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Detroit Zoological Society Grabs the Brass Ring with International Award for Marketing Excellence

"Vitamin Z” takes the prize for world’s best integrated marketing campaign.

The Detroit Zoological Society’s “Vitamin Z” campaign has won the 2012 Brass Ring Award for Marketing Excellence. The campaign received the award for best integrated marketing from the International Association of Amusement Parks and Attractions (IAAPA). The award was presented Nov. 14 at the IAAPA Attractions Expo in Orlando, Fla. 

“It’s a great thrill to have the Vitamin Z campaign recognized as the best marketing program in the world,” said Detroit Zoological Society Executive Director Ron Kagan. “Theme parks, museums, zoos, aquariums and other attractions worldwide compete for this coveted award.” 

Created by Detroit-based Doner, the winning campaign captures real, non-scripted moments of awe and excitement as children experience all that the Detroit Zoo has to offer. Themed around the iconic nutrition label, the integrated marketing campaign includes TV, radio, outdoor, print, digital, social and mobile elements. All branded elements include the tagline “Vitamin Z. Part of a complete childhood”. 

“The Vitamin Z campaign celebrates the emotional connection children feel when they visit the Detroit Zoo; we simply let them express it in their own words,” said Rob Strasberg, co-CEO, chief creative officer, Doner. “We couldn't be prouder that the integrated campaign has resonated with families in the community and the attractions industry worldwide.” 

Last year, the campaign’s “How do you get your Vitamin Z?” television commercial won IAAPA’s Brass Ring Award for Marketing Excellence in the zoos and aquariums category. 

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