Building Anticipation

On Valentine’s Day 2014, The Columbus Zoo and Aquarium announced a new section of the Zoo would be coming that spring: The Heart of Africa. For the rest of the month, a different species from the new exhibit was announced and featured on a campaign microsite.

Custom Illustrations

Each animal was announced alongside factoids and custom illustrations.

Calls to Action

Guests were encouraged to donate to African wildlife foundations and to come experience new animal encounters.