The birth of a black rhino calf
The first birth of a rhino filmed on national TV!
A PR campaign to promote the birth of the first black rhino calf at Paignton Zoo and to raise awareness of its conservation work. After discussions with BBC South West in November 2006, it was agreed that two remote control webcams would be placed in the Rhino House to film the pregnancy and birth of a black rhino.
The pictures would then be shown on the BBC website and the birth would feature as part of an 8- minute documentary for the regional Inside Out series.
In addition to this, PR activity was constant from when the cameras were installed to well after the calf was born. The impending birth proved to be very popular with the public and media alike resulting in a vast number of hits on both the BBC and zoo websites and a huge amount of national and international media coverage.
Paignton Zoo had a presence on the BBC website from mid December 2006 through to the end of March 2007 and the resulting Inside Out programme was increased from an 8-minute piece locally, to a 17 minute piece nationally.
The total value of the media coverage is valued at over £133,000. In addition to media coverage, the birth impacted in visitor numbers with over 5,300 visitors on the weekend after the birth – more than twice the number for the same weekend last year and the four day Easter weekend saw 18,000 visiting the Zoo – the best for many years.
SWEP Paignton Zoo Environmental Park
COMMENDATION received in BIAZA Awards 2007 for Best public relations project