Olympic Fever at ZSL London Zoo
ZSL London Zoo strategy to ensure a prominent profile during a highly competitive period
As London geared up to host the summer Games in 2012, the world’s spotlight was on the cit, and ZSL London Zoo had to come up with a strategy to ensure its profile was strong and prominent to attract visitors during a highly competitive period.
In a year with no new exhibit to launch the PR department, led by marketing, focussed its media strategy on ZSL London Zoo’s Penguin Beach exhibit and Animal Athletes - a series of fun events to teach visitors about animal’s natural sporting talents.
A PR strategy for Penguin Beach was devised, as well as a schedule of key Olympic dates, which enabled the PR team to plan and execute a well-timed and successful media campaign.
ZSL London Zoo applied for and was awarded the prestigious ‘Inspired by 2012’ accreditation for Animal Athletes. This allowed ZSL to work with Olympic organisers, LOCOG, use the ‘Inspired by 2012’ logo and provide a strong and distinctive promotional message for 2012.
The PR team began to lay the groundwork in November 2011, when a ginger-haired monkey was named ‘Flame’ to mark its birth on the day of the Olympic Torch Relay launch.
Animal Athletes was successfully launched to international, national and regional press with a fun and exciting photocall at Penguin Beach on March 29th 2012. Media outlets present included the Press Association, Thomson Reuters, Associated Press, European Press Agency, Getty Images, Daily Telegraph, and The Times.
ZSL London Zoo
COMMENDATION received in BIAZA Awards 2012 for Best Public Relations Project