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Sharks Make a Splash in CCP Work

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CHICAGO Chicago Creative Partnership is launching a new advertising campaign for the Shedd Aquarium's new shark addition, "Wild Reef".

The Chicago aquarium's exhibit, which opens April 15, features more than 25 sharks, more than 2,000 fish and a million tiny coral polyps. The attraction is designed to capture the beauty of Apo Island, a 183-acre volcanic island in the central region of the Philippines.

The Chicago agency created print, outdoor, banner and radio ads, which are running locally. In addition, CCP developed promotional commercials airing exclusively on local station WGN. A print ad plays upon the Shedd's urban home by showing train riders looking out of a window at an aquarium full of sharks rather than the city's skyline. "There are sharks among us," the copy reads.

"Shedd wanted to tie sharks to the places and people of Chicago, and CCP came up with a concept that did just that," said Amy Ritter, client vice president of marketing and public relations, in a statement.

Campaign billings were not disclosed. CCP has held the Shedd Aquarium account since 1998.