The National Aquarium came to HZ with a mission—to build a fully integrated brand campaign to create meaningful connections with local and visiting audiences, showcase the Aquarium’s mission, put the Aquarium top-of-mind for those planning visits to Baltimore’s Inner Harbor, and, ultimately, increase ticket sales.

Simple, right?

After hours of talking to Aquarium employees, digging through previous brand efforts and materials, and researching competitors and consumer psychology, we found a common thread—that staff and visitors alike felt a profound connection to the ocean.

So instead of marketing the National Aquarium as an attraction, we built an omni-channel campaign from a simple idea—that the call of the water is already inside you. And at the National Aquarium, you can answer it.