One of the most popular tourist destinations in the world, The San Diego Zoo, and its brand had become a bit fragmented. People weren’t exactly sure what the zoo was anymore or who it was for. A revised brand strategy was developed that got back to the basics: animals and fun. The messaging was kept simple and engaging, with a touch of wry humor.

The campaign included print, outdoor, tv, radio, and digital. Just nine months after the campaign began, attendance had drastically increased and membership had nearly doubled.

This is work done for hire by Fable founder, David, for another agency.

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