Stand-out creative helps generate thousands of new memberships in January, blowing campaign goal “out of the water”.
WILMINGTON, DE (March 6, 2023) — Aloysius Butler & Clark (AB&C), one of the largest independent full-service marketing communications agencies in the region, recently teamed up with Adventure Aquarium to help thousands of area families and individuals reap the benefits of membership at the Camden, NJ educational and entertainment attraction. AB&C put its award-winning creative talents to use to focus attention on, and create urgency for, a limited-time membership sale. At the end of the 25-day campaign, the marketing strategies and execution exceeded the Adventure Aquarium’s goal by more than 66%. All told, the campaign also exceeded the Aquarium’s anticipated revenue by more than 85%.
“We’re incredibly lucky to have an aquarium of this caliber right in our backyard. Every time you visit, you discover something new,” said Steve Merino, chief creative officer, AB&C. “We leaned into the idea of turning singular visits into a repeat experience—to turn every day into an adventure. The big ideas flowed from that simple brand platform.”
Before any ads were developed, the teams at AB&C and Adventure Aquarium had a discovery session to define target audiences and key benefits that would attract them. From there AB&C zeroed in on compelling visuals that strategically would work best in the aquarium’s media plan, capture the most iconic and exciting essence of the aquarium, and emphasize the “big” opportunity available from the membership sale. Throughout January online and along roadways, people were met “face to face” with sharks and hippos encouraging their membership. The campaign launched on January 5 and wrapped up on the last day of the special offer, January 29.
“This was a true collaboration anchored with creative that really aligned with what Adventure Aquarium is all about and spoke to the heart of our audiences,” said Jennifer Porter, director of sales and marketing, Adventure Aquarium. “When you meet a goal it’s great. When you exceed it like this campaign did with AB&C, you know you have something special that would provide value long beyond that single project.”
About Adventure Aquarium
Adventure Aquarium is home to more than 15,000 aquatic animals exhibited throughout two million gallons of water and offers unforgettable, once-in-a-lifetime experiences like up-close animal encounters, the largest collection of sharks in the Northeast, and the longest shark bridge in the world. Some of the Aquarium’s most unique residents include Anchor, the great hammerhead shark, a colony of endangered African penguins, and its Nile beauties Button and Genny—the only hippos in the world to be exhibited at an aquarium. As an accredited member of the Association of Zoos and Aquariums (AZA) for more than 30 years, Adventure Aquarium is held to the highest standards in animal care and exhibition. For more information or to plan your visit, go to AdventureAquarium.com.
Aloysius Butler & Clark (AB&C) is one of the largest independent full-service marketing communications agencies on the East Coast, and one of Adweek’s 50 “Top Shops” in America. With offices in Wilmington, Delaware, and Philadelphia and Bloomsburg, Pennsylvania, AB&C has played a significant role in the industry for nearly 50 years. Established in business-to-business and consumer marketing, the agency brings Creative Intelligence to local, regional, national and international accounts in a variety of industries.