The Bronx Zoo unveiled its first ever Dinosaur exhibit and ride. Visitors could travel back in time and interact with 15 life-size, hissing, spitting, and growling animatronic dinosaurs.
The Dinosaur Safari was promoted via a campaign that included landing pages, email, banners, out of home, social, radio, and a one-of-kind PR stunt that was launched with a fun video that got nearly 350,000 views. The results were astounding. Gate revenue was up 24% after the campaign launched. Digital media alone earned back $2.61 for every $1invested, or an ROI of 261%.