News & Media

IT'S COMING

Phoenix Zoo's latest marketing campaign warns

of excitement lurking around the corner

            PHOENIX (October 27, 2009) – For the last several weeks, you may have seen the eye of a strange creature staring at you menacingly from billboards and buses around the Valley. It came with a warning: It's Coming. Now, a sharp claw has appeared, re-emphasizing that something is indeed on its way, "claws, teeth, and all." What is this ominous creature, and why is it coming to Phoenix?

            The Phoenix Zoo knows, but they're not quite telling yet. The billboards and bus signs are part of an overall marketing campaign designed to create anticipation for something new coming to the Zoo, which will be revealed by the second week of November. Until then, local residents will have to keep guessing.

            "It's been years since the Phoenix Zoo has had something occur of this magnitude, " says Bert Castro, President and CEO. "We're certainly excited about giving our guests a compelling new reason to visit the Zoo."

            In the next few weeks, listeners of local radio stations will hear ads featuring sound effects from the South Pacific jungles, hinting at the origins of the animal that is to come. The deep, dramatic voice-over will impart the same It's Coming message along with a suspenseful description of the creature.

            The Zoo has also enlisted several local companies and attractions as marketing partners for this campaign. Coca-Cola will feature on the back of trucks and vending machines a promotional offer to visit the ominous creature's exhibit with a discounted admission to the Zoo.

            At Bashas' grocery stores, shoppers will encounter teaser materials at the entrance and signs placed throughout the store carrying messages such as "Can't wait to 'meet' you, " while store employees will wear t-shirts with the image of the dragon and Land of the Dragon exhibit.

            Additionally, the Phoenix Zoo and the Arizona Museum of Natural History have teamed up in a cross-promoting effort. (Clue: with the largest collection of dinosaur fossils in the state, the museum also houses a distant relative of the animal coming to the Zoo, of which about 3, 000 currently live in the wild.)

            The Phoenix Zoo has also embarked on the new tools of social media to taunt followers and fans of the latest attraction soon to be unveiled. With ITSCOMINGPHX Twitter account that launched October 1, the more than 3, 500 followers are constantly given hints and plugs on what is coming in real time.

            In addition, the Phoenix Zoo is also an active user of Facebook, whose page currently has more than 3, 000 fans. The most recent activity involves sharing the It's Coming creative with friends for a chance to win tickets to the Zoo. It's a great way to measure your reach via social media tools and generate a virtual buzz.

            For more information about the Phoenix Zoo or the marketing campaign, contact Trish Bump, Director of Strategic Partnerships at the Phoenix Zoo.

About the Phoenix Zoo

The Phoenix Zoo is a non-profit zoological park that serves 1.5 million guests annually. Home to more than 1, 300 animals and many endangered and threatened species, the Zoo is dedicated to inspiring people to live in ways that promote the well being of the natural world.