Challenge:
Generating ticket sales during a recession.
Solution:
Our approach was to convey building fun family memories at a quality event. We also generated promotions and media coverage to get free exposure in addition to the media budget.
Edge Multimedia executed multiple TV and radio events with interviews and on-site events. A tactic that we utilized for Oregon Zoo was having Chloe from KPDX do mini-news segments to promote the Zoo’s events. We also increased awareness through a variety of on‐air, online and onsite promotions with both TV and radio partners.
Results: Client received MORE ticket sales than the year before! The Oregon Zoo received more than 6x their cash investment in additional media coverage and added value!
Our goal in marketing this event was to be relevant to the current economic conditions and assist Oregon Zoo in providing a high-value event for the ticket price. Generating more word‐of‐mouth awareness, excitement and media buzz gave added lift to this campaign as well as utilizing the good reputation of Oregon Zoo in partnership with our own agency’s pull to garner more from all of our media partners.
