Treetop Trail
Minnesota Zoo
Location
Minneapolis, Minnesota
Hospitality ⬝ Zoo
Parks & Recreation
Conservation
Project type
Services
Strategic Renderings
Social Media Video
Media Strategy
National TV Commercial
AWARD
The Minnesota Zoo was undergoing a profound rebrand to shift how people perceive zoos and their relationship to nature, but their existing visual assets failed to show that vision. While developing the new Treetop trail attraction, they required aligned and consistent content to launch a campaign in winter for a summertime opening.
Location
The
The zoo’s plan was to repurpose an existing 1.25-mile-long monorail track into an accessible pedestrian walkway to offer all guests a unique perspective on the Minnesota Zoo.
Project
Goals
Boost attendance
Increase year-over-year visitor attendance.
Leverage emotion
Convey the awe of the immersive experience.
Ignitiate a shift
Signal a transition toward a new and epic chapter for the zoo.
Raise interest
Disrupt and inspire national and local audiences.
Connect with nature
Increase awareness of nature connectedness.
Solution
Our
As a centerpiece of content, Ten Over Media produced a national TV commercial that captures the essence of nature in a new and refreshing way. This was delivered 6 months prior to opening, and designed to fit within a broader advertising campaign from marketing agency Adventure™.
More of an anthem than advertising, our TV commercial awakens the Zoo’s audience senses, transporting them to a world where memories are made igniting a desire not only to enjoy the new trail but to immerse themselves in a truly heightened experience.
In addition to the TV commercial, Ten Over Media’s award winning animation team produced films & strategic renderings that transports audiences into a realm where they can intimately connect with the wonders of our planet.
Through innovative storytelling techniques, stunning cinematography and advanced CGI, our cinematic experience not only entertains but also instills a profound sense of awe and offers an escape from the everyday.
Performance
The
Only 2 weeks after opening, ticket purchases reached an all-time high, and Adventure™ established video performance metrics using feedback from a focus group. 2023 became the Zoo’s best fiscal year on record, and the campaign was honored with a 2024 HSMAI Adrian Award for Best Integrated Campaign Business to Consumer.
“
We’ve found great success in partnering with Ten Over Media. Every detail is captured to integrate seamlessly with the brand and appeal to consumers. It’s science plus magic, and it’s hard to match.
”
Gina Macey - President, Adventure™
Record high
+12k tickets sold for opening day
+44%
Year-over-year Attendance
+30%
Visit Intention
+55%
Opinions aligned with Zoo’s mission
For more content like this, explore Chincoteague Bay →
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SOCIAL MEDIA ASSETS
ARTIST ILLUSTRATIONS
MARKETING, SALES & POSITIONING FILMS
STRATEGIC RENDERS
SOCIAL MEDIA ASSETS ARTIST ILLUSTRATIONS MARKETING, SALES & POSITIONING FILMS STRATEGIC RENDERS
Don't just believe it,
Experience it yourself.
Locations
Paris California