We created a tactile experience for children to show them the animals that they would encounter if they visited the zoo after dark. Four posters with die cut, fold-out shapes were placed in all the dimly lit walkways and tunnels at the zoo. Kids were prompted to use cellphone flashlights to cast shadows that revealed the animals.

Night Tour bookings spiked randomly at different times of the week.

We needed to create more awareness to ensure sustained bookings so all Night Tour guides could work throughout the week.

This marketing push was activated in anticipation of the upcoming school holidays, which occurred a month after its launch. The zoo wanted parents and teachers to be aware of its Night Tours as an educational fun activity for kids during the holidays.

Night Tour bookings increased by 140%. This booking behaviour was sustained long after the school holidays were over.

The overnight camping offering, called Zoo Snooze Tours, also benefitted indirectly because of the campaign, which resulted in more bookings than usual. After the campaign, instead of the average 90 visitors a week, the Zoo Snooze Tours now attracted 130 weekly visitors.