THE SAN DIEGO ZOO & SAN DIEGO ZOO SAFARI PARK
CELEBRATING AMAZING ANIMALS YEAR-ROUND
Two beloved, world-class wildlife attractions. Seasonal attendance cycles. A competitive Southern California tourism market. Plus, a cash-strapped American economy still recovering from The Great Recession.
THE CHALLENGE
The San Diego Zoo and SDZ Safari Park needed more than awareness. They needed big ideas that continually moved people from consideration to action, drove attendance during key promotional seasons and new exhibit launches, and increased revenue through add-ons, upgraded experiences, and philanthropic donations.
THE STAKES
With annual advertising campaign budgets exceeding $3 million and two major attractions to support simultaneously, the margin for misalignment between strategy, creative, and media was zero. Every piece of every campaign had to work as a unified system, from billboards on the 5 Freeway to national TV ads, character-driven radio spots, social media posts, and souvenir T-shirts.
As the Account Services lead at their advertising agency, M&C Saatchi LA, I served as the primary strategic and client-facing partner responsible for translating business objectives into integrated campaign briefs, plus ensuring flawless execution and delivery across every channel.
THE APPROACH
Each campaign began with a clear strategic platform: a single idea strong enough to anchor messaging across every channel and touchpoint. From there, we developed creative, managed media buys, and distributed assets across print, outdoor, radio, television, social media, and digital marketing.
A TASTE OF WHAT WE DELIVERED
Campaigns were built around seasonal promotions, new exhibit launches, and experience-driven offerings including add-on safari packages. Messaging was tailored to drive urgency, reinforce the Zoo’s conservation mission, and position each unique experience as distinctly worth the trip.
Media Channels Utilized
- Television
- Radio
- Out-Of-Home
- Public Relations
- Digital
- Social Media
- And much more
San Diego Zoo: Koalafornia
San Diego Zoo Safari Park: Tiger Power
San Diego Zoo Safari Park: Safaris Departing Daily
San Diego Zoo: Play Days
San Diego Zoo: Jungle Bells
THE IMPACT
Campaigns for new exhibit launches drove attendance records and exceeded previous benchmarks by 18%, a measurable indicator that the creative and media strategy was reaching the right audiences at the right moments.
Campaign-related merchandise sales increased 27%, validating that the core concept and tight messaging extended beyond attendance and influenced in-park purchasing behavior — a direct revenue outcome tied to campaign execution.
Beyond the numbers and industry awards, the work demonstrated what integrated marketing can accomplish when strategy, creative, media, and merchandising operate as a unified system rather than separate workstreams.
$3M+
annual advertising spend managed and tracked.
18%
increase in attendance record for new exhibit launches.
27%
increase in campaign-related merchandise sales.
12
major advertising awards from the IAAPA, AAF, AZA, and HSMAI.
The San Diego Zoo isn’t just an attraction. It’s one of the world’s most recognized conservation organizations. Marketing its experiences required communicating purpose alongside entertainment, and making conservation feel personally relevant to families, tourists, and donors alike. That balance between mission and meaningful action is precisely the kind of work I’m drawn to.
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DISCLAIMER
The case studies, brand assets, campaign materials, and creative work displayed in this portfolio were produced during the course of professional engagements as a contractor, consultant, or agency representative. All trademarks, logos, brand identities, and associated intellectual property displayed herein are the exclusive property of their respective owners.
This portfolio is intended solely for the purpose of demonstrating professional capabilities, creative contributions, and strategic marketing experience to prospective clients and employers. No endorsement by, or affiliation with, any featured brand or organization is implied or should be inferred.
All work-for-hire projects were completed under contractual agreement. Intellectual property ownership, as applicable, resides with the commissioning client in accordance with the terms of those engagements. Display of this work does not constitute a claim of ownership over any featured brand assets or creative deliverables.
Confidential or proprietary information has been omitted or generalized where required by non-disclosure agreements or client confidentiality obligations.