LAIR Marketing Campaign Honored by Association of Zoos and Aquariums
CONTACT: April Spurlock
September 24, 2013
The Los Angeles Zoo and Botanical Gardens is proud to announce the Living Amphibians Invertebrates and Reptiles (LAIR) marketing campaign was awarded the Significant Achievement Award from the Association of Zoos and Aquariums (AZA) during the 2013 AZA Annual Conference held in Kansas City, Missouri on September 12, 2013. The award recognizes excellence in marketing campaigns by an AZA institution utilizing multiple communication channels such as television, radio, print advertising, outdoor, internet, direct mail and more.
“We are very proud and honored to be recognized with this award,” said Zoo Director John Lewis. “The overall idea behind the LAIR marketing campaign was to show how the inhabitants of LAIR are just as unique as the Zoo’s diverse audience from various Los Angeles communities. We overcame many obstacles to make the LAIR campaign as successful as possible, and it could not have been done without the hard work and dedication of our Zoo staff and supporters.”
The Zoo worked in partnership with the Boston-based advertising agency, Allen & Gerritsen to create The LAIR-Alive in L.A. campaign with the goal of increasing attendance to over 1.6 million visitors and creating awareness about the opening of the LAIR and the biodiversity of its species. The campaign surpassed its intended goal reaching 1,660,450 guests in 2011-2012, the highest attendance the Zoo has had in over 20 years. The successful campaign showed visitors the visually stunning habitats and unique species that reside within the LAIR through colorful advertisements featuring our Fiji island iguana, desert hairy scorpion, California king snake, giant horned lizards and several other critters. Another notable aspect of the campaign included a series of humorous commercials featuring Slash and Betty White as they got nose to nose with a few of the unique inhabitants of the LAIR. The LAIR is not only home to over 60 species of amphibians, invertebrates, and reptiles, but also features the most diversity of any exhibit ever built at the L.A. Zoo.
The Los Angeles Zoo and Botanical Gardens is located in Griffith Park at the junction of the Ventura (134) and Golden State (5) freeways. Admission is $18 for adults and $13 for children ages 2 to 12. The Zoo is open from 10am to 5pm daily. For information, call (323) 644-4200