Launch of the Blackburn Pavilion -the new bird experience at ZSL London Zoo
After the highly publicized launch of Gorilla Kingdom at ZSL London Zoo in 2007 the pressure was really on in 2008 to ensure that ZSL London Zoo could maintain and build on that success with its next exhibit.
The completion of the Blackburn Pavilion was to completely alter the internal appearance of the building and to see the return of hummingbirds to the Zoo for the first time in more than 20 years, as well as transforming a traditional aviary into a modern free-flying walkthrough exhibit and tell the story of the changing face of zoos.
To maintain ZSL’s position as an active conservation charity it is important to draw links between the living collections and global conservation efforts. It is also vital to draw on the Zoo’s unique history, which sets it apart from other UK zoos. A comprehensive strategy was drawn up and implemented to ensure all our messages were communicated effectively to the press.
The Blackburn Pavilion was launched to the press on the 20th March 2008 to both a national and international audience, with coverage in magazine, newspaper, web, radio and television media. The Equivalent Advertising Value for broadcast coverage on the day itself was more than £359,000 and key national journalists including Lewis Smith (The Times), Beth Hale (Daily Mail) Tom Fielden (Today Programme), Stuart Winter (Daily Express) and Tim Moffatt (BBC News) attended a press and VIP launch event.
Articles appeared in newspapers and websites globally including India, South America and Australia and coverage continued in magazines for months afterwards. National press coverage reached a potential audience of more than 37.3million.
ZSL - London Zoo
WINNER of BIAZA Award 2008 for Best public relations project