Zoo Miami’s “Dinos” Campaign: A Geotargeted and Seasonal DOOH Strategy
Digital activations to attract residents and tourists during key travel seasons.
Zoo Miami launched an original campaign titled “Dinos”, an experience inviting the public to dive into the prehistoric world from February through September this year. The campaign stood out for its strategic use of DOOH during two key periods: the first between February and March, and the second set for June and July, aligning with the summer vacation season.
Geotargeted segmentation: Reaching residents and tourists
The success of “Dinos” lies in the precise way Zoo Miami selected locations for its DOOH campaign through Beeyond. To effectively reach both local and tourist audiences, placements were focused on:
📌 Downtown Miami and Brickell: High-traffic urban areas, capturing the daily attention of residents during their usual routines.
📌 Coral Way and Coconut Grove: Lively cultural zones, ideal for connecting with families and visitors seeking unique experiences.
📌 Shopping malls near Miami International Airport: These strategic points helped reach newly arrived tourists, extending the campaign’s impact to international audiences.
Strategic timing: Impact during peak moments
The strategy went beyond geographic relevance, also factoring in carefully selected times and dates to ensure maximum exposure. With placements across billboards, street furniture, and malls, the campaign achieved visibility in key moments and locations where foot and vehicle traffic peaked—ensuring deeper engagement with the audience.
Results and next steps
With the first phase of the campaign successfully completed, Zoo Miami is now preparing to intensify efforts for the summer period, leveraging the expected surge of visitors. Initial results already demonstrated that clear segmentation, combined with fine-tuned timing, makes DOOH an ideal medium to build anticipation and promote cultural and entertainment events.
“Dinos” is a clear example of how Zoo Miami turns the city into an interactive experience, showcasing Beeyond’s value in boosting themed events and creating emotional connections with diverse audiences.
