ADVENTURE AQUARIUM
Brand Activation
THE SITUATION
Adventure Aquarium, in Camden, New Jersey, was looking for a way to drive increased visitation and to connect with the Philadelphia market. The aquarium improves with new capital projects yearly and is located on a public waterfront shared with a concert venue and children’s garden. The aquarium also benefits by being the largest between Baltimore and New York City.
THE PROBLEM
While capital improvements have been made to the aquarium, the property is still having trouble connecting to the Philadelphia market. There are a few psychological and physical barriers to connect the aquarium to the city. The largest issue is the aquarium's location across the Benjamin Franklin Toll Bridge in Camden, New Jersey. The surrounding area has also recently lost several businesses due to the relocation of the minor league team that played at the adjacent baseball stadium.
Reposition the property as Philadelphia’s hometown aquarium.
THE SOLUTION
THE STORY
Just over the Ben Franklin Bridge across from downtown Philadelphia, dive in and meet over 8,000 new friends while learning about the rivers and seas of Pennsylvania, New Jersey and the world beyond.
Journey outdoors to the shore of the Delaware River and enjoy a brand-new dining experience with incredible views of downtown, then head over to Penguin Park and discover the joy of a day spent splashing with our marvelous, if not a bit clumsy, African Penguin colony. It may feel like at the end of the day you’ve taken a trip around the world’s oceans because at Adventure Aquarium your journey will lead you to discover...
OCEANS OF ADVENTURE
JUST ACROSS THE RIVER
LOCATION
EXPERIENCE
CONTENT
STORY
AREAS OF FOCUS
Highlight Location Near Philadelphia
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Only AZA-accredited aquarium in Philadelphia Metro
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Use the unique position to highlight the view of Philly from the aquarium in collateral
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Build stories around the connection of the aquarium to the city of Philadelphia
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Increase partnerships with other Philadelphia attractions
Persuade That There Is More To Do Than Ever Before
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Elevate the understanding of the aquarium's indoor/outdoor experience
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Promote special events, 4-D theater, dining and other interactive experiences
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Create the perfect day and itinerary for exploring by the river
Highlight the Story of Conservation
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Highlight conservation and rescue programs the aquarium has established
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Build more educational campaigns based upon the importance of the world's oceans
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Increase awareness of eco-friendly initiatives implemented in recent years
Share the stories with the world
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Increase on-site social sharing areas
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Create weekly e-newsletter that highlights visitor's interactions
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Add UGC content to the website