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Point Defiance Zoo & Aquarium, located in Tacoma, Washington, offers a dual experience as the only combined zoo and aquarium in the Pacific Northwest. Nestled within 29 acres of scenic Point Defiance Park, the zoo is home to over 9,000 specimens representing 367 animal species. Despite its uniqueness, the zoo faced challenges in fostering deeper community engagement and driving visits to their TREK program near Mt. Rainier—a wildlife experience that allows visitors to connect with animals in their natural habitat.
Watson Creative partnered with Point Defiance Zoo & Aquarium to refine their brand and develop an innovative loyalty platform that gamified the visitor experience. This reimagined approach not only deepened community ties but also increased revenue and awareness for TREK.
Point Defiance Zoo & Aquarium had a strong foundation but needed to evolve its approach to visitor engagement. Challenges included:
Watson Creative delivered a multi-faceted solution that transformed Point Defiance Zoo & Aquarium into a hub of engagement and education.
The heart of the solution was a gamified loyalty program that encouraged families to explore every corner of the zoo. Through trivia, mysteries, and point-based activities, visitors earned rewards for experiencing exhibits, completing tasks, and learning about conservation. The platform’s unique features included:
Watson also refreshed the zoo’s visual identity, updating signage, wayfinding, and promotional materials to create a cohesive brand. The website was redesigned to improve navigation and emphasize key attractions, including TREK.
To draw attention to the Mt. Rainier-based wildlife program, TREK was integrated into the loyalty platform, offering point-based incentives for visits. Targeted marketing campaigns, including social media ads and on-site promotions, highlighted the unique appeal of experiencing animals in the wild.
The results exceeded expectations:
“Point Defiance Zoo & Aquarium is a testament to how gamification and thoughtful design can transform visitor engagement. Helping them create deeper connections with their community and drive awareness for TREK has been a privilege.”
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