The Full Story
New England Aquarium:
Curiosity Campaign
Curiosity is what gets people to go places, experience things, and meet others. This concept comes to life when we try to bring our audiences to visit the New England Aquarium. In this campaign I tap into the curiosity from both sides of the glass.
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Business Problem
The NE Aquarium often experiences fluctuations in demand throughout the year, with peak seasons coinciding with holidays, vacations, and special events. Off-peak periods can strain cash flow and require careful planning to manage effectively. They want to bring in more families this summer to compensate for the slow season.
Key Insights & Message
Families get most excited about the interactive stingray pools and touch pools.
The New England Aquarium is a place where families can come and be immersed in a memorable ocean experienced.
OOH Bus Ad: Curious Turtle
Touch screen video of sea animals reacting to touch, and with a whimsical curiosity of what we have going on too. Slogan of Curious? Me too with the call to action to visit the New England Aquarium.
OOH Billboard: Curious Sea Lion
Same concept but with the sea lion. The communication of the campaign is that at the NEA there is a chance to build relationship with the animals.
OOH Interactive Billboard: Penguin Splash
This is a fun way to play along with the kids at splash parks too! A curious penguin that sprays the children with water on a hot summer day to get them excited about the aquarium!
Social Media Assets
With each of these OOH executions there will be a tie back to engaging audiences with our digital presence as well. We will have a call to action for them to use hashtag #curiousNEA! By using this hashtag families have the chance to win a behind the scenes tour of the aquarium.
Social Media Component
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