ZSL London Zoo has partnered with Turner Broadcasting – parent company of kid’s channels Cartoon Network, Boomerang and Cartoonito – ahead of a summer campaign targeted at children and parents.
Celebrating the zoo’s new Sumatran tiger cubs, the campaign has featured bespoke ‘Tiger Territory’ TV ads produced by Turner, using footage of the cubs’ development over the summer.
The 30-second spots include interviews with ZSL London Zoo keepers, which will be aired across Turner UK’s Kid’s channels.
Kate Davies, head of marketing at ZSL, commented: "We’re incredibly excited about this initiative. It’s part of ZSL London Zoo’s overall campaign, which focuses on the new cubs who are a great success for our breeding programme, with the endangered Sumatran tiger population numbering just 300 in the wild. We look forward to introducing a whole new generation to the magical experience of ZSL London Zoo, and welcoming back those who already know it well."
The ZSL interviews direct viewers to the London Zoo microsite where kids can watch the cubs grow and play via a ‘cub cam’, take part in interactive tiger games, win prizes and watch the zoo keeper’s ‘vlog’.
The creative has been supported by digital activity including three banner ads running across the ZSL microsite and Turner’s Cartoon Network, Boomerang and Cartoonito websites.
Media planning and buying was secured by Arena.