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. 

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Insight: Zoos bring out the itch for discovery.

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Solution: Highlight what makes LPZ 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.