Transforming Attractions into Must-Visit Destinations

It takes thoughtful strategy, consistent messaging, and a brand personality that truly resonates. Zoos, aquariums, and botanical gardens are uniquely positioned to create memorable experiences, but the challenge is ensuring that your audience knows what makes you special and why they should visit.

At Advertising Savants, we’ve had the privilege of working with world-class institutions like the Saint Louis Zoo, Reid Park Zoo, and Missouri Botanical Garden. Through creative advertising and strategic media planning, we’ve helped these attractions not only stand out but also deepen their connection with their audiences. Here’s how you can do the same.

Laying the Groundwork with a Strong Media Strategy

To make an impact, your media strategy needs to be targeted, intentional, and as unique as your attraction. The first step is understanding your audience. Families with young children might discover your message on Facebook or Google, while members and donors could be reached through direct mail or industry publications. Your goal is to meet them where they are.

Balancing digital and traditional media is key.

Digital platforms, like social media and programmatic ads, are powerful tools for creating real-time engagement, especially for promoting seasonal events or temporary exhibits. Traditional media, on the other hand, offers a sense of credibility and community connection. For example, outdoor boards or radio ads are especially effective for engaging local audiences who might not be actively searching for a new outing but will respond to a timely invitation.

One of the most concrete examples is the work we did for Missouri Botanical Garden’s campaign for "Chihuly in the Garden." Melissa Hartrich, Account Director at Advertising Savants mentions that, “By combining stunning visuals in print, outdoor and digital ads with targeted messaging on social media, the integrated campaign appealed to a wide range of audiences, from art lovers to families. It was strategic, creative, and impossible to ignore. And it shattered attendance and revenue goals.”

“By combining stunning visuals in print, outdoor and digital ads with targeted messaging on social media, the integrated campaign appealed to a wide range of audiences, from art lovers to families.

It was strategic, creative, and impossible to ignore. And it shattered attendance and revenue goals.”

— Melissa Hartrich, Account Director

Consistency doesn’t mean repeating the same campaign every year; it means ensuring that every message you put out reflects your brand’s purpose and position.

Kevin Reardon, from Advertising Savants explains, “Our 30-year commitment to this strategy allowed us to turn the Saint Louis Zoo into a regional juggernaut of a tourist destination.” 

The same holds true for the Missouri Botanical Garden, where campaigns consistently emphasize its dual role as a conservation leader and a place of beauty and discovery. This foundation allows creative freedom—like promoting events such as Chihuly at the Garden or Garden Glow—without ever straying from the overarching brand purpose.

When your marketing hangs together across years and campaigns, you’re not just building awareness; you’re building trust and long-term loyalty. Audiences know what your attraction stands for and what kind of experience they can expect, making them more likely to return again and again.

The Director of Marketing at the Reid Park Zoo reported that “The sloth campaign in August – typically one of our slowest months of the year due to the oppressive heat – increased August and September attendance. We’ve gained visibility with increases in our web traffic, people tuning in to see our animal cams and we saw increased engagement among our social media campaigns.” 

For zoos, aquariums, and botanical gardens, personality is often tied closely to mission. Audiences aren’t just visiting to be entertained; they’re connecting with something larger—whether that’s conservation efforts, education, or the celebration of nature. Bringing this mission into your campaigns builds emotional resonance, which is the key to lasting impact.

“The sloth campaign in August – typically one of our slowest months of the year due to the oppressive heat – increased August and September attendance. We’ve gained visibility with increases in our web traffic, people tuning in to see our animal cams and we saw increased engagement among our social media campaigns.”

— Director of Marketing, Reid Park Zoo