Taronga Zoo promotes ‘international travel’ by exploring its animals this summer
In lieu of overseas travel this summer, Taronga Zoo is suggesting visitors see the world here, through its variety of international animals.
The Taronga Zoo in-house marketing and digital team has used video, social and digital assets to set out five travel itineraries within the zoo, to visit animals spanning Africa, Asia, North and South America and Australia.
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Divisional director of marketing, communications and fundraising, Karen Madden, said: “Summer is Taronga’s most critical and long-running annual campaign, so to be able to conceive this campaign entirely in-house from conception through to execution is a true achievement. It brings together the team’s passion for wildlife and strategic expertise with a great result while also allowing us to maximise our budget on paid media.”
Search and paid social has taken the majority of the campaign’s investment, and it will be supported by out-of-home supplied by Ooh Media. The objective is to increase awareness and ticket sales at the zoo, through a focus on consideration and conversion ads and email marketing featuring the itineraries.
One of Taronga’s travel itineraries
“2020 has been a tough year for just about everyone – us included – and we spent a good deal of time considering how people and specifically young families were likely to be feeling in the run up to summer,” Madden said.
“While families might not be able to venture as far and wide as they might have been able to in years gone by, with a trip to Taronga Zoo – home to more than 4,000 animals from all over the globe – the opportunity to experience the exotic becomes possible. Taronga really can offer the opportunity to travel the whole ‘wild’ world.”
The campaign has also been incorporated into Taronga TV, the zoo’s live streaming and content platform.
Credits
Taronga Zoo
Creative Strategy – Janelle Blue
Creative Strategy – Chris Wheeler
Videography– Guy Dixon
Design– Ginni Leonard
Design – Jess Bretherton
Digital Marketing– Carolina Holland
Email – Melodie Johnson
Website – Violetta Racz
