CHICAGO Independent shop Chicago Creative Partnership helps the John G. Shedd Aquarium celebrate its 75th anniversary via a new print campaign with images of the venue's most popular attractions.
The effort, which broke in local newspapers last week, targets families with young children. The first ad to break depicts a dolphin diving into the water with the headline, "Experience dolphin delight." Other ads will include a shark, an octopus, a sea urchin, an iguana and a seahorse.
The first ad broke in the Chicago Tribune. Additional ads are expected to run in regional editions of national magazines such as People, Family Circle and Good Housekeeping. A television spot will air later this year, according to the agency.
Spending on the effort was not disclosed. The Shedd Aquarium in Chicago spent just over $1 million on advertising last year, according to Nielsen Monitor-Plus.