Fairchild Tropical Botanic Garden

South Florida’s oldest and most popular botanical garden was in dire need of talk-value from an evolving community. The number of visitors had remained generally flat and the demographic was skewing older. Their latest endeavor, Wings of The Tropics, the largest Butterfly Conservatory in the U.S., needed the right marketing mix in place to attract the right audience. Using a blitz of mediums all over South Florida, we created a visually captivating campaign that let consumers acknowledge the feeling of being swarmed and surrounded by over 3,000 butterflies. The campaign captured the unedited reactions of consumers young and old. Garden visitation saw a significant increase year after year, and total Annual Family Memberships increased over 50%.