EPIC
ESCAPE TO THE
GREEN

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MULTIPLE OWNERS

RUI WANG; ZELIA ZHOU 2021

OVERVIEW

DESCRIPTION

This academic project is ideated and developed by Rui Wang, Zelia Zhou under the guidance of Prof. Gauri Misra-Deshpande in her Creative Copywriting class.

The Atlanta Botanical Garden should be every plant lover’s first stop in the city. We want to spread the words of this experiential environment of nature to millennials. The Atlanta Botanical Garden is well-known to families and tourists but is not known to the younger generations who live in the city due to the lack of appealing social media presence. They mainly use their social media to announce important dates, but missing the fun stories that are happening in the garden. Since social media and interaction are the key components in Millennial's and Gen Z’s daily life, we are looking into a social media revamp to talk to our target audience.

OUR GOAL

To convert the potential younger audience to become our customers, to engage them with the stories and fun things happening in the Atlanta Botanical Garden. It’s not a typical tourist attraction, it’s a place that you emerge yourself in and feel the power of nature, or the destination to spend quality time with your beloved ones.

STRATEGY

Documentary about nature and travel pictures are not the only outlet to get close to the nature. Atlanta Botanical Garden is the real oasis in the heart area of Atlanta for city dwellers to get an immersive experience with nature, at here you can travel from the tropical jungle to the wild desert, from Japanese traditional garden to aromatic orchid oceans in minutes. Better than a preset escape room, we offer the open space in the city that you never want to escape from.

TARGET AUDIENCE

Millennials and Gen Z,( 21 - 35), looking for extraordinary adventures in the city. They have been working hard on their everyday life so when they have time, they are longing to see things differently from the concrete forest and explore the shareable experience with their friends and family/ They are the group of people that values experiences and support arts, they care about interactions, whether is with human beings or with nature.

MEDIA CHOICE

Interactive Game, Social Media Ads, AR Filter

MULTIPLE OWNERS

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Zelia Zhou, M.A., Advertising, Savannah College of Art and Design
Visit the LinkedIn: Zelia Zhou | LinkedIn

OUTCOMES

Immersive Game

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Scannable Clues (Click to view)

Tweets Clues 

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AR Filters

Instagram Ads

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