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Adventure Aquarium
How a New Look Reeled In Big Membership Numbers
Adventure Aquarium has been a premier destination on the Camden, New Jersey, waterfront for decades. They are now owned and operated by an entertainment group managing a portfolio of more than two dozen wholesome family entertainment brands across North America. Adventure Aquarium was searching for a creative partner to develop a new, cohesive creative brand framework to support a variety of seasonal promotions, including special events and member sales initiatives. But they also had another challenge. Adventure Aquarium is one of the top paid attractions in the Philadelphia area. People naturally show up for the big exhibits and events. But how do you drive and maintain visitor traffic—primarily moms and kids—during off-peak hours, on an ordinary weekday or throughout the summer?
The Strategy
It was clear that we needed to do more than simply remind people that Adventure Aquarium is open 365 days a year. We had to give potential visitors a reason to show up on a random Tuesday afternoon in July. We accomplished that by creating a campaign that featured a fresh but guidelines-friendly look and feel, with a playful new font—all centered around a theme that invited visitors to “Make today an adventure.” An easy thing to do when you consider the enormous scale of all Adventure Aquarium has to offer. Just walk through the front door, and the adventure begins.
- One of the largest aquariums in the U.S., with over 15,000 animals
- One of only two aquariums in the country with a great hammerhead shark
- The only aquarium in the world to exhibit hippos
- The largest collection of sharks in the Northeast
- The longest rope-suspension bridge in the world: Shark Bridge
- Two species of penguins
- Four immersive animal experiences
The Success
We were able to make every day an adventure…and a success. The rebrand launched with a limited-time membership sale. At the end of the month-long campaign, AB&C helped to exceed enrollment by 66% year over year, and boost revenue goals by 85%. The campaign also did a few laps around the award circuit, winning in nearly every vertical category, from signage to TV.
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