London Zoo is set to promote the ‘interactive’ experience that the zoo
offers visitors in its 1996 campaign, through Harari Page.
The campaign, which breaks this week, comprises bus sides and London
Underground poster sites. The four executions seek to show just how
close visitors can get to the animals and birds.
One T-side ad carries the headline ‘duck’ with a picture of an owl in
the middle about to swoop on to the heads of three amazed-looking
children. A second features the headline ‘precious little lamb’ and a
picture of a tiger cub. Another shows an Addams Family look-a-like child
and a tarantula spider walking along a human hand with the headline
Tina Garvin, the account director at Harari Page, said: ‘The whole
campaign sets out to promote the interactive side of London Zoo. People
enjoy seeing the animals as they would behave in the wild and very close
up. In some cases, it is possible to touch the animals.’
A limited radio campaign will break later this spring and will feature a
number of executions. It will use famous stars, each pretending to be a
certain animal. The first will star John Cleese as a giraffe. The ads
will run on Capital FM and Capital Gold, according to Garvin.
Bus sides have proved the most effective medium for the zoo to date,
allowing it to cover all of Greater London cost-effectively, said a
spokeswoman for London Zoo. In 1995 London Zoo was voted creative bus
side of the year by Buspak.