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LOS ANGELES The San Diego Zoo kicked off its summer season with new babies—an orangutan, chimp, panda, hippo and giraffe—and a fresh ad campaign from incumbent agency MeadsDurket.
Rather than highlighting specific attractions and events, the campaign focuses on the zoo’s primary draw: the animals themselves.
“The zoo symbolizes the city, it’s known worldwide,” said MeadsDurket CEO Gary Meads. “It’s time to reclaim its world-famous positioning.”
In an effort to achieve that, ads are scheduled to run on Orange County and Los Angeles-area billboards, bus shelters and in print through Labor Day.
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