2025 PRISM Award Best in Show Campaign: GloWild: Legends & Lore

Join us for the first GKC-PRSA in-person professional development of the year. A single ticket will get you professional development programming, a quesadilla bar and networking!

PRISM Best in Show projects do not happen by luck, chance or overnight. They take planning and precision. The Kansas City Zoo marketing team, which was honored with the 2025 Best in Show Award, will share insights on how they secured an award-winning campaign, titled "GloWild: Legends & Lore." 

With nearly 10,000 animals in its care, it costs about $50,000 a day to operate the Kansas City Zoo & Aquarium; that's why the nonprofit is always looking for unique ways to raise funds and boost attendance. In 2022, the Zoo introduced a nighttime lantern festival called GloWild that allows guests to see the Zoo “in a whole new light!” The event gets a new theme each year and 2024's GloWild: Legends & Lore was the most successful to date, attracting 94,000 guests and generating $2.4M in revenue. Hear how this marking team nailed the event and how it has evolved since its inception.

Agenda

11:30 a.m. Arrival, networking and lunch (quesadilla bar)
12-1 p.m. Presentation and Q&A

Parking

Event attendees may park in any lot and enter through the "Administration" doors to the left of the ticket windows. The meeting will take place in the main conference room near the front entrance. Zoo staff will be there to help direct traffic. Parking is free.

Kim Romary, Director of Marketing

Kim has been working in nonprofit marketing and public relations in Kansas City for more than 30 years, including 18 years at United Way of Greater Kansas City where she oversaw the merging of four organizations into one combined brand and the launch of United Way 2-1-1. For the past nine years, she has loved being the director of marketing for the Kansas City Zoo & Aquarium where every day is a new adventure!

Ellie McMullen, Communications Manager

Ellie has been working in media for nearly a decade, beginning her career as a media buyer, and shifting into the public relations space when joining the Kansas City Zoo & Aquarium in 2022.

She has used her paid media background to help facilitate strategies for a full Zoo rebrand, opening of Sobela Ocean Aquarium and introduction of the GloWild Lantern Festival.