LOS ANGELES--(BUSINESS WIRE)--M&C Saatchi LA today releases a new campaign for the San Diego Zoo Safari Park’s new Tiger Trail exhibit, opening to the public on May 24, 2014. The multimedia marketing campaign offers a humorous take on how tweens are inspired to harness their own “tiger power” after an intense experience with one of the 6 endangered tigers at the Safari Park’s all-new Tiger Trail.
The campaign consists of TV, print, digital, outdoor and transit, targeting the Southern California region. Directed by Matt Swanson of EPOCH, the spots feature one of the actual Sumatran tigers from the exhibit, filmed on location at the Safari Park.
Each of the spots filmed for the campaign imagines a world where kids confidently put their newly acquired “Tiger Power” to unexpected use. A call to “See it. Feel it. Live it.” invites visitors to experience tiger power themselves at the immersive new Tiger Trail exhibit.
“Tigers have an almost mythological connotation for their power and mystique,” said James Bray, Creative Director at M&C Saatchi LA. “We wanted to show kids tapping into that to develop their confidence, their own tiger power.”
Three pieces of tiger-themed artwork were also created for this campaign. These visuals will be used as teaser images to help promote the new exhibit via print, environmental, digital and social media and will also be used for outdoor and transit.
"With the debut of this new exhibit, our guests will have a thrilling and awe-inspiring personal encounter with majestic Sumatran Tigers, and at the same time learn of the threats to this critically endangered species,” said Ted Molter, Chief Marketing Officer for San Diego Zoo Global. "This campaign playfully asks our guests to identify with the confidence and power of tigers in the hopes that it will build greater appreciation for one of nature’s top predators."
Tigers face many challenges in the wild, from loss of habitat to conflicts with humans, but the biggest threat continues to be poaching. Tigers are killed by poachers, who then illegally sell tiger body parts, mostly for folk remedies. By encouraging people to visit the Tiger Trail, the campaign not only helps to generate admission revenue critical for the fulfillment of San Diego Zoo Global's vision to end extinction, but also plays a part in the education of how guests can help protect wild tigers by avoiding products that harm tiger habitat and refusing to purchase items made from endangered wildlife.
To see the spots you can visit:
The Tiger Tail Exhibit at the San Diego Zoo Safari Park will be open to the public starting May 24, 2014.
About M&C Saatchi LA:
M&C Saatchi is the world's largest independent marketing communications group, with 27 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, social, branded content, media buying, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The LA agency celebrates its 10th Anniversary this year, and has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, Epson, OSU – The James, San Diego Zoo, UGG® Australia, New Mexico Tourism Department, Google, and the California Department of Public Health. For more information, please see www.mcsaatchi-la.com.
About the San Diego Zoo
Bringing species back from the brink of extinction is the goal of San Diego Zoo Global. As a leader in conservation, the work of San Diego Zoo Global includes onsite wildlife conservation efforts (representing both plants and animals) at the San Diego Zoo, San Diego Zoo Safari Park, and San Diego Zoo Institute for Conservation Research, as well as international field programs on six continents. The important conservation and science work of these entities is made possible by the San Diego Zoo Global Wildlife Conservancy and is supported in part by the Foundation of San Diego Zoo Global.