By Editor, June 22nd, 2012
The Detroit Zoo is geared up and ready once again to give children and families a dose of Vitamin Z this summer! But don’t just take the Zoo’s word for it. This revamped campaign, created by Doner, candidly captures real moments of awe and excitement as a child is experiencing all that the Zoo has to offer, including newly renovated exhibits.
Originally created in 2009, Doner defined Vitamin Z as an emotional connection emphasizing all of the unique experiences at the Zoo. The new campaign reinforces this idea by using kids in a non-scripted environment telling true stories of what they did at the Zoo that day.
The campaign launched this month, with TV spots that feature eager Zoo-going kids excitedly sharing their thoughts and experiences with the new Lion Habitat, the Butterfly Garden and the Giraffe Exhibit. The spots celebrate the connection that children feel when they take a trip to the Zoo, reminding viewers of their own personal experiences and motivating families to visit this summer.
The fully integrated marketing campaign includes TV, radio, outdoor, print, digital, social and mobile elements. All branded elements include the tagline “Vitamin Z. Part of a complete childhood.”
2012 marks the 31st year that the Detroit Zoo and Doner have been partners, and we are all as excited as the children receiving their Vitamin Z to kick off this new campaign!