Turtle Back Zoo opened in the 1960s as a small local zoo. Over the decades, the facility had declined to the point of near closure in the early 2000s. A decision was made to revitalize the facility – and the revitalization was so successful that they qualified for AZA certification. Unfortunately, visitation numbers were not increasing.
Turtle Back Zoo Goes Big.
Lingering misperceptions about the zoo overshadowed “new” messaging to local consumers. To counteract this, we positioned the New Jersey zoo as a media source of national expertise – based in the strategy that national media coverage would intrigue and impress local residents enough to check out the new zoo firsthand. We elevated Turtle Back Zoo’s brand messaging with a new tagline, “The World in Your Backyard,” across print, digital, broadcast and out-of-home advertising supported by social media efforts that educated as well as engaged.