A great challenge for the Brand Experience class to tackle. The venue isn’t difficult to promote, it’s the audience that’s the difficult part of the brief!
Position Peoria Zoo as a relevant, exciting, and values-driven destination for ages 16–21, increasing engagement, repeat visits, and long-term brand loyalty while inspiring conservation awareness and participation.
Target Audience (Who):
• Teens and young adults (16–21)
• High school and college students
• Socially connected, mobile-first, experience-driven audiences
• Emerging volunteers, advocates, and future donors
Key Message (What):
The Zoo isn’t just something you visited as a kid—it’s a place to connect, learn, and make an impact right now.
Why They Should Believe It (Why):
• Real animals, real conservation impact
• AZA-accredited care and global partnerships
• Authentic experiences—behind-the-scenes access, interactive tech, events, and conservation stories they can see and share
Brand Experience:
Fun, immersive, social, and purpose-driven, where hanging out meets learning and doing something that matters.
