The Challenge: Reverse the trend of declining attendance that started when Keiko the whale (of Free Willy fame), left in 1998. The Aquarium wasn’t able to replace the big draw of Keiko and was also challenged by being three hours away from Portland, the nearest major metropolitan area.
Insight: Kids drive family activities and parents want those activities to be a mixture of education and fun.
Big Idea: Turn the Oregon Coast Aquarium into an entertainment destination that kids and parents would want to visit.
The Work: Our work has brought the exciting and unique elements of different aquarium exhibitions to life in a way that excites kids. We used catchy, easy-to-sing songs on radio and playful outdoor to target busy mothers who spend a lot of time in the car driving from errand to errand.