There's nothing more attention grabbing than cute otters playing in the water boasting more cuddle than cats, dogs, or even bunnies combined. And, Minneapolis-based marketing firm Preston Kelly wasn't afraid to capitalize on that as it promoted the Minnesota Zoo's new Russia's Grizzly Coast exhibit.
The company was recognized this week after scoring five golds at the 2008 Brass Ring Awards for the marketing campaign, online advertisement, PR program, television commercial, and web site it created to help launch the new exhibit.
"Typically, creative agencies love zoos because animals make such amazing subjects for showcase work," said Preston Kelly Executive Vice President and Creative Director Chris Preston in a press release. "And we're not above all that. In our case however, the work we were so fortunate to be recognized for, also led to Minnesota Zoo's highest attendance in more than a decade and annual memberships set an all-time record." ....Featuring up-close photography of grizzly bears and sea otters, the objective is to communicate the face-to-face experience guests will have when experiencing the new exhibit. TV, radio, out of home, print, web and guerilla tactics helped to bring the personality of the animals to life and encouraged consumers to visit the zoo.
Hosted by the International Association of Amusement Parks and Attractions, the annual competition recognizes excellence in marketing. The awards celebrate originality, creativity, and excellence in marketing among professionals in the industry.