Zoo Atlanta

Zoo Atlanta Awareness Campaign

Established in 1889, Zoo Atlanta is one of the oldest zoos in the U.S. Home to hundreds of animals, representing more than 200 species from around the world, the Zoo fosters an appreciation for wildlife and conservations through global initiatives, immersive exhibits, and educational programs.

The Challenge

With increasing competition across the city and a strong desire to beat attendance goals, Zoo Atlanta turned to Morrison to boost awareness and encourage locals and visitors alike to come experience an Atlanta original.

Graphic with text “ZOO Something Wild,” showing a lion on the left and a girl on the right.

Campaign Hero Art

Animated Paid Social on Facebook

The Approach

Our “Zoo Something” campaign created a system flexible enough to work across all of Zoo Atlanta’s messaging needs - from highlighting specific animals to advertising special events to promoting membership. All that paired with a strategic traditional and digital media plan featuring CTV, OOH, display, SEM, and influencer marketing helped Zoo Atlanta reach local parents, visiting families, and beyond.

Zoo Atlanta billboard reading “ZOO Something Together,” with a mother an child on the right and a mother and baby lemur on the left.

Out of Home

The Results

In our first year of partnership, Morrison helped Zoo Atlanta surpass 2023 attendance goals. Since then, Zoo Atlanta has exceeded ticket sale and attendance goals year-over-year, with media generating incremental awareness, exceeding media engagement benchmarks, and delivering positive ROAS across all mediums.