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Nov 28, 2011

Launch of Penguin Beach


Launch of Penguin Beach

Over the last five years ZSL London Zoo has successfully launched its flagship exhibits, including the Blackburn Pavilion, 2008, Animal Adventure, 2009 and Rainforest Life in 2010. Penguin Beach was launched successfully in May 2011 and proved to be one of the most successful exhibit PR launch ever for ZSL London Zoo.  

Penguin Beach took over two years of planning and is England’s largest penguin pool. With a pool that's four times bigger and three times deeper than the Zoo’s old pool, the new development is now the Zoo’s most visited exhibit.

The PR department chose to launch Penguin Beach on the 26th May 2011, the week before the school holidays. This was in order to maximise on visitor numbers for this period. This month also saw competition from other UK visitor attractions, including London Aquarium who launched their own penguin exhibit.

However with support from the Marketing and Web teams, the PR department was able convey to visitors that in Penguin Beach they would be visiting something new and exciting.

After an extensive press campaign the exhibit was launched to a international, national and regional press. Media present included the Daily Mail, BBC Breakfast, the Daily Telegraph, and ITV Lunchtime News.

The success of the PR campaign has helped ensure that Penguin Beach has become one of the most popular exhibits at ZSL London Zoo. Media monitoring company Precise estimated the Equivalent advertising value (EAV) for the coverage of Penguin Beach as being over £800,000. 


ZSL - London Zoo

WINNER of BIAZA Award 2011 for Best public relations project



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