More than five years in the planning, and over a year in construction, ZSL London Zoo’s brand new flagship exhibit Tiger Territory was launched successfully to the world’s media in spring 2013 generating coverage worth more than £1m for the launch alone and a total EAV of more than £7.5m.
Home to a pair of critically endangered Sumatran tigers, the £3.6m Tiger Territory is also a hub for the Zoological Society of London’s (ZSL) worldwide conservation projects to protect and preserve tigers.
Tiger Territory is the biggest investment at ZSL London Zoo since Gorilla Kingdom opened in 2007, and plans were put into place in early 2012 to prepare for the launch, and a PR strategy was devised to enable the PR team to plan and deliver a well-timed and successful media campaign.
The active media campaign for Tiger Territory began in September 2012 with an initial press release announcing the development of the new exhibit and its conservation implications for ZSL - coinciding with the beginning of the onsite construction work.
ZSL approached Buckingham Palace in early 2012, and was granted the request for HRH The Duke of Edinburgh to officially open the exhibit, helping to secure the event in media forward planning calendars and add an element of pageantry to the launch.
Tiger Territory was unveiled to the world’s media on March 20th 2013 with resounding success – featuring in print publications, online news outlets, and television and radio broadcasts regionally, nationally and internationally. Media Outlets present at the launch included BBC News, ITV News, Press Association, Getty Images, The Times, The Evening Standard and The Sun.