Taronga Zoo Sydney is inviting Aussies to pack their bags for a home-grown adventure around the Whole WILD World in its annual summer campaign – produced entirely in-house.
The new campaign was conceived by Taronga’s marketing, digital and design teams and uses a combination of video, social and digital assets to invite guests to journey the globe with five bespoke itineraries spanning Africa, Asia, the Americas and Australia.
Divisional Director of Marketing, Communications and Fundraising Karen Madden said the new campaign offered a little fun and adventure after a challenging year: “2020 has been a tough year for just about everyone – us included – and we spent a good deal of time considering how people and specifically young families were likely to be feeling in the run up to summer.
“While families might not be able to venture as far and wide as they might have been able to in years gone by, with a trip to Taronga Zoo – home to more than 4,000 animals from all over the globe – the opportunity to experience the exotic becomes possible. Taronga really can offer the opportunity to travel the whole WILD world,” said Madden.
The campaign will see performance channels search and paid social taking the lion’s share of investment, with long-time partners of Taronga oOh!media stepping in to support across a variety of awareness channels.
Consideration and conversion ad sets will increase awareness and drive ticket sales, while email journeys will deliver new itineraries every couple of weeks across the summer period. Creative elements including downloadable itineraries and tickets skinned as boarding passes bring the campaign to life and inject some fun into the guest experience.
The campaign has also been well integrated into Taronga’s existing content marketing platform Taronga TV, with a series of mini keeper talks rolling out throughout the campaign period giving guests a sneak peak at the zoo’s offering.
“Summer is Taronga’s most critical and long-running annual campaign, so to be able to conceive this campaign entirely in-house from conception through to execution is a true achievement. It brings together the team’s passion for wildlife and strategic expertise with a great result while also allowing us to maximise our budget on paid media.
“I’m also exceptionally proud of the way the campaign has been woven into Taronga TV. In spite of the challenges we’ve faced throughout the year, Taronga TV has been a fantastic addition for us to be able to continue to deliver on our mission to inspire connections between people and wildlife,” said Madden.
The campaign launched on December 7 and will run throughout Summer. Taronga is a not-for-profit organisation and works tirelessly to achieve a shared future for wildlife and people, striving to be a centre for conservation excellence and an inspiration to individuals and communities. Taronga supports more than 60 conservation and research projects in Australia and around the globe.
Creative credits:
Taronga Zoo
Creative Strategy – Janelle Blue
Creative Strategy – Chris Wheeler
Videography– Guy Dixon
Design– Ginni Leonard
Design – Jess Bretherton
Digital Marketing– Carolina Holland
Email – Melodie Johnson
Website – Violetta Racz
