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November 24, 2007
Visiting the Zoo
A colorful campaign aimed at parents and children is playing up the “wild” in the premier attractions owned and operated by the Wildlife Conservation Society.
Those attractions are the Bronx Zoo and the New York Aquarium in Coney Island, Brooklyn. A new agency, Deutsch, is encouraging potential visitors to “Go wild” in a campaign with a budget estimated at $7 million — and, as the elephants at the zoo might say,
that’s hardly peanuts.
The campaign includes television and radio commercials; signs and posters; print advertisements; trading cards bearing pictures of animals, which are of course called “wild cards”; and a Web site where computer users are invited to “build
your wild self” and forward the images to friends.
With species going extinct at an alarming rate, wildlife protection is possible only if the adults who are now in charge, do their bit.
While the ad companies are doing a good job of attracting kids, can they do something to make "visiting the zoo" serious adult business too?
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