The Challenge
When the temperature drops, we go into hibernation mode.
The zoo? Empty. The vibe? Low.
The Solution
People don’t realize many animals come alive in the cold — it’s the wildest time at the Toronto Zoo. Come out and celebrate winter with the animals.
The Big Idea- Go Sub-Zero Wild
Phase 1: OOHs & Social Posts
Winter Discount Program
Every degree below 0°C = $1 off.
The colder it gets, the cheaper it is to visit.
It gives people the perfect reason to visit the zoo during the coldest months.
The Toronto Zoo Experience App
Promoted across social media, the app builds buzz and invites visitors to dive in before their visit, unlocking the adventure awaits.
Phase 2: Activation
The Sub- Zero Station at Toronto City Hall
This November, the Toronto Zoo brings a Sub-Zero Station to downtown Toronto. Skate for free, take photos with costumed animals, grab fun merch, and score discounted early-bird tickets. Get ready to celebrate winter with our animals.
Phase 3- PR Stunt (Optional)
The Sub-Zero Portal
Place a giant freezer-like portal in Yonge-Dundas Square during the hottest summer days. When people step inside, they instantly experience sub-zero temperatures, winter sounds, and visuals of arctic animals.
Cold air blasts. Snow falls. Screens show animals at the Toronto Zoo thriving in winter. On the way out, visitors can grab discounted winter tickets.
