Newport Aquarium
Newport Aquarium, Northern Kentucky's premier cultural destination, was experiencing a decline in gate attendance year to year. The acquisition of the new "Turtle Exhibit" and "Hidden Treasures of the Rainforest Exhibit " were promoted with advertising campaigns inclusive of television commercials, magazine ads, newspaper ads, direct mail and billboards to increase awareness and gate receipts for this cultural institution.
Turtle Exhibit Television Commercial
Turtle Exhibit Teaser Billboard
Hidden Treasures of the Rainforest Billboard
Turtle Exhibit Television Commercial
SOLUTION
• Devised a humorous, endearing advertising campaign comprised of television, radio, outdoor, magazine and newspaper ads that launched the then-new turtle exhibit in local and regional markets.
• Followed up initial campaign with family friendly "Turtle Derby" racing event to create renewed interest and extend appeal.
• Built awareness for the new "Hidden Treasures of the Rainforest," exhibit with a colorful campaign utilizing television and radio spots, billboards, magazine and newspaper ads.
• Featured lovable, playful otters front and center to establish an emotional connection with their audience, becoming the focus for the remainder of the campaign.
RESULTS
• Campaign launch created a near 40,000 person increase in attendance in a mere four months, from April through July.
• Phenomenal increase in attendance numbers established an historical benchmark.
• Exhibit stay was extended, due to this success, to take advantage of its popularity, further increasing gate receipts.
• Received favorable, unsolicited press and tv stories about "Turtle Derby" further enhancing exhibit appeal.
• Campaigns created tremendous public awareness of a previously little known cultural institution.
• Garnered Silver Addy awards for creativity.