A Rather Royal Visit
Grand opening of the Diamond Jubilee Quarter (DJQ)
In November 2011, the PR department were tasked with ‘pitching’ an idea to try and secure a Royal Visit from Her Majesty The Queen & HRH The Duke of Edinburgh, as part of Her Majesty’s Diamond Jubilee Tour. After a series of internal brainstorming sessions, presentations & meetings with Buckingham Palace staff, spanning several months, the zoo beat off lots of competition to secure The Queen’s attendance. Weeks of meticulous planning followed until the Royal Visit itself took place on May 17 2012. It proved to be one of the most successful PR campaigns ever for Chester Zoo.
The PR department wanted the visit to significantly raise the profile of the zoo & convey its value to conservation. It was therefore decided to invite Her Majesty to officially open the zoo’s new main entrance, which the PR team named The Diamond Jubilee Quarter (DJQ), visit the critically endangered Black Rhinos, meet staff working on our overseas conservation projects and ride the monorail.
After an extensive media campaign the DJQ was launched to international, national and regional press and media. Those present included ITV, the BBC, the Press Association, Getty, AFP and the Washington Post.
The success of the PR campaign has helped ensure that millions of people were made aware of Chester Zoo, its philosophies on conservation and the opening of its new DJQ. Media monitoring company Durrants estimated the equivalent advertising value (EAV) for press and online coverage alone as being over £1,027,000, with broadcast taking it to a staggering £1.5m. People in over 43 countries saw it all live on our website.
Winner of BIAZA Awards 2012 for Best Public Relations Projects