The Minnesota Zoo’s mission is to connect people, animals and the natural world to save wildlife. The Wonder of Nature campaign is nuanced to deliver in tiers: from brand level to hard-working events — all while focusing on nature and conservation.
The first day the Treetop Trail was open to the public, the Zoo set an all-time daily attendance record. In the first two weeks following opening, YOY attendance numbers increased by 44%. The campaign won the HSMAI Adrian Award for Best Integrated Campaign B2C.