El Paso Zoo – Put Some Wild in Your Life

The Project

Seeing something again for the first time might sound like a turn of phrase, but that’s exactly what the El Paso Zoo asked us to do for them. After over 70 years in El Paso, the Zoo wanted to reinvigorate their image, and share the news about a new installation at the park modeled after the African Savannah, to include the addition of a pride of lions, a zeal of zebras and a tower of giraffes.

The Approach

When we first visited the Zoo, it was like being transported across the globe without leaving home. Our excitement led to the development of our campaign theme, “Put Some Wild in Your Life”. To further that message, we created a spot that took viewers on an exciting virtual tour through the park and opened their eyes to what was new at the zoo.

The campaign was hitting full stride, when a surprise announcement was made...the birth of an adorable baby zebra. Local media picked up and PR exposure went through the roof. Luckily, we’d recommended a complete redesign of the Zoo’s website featuring the animals at the new Africa exbibit. When people visited the site, they saw the complete branding campaign unfold before their eyes.

The Results

El Paso heard us roar and our campaign helped to raise awareness levels while introducing a new generation to the Zoo. By summer 2011, we’d successfully reinvigorated our brand image enjoying record-breaking ticket sales as the Zoo continued to introduce more rare and exotic animals and beautiful installations to the city. Momentum was at a fever pitch when we were called on to help promote “Safari Nights” the Zoo’s annual fundraiser. We created the logo and helped design a fun event program, which included a classic scavenger hunt-styled map. The event, which included a major PR push managed by Laster Group, was a smashing success.