The Marine Mammal Center
CLIENT:
The Marine Mammal Center
PROJECT:
Out Of Home
CHALLENGE:
The global pandemic forced the Marine Mammal Center to close to the public. During this time, they renovated their visitor center with new exhibits and other upgrades. In preparation for the re-opening, I volunteered my expertise to create a new branded, integrated “welcome back” advertising campaign to engage new and previous visitors. Visually, I was limited to their existing photo library, and both production and media budgets were extremely tight. There wasn’t any current market research to conclusively determine the target audience reduced awareness. And since their marketing effort dropped substantially for years, a good chunk of their target audience’s consideration, attendance, support, and donations were lower than usual.
SOLUTION:
Develop an integrated, branded campaign to announce the new visitor center reopening across out of home, digital, print, social, and email platforms to engage both existing and prospective audiences.
RESULTS:
With the Bay Area pandemic restrictions relaxed, tours and attendance roared back to pre-pandemic attendance numbers. Will add metrics as they become available.