Boston, MA – October 15, 2019 – The Allionce Group, a marketing agency that facilitates meaningful connections between brands and the families that visit zoos and aquariums throughout the U.S., is reminding brand marketers that holiday visiting season is quickly approaching. With over 195 million annual visits to these venues which are free of advertising and marketing oversaturation, the opportunity for brand engagement goes into overdrive during the holiday season.
“While many assume that the warmer months see the most visitors to zoos and aquariums, the reality is that Halloween and the holiday season draw some of the largest crowds of the year,” said Mark Giovino, CEO and founding partner of The Allionce Group. “‘Boo at the Zoo’ and ‘Zoo Lights’ at more than 200 zoos and aquariums around the country teem with millennial parents and their children. These venues, particularly around the holidays, offer a rare opportunity for brands to engage with families at their most authentic and connected moments, establishing deep, meaningful relationships that are not available at other locations.”
For example, L.A. Zoo Lights at the Los Angeles Zoo and Botanical Gardens is one of the most significant annual holiday events in Southern California. It attracts more than 260,000 visitors annually, spanning multi-generational family audiences as well as millennials seeking a unique holiday experience. In addition to the opportunity to reach a qualified audience, L.A. Zoo Lights is also supported by a major advertising, PR and social media campaign that generates more than 30 million impressions with sponsor inclusion, depending on the level of commitment.
Likewise, the Florida Aquarium also takes advantage of the holiday season with its annual Guppyween, hosted by Harry Otter. This “Sea of Magic for Little Wizards” brings the magic of Halloween to life, inviting children and their parents to attend the aquarium’s Codwarts School of Fishcraft and Squidery. Young wizards are sorted into their Codwarts House before embarking on a quest to further their Fishcraft knowledge.
“These types of Halloween and holiday themed events are replicated at local and regional zoos and aquariums around the country,” continued Giovino. “They provide opportunities for sponsorships, consumer promotions, digital and media exposure, along with a host of other benefits. Brands that do not get involved are missing out on one of the best opportunities of the year to connect with consumers.”
ABOUT THE ALLIONCE GROUP
The Allionce Group is a marketing agency that facilitates meaningful connections between brands and the 195 million annual visits to more than 200 AZA accredited zoos and aquariums throughout the U.S. At the same time, Allionce Group helps zoos and aquariums of all sizes develop partnerships with well-known brands, generating significant financial resources that fund the critical environmental conservation and educational efforts that zoos and aquariums provide.