Item - 2020.ZB8.4

The Board of Management of the Toronto Zoo:

1. Approved expenditures for media purchases related to the 2020 advertising campaign, not to exceed $956.0 thousand, plus HST.

 
2. Approved expenditures for strategic planning, creative development and any outsourced production costs related to advertising programs as required for the Toronto Zoo brand, and/or supplemental paid advertising opportunities, not to exceed $200.0 thousand, plus HST.

This report outlines the proposed plan and expenditures related to the 2020 advertising campaign as provided for in the Operating Budget. In 2019, the Strategic Communications efforts contributed to the many successes of the Zoo, including the 8% increase in year over year attendance.  We will build on this success in 2020 with our paid advertising which will complement the public relations, events, corporate/group events, community outreach and digital strategy to ensure we are reaching our target audiences in the Greater Toronto Area and beyond.