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Air Zoo

During 2008 LKF was selected to market the Air Zoo in an effort to aggressively boost visitor traffic and sales. A perception study determined that the Air Zoo enjoyed a high level of awareness, but many consumers found the admission fee too expensive. Air Zoo leadership elected to try "Free General Admission" as part of its anniversary celebration (30 years for the east campus and 5 for the general campus). It became LKF's job to get the word out.

LKF used the following tactics to attract target audiences:

Print Advertising

The goal of this advertisement is to increase attendance by luring tourists from Lake Michigan's shoreline to the Air Zoo. Conceding that an indoor attraction cannot compete with sun, fresh water and sand, this ad saves the day when families are confronted with a rainy day. Target audience: families with children vacationing along Michigan's lakeshore. This advertisement works in tandem with a unique strategy on The Weather Channel that enables the Air Zoo to air the same message within minutes of the arrival of inclement weather. In June and July 2009, the Air Zoo increased attendance over 2008 by 400%.

Outdoor

During summer 2009 billboards were used due to their ability to saturate the market in a short period of time. This creative is designed for a digital billboard that rotates images every 8 seconds. These images are broadcast in both directions on one of the city's busiest arteries, capturing 100% of the traffic passing by. Four other static billboards are on major arteries throughout the area; plus another 22 locations on Interstates and state highways in the region.

Collateral Materials

Brochures drawing visitors' attention to both campuses of the Air Zoo were handed out as guests entered the facility, mailed in response to inquiries and were distributed through Michigan and northern Indiana at welcome centers and travel and tourist information centers. Since publication, visitor traffic to the east campus building increased by 100%.

Redesigned Website

The dynamic Air Zoo site features flash images on the homepage, audio, video of each ride, calendar of events, news and a personal control panel to subscribe to e-newsletters and RSS feeds for special events, book a group tour or special function, donate or volunteer. The intuitive navigation makes it easy for guests, teachers and children to connect to the Air Zoo experience. Since launch, site traffic, pageviews, and repeat visitors (3+ times) have nearly doubled. All marketing materials drive traffic to the website, resulting in a 45% increase in direct entrances.

The Air Zoo was soon filled with guests. In the first 9 days of the promotion, attendance increased by 400% and revenue increased by 100%.