The Henry Vilas Zoo, one of the only admission-free zoos in the country, re-opened to the public on June 18, 2020. We designed and launched a marketing campaign to encourage attendance, donations and to educate the community about safety measures being implemented during the pandemic. The strategic campaign – “We Missed You At the Zoo” shows the animals at Henry Vilas Zoo welcoming back their human friends, and includes a request to help support the Zoo through donations due to lost revenue from concessions and lack of visitors and events during the closure. The heart-felt message was delivered through direct mail, outdoor, radio, print and digital advertising, as well as updates to their website.