The Bronx Zoo wanted to generate buzz and build awareness about the zoo’s Halloween themed event, Boo at the Zoo, taking place every weekend in the month of October. Metro executed a high-impact marketing campaign combining the power of print and street promotion as well as a readers’ sweepstakes.

• Print: 7 full pages, 3 front page banners, 9 quarter pages
• Street marketing: 12 costumed and scripted promoters handing out Halloween candy
• Sweepstakes: chance for readers to win 2 tickets to the event; 10 quarter page print ads and email blast

Readers were charmed to see costumed promoters passing out Halloween candy, kids were especially excited! The sweepstakes garnered almost 900 entries! The sweepstakes print ads received 5.5 million impressions.