Clore Rainforest Life and Nightlife from ZSL - London Zoo
Clore Rainforest Life and Nightlife
ZSL London Zoo has successfully launched new exhibits over the last couple of years to help meet their objectives in achieving the organisation’s aims of conservation of animals and their habitats.
The hugely successful Gorilla Kingdom opened in 2007, Blackburn Pavilion in 2008, and the outstanding Animal Adventure in 2009, which have all raised the quality of ZSL London Zoo’s visitor experience and have given millions of visitors unforgettable memories.
Rainforest Life had to be innovative and market-leading in order to maintain the high level of standards at the Zoo and attract even more people to the site to meet the objectives of the charity. The majority of visitors had been unaware of the location and meaning of Clore Rainforest Lookout and this was to become the main objective of the campaign.
The construction took over nine months and the facilities and signage were improved dramatically. In order to change the perception of the exhibit, the name was changed to Rainforest Life/Night Life, and pre-visit awareness became the major focus. The desired experience of Rainforest Life was to stimulate visitors’ senses by making it vividly real.
Visitors can feel the warmth and humidity and immerse themselves in the sights, sounds and smells of the animals in their natural environment. The logo of the exhibit was created to improve visual identity of the Rainforest Life. With the help of a strong media campaign, the aims of the Rainforest Life were successfully met.
ZSL - London Zoo
COMMENDATION received in BIAZA Awards 2010 for Best marketing project - Amanda Alabaster Award