Problem: Lincoln Park Zoo, and zoos all over the country, were suffering from the case of the, "we have a zoo at home." Even during peak travel seasons, visitors to Chicago overlooked LPZ as part of their travel itinerary. 

Insight: People don't visit a zoo to see the same thing over and over again; they visit for something new, an itch for knowledge, and something their children may not see at any other zoo.

Solution: Highlight what makes THIS zoo authentic. Even if it's an animal that's expected, give them an unexpected fact. And when it's an unexpected animal, show them why they should care: the kids.