Media planning and buying agency, Arena Media, has today unveiled a pair of campaigns for the Zoological Society of London (ZSL), one for ZSL Whipsnade Zoo, and one for ZSL London Zoo to celebrate its insect activity this May half term.
Running from Monday 18 May, in time for half term, both campaigns are targeted at families with the main channel being DOOH. The ZSL Whipsnade Zoo campaign raises awareness of the new Butterfly House – a brand new indoor attraction at Whipsnade – while the ZSL London Zoo initiative launches the brand’s latest ‘Up Close’ experience: In with the Spiders.
The centrepiece of the ZSL Whipsnade Zoo initiative is an interactive six sheet in Centre MK in Milton Keynes, which will host a game to engage and excite children. The aim of the educational game is to find as many different butterfly species as possible in a set time with the chance of winning a family ticket to see the butterflies in real life. The campaign will be supported by digital mall panels, with animated butterfly creative.
‘In with the Spiders’ exhibit’
Meanwhile the ZSL London Zoo campaign promotes the new ‘In with the Spiders’ exhibit, which has the ambition of changing public perceptions of invertebrate and tying in with the Zoo’s wider ‘Friendly Spider Programme’. Activity will be focused on the London Underground via DOOH. The initiative builds on the brand’s Easter campaign, also planned and bought by Arena Media, which launched the new Lemurs enclosure as part of ZSL’s 2015 ‘Up Close’ experiences drive.
Kate Davies, Head of Marketing at ZSL, said: “We’re really excited about launching both of these campaigns. They’re both fun and engaging in their own way, reflecting the enjoyment we hope families will have at our new exhibits this half term and beyond.”
Kay Tasker, Group Business Director at Arena Media, added: “Both of these campaigns are highly targeted at families in the respective local areas. The Whipsnade Zoo game is an exciting step into interactive advertising for ZSL, while running the London Zoo initiative on the Underground is a strategy that has proved successful in the past.
Both activities will raise maximum awareness and help families plan their half-term days out.”
