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Marketers at the Los Angeles Zoo, faced with a low ad budget and summer competition from biggies like Disneyland and Universal Studios, were perplexed about how to get L.A. residents to keep the zoo in mind for summer outings. While the zoo isn’t a top-of-mind attraction, ‘When kids and their parents come, they love it,’ said Lora LaMarca, Zoo pr director. ‘It’s fun, it’s educational, it’s even inexpensive. We wanted to communicate all of that.’
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