created digital and print assets featuring original photos of the Zoo’s animals interacting with visitors against iconic Baltimore backdrops, showcasing the unique experiences the Zoo offers. These visuals were paired with playful messaging, encouraging families to come meet their “wild neighbors.” For membership-specific ads, we emphasized the great value of joining the Zoo’s “herd.”
Giraffes Can’t Advertise Themselves
- 16,288,042 Impressions Served
- 23,152 New Website Users to Landing Page
- 42,104 Total Landing Page Views
- 2,439 Buy Ticket Clicks
Our digital strategy included Google Search and Display, YouTube, TikTok, and Pinterest, targeting parents and visitors looking for local destinations, events, family activities, and memberships. On the traditional side, we placed ads on Hulu and in local publications like Baltimore Magazine, Baltimore STYLE, Baltimore’s Child, Frederick’s Child, Frederick Magazine, and Susquehanna Style, reaching families both in Baltimore and in nearby areas willing to travel.
