TORONTO ZOO ADVERTISES GORILLA RAINFOREST
By Adnews Staff
The Toronto Zoo has begun a marketing campaign for its new Gorilla Rainforest permanent exhibit. The exhibit, home to seven Western Lowland gorillas, has been designed to replicate the creatures' real habitat with climbing trees, a water puddle and a playroom. Advertising from the Zoo's new agency Roche Macaulay & Partners depicts attempts by animals not from the Africa Pavilion to sneak into the gorilla habitat. Three 30-second TV spots feature the failed attempts of a penguin, a kangaroo and a turtle to get into the Rainforest. Television advertising will run until July, followed by three 30-second radio spots which will air in August. Two outdoor executions will appear in Toronto and the surrounding area in July and August. A "gorilla marketing" campaign, from In Field Marketing, is also part of the marketing promotion. For four weeks, beginning May 18, marketers will attend a number of events and "swing" through downtown locations to give out 50,000 bananas. The bananas were donated by Dole Food Company and bear stickers promoting the Gorilla Rainforest exhibit. Public relations support for the campaign are being handled by BoomTown Public Relations of Toronto. Web site promotion for the exhibit was done by Lowe RMP.