Article via Fort Worth Zoo
Silver Spring, Maryland (September 29, 2014) – The Association of Zoos and Aquariums (AZA) announced that the Fort Worth Zoo received Top Honors in marketing for budgets over $175,000 for its See the Biggest Babies in Town campaign.
“This award provides well-deserved national recognition for the creativity of the staff and marketing savvy of the Fort Worth Zoo in utilizing their resources and expertise to their highest potential,” said AZA President and CEO Jim Maddy.
The AZA Marketing Award recognizes excellence in marketing campaigns developed and executed by its AZA member institutions. The campaign must utilize a marketing mix with a minimum of three communication channels, such as television, radio, print advertising, outdoor, internet, direct mail, etc.
“A visit to an AZA zoo and aquarium is more exciting and impactful than ever,” said Rick Barongi, Executive Vice President of Conservation at the Houston Zoo and Chair of AZA's Honors and Awards Committee. “That is why we need more marketing campaigns like this award-winning program to communicate the unique experiences that only our accredited institutions can offer.”
The Fort Worth Zoo developed the campaign to surprise the people in the Dallas-Fort Worth Metroplex with the birth of an Asian elephant, positioning it as a special and rare occasion (it was the first at the Fort Worth Zoo in 14 years). The Zoo provided multiple opportunities for engagement with the giant baby to establish a strong connection and to provide a platform for announcing a second Asian elephant birth only 30 days later.
“This is a very exciting time for the Fort Worth Zoo and for elephant conservation,” said Michael Fouraker, Zoo executive director. “This campaign stirred great excitement in the community, allowing us countless opportunities to educate people about the importance of elephant conservation. We're honored to have those efforts recognized by our peers.”
Schaefer Advertising Co. developed the ad campaign and Track Daddy Productions produced the broadcast portion.
The nationally acclaimed Fort Worth Zoo has been ranked the No. 5 zoo in the nation by USA Travel Guide, the No. 1 attraction in the DFW Metroplex by Zagat survey and a top 10 zoo or aquarium by FamilyFun magazine and TripAdvisor's Travelers' Choice Awards. The Zoo is home to more than 500 animal species and a world-famous reptile collection, housed in the Museum of Living Art (MOLA). The institution's focus on education and conservation is second to none, enhancing the lives of more than 1 million visitors a year.
About AZA
Founded in 1924, the Association of Zoos and Aquariums is a nonprofit organization dedicated to the advancement of zoos and aquariums in the areas of conservation, animal welfare, education, science, and recreation. AZA is the accrediting body for the top zoos and aquariums in the United States and six other countries. Look for the AZA accreditation logo whenever you visit a zoo or aquarium as your assurance that you are supporting a facility dedicated to providing excellent care for animals, a great experience for you, and a better future for all living things. The AZA is a leader in saving species and your link to helping animals all over the world. To learn more, visit www.aza.org.
