Billboard Creative by Roger West Drives Traffic
Tampa’s Lowry Park Zoo always has a lot going on. As one of Tampa’s popular family attractions, this non-profit organization is constantly adding to the fun. To celebrate the Chinese New Year, they debuted Zoominations, a Chinese Lantern Festival where guests could marvel at the enormous size and illuminating beauty of handmade lanterns crafted by Chinese artisans. Another great addition was the updated Wallaroo Station featuring a new water play area, Billabong Fountain.
To promote these new attractions, Tampa’s Lowry Park Zoo turned to their creative partner Roger West to design several outdoor billboards.
The Eye-Catching Creative
The Roger West team began by producing multiple creative concepts, ultimately narrowing it down to two: one for Zoominations, and one for Wallaroo Station. Both billboards bring the activities to life and invite guests to experience the new attractions.
Wallaroo Station Billboard
The Wallaroo Station billboard created by Roger West was part of a strategic re-think for the Zoo, featuring a clean, type-only logo refresh and a new creative tagline: “The more-to-do zoo.”. The creative goal was to position the Zoo as an ideal summer spot for family fun.
The final art was playful and animated – the water appeared to be splashing off the billboard, conveying a refreshing and fun atmosphere. A little girl welcomed the cool water and enjoyed her day at the Billabong Splash Ground at Wallaroo Station. This active shot communicated the Zoo’s new position as “The more-to-do zoo” for families.
After launching the Zoominations microsite, Roger West immediately turned to the creation of several outdoor billboard concepts to promote the event. The creative goal was to communicate the colossal size of the vibrant, hand-painted Chinese lanterns while using a strong, but simple call to action to entice the local family audience to attend.
The final detailed art demonstrated the true-to-life size difference between the dragon lantern and a child, challenging them to “catch” a 100-foot dragon. The board was executed on both print and digital outdoor billboards, and were displayed throughout the Tampa Bay area.
Wildly Successful Results
Since displaying the billboards, the Zoo reported that both day gate and special event night gate and general market awareness increased.
About Lowry Park Zoo
Tampa’s Lowry Park Zoo is the region’s only dedicated zoological garden and features natural outdoor exhibits that are home to more than 1,000 animals from Florida and similar habitats. With rides, shows, and hands-on experiences, Tampa’s Lowry Park Zoo is designed to enhance quality of life in the Tampa Bay area by providing an affordable leisure destination and center for education and endangered species conservation.
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