R1 RCM
Brand Transformation
Zoo Atlanta + Morrison Case Study
Something’s Always Happening at Zoo Atlanta. Now Everyone Knows It.
With 135 years of history and 1,500 animals, Zoo Atlanta provides an experience no theme park or entertainment venue can replicate. What they needed was a campaign platform flexible enough to tell all of it, and media precision to put it in front of the right people. That’s a focused, well-executed Impact program.
The Client
Founded in 1889, Zoo Atlanta is one of the oldest and most beloved zoos in the United States. It fosters a deep appreciation for wildlife and conservation through global initiatives, immersive exhibits, and educational programs. For Atlantans and visitors alike, it’s a genuine original.
Campaign Hero Art
Animated Paid Social on Facebook
The Challenge
Zoo Atlanta had an exceptional experience to offer and a chance to grow its audience across Atlanta's expanding entertainment landscape. The opportunity was clear: reach more people, re-engage lapsed visitors, and remind the city why the zoo is worth their time.
That meant building a campaign flexible enough to carry multiple messages to multiple audiences, all under one creative platform.
Out of Home
IMPACT: The “Zoo Something” Campaign
“Zoo Something” is a campaign platform built around the idea that at Zoo Atlanta, there’s always something remarkable waiting. More than a tagline, it was a flexible creative system designed to work across every message the zoo needed to deliver. From spotlighting specific animals, promoting special events, driving membership, and welcoming new visitors year-round, there’s not much it can’t do.
The Campaign Platform: “Zoo Something” provided a flexible creative system that gave Zoo Atlanta a single voice across every message and every audience.
The Channels: Connected TV, out-of-home, display, SEM, and influencer marketing, with each channel matched to its appropriate audience and objective.
The Audiences: Local Atlanta parents and families, tourists and out-of-town visitors, and the broader community drawn to a genuinely unique experience.
Out of Home
Animated Paid Social on Instagram
The Results
Surpassed 2022 attendance records in the first year of partnership
Beat 2023 attendance goals
Zoo Atlanta didn’t need a louder version of what they’d been doing. They needed a campaign platform flexible enough to carry every story they had, and a media plan precise enough to reach every audience they needed. “Zoo Something” delivered both, and proved it by beating ticket sales goals and even breaking attendance records.
