Meet The New Neighbors

Organization Name:
The Living Planet Aquarium
City & State:
Describe your creative piece – what is it and what has it been used for, and why is it innovative?
The Living Planet Aquarium ‘Meet The New Neighbors.’ piece is a billboard concept used during the months of March, April, May and June 2010 to create awareness of the new penguin exhibit and to announce the arrival of the penguins to Utah. The design tells the story about Gentoo penguins, which originate from Antarctica, and their ‘move’ to the desert of Utah.
What issue or problem were you working to address with this piece?
The three major goals of the aquarium are education, conservation, and environmental stewardship. We hope to educate visitors about some of the unique ecosystems from around the world. The intent is that each visitor will leave with an understanding that he or she is part of one great ecosystem and that the choices we make everyday can have an impact of the health and sustainability of our global ecosystem. The billboard concept was designed to increase traffic and revenue to the aquarium, thus assisting us in not only reaching but exceeding these goals.
How has your submission successfully impacted your organization’s ability to solve this issue/problem?
The design concept has been so effective that in the month of April alone The Living Planet Aquarium saw nearly 63,000 visitors, shattering the previous monthly high of 46,000 visitors. This is an increase of 38% over the prior year, which resulted in a 56% increase in revenue, despite the recession.
Creative Submission - Files