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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.


• 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.


• 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.

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