LINCOLN PARK ZOO PARTNERED WITH MARKETING KEYS TO HAVE US STRATEGICALLY PLAN, NEGOTIATE AND PLACE MEDIA TO PROMOTE AND DRIVE TRAFFIC TO ZOO LIGHTS.
Lincoln Park Zoo had handled their media placement internally for years and in 2017 hired Marketing Keys to help them enhance their media buy and bring fresh, proven ideas. The Zoo had not kept pace of the changing media habits from family goers and various targets.
Marketing Keys recommended an integrated multi-media campaign that included out of home, television, online, print and radio. Negotiations included Lincoln Park Zoo and Zoo Lights being featured on the cover of Key Magazine for their December issue. In addition, some of the out of home advertising was bought on remnant which gave the Zoo’s campaign great value.
Despite weather that did not cooperate, Zoo Lights in 2017-18 was the best attended Zoo Lights of all time! Over the course of 35 nights, nearly 590,000 guests enjoyed Lincoln Park Zoo’s 23rd annual holiday lights festival. In 2016, Zoo Lights attendance was 451,701. Therefore, Marketing Keys helped bring an incremental 137,960 attendees in 2017. The average attendance for Zoo Lights over the previous 5 years had been 471,167.