Riverbanks Zoo & Garden

S.C.’s Most Popular Gated Attraction | Fall 2021 to Present

Advertising, public relations, strategy consulting, etc.

In Fall 2021, Flock and Rally took on the role of advertising agency of record (AOR) for S.C.’s most popular gated attraction, Riverbanks Zoo & Garden. In the course of providing advertising strategy, media buying, creative direction and production services, Flock and Rally’s scope has expanded gradually to include strategy consulting on selected initiatives, ongoing earned media monitoring and reporting, and special projects.

Outside of AOR services, Flock and Rally’s project work ranges from media relations for major campaigns to brand audit research and the production of foundational tools such as a customized social media manual for Riverbanks’ in-house marketing and communications team. The majority of Flock and Rally’s work is focused on promoting attendance among primary and drive market audiences, while campaigns toward in-market audiences are implemented for key special events throughout the year.  

More broadly, Flock and Rally has provided communications, strategy and media relations support for Bridge to the Wild, a transformational effort to expand Riverbanks’ footprint and offerings over a multi-year period, requiring significant public and private support.

In fact, the media relations campaign associated with phase one of the initiative, the grand opening of the Darnall W. and Susan F. Boyd Aquarium & Reptile Conservation Center (ARCC), garnered SCPRSA’s “Best in Show” Mercury Award in 2024.