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Nov 17, 2010

Launch of Rainforest Life

Launch of Rainforest Life

Over the last five years ZSL London Zoo has successfully launched its flagship exhibits, including Gorilla Kingdom, 2007, the Blackburn Pavilion, 2008 and Animal Adventure, 2009.

For the launch of Rainforest Life it was essential to create a high profile within both British and international media. Rainforest Life allows visitors to get closer than ever before to animals at ZSL London Zoo in what is a living and breathing rainforest in the heart of London. The construction of this exhibit took over nine months. Trees were imported and planted and keepers spent months working with the Zoo's horticulture department to get the exhibit just right.

The PR Department chose to launch the exhibit on March 25th 2010 -the week before the all-important Easter Holidays. This was a strategic move to gain more visitors, however it also meant that there would be a significant amount of competition from other visitor attractions across the country. At the end of January the message of Rainforest Life being 'London's only living Rainforest' was born.

With support from the Marketing and Web teams, the PR Department was able convey to visitors that they would be visiting something 'exciting', 'new' and 'unique'. Rainforest Life was launched on March 25th 2010 to international, national and regional press. Media outlets present included the Daily Mirror, the Evening Standard, the Metro, the Independent, the Times, lTV London Tonight and BBG London Today.

ZSL - London Zoo

COMMENDATION received in BIAZA Awards 2010 for Best public relations project

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