Campaign 2: Audience Adjustment

To reframe winter at the Zoo as not only worth visiting but also an unexpected and story-rich experience.

The Challenge

The Zoo’s quiet, safe, and engaging environment encourages parents to share memorable experiences.

InsighT

People dislike crowds and prefer to take their time enjoying the places they visit or activities they do.

HUMAN TRUTH

High-LEVEL SOLUTION

With fewer crowds in winter, the Zoo lets visitors spend more quality time together.

Dark brown background displaying bold white text reading "Fewer crowds, endless winter memories." with "Big Idea" text and the Toronto Zoo logo at the bottom right.

TORONTO ZOO: Your Winter, Your Zoo

Brown banner with white text reading "YOUR WINTER, YOUR ZOO" on the left, white silhouettes of a howling wolf and an antlered elk in the center, and the Toronto Zoo logo in the bottom right corner.

Parents aged 30–45 in the Greater Toronto Area (GTA) with children under 12 who value safe, fun, and educational family experiences. They seek memorable activities that keep their kids entertained while allowing them to relax and enjoy quality time together. They also tend to trust and remain loyal to brands that consistently deliver positive family experiences.

Target Audience:
Families with young kids

Kids love the Zoo, especially when they can linger a little too long watching the animals. With the Zoo’s quieter environment during the winter months, this ad, from animals’ perspectives, positions it as the perfect winter destination, where families can take their time and let kids enjoy the animals for as long as
they want.

RATIONALE

Toronto Zoo ad mockup featuring text "Your kids can spend a minute with us... or take all the time they need." above a bear silhouette.
Brown banner featuring white text on the left reading "YOUR WINTER, YOUR ZOO," centered white silhouettes of a howling wolf and a bear, and the Toronto Zoo logo in the bottom right corner.

First-generation Canadian parents aged 30–45 in the GTA with young children who value inclusive, family-friendly experiences that help them connect with the local community and support cultural integration. They seek welcoming spaces where their families feel represented, included, and part of the community, making them potential new customers for brands that celebrate diversity and belonging.

Target Audience:
New Canadians

New Canadians enjoy exploring and capturing new experiences. This ad positions the Zoo’s quieter winter months as the perfect opportunity to take plenty of photos without worrying about crowds, allowing families to spend more time together and create memories they will cherish for years to come.

RATIONALE

Toronto Zoo ad mockup featuring text "Your first visit deserves a picture-perfect shot. Did you get the shot? Take your time." above an elk silhouette.
Brown banner with white text on the left reading "YOUR WINTER, YOUR ZOO" above white silhouettes of a bear and an antlered elk facing right, with the Toronto Zoo logo in the bottom right corner.

Couples aged 50–65 with adult children who have moved out, seeking opportunities to reconnect through leisurely, meaningful experiences. They value activities that evoke family memories and prefer quieter, off-peak visits that offer a more relaxed and intimate atmosphere, making them inactive visitors who may need encouragement to rediscover
the experience.

Target Audience:
Empty Nesters

Older parents appreciate calm and relaxing experiences, and the Zoo’s quiet winter months make it the perfect destination. This ad targets them effectively by highlighting the peaceful environment, allowing couples to enjoy strolls, meaningful moments, and quality time together.

RATIONALE

Toronto Zoo ad mockup featuring text "If a quality visit means strolling at your own pace, remember us." above a howling wolf silhouette.

Capturing the Spirit of "Your Winter, Your Zoo"

By tailoring the messaging to address the distinct motivations of Families with Young Kids, New Canadians, and Empty Nesters, this campaign successfully reframes the Toronto Zoo from a seasonal afterthought into a premier winter destination.

While each execution speaks to a different audience segment, they are all unified by a single human truth: people dislike crowds and prefer to take their time. For families, the bear ad emphasizes breaking free from rushed schedules so kids can linger and connect with the animals. For new Canadians, the elk ad speaks to the excitement of capturing picture-perfect moments without the pressure of heavy congestion. For empty nesters, the wolf ad invites a return to unhurried, intimate strolls at a relaxed, personal pace.

Ultimately, these targeted adjustments operationalize the high-level solution, proving that with fewer crowds, visitors across all life stages can enjoy a more meaningful, story-rich experience and create endless winter memories.