Changing minds
Lion Country Safari is a must-see attraction in Palm Beach County for out-of-state visitors and visitors from drive markets. It’s also beloved by locals, but those living furthest east get caught up in their migratory routes and routines and forget how extraordinary and relatively nearby the drive-thru safari really is. Cox Ideabar’s Addy Award-winning “Almost This Close” multimedia campaign integrated exotic animals into everyday weekend scenes, reminding locals that they could wash the car again this weekend – or pull up beside a rhinoceros.
Moving markets
Locals traveled west, increasing visits and boosting revenue from the backyard segment. And the campaign won an Addy Award and a HOW Design Award and was featured in the HOW Design magazine.
