Audubon Nature Institute was recognized with the 2020 Excellence in Marketing Award for its “Audubon Zoo Lions: The Roar Returns” campaign. This award recognizes excellence in marketing campaigns developed and executed by AZA member facilities.
Audubon Zoo’s “Lions: The Roar Returns” campaign generated anticipation and buzz for the opening of a state-of-the-art new lion habitat while inspiring members of the public to care about wildlife conservation and invest their recreation dollars in a higher cause than mere entertainment.
The multi-channel campaign reached locals and tourists alike with an emphasis on the “backbone mom” demographic. Creative partnerships with similarly cause-oriented organizations such as the Louisiana SPCA and Disney’s Protect the Pride campaign reminded audiences the positive impact their personal actions could have for animals while keeping lion conservation top-of-mind months past the exhibit’s grand opening.
The campaign reached more than 3M people and generated a publicity value of nearly $10M while boosting Zoo attendance and inspiring community interest in wildlife conservation.
“The campaign to return the roar to Audubon Zoo was a triumph, building tremendous excitement both within our community and nationally for the return of this iconic species to Audubon Zoo after a nearly six-year absence,” said Audubon Nature Institute President and CEO Ron Forman. “The new lion habitat, made possible through the generosity of philanthropists Joy and Boysie Bollinger, welcomes visitors into an African safari experience focused on conservation, rather than exploitation, and the Marketing team did an incredible job crafting a campaign that captured the awe of seeing lions up close while leveraging partnerships with organizations like the Louisiana SPCA and Disney’s Protect the Pride campaign to share the important role that zoos—and their visitors—play in saving wildlife.”
Powerful, engaging messaging is critical to advancing public understanding of the role AZA-accredited zoos and aquariums play in animal welfare and conservation. This honor recognizes the creativity and expertise of the marketing team at Audubon for developing engaging, imaginative ways to share its mission and stories.