 Solution
Taking into account all of the client’s objectives, NAS developed an ad campaign that is unmistakably “Busch Gardens,” even without a logo. Many of our ads feature animals that are unique to Busch Gardens and its exotic, African-adventure theme. And with headlines like “Safari...so good!” and “Kenya dig it!” these ads will definitely not be confused with other theme parks.
For the design, we used animal print patterns around the borders of the ads and included animals like the zebra and the giraffe along with park rides as the main visuals. Depending on the message of the ad—whether it’s a job fair or a general recruitment ad—these ads can be easily adapted by just altering the copy.
Results
Because they felt the campaign was right on-target in its branding approach, Busch Gardens decided to run these ads immediately, beginning with their annual Job Safari. The Job Safari ad generated 1,200 applicants and resulted in 250 hires. The client was very pleased with the results and continued to run more ads in the series.
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