The in-house agency will be responsible for all brand communications for the Aquarium, including advertising, print collateral, Web site design, online marketing and social media. Shedd's new in-house unit brings together some 20 members of Shedd's existing marketing and planning and design teams. "The team is taking collaboration to a new level, ultimately leading to a stronger comprehensive strategic and creative direction for all brand communications," said Meghan Curran, senior director of marketing for the Shedd.
The new ad campaign is designed to convey the wondrous world inside the Shedd, with a special emphasis on family life imagery that will appeal to moms. "Inspired by the recent birth of our beluga calf, this campaign connects people to the Shedd Aquarium in a positive and personal way," explained Liz Nelson, director of graphic design for the Shedd.
The campaign visuals include some of the most charismatic Shedd residents, including dolphins, beluga whales and colorful fish species. The ads will be seen on billboards, street banners, trolley wraps and bus dominations, as well as online, in magazines and on television.