What we did
Public Relations
Events
Industry
Background
The Bronx Zoo, part of the Wildlife Conservation Society, is one of New York City’s most iconic cultural institutions and a must-visit destination for families. In Fall, the zoo hosts several seasonal events — including Boo at the Zoo and Ascarium — with the goal of bringing in new and returning visitors. The Zoo introduced a brand-new event, Pumpkin Nights, and partnered with Gregory for its first-ever external PR campaign to drive awareness and attendance.
Challenge
With fall events in NYC more competitive than ever, the Bronx Zoo needed to break through a crowded seasonal calendar and generate significant buzz — especially for its new after-dark experience, Pumpkin Nights. In addition to boosting ticket sales, the goal was to earn meaningful press coverage, increase on-site media attendance, and secure influencer participation.
Solution
Gregory led a high-impact, multi-channel PR campaign, anchored by exclusive media previews, influencer outreach and influencer engagement. We secured early and ongoing press coverage through broadcast media, top-tier local outlets and parenting-focused platforms. The team also activated Facebook parenting groups with ticket deals and custom codes, and partnered with local influencers to spread the word across social media. By continuously refreshing story angles throughout the fall season, we kept the buzz going well beyond opening weekend — extending visibility and driving attendance to Boo at the Zoo and Ascarium as well.
By the Numbers
FAQ
By translating impact into stories with clear calls-to-action (visit, join, give), placing them in trusted outlets, and reinforcing them across owned channels so goodwill converts to measurable actions.
Exclusive media previews, targeted calendar listings, parent/teacher and community outreach, and micro-influencer partnerships—plus timed angles (opening week, holidays, “last chance”) to sustain buzz.
Hyperlocal pitching (neighborhood and ethnic media), partnerships with schools and community groups, multilingual materials, and creator content that meets families where they plan outings.
It packages outcomes (access, education, conservation) into proof points and human stories, secures third-party validation, and aligns narratives to CSR/ESG priorities for sponsors, grants, and donors.
Track ticket redemptions via promo codes/UTMs, membership and donation spikes tied to coverage, referral traffic and email sign-ups, share of voice and sentiment, and media/influencer attendance-to-conversion rates.