Dinosaurs Alive!



Dinosaurs Alive!


Calgary Zoo




Trigger Agency

Product Category:

Entertainment / Culture / Leisure

OOH Format:





With the introduction of 20 life-sized animatronic dinosaurs for the Dinosaurs Alive exhibit, the Calgary Zoo needed to communicate it could give its visitors a unique experience that would almost be like travelling back in time.

Target Group:

Any potential visitors to the Calgary Zoo.

Strategy and Media Used:

The advertising campaign was conceived on the concept that these dinosaurs are ‘more real, more scary’ than ever. The integrated campaign was released in February 2010 and included out-of-home, stunts, television, radio and print.


  • Despite unfavourable weather for the winter and summer seasons, the campaign encouraged both Calgarians and outside visitors to make a trip to the Calgary Zoo. The zoo attendance was up 6,523 overall from February to October 2010, compared with the same period the previous year.
  • Zoo admission ticket sales through hotels during the exhibit time increased by 26%.
  • According to Calgary Zoo’s research, 43% of visitors surveyed came specifically to see Dinosaurs Alive!
  • Website visitation increased by 19% over the same period the previous year (February to October) and the Dinosaurs Alive! microsite was the second-top landing page behind the zoo website’s home page.
  • In the year following the start of the exhibit in February 2010, annual pass sales were up by $350,000, and repeat visitation of pass holders increased by 18%.