Objective: Drive patronage to the zoo for a special exhibit without relying too heavily on expensive TV, radio, and outdoor advertising. Payoff: Attendance surpassed projections by 30%. The Copenhagen Zoo wanted to promote its new reptile exhibit and drive ticket sales. Take out some ads, right? Or, the zoo's marketing office could employ the creative capability of graphic printers by using giant wraps. Shrink-wrapped city buses in Copenhagen gave the impression that they were being squeezed by a giant boa constrictor. Working with city transit authorities on clever schemes like this to turn buses and subway cars into rolling message boards is easily done these days, especially as many cities are looking for new sources of revenue. And an ad that moves around the city all day will be seen by everyone in town.