The Minnesota Zoo’s mission is to connect people, animals and the natural world to save wildlife. Among the first of several initiatives to better activate its mission was the development of the Treetop Trail - a 1.25 mile accessible walking trail elevated 32 feet above ground, an imaginative reuse of the Zoo’s long-idle monorail.
To achieve these goals we knew it was essential that our pre-opening campaign showcase just how magical and nature-immersive a stroll along the Treetop Trail can be. There was just one problem - it did not yet exist.
To help replicate this beautiful experience, we collaborated with Ten Over Media, a digital partner specializing in pre-opening media creation, to bring our story to life. Using a combination of architectural drawings, Zoo photography, stock photography and the power of storytelling, we created a vivid replication of the Treetop Trail experience through a pre-opening campaign video. The video was complemented by social media, print and digital advertising to build buzz and excitement in advance of the opening.