In 2016, Zoo New England chose Labor Day weekend – the beginning of the Zoo’s slower season – for the launch of a new Children’s Zoo exhibit at Franklin Park Zoo.
Build traffic and excitement around the exhibit opening through a combined earned media and influencer relations campaign.
- Introduce VIP media to the exhibit with a hard hat preview tour in Summer 2016, prior to the exhibit’s construction.
- Create exclusive “pre-opening experience” for mom bloggers and social media influencers, granting them access before the general public, and encouraging promotion on blogs and social channels.
- Proactively pitch media pre- and post-exhibit opening.